Where do opinions come from? 205argue that group identities shape partisanship: when people are trying to decide
between being a Republican or a Democrat, they think about which demographic
groups are associated with each party and pick the party that has more members from
the groups they identify with.^20
It is important to examine group variations in public opinion because candidates
and political consultants often formulate their campaign strategies in terms of
groups. For example, analyses of the three previous presidential elections show
that Obama’s and Hillary Clinton’s electoral strategies were shaped by the goal of
attracting support from young Americans, African Americans, Latinos, and women.^21
In contrast, Republican presidential candidates targeted regular churchgoers, as well
as older voters and people living in rural areas.The probability that you will be
contacted to participate in a typical
national poll is
.001%
Source: General Social Survey Data
Archive
DID YOU KNOW?
Although events such as wars, economic
upheavals, and major policy changes
certainly influence public opinion,
research shows that most Americans
acquire some political opinions early in
life from parents, friends, teachers, and
others in their community.2003
20
40
60
80%
59
OpposeAll adultsFavor20
40
60
80%
32
2017 2003
33
17
40
51
Support by generation
74 Millennials (born 1981and after)Gen X (1965–1980)
Baby boomers
(1946–1964)Silent generation
(1928–1945)65
56
41
2017
32
62
FIGURE
6.1Source: Pew Research Center, “Support for Same-Sex Marriage Grows, Even Among Groups That Had Been Skeptical,” June 27, 2017, http://www.people-press.org
(accessed 2/7/18).Attitudes about Same-Sex Marriage
Over the last fifteen years, support for same-sex marriage has grown. What do these graphs tell us
about the influence of group identity on public opinion? Is support for same-sex marriage likely to
increase or decrease in the future? Why?Full_07_APT_64431_ch06_198-231.indd 205 16/11/18 1:37 PM