Demography Is King

By DAVID BROOKS
Published: April 29, 2008

Fifty-five years ago, 80 percent of American television viewers, young and old, tuned in to see Milton Berle on Tuesday nights. Tens of millions, rich and poor, worked together at Elks Lodges and Rotary Clubs. Millions more, rural and urban, read general-interest magazines like Look and Life. In those days, the owner of the local bank lived in the same town as the grocery clerk, and their boys might play on the same basketball team. Only 7 percent of adult Americans had a college degree.

But that’s all changed. In the decades since, some social divides, mostly involving ethnicity, have narrowed. But others, mostly involving education, have widened. Today there is a mass educated class. The college educated and non-college educated are likely to live in different towns. They have radically different divorce rates and starkly different ways of raising their children. The non-college educated not only earn less, they smoke more, grow more obese and die sooner.

Retailers, home builders and TV executives identify and reinforce these lifestyle clusters. There are more niche offerings and fewer common experiences.

The ensuing segmentation has reshaped politics. We’re used to the ideological divide between Red and Blue America. This year’s election has revealed a deep cultural gap within the Democratic Party, separating what Stuart Rothenberg calls the two Democratic parties.

In state after state (Wisconsin being the outlier), Barack Obama has won densely populated, well-educated areas. Hillary Clinton has won less-populated, less-educated areas. For example, Obama has won roughly 70 percent of the most-educated counties in the primary states. Clinton has won 90 percent of the least-educated counties. In state after state, Obama has won a few urban and inner-ring suburban counties. Clinton has won nearly everywhere else.

This social divide has overshadowed regional differences. Sixty-year-old, working-class Catholics vote the same, whether they live in Fresno, Scranton, Nashua or Orlando.

The divide has even overshadowed campaigning. Surely the most interesting feature of the Democratic race is how unimportant political events are. The candidates can spend tens of millions of dollars on advertising, but they are not able to sway their opponent’s voters to their side. They can win a stunning victory, but the momentum doesn’t carry over from state to state. They can make horrific gaffes, deliver brilliant speeches, turn in good or bad debate performances, but these things do not alter the race.

In Pennsylvania, Obama did everything conceivable to win over Clinton’s working-class voters. The effort was a failure. The great uniter failed to unite. In this election, persuasion isn’t important. Social identity is everything. Demography is king.

Over the years, different theories have emerged to describe the educated/less-educated divide. Conservatives have gravitated toward the culture war narrative, dividing the country between the wholesome masses and the decadent cultural elites. Some liberals believe income inequality drives everything. They wait for an uprising of economic populism. Other liberals divide the country morally, between the enlightened urbanites and the racist rednecks who will never vote for a black man.

None of these theories really fit the facts. It’s more accurate to say that the country has simply drifted apart into different subcultures. There’s no great hostility between the cultures. Americans have a fuzzy sense of where the boundaries lie. But people in different niches have developed different unconscious maps of reality. They have developed different communal understandings of what constitutes a good leader, of what sort of world they live in. They have developed different communal definitions, which they can’t even articulate, of what they mean by liberty, security and virtue. Demographic groups have begun to function like tribes or cultures.

We can all play the parlor game of trying to figure out why Obama, a Harvard Law grad, resonates with the more educated while Clinton, a Yale Law grad, resonates with the less educated. I’d throw in that Obama’s offer of a secular crusade hits a nerve among his fellow bobos, while Clinton’s talk of fighting and resilience plays well down market.

But these theories only scratch the surface. The mental maps people in different cultures form are infinitely complex and poorly understood even by those who hold them. People pick up millions of subtle signals from body language, word choice, facial expressions, policy positions and biographical details. Efforts to rebrand a candidate to appeal to down-market voters are inevitably crude and counterproductive.

The core message is that even if you take away the ideological differences between the parties, you are still left with profound social gulfs within the parties. There’s poignancy to that. The upscale liberals who revere Obama have spent their lives championing equality and opposing privilege. But they’ve smashed the old WASP social hierarchy only to create a new educational one.