Microtargeting
For this weeks class we read a series of politically based articles on the use of micro-targeting in political campaigns. How fascinating. Although, is it to elementary to think of voters as just consumers? For that matter, why are we thinking of consumers in such a simplistic manner.
For instance, as I was reading the New York Times Article on food consumption and political party affiliation, I happened to be drinking a Dr. Pepper (Red State sign) but conveniently in my drawer at work I have a stash of Bare Naked granola (so liberal). For that matter, I happen to enjoy going to Whole Foods (again so democratic of me) as well as drinking a beer and having stuffed pizza.
Does this mean I am a confused consumer, or a confused voter? Perhaps both. Those with the strongest ties to their political party tend to have very strong opinions. They know what they believe. To be honest with my huge blogging audience, I don’t. So maybe Matthew Dowd has me pegged.
As a journalist, I have learned that the more you find out about people, things you would think would ever be important, i.e. where they live, how many kids they have, shampoo they like, the more you can understand who these people are.
So maybe the Bush campaign in 2004 took it to an extreme, but they were on the right track. They were doing what any good politician should do, their homework. In journalism, we always want to know who are audience is, so maybe we shouldn’t blow off where they shop and what they consume.
The real question is what do you do about those voters who like Bare Naked and Bourbon? (Hopefully they don’t mix together) Is it worth the while of a campaign to change their taste buds or just bend their ear?
