Following the Crowd: How Black Voters Use Group Consensus and the Media to Choose Candidates

Abstract This article investigates how Black voters choose candidates in majority-Black congressional districts. Partisanship often drives Black vote choice, but the lack of competition in general elections reduces its relevance and highlights the importance of primary elections. Racial cues are also referenced in literature, but the electoral setting reduces the relevance of race. Majority-Black congressional districts are racially homogeneous, and all emerging candidates are Black. Race cannot be used to distinguish between candidates. Congressional primary elections are also considered low-information environments, and voters have limited knowledge about the emerging candidates. In these settings, Black voters turn to cues to choose candidates. Since partisan and racial cues are not viable options, I argue that Black voters seek cues that signal group consensus. I highlight the role of endorsements and public opinion data. I utilize a mixed methodological approach incorporating a randomized survey experiment and focus group discussions with Black primary voters. Results from both methods suggest consensus cues are essential. Experimental results found no significant difference between racial and partisan endorsements, but they found a positive and significant effect for high polling. Focus group respondents had sincere preferences but were willing to abandon them if they differed from the group consensus. They also pointed to the importance of the media. I conducted an exploratory analysis of my experimental results, and I found that those with higher levels of media attention are more likely to rely on consensus cues. These results provide important insight into Black vote choice in majority-Black congressional districts.