Yesterday I wrote that the politically obsessed should not pay attention to general election polls right now, because the GOP primary is over while the Democratic one continues. That in turn has given presumptive nominee Trump a consolidating boost, while Sanders supporters still resist supporting Clinton. That phenomenon will dissipate within the month, and Clinton will get her own boost once the last votes are cast.
Still, the latest poll showing Trump leading Clinton by 2 points is instructive not for its toplines, but for the very high negative public perceptions of both candidates. While the topline numbers should change over the next few months in Clinton’s favor, the candidates’ negatives are unlikely to. Compounding this reality is that the public has lower-than-ever perceptions of the news media, which means we’re ripe for a toxic social and cultural stew as we approach the election.
What does this mean going forward? Mostly that the election will be driven in part by core supporters who do like their respective candidates on both sides, but mostly by fear of the other side. Conservative voters who don’t like Trump will have to make a choice whether to trudge to the polls to vote against Clinton, and liberal voters who don’t like Clinton will have to do likewise against Trump. Undecided voters who don’t like either choice will have to decide whether to vote at all.
Pure partisans won’t have any trouble showing up, because that’s what we do. But general elections aren’t won by pure partisans who vote in every election. Nor are they usually won by persuading the very small slice of people who can’t seem to make up their minds between two very different candidates all the way into October.
General elections are won by turning out the people who already agree with you ideologically, but only show up to vote every other election when they really feel inspired to but otherwise feel that politics is a waste of time that doesn’t change anything dramatically affect their daily lives.
In that sense, the way both sides will try to win is not to convince the disaffected that their candidate will affect dramatic positive changes (though Trump may have some disaffected voters with whom he can make that argument; Clinton’s chance of persuading her own version of the same is somewhat less due to her intentionally incrementalist message), but to scare them into believe that the other candidate will make dramatic negative changes.
In other words, Trump will try to convince apathetic conservative that Clinton will turn America into a gun-free Venezuelan socialist despotism, while Clinton will try to convince apathetic liberals that Trump will turn America into an unstable, trigger-happy fascist dictatorship. Clinton will use Trump’s lascivious past against him, even as Trump brings up decades of unsavory personal Clinton associations. It’s going to a very nasty affair. The one big advantage Democrats will have is a probable surge in the Latino vote out of genuine self-preservation.
In the meantime, the election will actually be won not in the air, but on the ground. The ugliness on the air will depress turnout even further, which will require campaign organizers to depend on millions of face-to-face conversations with voters on the fence about whether to vote at all.
All of which is to say this: as we approach the general election, those who want to help their candidate win in November should probably spend a lot less time arguing with other people in online forums or obsessing over television ads, and a lot more time making calls and knocking on doors. That’s where this very ugly game is going to be won and lost.