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Oct 20, 2008 10:42 pm US/Central
Good Question: What Do Political Yard Signs Mean?
(WCCO)
Political yard signs are on nearly every street corner right now, and most of us think of the signs as a form of advertising, trying to sell a particular candidate to those voters who are undecided. But is that the real purpose of yard signs? What do political yard signs really tell us?
There's no question that yard signs are popular to campaign supporters. At Impact Printing in St. Paul, a print shop that prints signs for Democratic and DFL candidates, they've had a difficult time keeping signs in stock. And they sell the signs for $5 each plus $1 for the metal stand. The store sells signs in a group of 1000 to campaigns for $4,200 or $4.20 each.
However, many campaign professionals question the value of signs.
"We like to say signs don't vote," said Alana Wolowitz, Communications Director for Wellstone Action!, a St. Paul nonprofit organization that trains "progressive" candidates on effective campaigning techniques.
"If they're trying to convert other people it's not a very effective method at all," said Wolowitz.
She said for every one yard sign purchased a campaign can send out five pieces of direct mail to undecided voters, engaging them on issues. Signs end up in the yards of people who are already committed to vote for a particular candidate, and depending on their location, are rarely seen by voters who are undecided.
Yet the signs persist.
"The candidate loves the sign because it's reassuring for them to see their support out in the community. The voter, the supporters love the signs cause they like to show their pride," she said.
Wolowitz said that in many cases the posting of the sign is more of a statement by the person posting it, than it is an effort to win over new votes.
"It's the same as where people wear a button of a candidate on their lapel, like to get a T-shirt; it's a personal expression of support for a candidate," she added.
It's also expensive. This year the Obama campaign reportedly told its field offices to let supporters buy their own signs. The message to campaigners: Spend your time and money working on registering new voters, knocking on doors and sending out direct mail.
"Lawn signs are supposed to make voters feel they're 'not alone' -- it's okay to vote for X because everyone else is," commented WCCO viewer Charles Gimon, via Twitter.
Wolowitz does acknowledge that the signs can have value in cases where name recognition is a problem, especially in small races where voters may not be paying attention.
"From running for Minneapolis Library Board -- you need enough lawn signs to show you're a serious candidate," pointed out Sheldon Mains online.
But in general, the motivation is more about making a statement, a public declaration of their support. It may be a way of emotionally bonding with other supporters or neighbors.
And, "people don't have much daily interaction with a candidate or with the campaign, so a lawn sign is a way for supporters to feel connected to the campaign," Wolowitz added.
(© MMX, CBS Broadcasting Inc. All Rights Reserved.)
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