Modern elections are a rather complex mechanism when it is difficult to assume by what criteria and knowledge a person will choose. Indeed, we have quite a lot of criteria by which we choose the ideal candidate for ourselves. When choosing a candidate, I will often pay attention to such criteria as education and previous work experience. No less important is the criterion of how words (promises) correspond to the case. It is equally important to observe how a politician conducts his social networks. Potential voters will be attracted by such qualities as adequacy, wit, and understanding of what they talk about in their publications.
In modern society, there is such a thing as a “cancellation culture” when a particular candidate begins to be negatively perceived for past statements or actions. It is essential to distinguish the truth from untruthful and unsupported facts (Aaron et al., 2018). Voters, of course, will cast their vote for the candidate who shows tolerance for everything, not paying attention to race, gender, or orientation. The more this position is manifested, the more likely I will vote for a particular candidate.
It seems that the younger generation of voters assigns such criteria as belonging to a particular party and the situation in the country a secondary role. If the candidate’s program seems attractive and progressive to me and he has solid experience behind him, I will vote for him. The state can use any leverage to win a particular candidate, but for the younger generation, it no longer works. The new generation is more involved in political life, so the state and politicians need to rely on this electorate. The boundaries of modern politics are blurring, so it is essential to hold elections in compliance with democratic principles and not exert pressure to achieve a specific result.
Reference
Aaron, C. W., Costas, P., Karly, D. & Sander L (2018). Gender and social conformity: Do men and women respond differently to social pressure to vote? Social Influence, 13(2), 53-64.