May. 10, 2005

Profiles of the Typology Groups

ENTERPRISERS PAST TYPOLOGY COUNTERPART: Staunch Conservatives, Enterprisers 9% OF ADULT POPULATION 10% OF REGISTERED VOTERS PARTY ID: 81% Republican, 18% Independent/No Preference, 1% Democrat (98% Rep/Lean Rep) BASIC DESCRIPTION: As in 1994 and 1999, this extremely partisan Republican group’s politics are driven by a belief in the free enterprise system and social values that reflect […]

May. 10, 2005

Methodology

Results for the main Political Typology Survey are based on telephone interviews conducted under the direction of Princeton Survey Research Associates International among a nationwide sample of 2,000 adults, 18 years of age or older, during the period Dec. 1-16, 2004. For results based on the total sample, one can say with 95% confidence that […]

May. 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 […]

May. 10, 2005

Part 2: The Political Typology

The 2005 Political Typology is the fourth of its kind, following on previous studies in 1987, 1994 and 1999. While the mood of the American electorate has changed markedly over this period, underlying patterns persist. Many characteristics of the groups identified by the current survey, in particular the ideological positions of Enterprisers, Liberals, and Disadvantaged […]

May. 10, 2005

Part 3: Demographics, Lifestyle and News Consumption

The nine groups in the political typology are defined by their beliefs and values, not by their demographic characteristics. Yet each group has a distinctly different demographic profile, which in some cases bears little resemblance to those of their ideological and political allies. For example, Enterprisers have by far the highest percentage of men of […]

May. 10, 2005

Part 4: Beyond Red vs. Blue: Value Divides Within the Party Coalitions

In an era when virtually all political issues are seen through partisan lenses, the political typology still finds numerous value cleavages in American society, many of which cut across party lines. In fact, public values about security and the use of military force are among the only value dimensions in which Republican and Democratic groups […]

Sep. 14, 2000

Issues and Continuity Now Working for Gore

Introduction and Summary With voters focusing more on the issues than on personal evaluations of the candidates and continuity factors increasingly favoring the Democrats, Al Gore holds a small but significant lead over George W. Bush. A survey of nearly 2,000 registered voters, conducted Aug. 24 – Sept. 10, finds Gore leading Bush by a […]

Mar. 15, 2000

The Two Strains of Swing Voters

With all eyes now firmly focused on a general election match-up between Al Gore and George W. Bush, the big question is which way independents will go — particularly those independents who have been supporting John McCain. While McCain’s popularity has focused more attention on this crucial bloc, independents are the swing voters in every […]

Nov. 11, 1999

Section 4: The 2000 Elections

The campaign for the 2000 elections presents both parties with substantial political challenges. In the presidential race, the two Democratic candidates continue to lag behind GOP frontrunner George W. Bush. Vice President Al Gore, in particular, is struggling with an image problem — while most Americans see him as trustworthy, likable and caring, only one-third […]

Nov. 11, 1999

Profiles of the Typology Groups

STAUNCH CONSERVATIVES PAST TYPOLOGY COUNTERPART: Enterprisers 10% OF ADULT POPULATION 12% OF REGISTERED VOTERS PARTY ID: 72% Republican; 24% Independent, Lean Republican COMMENTS: As in 1994, this extremely partisan Republican group’s politics are driven by a belief in the free enterprise system and social values that reflect a conservative agenda. Dissatisfied with the state of […]

Nov. 11, 1999

Section 6: Issues

Morality Top Concern, Social Security Top Priority Concerns about the moral climate in this country now top the list of national problems. Fully 35% of the public cites moral concerns — ranging from lack of family values to teen violence — when asked in an open-ended format to name the most important problem facing the […]

Nov. 11, 1999

Section 5: The Clinton Legacy and the Next President

Clinton Fatigue Despite strong approval for Clinton’s handling of his job as president, weariness with the problems associated with the Clinton administration remains high. Seven-in-ten Americans say they are tired of the problems associated with the administration, and fewer than one-third of Americans wish that Clinton could run for a third term. Across the voter […]

Nov. 11, 1999

Section 1: The Political Typology

The mood of the American electorate has changed markedly since the mid-1990s, with today’s political landscape reflecting good economic times and fresh optimism about the country. These changes are underscored by a new political typology, the third of its kind since the original study conducted in 1987. Many of the groups identified by the extensive […]

Nov. 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 […]

Oct. 25, 1996

Clinton Unites Dems, Gains Working Class Independents

Introduction and Summary After two presidential debates and six weeks of the general campaign Bill Clinton’s lead over Bob Dole is as large as it was in early September. The course of the race has changed little with the passing of each important campaign milestone. The only observable consequence of the debates is that the […]

Oct. 25, 1996

Typology

The Times Mirror Center in 1987 developed a unique voter classification system based on three major elements — party affiliation, political participation, and personal values and attitudes — and using the statistical technique called “cluster analysis.” The new typology developed in 1995 is built on the same foundation, with minor modifications. Nine values and attitudes […]

Nov. 14, 1995

Energized Democrats Backing Clinton

Introduction and Summary Anxiety may replace anger as the dominant voter emotion in 1996. A major national survey finds significantly more Americans than 18 months ago worried about affording major expenses such as health care costs, college tuition, retirement funds and housing costs. Voter anxiety has increased across the political spectrum and appears to be […]

Nov. 14, 1995

About the Typology

The Times Mirror Center in 1987 developed a unique voter classification system based on three major elements — party affiliation, political participation, and personal values and attitudes — and using the statistical technique called “cluster analysis.” The new typology in 1995 is built on the same foundation, with minor modifications. Nine values and attitudes were […]

Oct. 28, 1994

Democrats Recover But GOP’s Turnout Edge Looms Large

Report Summary The latest nationwide Times Mirror Center voter survey reveals considerably more support for Democratic congressional candidates than just a few weeks ago. But the survey continues to show an unprecedented plurality of registered voters inclined to vote Republican. More importantly, as the election nears, it also finds the GOP with a sizeable lead […]

Sep. 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.” […]