Measuring Changes in American Party Reputations, 1939—2004

Scholars increasingly emphasize that party reputations are valuable electoral assets. The authors measure temporal change in the parties’ relative reputations across several distinct policy areas and find that each party tends to have advantages on certain issues but that the patterns are far from permanent. Democrats have strong advantages on social welfare issues, but Republicans have made some gains. Republican advantages on taxes and “law and order” have been weaker. The authors also find that party competition has strengthened impressions of the parties. Results support the notion that parties carry a collective—if occasionally transitory—reputation on a host of issues.