Do voters have a cue? Television advertisements as a source of information in citizen–initiated referendum campaigns

Abstract. In this article we examine the scope for campaign effects in citizen–initiated referendum (CIR) elections. Given the context of CIR elections, television effects can be seen to be even bigger and more important than in candidate elections. We use survey data on information demands made upon voters in CIR campaigns, and the information sources they use, in order to gauge the relative importance of various sources that voters rely upon in making voting decisions. We then examine the relative importance of television advertising as a source of information in CIR campaigns. We find that voters report using many sources of information, with few voters relying exclusively upon television advertisements. Rather than telling voters which way to vote, television campaigns may simply raise awareness of CIRs and so encourage voters to seek cues elsewhere, in particular from ballot guides where cues are more readily discerned.     

Interpreting UKIP's ‘Earthquake’ in British Politics: UK Television News Coverage of the 2009 and 2014 EU Election Campaigns

UK broadcasters came under fire for the amount of airtime UKIP and its leader Nigel Farage received after the party won the most votes in the 2014 EU election. Our content analysis of television news during the 2009 and 2014 campaigns found little bias in terms of soundbites, but in the more recent election Farage visually appeared in coverage to a greater degree than other party leaders. Moreover, two core UKIP policies—being in or out of Europe and immigration—dominated coverage in 2014. We suggest the ‘UKIP factor’ and the media's fascination with Nigel Farage help explain why the 2014 campaign was more visible on television news than was the case in 2009 and was largely reported through a Westminster prism. Although television news bulletins attempt to impartially report elections, the 2014 campaign agenda was largely contested on UKIP's ideological terrain and the party's electoral fortunes.     

Agenda control in EU referendum campaigns: The power of the anti‐EU side

European Union (EU) referendums provide unique opportunities to study voters’ attitudes toward a distant level of governance. Scholars have long tried to understand whether EU referendum results reflect domestic (dis‐)satisfaction with the incumbent governments or actual attitudes toward the Union. Finding evidence supporting both domestic and European factors, the recent focus has thus turned to referendum campaigns. Recent studies emphasise the importance of the information provided to voters during these campaigns in order to analyse how domestic or European issues become salient in the minds of voters. These studies nonetheless overlook the asymmetrical political advantage in such campaigns. The broader literature on referendums and public opinion suggest that in a referendum, the ‘No’ side typically has the advantage since it can boost the public's fears by linking the proposal to unpopular issues. This article explores whether this dynamic applies to EU treaty ratification referendums. Does the anti‐EU treaty campaign have more advantage than the pro‐EU treaty campaign in these referendums? Campaign strategies in 11 EU treaty ratification referendums are analysed, providing a clear juxtaposition between pro‐treaty (‘Yes’) and anti‐treaty (‘No’) campaigns. Based on 140 interviews with campaigners in 11 referendums, a series of indicators on political setting and campaign characteristics, as well as an in‐depth case study of the 2012 Irish Fiscal Compact referendum, it is found that the anti‐treaty side indeed holds the advantage if it engages the debate. Nonetheless, the findings also show that this advantage is not unconditional. The underlying mechanism rests on the multidimensionality of the issue. The extent to which the referendum debate includes a large variety of ‘No’ campaign arguments correlates strongly with the campaigners’ perceived advantage/disadvantage, and the referendum results. When the ‘No’ side's arguments are limited (either through a single‐issue treaty or guarantees from the EU), this provides the ‘Yes’ side with a ‘cleaner’ agenda with which to work. Importantly, the detailed data demonstrate that the availability of arguments is important for the ‘Yes’ side as well. They tend to have the most advantage when they can tap into the economic costs of an anti‐EU vote. This analysis has implications for other kinds of EU referendums such as Brexit, non‐EU referendums such as independence referendums, and the future of European integration.     

