The Bradley Effect: Mediated Reality of Race and Politics in the 2008 U.S. Presidential Election

This article discusses the origins of the so-called theory known as the “Bradley effect” within the historical context of the 1982 California gubernatorial election and its emergence as a popular, albeit questionable, explanation for Los Angeles mayor Tom Bradley’s unexpected loss in which racism is singled out as a major reason. The essay explores the validity of the Bradley effect in politics as well as how campaign operatives, journalists, pollsters, bloggers, and pundits focus on race, sometimes in a synergistic manner, to both validate and dismiss the effect of race on the election.