The two groups consume media in a completely different way. Men spend a lot of time on eX-Twitter and Reddit and listen to YouTube personalities who concentrate on gaming, sports, and politics. Women tend towards TikTok, Instagram, and Facebook, especially content about personal growth, style, and crime. It is not surprising that they have different voting patterns, especially with one of the major candidates now a woman. The result is the biggest gap between men and women, especially between noncollege men and college-educated women, in history. This isn't the first election with such a gap, just the one with the biggest gap.

While Joe Biden got 5% more votes from noncollege men than did Hillary Clinton in 2016, current support for Kamala Harris is back to Clinton levels. Much of that is due to noncollege men's attitudes toward women in executive positions. They worry whether the women are strong enough, are respected by foreign leaders, and are able to boost (and interested in boosting) manufacturing. Years ago, any Democrat could count on support from male-dominated unions. That is not the case anymore. For example, the UAW endorsed Harris, but the Teamsters did not. Unions that are heavily female, like the AFT (teachers) and SEIU (service workers) are strongly pro-Harris.

The two pollsters note that there aren't a lot of issues in which noncollege men and college-educated women are on the same page, but there are a few. Both groups are anti-corporation, against air and water pollution, and pro-public education and giving people job skills. Both want to preserve nature, albeit for different reasons (the men for hunting, the women for dealing with climate change). Candidates who get this can attract both groups, but it requires some carefully prepared ads. (V)