Video (3min 14sec): Examining the US Voter Psyche. In this era of wall-to-wall political coverage, the US media likes to think it has dissected just about every issue facing US voters. But recent research suggests that the average voter is not that well informed, and is not even paying that much attention. So, how will US voters make their choice on election day in November?
Michael Lewis-Beck, political scientist: "Most voters, most of the time, don't pay any attention to politics. They don't know a lot about politics. They don't follow politics. There may be, if you're lucky, 1 or 2 issues at most on their mind."
Lewis-Back and his colleges found Americans tune out most of that flood of information on the air and on line. Most vote either Democrat or Republican, because, well, that's how their parents voted. And most can't even come up with a definition of what it means to be conservative or liberal. The research shows basic 'bread and butter' issues are what the voters focus on..."
