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New Yorker Looks at Voter Motivations
Half the blogosphere's linking to this article, so I might as well too. The New Yorker's got a long essay about how voters pick candidates. The important statistic is that only about 10% of the electorate could be considered "informed", and that many more people make their decisions based on emotional appeals and gut reactions. If that's the case, it makes a lot of the campaign coverage more understandable; people really seem to care more about the horse-race aspect of things than the issues that drive the parties and candidates.