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This article tests whether variation in issue salience can explain the decline of the social democrats in recent years in Europe. By taking a novel cross-country and cross-time approach at both the aggregate- and individual-levels using panel data, I robustly demonstrate that the salience of the issue of social issues (housing, education, health) positively affects electoral support for social democrats, whereas immigration and unemployment negatively affect their support. I repeat this finding at the individual-level using panel data.