Niche marketing is defined as marketing a product to a target group of the population. This group does not exist, until someone identifies a specific set of desires, needs and wants that overlap between certain individuals. By applying the definition of niche marketing to politics, I dare say that the current political campaigns are relying heavily on niche marketing in order to secure the majority vote. If you look at both McCain and Obama’s official campaign websites, you will see the rather long list of specific groups they are targeting—bikers, environmentalists, sportsmen, seniors, students, women, African Americans, Arab Americans, Asian Americans, Jews, Catholics, and the list continues. It is possible to say that these groups existed before they were specifically marketed to; however, compartmentalization of cultural or social groups only succeeds in stimulating thought of difference. Group identity is essential in any place; yet, it is in our recognition of sameness that we feel empathy for another.
It is critical in election season to employ empathy when one is deciding whom to vote for in this election. Though these niche campaigns are catering to our self-interests, we must remember to think of others—our sameness with all Americans—before making our final decision. My premise is this: voting on nominal issues (the hook, line and sinker of these specific campaigns) can be rather costly to the nation as a whole. Therefore, it is our responsibility to view the big issues—economy, education, healthcare, energy and foreign policy—as an entire platform, not as singular items. Because my dear, these issues affect us all no matter how different we may appear.