Choosing A Candidate: Traits, Issues, And Electability

This research investigates the roles of issues, traits, and electability in the 2020 U.S. presidential nominating contest. These analyses utilize survey data gathered at political rallies in Iowa leading up to the caucuses and state and national news coverage. First, we identified the traits and issues respondents used to describe their support for a particular Democratic candidate over others. Next, we determined how issues, traits, and electability differed among the candidates. Finally, an analysis of news coverage uncovered how each candidate's electability was framed. We found supporters of moderate candidates were more likely to mention candidate traits as reasons for their support, whereas supporters of progressive candidates were more likely to mention issues. Despite the media focus on electability, respondents did not indicate that as a primary reason for supporting a candidate. State and national news coverage treated the electability of Democrats vying for the party nomination quite differently, depending on the candidate's gender and ideology.