The Changing Structure of Party Identification

Extract

However one wishes to characterize Walter Mondale's campaign for the presidency, his loss was only the latest in a series of Democratic presidential candidate defeats beginning in 1968. In 1968, Hubert Humphrey got 43 percent of the popular vote. In 1972, George McGovem received 38 percent of the popular vote. And in both 1980 and 1984, the Democratic presidential tickets got 41 percent of the popular vote. Only in 1976 did a Democratic presidential candidate receive a (very slim) majority of the popular votes cast. Indeed, Democratic presidential candidates have received only 42 percent of the total votes cast between 1968 and 1984.

Although Democratic presidential candidates have not been faring well for 16 years, party identification has remained about the same—with the Democrats as the majority party. Until 1984. And that is what makes the 1984 election interesting, for in this election the voters finally seemed to change their party identification to correspond with what now appears to be their habit of electing Republican presidents.

In 1980, when Jimmy Carter received the same proportion of the total votes cast as did Walter Mondale in 1984, self-styled Democrats were still in the majority. But, by 1984, Republicans and Democrats were at a virtual tie nationwide, as these figures from NBC News election day voter polls demonstrate.