Remembering to Forget: A Note on the Duration of Campaign Advertising Effects

Exposure to an Obama campaign ad as part of an Internet survey conducted during the final weeks of the 2012 presidential race produced a substantial 2.8-point increase in intentions to vote for Obama. A post-election follow-up survey found an increase in reported votes for Obama that was only half as large, consistent with the notion that ad effects decay over time. However, a closer look at the pattern of decay indicates that the effect of ad exposure remained virtually constant among people who were undecided or predisposed to support Obama. The reduced aggregate effect was almost entirely attributable to Romney supporters who moved toward Obama in the immediate wake of ad exposure but returned to Romney by Election Day. This divergence is inconsistent with an interpretation of decay as reflecting simple forgetting. Rather, it suggests an active process of motivated reasoning in which short-term persuasive effects are gradually eroded or even reversed by counterarguing among people predisposed to resist them.     

Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Vote Intention: Evidence From the 2012 U.S. Presidential Election

We develop a new conceptualization of political advertising effects by looking at the effect of the marginal advertising dollar during the heat of presidential campaigns. We argue that in contrast to other studies investigating effects of political ads, our approach is more apt to capture the natural environment in which political ads are encountered during a presidential campaign. We focus on the intense inundation of political ads voters are confronted with in swing states in the weeks leading up to the presidential election, and argue that it is unclear a priori whether we should expect advertising to affect vote intention in that critical circumstance. We empirically validate this hypothesis using a trove of data from the 2012 campaign: daily polling in media markets around the country, detailed data on all registered voters in the country, all TV advertisements by market and exact airtime, and the entire Twitter corpus. We find that neither overall increases in advertising spending nor partisan imbalances in spending expanded the candidates’ electorate. In fact, total Designated Market Area (DMA)-level spending significantly moderates a negative relationship between spending advantages and advantages in vote intention, suggesting a boomerang effect of additional spending late in the campaign. In closing, we discuss the ramifications of our findings for future research, and stress the importance of research tracking advertising effects.     

Is President Obama’s Race Chronically Accessible? Racial Priming in the 2012 Presidential Election

A vast literature indicates that racial animosity has a pervasive influence on the public’s evaluations of U.S. President Barack Obama. Can political communications enhance and/or defuse the link between White Americans’ racial attitudes and evaluations of Barack Obama? In this article, we report the results of an experiment conducted in the midst of the 2012 presidential campaign which examines the effect of political rhetoric on the extent to which evaluations of Barack Obama are racialized. Drawing from research on attitude strength and pretreatment effects in experimental studies, we argue that the use of racial appeals in the pretreatment environment and the strength of citizens’ preexisting attitudes toward the incumbent president may produce a downward bias in average estimates of racial priming effects toward President Obama. After accounting for individual differences in the propensity to form strong attitudes with need to evaluate, we observe substantial effects of campaign rhetoric in priming racial attitudes toward President Obama, especially among individuals who are low in the need to evaluate and who tend to have more malleable political attitudes. We conclude by discussing implications for research on racial priming and the politics of racial intolerance in evaluations of Barack Obama.     

Learning to Build a Better Mousetrap

Scholars do not usually test for the duration of the effects of mass communication, but when they do, they typically find rapid decay. Persuasive impact may end almost as soon as communication ends. Why so much decay? Does mass communication produce any long-term effects? How should this decay color our understanding of the effects of mass communication? We examine these questions with data from the effects of advertising in the 2000 presidential election and 2006 subnational elections, but argue that our model and results are broadly applicable within the field of political communication. We find that the bulk of the persuasive impact of advertising decays quickly, but that some effect in the presidential campaign endures for at least 6 weeks. These results, which are similar in rolling cross-section survey data and county-level data on actual presidential vote, appear to reflect a mix of memory-based processing (whose effects last only as long as short-term memory lasts) and online processing (whose effects are more durable). Finally, we find that immediate effects of advertising are larger in subnational than presidential elections, but decay more quickly and more completely. [Supplementary material is available for this article. Go to the publisher's online edition of Political Communication for the following free supplemental resource(s): discussion of methodological issues; results for a alternative specifications of key models; full reports of model results.]     

Trump Gave Them Hope: Studying the Strangers in Their Own Land

This article argues that a set of recent books published in advance of the 2016 U.S. presidential election provides a road map for understanding its outcome and a research agenda for political communication scholars in the years ahead. This article focuses on sociologist Arlie Hochschild’s Strangers in Their Own Land, a field study that documents the roles that identity, narratives, and emotions play in shaping the political beliefs and behavior of White Tea Party supporters. Building on these insights, through an analysis of 123 content analyses published in Political Communication between 2003-2016, we demonstrate gaps in our field and argue that scholarship can grow analytically and empirically by accounting for the findings of these books. We conclude with suggestions for future research into people’s perceptions of identity, group status, deprivation, and political power, as well as the role of media, political actors, and social groups in creating these narratives of American politics.     

