What to Know About Ballot Measures and How They Influence Voter Perception

When U.S. voters go to the polls in November they select elected officials—which is often the focus of the media during election season. However, voters also have the power to influence policy directly through ballot measures. These measures allow citizens to vote on specific proposals that can enact or repeal laws, amend state constitutions, or shape various policies. In 2023, voters in eight states will decide on 41 ballot measures ranging from topics like marijuana legalization and abortion to farming and property tax exemptions. Advocacy groups invest many of their resources to persuade voters to say "yes" or "no" to these measures, as they can significantly impact the lives of those living in a particular jurisdiction. However, voters' choices are influenced by a variety of factors, beyond campaign ads and policy debates.

Understanding these factors is crucial for journalists covering ballot measures. These include:

Limited Voter Knowledge

One significant finding from academic studies is that many voters enter the polling place with little to no knowledge about the ballot measures they encounter. This lack of awareness can impact their choices and can cause voters to fall victim to manipulative language or to vote for riders they don’t fully understand. Traditional methods of measuring voter knowledge about ballot measures often overestimate voter awareness. In many cases, voters may not be fully informed about the measures they are voting on.

Language and Framing

The way ballot questions are worded and framed can significantly affect how voters respond to them. Simple and easy-to-understand language tends to garner more "yes" votes, while complex or jargon-filled language may lead to "no" votes or abstentions due to sheer exhaustion from the voter.

Ballot Position and Length

The placement of ballot measures on the ballot can also affect voter participation. Measures appearing lower on the ballot may receive fewer votes as voters tend to skip sections, particularly if the ballot is lengthy or if it is double-sided. The placement of ballot measures on the ballot can also lead to "ballot fatigue." Voters may become overwhelmed by lengthy ballots, leading to skipped sections and potential bias against measures at the bottom.

Local School Characteristics

Research suggests that the types of students attending local public schools can influence the level of support voters give to tax referendums for public schools. For instance, areas where a higher percentage of students pass standardized tests may be more likely to support such measures. “The percent of students who pass third-grade math in a [voting] precinct is associated with higher passage rates,” the research claims.

A Negative Inclination

Studies indicate that it is often easier to persuade voters to vote "no" on ballot measures than to get them to vote "yes." Arguments against measures tend to be more effective in changing voters' decisions. However, this also depends on the financial status of voters: “Because the majority of tax referendum votes are for property tax increases, this shows that the people that are most likely to be affected by the tax increase are less likely to support it,” the research concluded “However, the higher household median income is associated with an increase in the percent yes vote.”

The Role of Local Newspapers

Local newspapers play a crucial role in helping voters decide on ballot measures. Their endorsements of specific measures can influence voter behavior, potentially leading to a lower percentage of "no" votes.

Understanding these dynamics is essential for those seeking to influence voter behavior, whether through campaigns, media coverage, or policy advocacy. It also underscores the importance of clear and accessible language in crafting ballot measures and the role of local newspapers in shaping public opinion.

Voter participation is vital for the effective functioning of the system. By considering these factors, we can better understand how ballot measures are perceived by voters and work towards more informed and engaged citizenship—which can only serve to strengthen the health of our fragile democracy in the United States.