Candidates use sound bites and catch phrases to reach voters. Unfortunately, these short phrases are often vague and sometimes misleading. Even good candidates rely on buzzwords because distilling complex positions into a brief message is challenging.
Deceptive candidates, however, exploit vague phrases to appeal to the widest possible audience without committing to a clear stance. They count on voters hearing what they want to hear.
So how do you separate sincere candidates from those hiding behind empty rhetoric? First, learn to recognize common campaign phrases. Second, ask for clarification when something sounds vague. Most genuine candidates welcome the chance to explain their positions in detail.
In this series, we’ll examine some of the most frequent campaign phrases. We begin with one of the most common in Arkansas: “I stand for Arkansas values.”
The phrase appears on yard signs, mailers, and social media, but what does it actually mean to the candidate—if anything?
If you assume “Arkansas values” has a single, obvious meaning, consider these differing interpretations:
- To some, it evokes a self-reliant Arkansan who wants minimal government interference. Others, however, hear the same phrase and think of Arkansas’s long history of progressive, big-government policies.
- Many assume it signals conservative votes on both social and fiscal issues. Yet numerous past winners—even Republicans—have records that don’t fully align with that expectation.
- Some hear “Arkansas values” as “not like crazy California.” In reality, Arkansas has resembled California in certain ways, particularly with some of the nation’s highest sales and property tax rates.
- Most voters simply assume “Arkansas values” mirror their own—whether conservative or liberal. Remember that until recent years, Arkansas was solidly Democratic, and some areas still reliably elect Democrats.
As the saying goes, beauty is in the eye of the beholder. The same is true of “Arkansas values.”
We are not suggesting you automatically reject any candidate who uses the phrase—both sincere and evasive candidates employ it. We are saying: don’t assume you know what they mean. Find out.
Ask the candidate to name the specific values they consider “Arkansas values” and to explain what policies they would pursue to advance them.
It’s easy to ask. Nearly every candidate has social media accounts or an email address listed on their website. In our experience, many politicians appreciate the opportunity to clarify their positions. When you reach out, be respectful and mention that you are a voter in their district.
