Low-Information Voters & Election Impact

Low-information voters, as defined by Wikipedia, are individuals who participate in elections but lack a deep understanding of political issues. The term was introduced by American pollster and political scientist Samual Popkin in his 1991 book The Presidential Campaigns, where he referred to “low-information signaling.” This concept highlights how many voters make decisions with limited information, often influenced by simple yet effective messaging. 

Political yard signs play a crucial role in this context, offering candidates a way to connect with voters who may not be deeply engaged with policy debates. While the term “low-information voter” is relatively modern, the idea isn’t new. In 1932, Franklin D. Roosevelt spoke to a crowd during the Great Depression, declaring, “Democracy cannot succeed unless those who express their choice are prepared to choose wisely.” His message wasn’t aimed at in-depth policy discussions but at addressing the immediate, basic needs of struggling Americans.

FDR’s ability to connect with these voters—many of whom were driven by hunger and a desire for change rather than detailed political knowledge—helped him secure an unprecedented four terms in office. His landslide victories, including the highest percentage of the popular vote for a Democrat in U.S. history, demonstrate the power of resonating with voters on a personal level.

For candidates today, yard signs serve as a modern-day tool to capture attention and influence decisions, especially among those seeking clear, simple messaging in an increasingly complex political landscape.

Descriptions of Low Information Voters:

Low-information voters can be categorized in a few ways:

These voters often make decisions based on limited or superficial information. They might rely on propaganda, eloquent speeches, party loyalty, or endorsements from celebrities rather than deeply researching the candidates themselves. In many cases, their choices are shaped by rumors, social media chatter, or word-of-mouth from equally uninformed sources. For such voters, political yard signs serve as a simple yet effective visual cue to remember a candidate’s name on election day.

Another type of low-information voter is deeply invested in a single issue but disengaged from the broader political process. For example, a voter passionate about gun rights might be highly knowledgeable about Second Amendment laws but indifferent to policies on trade or education. These voters often tune into elections only when their core issue is at stake. Political yard signs that highlight a candidate’s stance on such issues can be instrumental in capturing their attention and securing their vote.

By providing clear, concise messaging, political yard signs can bridge the gap for low-information voters, offering them a quick, recognizable way to connect with a candidate’s name or platform. For campaigns, effectively utilizing yard signs can turn passive observers into active participants on election day.

Reality and a Take on It:

Many people don’t invest time in studying politics. With declining newspaper readership and short attention spans, most voters aren’t consuming long-form content or hours of political programming. In today’s world, brevity is key—think of Nike’s “Just Do It.” Similarly, political yard signs use concise messaging to effectively reach voters who might not engage with other sources of information about candidates.

Low-information voters need more than just facts. They need the truth. But the truth requires research and an informed decision. It’s complex. It’s time-consuming. Our lives are 130 characters on Twitter. That’s it. Corrugated plastic yard sign verbiage is even shorter than Twitter, so it’s vital to make it brief yet highly effective. #lowinformationvoters

The iconic, long-running show Saturday Night Live has hit on the topic of low-information voters in recent years. The crew came up with a skit that jokingly poked fun at those who don’t pay attention to the political landscape.

While that skit is worth multiple laughs, these numbers aren’t laughable:

Did you know that in a poll of voting-aged people, 31% didn’t know that Dick Cheney held the office of vice president? 34% couldn’t name the governor of their own state. Four out of five didn’t know who the secretary of defense was. And more than half of those polled weren’t aware that Nancy Pelosi is currently Speaker of the House.

The low-information phenomenon is especially common at the local level, where candidates often lack the resources for widespread TV ads or facial recognition among voters. Tight budgets and limited outreach mean many voters arrive at the polls uninformed about candidates or their policies. For local campaigns, yard signs can be a critical tool. Strategic placement in high-traffic areas and prominent name display might be the only way to ensure voters recognize you on election day.

The effects of political information on political behavior have crucial consequences for the quality of democratic representation. Many citizens are uninformed about the positions of the major political parties on key issues, and the lack of information distorts their ability to translate their preferences into partisan decisions and vote choices. A lack of knowledge on the policy positions of the parties significantly hinders the ability of low-information voters to make appropriate selections on voting day. As a result, election outcomes and subsequent public policy can potentially be damaging to the country as a whole.

“The high-minded man must care more for the truth than for what people think.”

-Aristotle

***A side note: take no offense to the images of Homer Simpson and Peter Griffin. We’re just sayin’ that the lovable nighttime cartoon dads fit the stereotypical bill of low information voters to a tee. They’re not voting by straight party line. They eat donuts and drink beer. Homer doesn’t say, “Doh!” because he missed out on reading a daily newspaper. Peter doesn’t hang out at The Clam to get the latest on political debates. IF…and that’s a big if… if they were to head to the polls, they’d likely punch the ticket of the candidate whose campaign sign was the last they saw.