Are Self-Proclaimed Conservatives Really Conservative? Trends in Attitudes and Self-Identification among the Young

This article examines the relationship between shifts in the social desirability of a label and the willingness of young people to apply the label to themselves. Using the General Social Survey and National Election Study, I show that from 1974 to 1986 the percentage of young people willing to apply a conservative label to themselves increased, holding constant attitudes typically indicative of conservatism. This suggests that perceived increases in conservatism reflect not only a shift in attitudes but also a change in the social desirability of a conservative label. The results highlight the limitations of labeling theory, which tends to ignore the incentive side of self-labeling. Popular opinion suggests that the United States is experiencing a shift toward political and social conservatism (Girvin 1988; Peele 1984), which is associated with an apparent demographic shift in which the young adult population (ages 18-25) has become increasingly conservative (Easterlin & Crimmins 1991). This observation appears to be supported by political polls showing that, in the 1980s, young adults gave President Reagan stronger support than any other age group (Gallup 1987). Yet researchers using survey data such as those provided by the General Social Survey have been unable to show a change in many social attitudes typically indicative of conservatism. Certainly the shift in attitudes has not been commensurate with the perceived overall shift toward conservatism (Guth & Green 1987; Sigelman, Wilcox & Buell 1986). Indeed, studies that have addressed longitudinal trends in attitudes have noted that the changes that have taken place cannot be easily categorized as indicative of either liberal or conservative trends (Easterlin & Crimmins 1991). Yet during this same period there has been a substantial increase both in self-proclaimed conservatives and in Republican party membership, particularly among young respondents (Davis 1989). If the apparent shift toward political conservatism among the young cannot be explained entirely by a change in attitudes, what has contributed to it? * Special thanks to Herbert Costner, Joe Whitmeyer, Fred Nick, and several anonymous reviewersfor their insightful comments on earlier drafts of this article. Direct correspondence to Alan S. Miller, Department of Sociology, UNC-Charlotte, Charlotte, NC 28223. i The University of North Carolina Press Social Forces, September 1992, 71(1):195-210 This content downloaded from 207.46.13.193 on Thu, 08 Sep 2016 04:18:57 UTC All use subject to http://about.jstor.org/terms 196 / Social Forces 71:1, September 1992 I propose in this article that part of the perceived political shift is a reflection of changes in self-labeling behavior resulting from a change over time in the social desirability of the "conservative" label. That is, more and more people are labeling themselves conservative because this label currently carries a more positive connotation than the "liberal" label. The shift in desirability of a conservative label was most apparent in the 1988 presidential election. One seemingly damaging label applied to Michael Dukakis during the election was that of a "Kennedy liberal." Such a label would have been a political asset rather than a liability twenty years ago. Sociological work focusing on labeling has typically addressed negative labels that have a stigmatizing effect on the individual being labeled (see Becker 1963, 1973; Kitsuse 1980). Yet there are likely positive consequences associated with socially desirable labels. For example, researchers have noted the stigmatizing effect of labeling racial minorities ignorant and lazy (Lemert 1967). Yet, when considering reasons for the success of other minorities such as Asians and Jews, the positive effects of being labeled hard-working or shrewd are typically ignored. When considering self-labeling behavior, the need to consider positive incentives is even more apparent. People usually will not label themselves in a way that is likely to impact their lives negatively. Thus, the social desirability of a label is an important consideration. It makes sense that if there has been a shift in the social desirability of the conservative label, one can expect an increase in people labeling themselves conservative, whether or not there has been a concomitant attitudinal shift. Such an expectation is consistent with some of the social psychological research on self-attribution behavior. Specifically, Weary (1978) argues that attribution behavior often has a self-serving element where the individual attributes certain qualities and characteristics to himor herself in order to maximize public esteem. It is therefore possible that an increase in the number of people labeling themselves conservative might be partially explained by a change in the social desirability of the conservative label and the subsequent change in self-labeling behavior among a portion of the population. Not only has the desirability of the conservative label apparently changed, but it is likely that the meaning of the terms liberal and conservative has also shifted over time. The meaning of liberal in the 1960s may have had its primary referent in such concepts as being helpful to others or pro-civil rights. In the 1980s, this meaning appears to have changed and is now often associated with being soft on crime and pornography or, from an economic perspective, with favoring high taxes and slowed economic growth. Conversely, conservatism appears to have shifted from having its primary referent in such concepts as pro-Vietnam War and anti-civil rights to being tough on crime, a supporter of traditional family and religious values, and in favor of lower taxes. Such change is consistent with the view that a shift in the social desirability of these labels has taken place. Typically, as labels become more desirable, they are redefined in terms that carry more positive connotations for the general public. Table 1 demonstrates the increase in self-perceived conservatism over time, broken down by cohort. Both the General Social Survey and the National Election Study show similar trends. There has been a steady increase of young respondents willing to apply a conservative label to themselves. The older This content downloaded from 207.46.13.193 on Thu, 08 Sep 2016 04:18:57 UTC All use subject to http://about.jstor.org/terms Conservative Attitudes of the Young / 197 TABLE 1: Percentage of Respondents Labeling Themselves Liberal or Conservativea General Social Survey Age of Respondent 18-30 3145 46-60 Year Liberal Conserv. Liberal Conserv. Liberal Conserv. 1974 41.7 17.8 27.1 31.9 21.2 33.9 1976 41.4 18.7 22.8 33.5 19.1 34.7 1978 37.4 23.3 26.4 32.3 23.0 40.3 1980 39.0 24.6 27.0 32.8 11.9 41.