Primed by the Euro: The Impact of a Referendum Campaign on Public Opinion and Evaluations of Government and Political Leaders

The premise of political priming is that public evaluations of political leaders are made on the basis of issues that are on the top of citizens' minds. This study investigated the impact of a national referendum campaign about a European integration issue on the evaluation of the incumbent government, the prime minister, and the opposition leaders. Drawing on a content analysis of news media and a two-wave panel survey, the results showed that as the topic of the referendum (the introduction of the euro) became more visible in the media during the campaign the importance of the euro issue for formulating general evaluations of political leaders increased. The incumbent government that was seen to handle the referendum poorly was penalized by the referendum. Exposure to news media outlets that covered the referendum extensively and offered negative evaluations of political leaders boosted the decline in the overall performance rating of political leaders by politically less involved respondents. These results stress the necessity of considering the campaign and the specific content of the media to understand fluctuations in public opinion during a referendum campaign. The study concludes with a discussion of the implications of a referendum campaign for political leaders.     

UK Euroscepticism and the Brexit Referendum

This article shows that key to understanding the referendum outcome are factors such as a profoundly eurosceptic public, high levels of citizen uncertainty, divided mainstream political parties on the EU and lack of unity within the ‘Leave’ campaign. The Brexit referendum is more than just about domestic issues and government approval. Utilitarian concerns related to economic evaluations of EU integration coupled with support of or opposition to EU freedom of movement are very likely to influence vote choice. Those campaigns that focus on rational utilitarian arguments about the costs and benefits related to EU membership as a whole but also to EU freedom of movement are expected to swing voters.     

Understanding Public Support for British Membership of the Single Currency

There has been much public debate about whether a referendum on British membership of the European single currency could be won despite opinion polls showing a widening gap between those opposed to membership and those in favour. However, academic research provides little insight into why British attitudes towards the Euro vary at an individual level, and hence what factors might be crucial in a referendum campaign. Existing studies suggest, among other things, that British political parties can shape voters' preferences on important public policy issues. We explore this and other explanations using data from recent Eurobarometer and British Elections Study surveys. We find that general evaluations of the EU, British national identity and concerns over the democratic character of EU governance are stronger predictors of support for the single currency than which party a person supports. However, we also find that the influence of these factors varies with a citizen's level of information about the Euro, which suggests that the supply and use of information might be crucial in a referendum campaign.     

Attentiveness to television news and opinion change in the fall 1992 presidential campaign

This paper examines the extent to which attention to television news impacted affective evaluations of presidential candidates during the last two months of the 1992 campaign. Our analyses show that attentiveness to campaign news significantly influenced evaluations in a manner consistent with the tone of news coverage for each candidate. We disaggregate the data by party and ideology, however, and discover this effect to be conditional, depending critically on the character and intensity of political predispositions. Throughout the paper we emphasize the interplay between political predispositions and the valence of network coverage, underscoring the contingent effect of media messages. We conclude with a brief discussion of our results and stress the importance of partisan reinforcement, which we found was a major consequence of news media reception during the fall 1992 campaign.     

Polling effects in election campaigns

The effects of polls on public opinion and voting behavior have begun to attract considerable attention. However, aside from experimental studies and research on exit polls, the impact of preelection polls has not received adequate analysis. This paper investigates whether exposure to polls released during the campaign influences voter choices and how the electoral context of referendum versus candidate elections makes a difference in terms of polling effects. These questions were addressed in a cross-election comparison of the 1980 presidential campaign and a 1986 state referendum on the right-to-life issue. Basically, I found significant effects during the referendum, but weak effects in the presidential general election.     

The Enduring Effects of Competitive Elections

Research on U.S. congressional elections has placed great emphasis on the role of competitiveness, which is associated with high levels of campaign spending, media coverage, and interest group and party involvement. Competitive campaigns have been found to increase citizens' participation, engagement and learning. However, little is known about whether the effects of competitive campaigns have enduring consequences for citizens' attitudes and behavior. Analyzing a survey of citizens conducted one year after the 2006 congressional elections that includes an oversample of respondents from competitive House races, we examine whether exposure to a competitive House campaign affects voters' political knowledge and political interest as well as their consumption of political news. We find that competitive elections have positive effects that endure for at least a year beyond the campaign season, reinforcing the idea that political competition plays a robust role in American representative democracy.     

