Voter uncertainty.

Abstract

Evidence suggests that voters are increasingly uncertain regarding which presidential candidate or party is the best to run their countries and which is the most trustworthy. Party membership and voter turnout are declining across democracies. Simultaneously there is evidence of increased voter volatility between elections. The trends witnessed across elections can be linked to the collapse of public trust in politicians generally. Voters increasingly attempt to navigate highly competitive election environments by seeking cues regarding which candidates’ communication resonates with them and whether they have the likeability factor. The voting behavior of some is, therefore, driven by ephemeral aspects of the campaign.