Party Images and Partisan Resurgence

In this article, we argue that the partisan resurgence that took hold in the 1990s has continued through the 2004 election. The public's awareness of party differences is rooted in growing partisan polarization at the elite level. Using open-ended party likes and dislikes data, we identify a segment of the electorate with a broad understanding of what the parties represent. These party image-holders know more about politics, are more likely to vote and to participate in campaigns, and are more likely to try to influence their peers. We argue that party image-holders function as opinion leaders and form a link between elite-level polarization and public perceptions of party differences.