This study uses Social Identity Theory to examine the nature of partisanship in the American electorate. My theory states that many voters now shape their political world through identification with a political social group. For such individuals, their worldview is shaped by a social identity with similar like-minded voters who share a very deep and personal policy concerns, centering on a category of issues that most affects the social groups interests. The key component for group identification is the individuals self-awareness of membership, and their psychological attachment to the group and its policy demands (Conover, 1984). In fact, the individuals identification with this issues policy demands and like-minded cohorts is so strong that it supplants the individuals positions on other non-related issues and eventually their partisan identification. Data from the 2000 American National Election is used to test this theory. A test was run to determine whether social group identifiers are more likely to be strong partisans than demographic groups typically aligned under the New Deal party system. Additionally, a test was run to determine whether voters who identify with multiple groups, with one associated with each party were more likely to be weak partisans and independents.