Time-of-voting decision and susceptibility to campaign effects

There is mounting evidence that election campaigns matter. There are also reasons to expect interpersonal heterogeneity in the susceptibility to campaign influence. Time-of-voting decision has been suggested as a key mediating variable for campaign effects. However, there is no persuasive empirical evidence to substantiate the claim that people who decide during campaigns actually respond to campaign events or campaign-specific information.This study incorporates time of decision into dynamic models of campaign effects in order to test whether there is a significant interaction effect between time of decision and campaign persuasion. In sum, the vote intentions of campaign deciders are indeed more volatile because they respond to actual campaign events and coverage, not because they fluctuate haphazardly. People who say they decided before the campaign are, reassuringly, not influenced by campaigns.     

The UK's electoral reform referendum of May 2011

The UK's second nationwide referendum, held in May 2011, offers rich opportunities for analysing the dynamics of a referendum campaign. The articles gathered together in this symposium address three themes. The first concerns the determinants and dynamics of public opinion during a referendum campaign, the second relates to the potential for interaction between the referendum and simultaneous elections, and the third focuses on coverage of the referendum in the media. Following a brief outline of the background to the referendum, this paper introduces the contribution that each article makes to these themes.     

Gender Stereotypes,Information Search,and Voting Behavior in Political Campaigns

It is still unclear exactly how gender influences vote choice. Using an information processing perspective, we argue that instead of directly influencing vote choice, candidate gender guides the amounts and types of information that voters search for during a campaign, and that effects of gender on vote choice ultimately come from differences in information search influenced by candidate gender. Using two unique experimental datasets, we test the effects of candidate gender on vote choice and information search. We find that subjects change their search based on a candidate’s gender, seeking out more competence-related information about female candidates than they do for male candidates, as well as more information related to “compassion issues.” We also find that evaluations of candidates’ traits and issue positions are important predictors of subjects’ vote choice.     

Talking the Vote: Why Presidential Candidates Hit the Talk Show Circuit

The 2000 presidential election found the major party presidential candidates chatting with Oprah Winfrey, Rosie O'Donnell, and Regis Philbin, trading one-liners with Jay Leno and David Letterman, and discussing rap music on MTV. This study investigates the impact of entertainment-oriented talk show interviews of presidential candidates, using the 2000 election as a case study. I consider why such shows cover presidential politics, why candidates choose to appear on them, and who is likely to be watching. This discussion yields a series of hypotheses concerning the effects of these interviews on public attitudes and voting behavior. I test my hypotheses through a content analysis of campaign coverage by entertainment-oriented talk shows, traditional political interview shows, and national news campaign coverage, as well as through a series of statistical investigations. I find that politically unengaged voters who watch entertainment-oriented TV talk shows are more likely to find the opposition party candidate likeable, as well as to cross party lines and vote for him, relative to their counterparts who are more politically aware or who do not watch such shows .     

Media as Moderator of “the Sympathy Effect”

SUMMARY

How does public opinion respond when faced with the tragic death of a political candidate in the midst of an election campaign? The concept of the sympathy vote suggests that media coverage of the tragedy and the unification of public opinion carry the party of the deceased to victory on Election Day. Yet, the emotional dynamics of public opinion may not be so simple. This study argues that the relationship between emotion and candidate support hinges largely on behavioral expectations and media coverage. If messages violate expectations, media will focus on controversy leading to a dissipation of the sympathy effect in public opinion. This investigation elaborates on the mechanisms governing the relationship between campaigns and public opinion by emphasizing the significant link of media coverage in the process, and by defining boundaries of the concept of the sympathy vote for further theoretical consideration.     