The Tech Industry Meets Presidential Politics: Explaining the Democratic Party’s Technological Advantage in Electoral Campaigning, 2004–2012

Drawing on theories in organizational sociology that argue that transpositions of people,/ skills, and knowledge across domains give rise to innovations and organizational foundings that institutionalize them, we conducted a mixed-methods study of the employment biographies of staffers working in technology, digital, data, and analytics on American presidential campaigns, and the rates of organizational founding by these staffers, from the 2004 through the 2012 electoral cycles. Using Federal Election Commission and LinkedIn data, we trace the professional biographies of staffers (N = 629) working in technology, digital, data, or analytics on primary and general election presidential campaigns during this period. We found uneven professionalization in these areas, defined in terms of staffers moving from campaign to campaign or from political organizations to campaigns, with high rates of new entrants to the field. Democrats had considerably greater numbers of staffers in the areas of technology, digital, data, and analytics and from the technology industry, and much higher rates of organizational founding. We present qualitative data drawn from interviews with approximately 60 practitioners to explain how the institutional histories of the two parties and their extended networks since 2004 shaped the presidential campaigns during the 2012 cycle and their differential uptake of technology, digital, data, and analytics.     

The Changing Nature of Political Debate Consumption: Social Media,Multitasking, and Knowledge Acquisition

This study examines the influence of debate viewing-social media multitasking on campaign knowledge during the 2012 presidential election. Results from three waves of a national cross-sectional survey of U.S. adults conducted during and after the 2012 presidential election suggest that social networking site (SNS) use overall correlates with increased knowledge of campaign issues and facts above and beyond the use of other sources of news media. In addition, watching a debate with or without simultaneous social media engagement is better for knowledge generation than not viewing a debate at all, but the effect of debate viewing is dulled when simultaneously engaging in social media multitasking. The debate viewing-social media multitasking effect is moderated by candidate preference, with differential learning occurring largely for knowledge that is favorable to one’s preferred candidate.     

Do Online Ads Influence Vote Choice?

Do online ads influence vote choice? We partner with a German party to evaluate the effectiveness of online ads using a cluster-randomized experiment. During the 2016 Berlin state election, 189 postal districts were randomly assigned to (a) emotional ads; (b) factual ads; or (c) no ads. Analyzing electoral results at the postal district level, we find that the overall campaign weakly increased the party’s vote share by 0.7 percentage points (p-value = 0.155). We also estimate a negative effect of the campaign on the vote share of the party’s main competitors of 1.4 percentage points (p-value = 0.094). Turning to the mechanism of persuasion, we find that the factual ads, if anything, fared slightly better than the emotional ads. Our evidence thus provides tentative support that online ads positively affect vote choice.     

The return of censitary suffrage? The effects of automatic voter registration and voluntary voting in Chile

How does a change from a compulsory voting system to a voluntary one affect election turnout? It is often argued that an electoral regime under which voting is voluntary reproduces class bias or, in other words, that the rich vote more than the poor. This bias is corrected either by the introduction of compulsory voting or the existence of strong left-wing parties and trade unions able to mobilize poorer segments of the population. In this article, we put forward an alternative argument. We assert that when voting is voluntary, class bias can disappear if an election is very competitive since this affects both turnout and its socio-economic composition. To evaluate this argument, we examine the case of Chile's 2012 municipal election when voting was voluntary for the first time, instead of compulsory.     

Priming Issues,Party Visibility,and Party Evaluations: The Impact on Vote Switching

Voter volatility has become a hallmark of Western democracies in the past three decades. At the same time short-term factors—such as the media’s coverage of issues, parties, and candidates during an election campaign—have become more important for voters’ decisions. While previous research did look at how campaign news in general affects electoral volatility in general, it has omitted to explicitly test the mechanisms underlying these effects. Building on theories of agenda setting, (affective) priming, and issue ownership, the current study aims to explain why certain news aspects lead voters to switch their vote choice. We theorize it is the visibility of a party, the evaluation of a party, and the attention for issues owned by a party that primes voters to switch to a certain party. We use national panel survey data (N = 765) and link this to an extensive content analysis of campaign news on television and in newspapers in the run up to the 2012 Dutch national elections. The results show that issue news leads to vote change in the direction of the party that owns the issue. Even stronger is the effect of party visibility on vote switching. Our results, however, find the strongest support for the effect of party evaluations on vote change: More favorable news about a party increases switching to that party.     

