Political Sophistication and Models of Issue Voting

Does political sophistication influence the way in which voters use issues in evaluating parties and candidates? We consider two models of mass-elite linkage: the traditional spatial model, which conceives of issues as continua of policy options, and the directional model, which conceives of issues as simple dichotomies. The traditional model is more cognitively demanding and is the implicit model of journalists and political elites. We would expect, therefore, that better educated and more politically involved voters would rely on it, while less sophisticated voters would follow the directional paradigm. We investigate this hypothesis with survey data from the 1988 presidential election in the United States and the 1989 parliamentary election in Norway. The results show that at all levels of sophistication and in both countries, voters generally follow the directional model.