Variability in Citizens’ Reactions to Different Types of Negative Campaigns

Do negative advertisements lower voters’ evaluations of the targeted candidate? We theorize that there is much to be gained by examining the variance in the content and tone of negative campaign messages and the variance in voters’ sensitivity to negative political rhetoric. We employ data from the 2006 Cooperative Congressional Election Study to investigate the impact of negative campaigning in U.S. Senate campaigns. We sampled 1,045 respondents in 21 of the 28 U.S. Senate races featuring a majority party incumbent and challenger. In addition to the survey data, we collected contextual data regarding the political advertisements aired during the campaigns and the news coverage of these campaigns in state newspapers. The evidence suggests that the impact of negative information is multifaceted, and under some circumstances, substantial. We find that uncivil and relevant negative messages are the most powerful, especially for people with less tolerance for negative political rhetoric.     

Referendum Campaigns,Framing and Uncertainty

Research on campaign dynamics and voting behaviour in direct democracy suggests that referendum campaigns can be seen as processes of learning. This finding stems from two assumptions: (1) information has mediating effects – the more voters know about the issue at stake, the stronger the effect of issue preferences in their decision-making; (2) campaign volatility and framing effects are linked to weak campaigning and voters’ lack of information. The aim of this article is to suggest the limitations of this approach and discuss the effects of framing in referendum campaigning. It is argued that campaign volatility as well as framing effects are not always related to voter ignorance and information-weak campaigns but rather to qualitative shifts in the underlying value interpretation linked to referendum proposals. These shifts are possible no matter how well-informed voters are. The expectancy-value model, commonly used in psychological research, is used to make sense of framing effects in volatile as well as stable referendum campaigns.     

Going Negative

SUMMARY

In this paper we explore the relationship between candidate attack messages and news coverage during the earliest stages of the presidential nomination process. How effective are attack messages in generating media coverage? Are certain types of negative content more likely to gain coverage? Using data from the 1996 Republican presidential nomination campaign, we examine the candidate press releases that issued an attack on an opponent and the subsequent news coverage linked to it. We find that while candidates are more than willing to go negative even during the early stages of the campaign, these negative messages are no more or no less likely to generate press coverage during the early months of the presidential nomination campaign than are other types of candidate messages.     

Motivated Reasoning and Yard-Sign-Stealing Partisans: Mine is a Likable Rogue,Yours is a Degenerate Criminal

We fielded an experiment in the 2012 Cooperative Congressional Election Study testing the theory that motivated reasoning governs reactions to news about misdeeds on the campaign trail. Treated subjects either encountered a fabricated news story involving phone calls with deceptive information about polling times or one involving disappearing yard signs (the offending party was varied at random). Control subjects received no treatment. We then inquired about how the treated subjects felt about dirty tricks in political campaigns and about all subjects’ trust in government. We find that partisans process information about dirty campaign tricks in a motivated way, expressing exceptional concern when the perpetrators are political opponents. However, there is almost no evidence that partisans’ evaluations of dirty political tricks in turn color other political attitudes, such as political trust.     

Voting under uncertainty: the effect of information in the Scottish independence referendum

Despite extensive research on campaign effects, the issue of whether information can actually influence vote choice in a campaign remains debatable. This study provides novel evidence of how issue-based arguments influenced voting preferences in the campaign for the 2014 Scottish independence referendum. The findings, based on a lab experiment and a follow-up survey with the experimental subjects, show that provision of information lead to a one-sided persuasion effect, by increasing the support for independence mainly through reduction of indecision. This effect occurred regardless of the possibility to select the arguments and found further confirmation in the actual increase of Yes votes in the referendum. Additional analyses reveal that personal economic expectations significantly moderated the effect of information, since the support for independence increased only among those who did not expect future economic gains. In line with prospect theory, these results suggest that risk-based calculations and economic perceptions prove important determinants of voting decisions, especially in a context of asymmetrical vote choice between an uncertain “Yes for a change” and a safe “No for the status quo”.