Political Awareness and Electoral Campaigns: Maximum Effects for Minimum Citizens?

Political Awareness and Electoral Campaigns: Maximum Effects for Minimum Citizens? Revisionists demonstrate campaigns mobilize, educate, activate predispositions, and change minds. Attention has turned from the “minimum effects” thesis to questions about the conditions under which campaigns matter and questions about which types of people are susceptible to campaign effects. Focusing on whether campaign effects are mediated by chronic political awareness, I find that current scholarship on this question is mixed. Some find that campaigns affect the politically unaware most, some find bigger effects among more aware citizens, and some find similar effects across the awareness distribution. Noting the possibility that awareness mediates different types of campaign effects differently (e.g. priming, persuasion, or learning), Zaller’s Receive–Accept-Sample framework is consulted to develop expectations. I test the RAS generated predictions using the 2004 National Annenberg Election Survey pre/post panel. The results support the theory that awareness mediates different campaign effects differently. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Political Behavior Springer Journals

Political Awareness and Electoral Campaigns: Maximum Effects for Minimum Citizens?

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Publisher
Springer US
Copyright
Copyright © 2010 by Springer Science+Business Media, LLC
Subject
Political Science and International Relations; Political Science; Sociology, general
ISSN
0190-9320
eISSN
1573-6687
D.O.I.
10.1007/s11109-010-9129-6
Publisher site
See Article on Publisher Site

Abstract

Revisionists demonstrate campaigns mobilize, educate, activate predispositions, and change minds. Attention has turned from the “minimum effects” thesis to questions about the conditions under which campaigns matter and questions about which types of people are susceptible to campaign effects. Focusing on whether campaign effects are mediated by chronic political awareness, I find that current scholarship on this question is mixed. Some find that campaigns affect the politically unaware most, some find bigger effects among more aware citizens, and some find similar effects across the awareness distribution. Noting the possibility that awareness mediates different types of campaign effects differently (e.g. priming, persuasion, or learning), Zaller’s Receive–Accept-Sample framework is consulted to develop expectations. I test the RAS generated predictions using the 2004 National Annenberg Election Survey pre/post panel. The results support the theory that awareness mediates different campaign effects differently.

Journal

Political BehaviorSpringer Journals

Published: Jul 29, 2010

References

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