The name “mortgage mom” was coined in a September 5, 2006 article in the Washington (DC) Post by Jeffrey H. Birnbaum and Chris Collizza: “‘Mortgage Moms’ May Star in Midterm Vote: With Wages Stagnant and Debt Growing, Democrats See an Opportunity.” The name borrows from the earlier “soccer mom” (a middle class suburban woman)—a demographic that was much-discussed in the 1996 U.S. presidential election. The article stated:
“This year could mark the emergence of what might be called mortgage moms—voters whose sense of well-being is freighted with anxiety about their families’ financial squeeze.”
“Mortgage mom” had some immediate currency in 2006, but has had limited usage for subsequent elections.
Wikipedia: Soccer mom
The phrase soccer mom broadly refers to a middle-class suburban woman who spends a significant amount of her time transporting her school-age children to their sporting events or other activities. Indices of American magazines and newspapers show relatively little usage of the term until a 1995 Denver city council election. It came into widespread use during the 1996 United States presidential election.
Security mom (...)
Washington (DC) Post
‘Mortgage Moms’ May Star in Midterm Vote
With Wages Stagnant and Debt Growing, Democrats See an Opportunity
By Jeffrey H. Birnbaum and Chris Cillizza
Washington Post Staff Writers
Tuesday, September 5, 2006
BURLINGTON, Ky.—Life is cramped at the Condit household. Dale and Sharon Condit and their two young sons need more room but can’t seem to sell their current home—on the market now for three months.
Every election cycle has its own important set of undecided, or swing, voters. In 2000, it was the “soccer moms,” targeted by both parties with appeals based on education and quality-of-life concerns. In 2004, it was the security moms, normally Democratic-trending women whose concerns about terrorism helped give Bush his margin of victory.
This year could mark the emergence of what might be called mortgage moms—voters whose sense of well-being is freighted with anxiety about their families’ financial squeeze. Democrats are betting that this factor is strong enough to trump security or cultural values issues.
Lessons from The View
By James Poniewozik Thursday, Sep. 25, 2008
(You could call this election’s crucial swing bloc Wal-Mart moms or mortgage moms — or you could just call them fans of The View.)
New York City • Government/Law/Military/Religion /Health • (0) Comments • Thursday, July 29, 2010 • Permalink