POLITICAL COMMUNICATION

Voter decisions are not always based on individual interests, but rather on identity and personal values. Although there may be a connection between identity and interests, people tend to vote for candidates or ideals they identify with. Understanding this dynamic is essential to avoid erroneous assumptions about the motivations of the electorate.

Political preferences are shaped within a frame of reference that influences the perception of values and voter identity. These frames of reference, though intangible, play a crucial role in electoral decision-making. For example, during the Watergate scandal, President Nixon’s response (“I’m not a crook”) illustrates how the denial of a frame of reference can evoke it and distort public perception. This incident underscores the importance of understanding and managing frames of reference in the political arena to avoid misunderstandings and biases.