The Influence of “Social Viewing” on Televised Debate Viewers’ Political Judgment

Social media could serve as an easy and fast window to the climate of public opinion. In the current study, we examined the influence of perceived opinion climate revealed via Twitter postings in shaping televised debate viewers’ candidate evaluation. We conducted two Web-based experiments in the high- and low-stimulus elections: (a) the 2012 Korean presidential election and (b) the 2014 Seoul mayoral election. Instead of using contrived stimulus materials, we were able to examine the influence of exposure to Twitter postings in voters’ judgment of candidate performance in real time. Using a custom-designed Web application, participants evaluated the candidates as debate-related Twitter postings were being fed in real time during each televised debate. Our results suggest that exposure to Twitter postings has induced significant bandwagon effects. Bandwagon effects were pervasive even among partisans and the knowledgeable. Our findings show that more policy efforts ought to be made to strengthen the informative role of social viewing.     

美国新政权与六方会谈前景探析

美国大选,执政八年的共和党政府结束了其历史使命,民主党奥巴马新政府建立.根据其上台前后的言行来看,美国奥巴马新政权的基本政策主要在于重振经济、结束伊战以及坚持反恐.在外交政策上,美国新政权将改变其前任布什政府初期的单边主义武力政策,更多地采取多边或双边的协调与合作政策.在朝鲜核问题以及六方会谈机制方面,虽然美国和朝鲜同为当事国,以及中国在其中也发挥了非常重要的作用,但是美国仍然握有相当的主动权.美国新政权的基本政策同样会延续布什政府后期利用六方会谈框架与朝鲜接触和谈判的政策,甚至会采取一些更积极的政策,因为奥巴马政权要解决其面临的内外难题,需要其盟国的协助,也需要中国等国家的协助,对朝鲜这样的国家也希望能够在国际压力下促使其和平地放弃核开发.当然,半岛无核化及防止核扩散仍然是美国的根本利益,要求朝鲜放弃核开发的目标不会有丝毫的改变,甚至从原则上来说美国新政权仍然没有承诺放弃使用武力.此外,美国新政权或者还仍然存在同中国和朝鲜之间在意识形态上的对立,但是,除非发生预料不到的突发事件,美国在朝核问题上使用武力的可能性极小,在意识形态上的某些不同也不会影响奥巴马政权务实灵活的现实主义政策.总之,美国新政权的基本政策有利于朝核问题的缓和,同样也有利于六方会谈持续发挥作用.虽然美国新政权有可能同朝鲜之间有更多的双边直接接触和谈判,但是不可能脱离六方会谈的框架,即或者两国的双边谈判在六方会谈框架范围内加以实现,或者彼此都需要六方会谈框架作为自己外交回旋的余地.作为美国新政权,虽然为了能够使朝核问题有所突破而有可能更加重视双边谈判,但考虑到同中俄的战略性关系以及同其盟国日韩的伙伴关系,也不可能弃六方会谈框架而不顾.     

Anti-Americanism in Electoral Politics: Insights from South Korea's 2002 Presidential Election

Since September 11, 2001, anti-Americanism has emerged as an important issue in international politics. In democratic election campaigns, anti-Americanism should be an attractive issue where it is expected to have a favorable impact on key swing vote constituencies. Anti-Americanism has certain inherent ideological appeals and more varied historically-based attractions. Anti-Americanism should be least attractive where countries continue to rely on U.S. security guarantees. South Korea's December 2002 presidential election, in which winner Roh Moo-hyun openly sympathized with anti-American demonstrators, appears to contradict this expectation. Yet closer analysis of individual-level polling data shows that anti-Americanism was, both statistically and substantively, much less significant than alternative campaign issues. By activating the numerous voters hostile to the North Korean regime, anti-Americanism actually hurt the victor's electoral chances. The approach appears useful in understanding why anti-Americanism is a more prominent ideology and electoral issue in some regions, such as Western Europe and Latin America, and a less prominent one in others, for example Eastern Europe, East Asia, and Oceania.     

U.S.-India Relations: The Way Forward

Both Washington and New Delhi share blame for the loss of momentum in bilateral relations. Unlike its predecessor, the Obama administration has not displayed much interest in high-profile cooperation, while the paralysis of the current Indian government has constrained its own capacity for engagement. Nonetheless, more progress has been made in the relationship in recent years than is generally appreciated. With the presidential election cycle beginning in the United States and India conducting an important round of state-level elections in early 2012, the best use of diplomatic resources in the short term is to focus on consolidating these promising trends. Yet once leaders on both sides are able to re-engage more fully, perhaps as soon as 2013, they should give priority attention to further deepening the partnership through a set of galvanizing initiatives that bolster the non-governmental links that are key in securing the growth of broad-based, resilient relations over the long term.     

