MESSENGER IN CHIEF: PARTY IDENTIFICATION AND PUBLIC RESPONSE TO COVID 19 IN THE U.S.

Abstract

Party identification is an important factor when considering public responses. Individuals with opposing party identifications often react differently to political messaging. In 2020, this expectation extended to the Covid 19 pandemic. Public responses to pandemic messages quickly began to divide. Why did party identification become relevant in explaining public reactions to Covid 19 messaging? The analysis seeks to answer this question by examining two interconnected factors: political ideology, and the role of the messenger in explaining public reactions to Covid related messaging. Face masks represent the first aspect of Covid 19 over which public opinion in the United States became strongly divided. Public opinion data related to mask-wearing is presented, including differences in mask usage between Republicans and non-Republicans in the spring and summer of 2020. The implications of divided opinions about mask usage extended well beyond 2020. The analysis recommends government officials understand and consider the significance of political ideology and party identification when crafting and disseminating information about public health.