Multi-section ReportsMay 4, 2011

Beyond Red vs. Blue: The Political Typology

With the economy still struggling and the nation involved in multiple military operations overseas, the public’s political mood is fractious. In this environment, many political attitudes have become more doctrinaire at both ends of the ideological spectrum, a polarization that reflects the current atmosphere in Washington. Yet at the same time, a growing number […]

Multi-section ReportsMay 10, 2005

Beyond Red vs. Blue

Part 1: Principal Findings Coming out of the 2004 election, the American political landscape decidedly favored the Republican Party. The GOP had extensive appeal among a disparate group of voters in the middle of the electorate, drew extraordinary loyalty from its own varied constituencies, and made some inroads among conservative Democrats. These advantages outweighed continued […]

Multi-section ReportsNovember 11, 1999

Retro-Politics

Foreword and Overview Foreword In 1987, we embarked on an ambitious project to better understand the nature of American politics. We identified a broad range of beliefs and values that underlie common political labels and that ultimately drive political action. A voter typology emerged from this effort which classifies the electorate into distinct groupings, defined […]

PublicationsSeptember 21, 1994

The People, the Press & Politics

Report Summary Reflecting a dramatically changed environment in America and the world, the voter typology which Times Mirror created in 1987 has been modified to make it more responsive to the new values and attitudes that affect voter behavior in 1994. We present it as “The People, The Press and Politics: The New Political Landscape.” […]

PublicationsSeptember 30, 1987

The People, the Press & Politics

Report Summary There are 11 distinct groups in the American electorate — 10 that vote in varying degrees, and one that does not vote at all. How Americans vote is a much more complex process than previously defined. There have been many attempts to analyze political attitudes in this country. Some analysts have focused on […]