Meaning: This quote by Paul Lazarsfeld touches upon an important aspect of politics and human behavior. Lazarsfeld was a prominent American sociologist and communication theorist known for his studies on the influence of mass media and the role of interpersonal communication in shaping public opinion. His quote suggests that in the realm of politics, familiarity with a candidate or a political figure does not necessarily lead to contempt, as the proverbial saying goes, but instead, it can lead to garnering votes and support from the public.

Lazarsfeld's statement reflects the idea that in the political arena, people tend to vote for individuals with whom they are familiar. This familiarity can be established through various means, such as media exposure, public appearances, or personal interactions. As a result, politicians and public figures often strive to become more familiar to the public in order to gain their trust and ultimately secure their votes.

From a psychological perspective, the concept of familiarity breeding votes can be linked to the mere-exposure effect, a phenomenon in psychology whereby people tend to develop a preference for things simply because they are familiar with them. This effect has been observed in various contexts, including consumer behavior and interpersonal attraction. In the realm of politics, the mere-exposure effect suggests that the more people are exposed to a political candidate or their message, the more likely they are to develop a positive disposition towards that candidate and be inclined to support them.

Furthermore, Lazarsfeld's quote underscores the significance of name recognition and visibility in the political landscape. Candidates who are well-known and frequently seen by the public are more likely to attract voters' attention and consideration. This highlights the role of media coverage and advertising in shaping public perceptions and influencing electoral outcomes. Political campaigns often invest significant resources in building and maintaining a candidate's familiarity through advertisements, public appearances, and media interviews, recognizing the potential impact of familiarity on voter behavior.

Additionally, the quote alludes to the idea that familiarity can create a sense of trust and reliability. When individuals become familiar with a political figure, they may perceive them as more trustworthy and competent, leading to a greater likelihood of earning their support. This aspect is particularly significant in building long-term relationships with the electorate and establishing a positive reputation as a political leader.

However, it is important to note that while familiarity can indeed play a significant role in garnering votes, it is not the sole determinant of electoral success. Other factors such as the candidate's policies, integrity, and ability to connect with the needs and aspirations of the electorate also hold considerable weight in influencing voter decisions.

In conclusion, Paul Lazarsfeld's quote encapsulates the idea that in the realm of politics, familiarity can be a powerful factor in shaping voter behavior and ultimately influencing electoral outcomes. It underscores the importance of name recognition, visibility, and building trust with the public as key elements in political campaigns. By understanding the role of familiarity in politics, candidates and political strategists can leverage this insight to effectively connect with the electorate and garner support for their platforms and agendas.