It’s an ancient truism of political science that a significant slice of Americans are “philosophically conservative but operationally liberal.” This is often explained as a habit born of ignorance or selfishness: folks don’t like government in general but like specific programs or those from which they personally benefit.

But at Monkey Cage today, John Sides looks at some new research on this subject and reaches a slightly different conclusion:

[A]lmost 30 percent of Americans are “consistent liberals” — people who call themselves liberals and have liberal politics. Only 15 percent are “consistent conservatives” — people who call themselves conservative and have conservative politics. Nearly 30 percent are people who identify as conservative but actually express liberal views. The United States appears to be a center-right nation in name only.

This raises the question: why are so many people identifying as conservative while simultaneously preferring more government? For some conservatives, it is because they associate the label with religion, culture or lifestyle. In essence, when they identify as “conservative,” they are thinking about conservatism in terms of family structure, raising children, or interpreting the Bible. Conservatism is about their personal lives, not their politics.

But other self-identified conservatives, though, are conservative in terms of neither religion and culture nor the size of government. These are the truly “conflicted conservatives,” say Ellis and Stimson, who locate their origins in a different factor: how conservatives and liberals have traditionally talked about politics. Conservatives, they argue, talk about politics in terms of symbols and the general value of “conservatism” — and news coverage, they find, usually frames the label “conservative” in positive terms. Liberals talk about policy in terms of the goals it will serve — a cleaner environment, a stronger safety net, and so on — which are also good things for many people. As a result, some people internalize both messages and end up calling themselves conservative but having liberal views on policy.

Being conservative, it seems, feels authentic and cool. Who’d a thunk it?

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Ed Kilgore is a political columnist for New York and managing editor at the Democratic Strategist website. He was a contributing writer at the Washington Monthly from January 2012 until November 2015, and was the principal contributor to the Political Animal blog.