The power of Trump-speak: populist crisis narratives and ontological security

Abstract

For most observers, the election of Donald Trump as the 45th president of the United States (US) came as a shock. This has been widely recast as the culmination of the American public’s long-standing dissatisfaction with the political elite and deep-seated frustrations with broader socio-economic conditions. We argue that the Trump campaign’s success also stemmed from its effective use of an emotionally charged, anti-establishment crisis narrative. With insights from political psychology, we examine the socio-linguistic mechanisms that underlie the effectiveness of ‘Trump-speak’ through both quantitative and qualitative content analysis of Trump’s communications toolkit during the 2016?US presidential election campaign. We show that his leadership legitimation claims rest significantly upon ‘crisis talk’ that puts his audience in a loss frame with nothing to lose and explain why ‘crisis talk’ impacts on political behaviour. As we demonstrate, the crisis stories that political agents tell simultaneously instil ontological insecurity among the American public and serve to transform their anxiety into confidence that the narrator’s policy agendas are the route back to ‘normality’. Through these rhetorical mechanisms, the Trump campaign manipulated individuals’ ontological (in)security as a tool in the politics of reassurance at the broader, societal level.     

美国奥巴马政府的南亚政策初探

随着奥巴马大选胜出和入主白宫,美国的南亚政策和美印关系的发展走向再次引起国际社会的关注。普遍关心的问题包括美国南亚政策的调整、奥巴马政府扩大在阿富汗和巴基斯坦的反恐行动、美印战略关系前景、美国对印巴关系的影响,以及美国对印美民用核合作、克什米尔争端的具体政策选择。本文试探讨奥巴马政府的南亚政策、反恐战略、美印关系走向及可能对该地区局势产生的外交与安全效应。     

Making Volunteers: Civic Life after Welfare's End,by Nina Eliasoph

Extant research is not very specific about when the media matter for vote choice. In this study, we test multiple theories about the influences of the media on vote choice in 21 countries. The European Parliamentary (EP) election campaign offers a unique research context to test these influences. We rely on a two-wave panel survey conducted in 21 European Union (EU) member states, asking both vote intentions before the campaign and reported actual votes (among 14,000 voters). We link these data to media content data of campaign coverage between the two waves in these countries (37,000 coded news items). We conclude that media evaluations of the EU affect voting for Eurosceptic parties. On average, the more positive the evaluations of the EU a voter is exposed to, the less likely she or he is to cast a vote for a Eurosceptic party. In addition, our findings indicate that in countries where political parties have markedly different views on EU issues, the more a voter is exposed to framing of the EU in terms of benefits derived from membership in these countries, the less likely she or he is to cast a Eurosceptic vote. This suggests that the outcome of the 2009 EP elections was influenced by how the media covered EU-related news during the campaign.     

The Gendered Face of Partisan Politics: Consequences of Facial Sex Typicality for Vote Choice

Facial cues are consequential for voters’ behavior at the polls. Yet the facial cues that are associated with vote choice remain under-examined. We predicted that vote choice judgments rely, in part, on the sex typicality of facial cues (i.e., the degree of facial masculinity and femininity) that vary as a function of candidate gender and partisan identification. Stimuli included image pairs of winners and runners-up in the elections for the 111th U.S. House of Representatives. In Study 1, we found that female Republican candidates who appeared relatively more feminine and male Republican candidates who looked relatively less masculine in their appearance were more likely to win their election. Democratic candidates’ electoral success was not related to their sex typicality. In Study 2, we found that relatively masculine-appearing Democrats and feminine-appearing Republicans were more likely to be selected in a hypothetical vote choice task. Implications for U.S. partisan politics are discussed.     

艾森豪威尔处理苏伊士运河战争危机的经验及其对奥巴马政府的启示

1956年10月,以色列在美国总统大选前8天,不顾艾森豪威尔政府预先劝诫,在英、法两国幕后策划下,对埃及发动先发制人的打击。艾森豪威尔总统为此采取一系列行动,如诉诸联合国、启动对以经济制裁、甚至威胁驱逐其出联合国,最终实现被他称之为"侵略者"的三方无条件停火撤退。艾森豪威尔成功的范例给2012年面临同样难题的奥巴马提供了一些历史经验:美国的外交不能被一个小盟国所捆绑,即便他们曾是美国的"铁杆"朋友。美国只有坚持公正、理性与原则,且在冲突中支持受害者,才能最大程度上维护美国的利益与形象,并最终使美国成为中东最具有决定性的外部力量。     

中期选举对美内外政策和中美关系的影响

11月2日美国中期选举结束后,计票结果显示,共和党以绝对优势重新掌控众议院,民主党则以微弱多数勉强保住参议院过半席位,形成国会两院分治的新局面。此次选举民主党惨败有多重原因。未来两年,奥巴马为力争2012年连任,可能选择走“中左”路线,其内外政策会有所调整,中关关系也面临一些新变数。