Posted: September 9th, 2022

ENLIGHTENED PREFERENCE VOTING IN OUTCOMES

Enlightened Preference Voting Result in Better Outcomes
The outcomes of general elections can be predicted based on information available to the public before the election. It is widely accepted that the approach used by mass media in covering election campaigns influences voting outcomes as mass media is the primary source of information on various candidates, parties, and ideologies.
Mass media influence is postulated to change voters’ minds during an election campaign due to its informative role. However, other theories such as the activation theory suggest that mass media influence in an election period brings voters choices in line with their predispositions rather than change a voters mind. The enlightened preference theory suggests that voters become more enlightened on candidates’ ideologies and party positions (Andersen, et al., 2005, 286). The theory posits that vote is based on fundamental variables such as personal ideology and social position. Thus, the acquisition of knowledge about a candidate or party from the media facilitates people to make enlightened choices.
However, enlightened preference voting does not result in better outcomes than the current democratic processes. The choices made by voters not only depend on advertisements but also on the events that happen during the campaign period. Also, a candidate’s persuasive effect may as well influence voters’ choices. Besides, voter’s political knowledge, such as on issues such as tax, healthcare, employment, and policies, may influence voters to make better voting choices. As such, enlightened preferences voting does not result in better voting outcomes than existing democratic processes.
In conclusion, mass media plays a vital role in informing voters during political campaigns. Voters become enlightened about party positions and candidate ideologies, facilitating them to chose political parties and candidates that align with their predispositions. However, other factors such as political knowledge, events during previous administration affect voting choices. As such, enlightened preference voting does not result in better voting outcomes than existing democratic practices.

Reference
Andersen, R., Tilley, J. & Heath, A. F., 2005. Political Knowledge and Enlightened Preferences: Party Choice Through the Electoral Cycle. British Journal of Political Science, 35(02), pp. 285-302.

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