Issue Frame Ownership: The Partisan Roots of Campaign Rhetoric

Campaigns can shape vote choice decisions by effectively framing issues for voters. I examine how campaigns do this by studying the content of issues appeals in television advertisements from U.S. House and Senate candidates. The use of issue frames is partisan. The two parties develop their own distinct rhetorical strategies on particular issues, showing that each party owns particular issue frames. In addition, campaign messages are sensitive to the partisanship of voters. Campaigns are more likely to use conservative frames in Republican-leaning districts and liberal frames in Democratic-leaning districts. Models of campaign strategy should incorporate not just what issues are discussed, but also the rhetorical choices campaigns make to address these issues.     

Congressional Communication: Content & Consequences,by Daniel Lipinski. Ann Arbor: University of Michigan Press, 2004. 143 pp. $29.95 paper.

Television interviews with political candidates are pivotal moments in election campaigns. Previous studies in Anglo-American contexts have shown that adversarialism in television interviews can be predicted by the power of the politician and by the status of the interviewer. However, worldwide the structural conditions of the liberal media system are unique. This article studies how the Anglo-American watchdog model of interviews should be adapted to polarized television markets such as Italy, where broadcast organizations are politically, financially, and historically linked to different political blocks. A content analysis of the level of toughness in questions posed to politicians from different parties during the 2006 and 2008 Italian general elections showed that, in line with the watchdog model, journalists are more adversarial toward politicians who are likely to win the elections. Apart from this, interviews in polarized television markets follow a different model: Interviewers with high status are less adversarial, politicians from minor parties face more threatening questions, and partisan bias is more important than role bias. The generalizability of this model is discussed in the light of the polarization of television markets, partisan segregation, and the potential consequences for vote choice and election outcomes.     

Scary Pictures: How Terrorism Imagery Affects Voter Evaluations

Journalists, candidates, and scholars believe that images, particularly images of war, affect the way that the public evaluates political leaders and foreign policy itself, but there is little direct evidence on the circumstances under which political elites can use imagery to enhance their electoral chances. Using National Election Studies (NES) panel data as well as two experiments, this article shows that, contrary to concerns about the manipulative power of imagery, the effect of evocative imagery can enhance candidate evaluations across partisan lines when they originate from the news but are more limited when they are used for persuasive purposes. By looking over time, the three data sets demonstrate different circumstances in which terrorism images have different effects on candidate evaluations—crisis versus non-crisis times and through news exposure versus direct use by a candidate. The NES data reveal that exposure to watching the World Trade Center fall on television increased positive evaluations of George W. Bush and the Republican party across partisan boundaries in 2002 and 2004. The news experiment that exposed subjects to graphic terrorism news in a lab in 2005/2006 increased approval of Bush’s handling of terrorism among Democrats. Lastly, an experiment where hypothetical candidates utilized terrorism images in campaign communication in 2008 demonstrates that both parties’ candidates can improve evaluations of their foreign policy statements by linking those statements to evocative imagery, but it is more effective among their own party members.     

A Review Of: “Outfoxed: Rupert Murdoch's War on Journalism”

The growth and dispersion of America’s immigrant population exposes increasing numbers of non-Hispanic Whites to Spanish. Yet the political impacts of that exposure depend on whether Democrats and Republicans respond in similar ways. To address that question, this article first presents survey experiments showing that exposure to Spanish increases restrictive immigration attitudes only among Republicans. To confirm the external validity of that result, the article then presents an analysis of California’s Proposition 227 indicating that support for ending bilingual education was higher in heavily White, Republican block groups with Spanish-language ballots. No such pattern appears in Democratic block groups. Together, these findings demonstrate that Spanish is a politicized symbol, provoking different responses among Whites depending on their partisanship. To the extent that other immigration-related cues produce similar effects, the salience of immigration seems likely to reinforce existing partisan divisions rather than undermining them.     

The U.S. Global Strategy as Seen from the Debate in the Primary Election

There may be more than one year to go before the 2008 U.S. presidential election, but the primary election of the two parties has already begun ahead of time. Both the Democratic and Republican candidates for the     

Race,Interracial Families,and Political Advertising in the Obama Era: Experimental Evidence

Across two studies of race and interracial families in political advertising, this article finds that significant benefits accrue to Black candidates who present themselves as part of interracial families. These findings suggest Black candidates are more likely to succeed when they engage in displays of “racial novelty,” or counter-stereotypical behavior, provided that behavior signals closer affinity to White voters. For Study 1, we tested four original advertisements for a fictitious political candidate, in which we varied only the candidate’s race and the race of his son. The Black candidate with the White son prevailed over all other combinations, with respondents finding him the most trustworthy, most qualified for office, most likely to share their values, and most likely to care about people like them. For Study 2, we tested four new original advertisements for a fictitious Black candidate, varying only the candidate’s profession and the race of his son. We find, again, that Black candidates who display non-Black children do significantly better than Black candidates who display racially homogeneous families. However, we observe much more modest benefits for a Black candidate who practices a racially novel profession. We view these results as demonstrating that Black candidates are more likely to reap the rewards of racial novelty only when they are willing to provide a personal, rather than professional, signal of their affinity for Whites. As Study 2 shows, White voters in particular are responsive to personal (rather than professional) demonstrations of racial novelty. This affirms the logic of “New Racism,” whereby Blacks are looked favorably upon if they exhibit behavior associated with Whites, but penalized otherwise.     

大选年、大辩论、大变革——美国对外政策回顾与展望

奥巴马在布什政府对外政策使美国深陷战略困境、美国经济濒临衰退边缘、选民普遍思变的情势下高票当选美国总统。美国大选年历来也是美国共和、民主两党及战略研究界围绕美国政府内外政策展开的辩论年。作为2008年美国大选年和大辩论的结果奥巴马入主白宫,必将对美现行外交政策进行大变革。总的趋势将是：从单边主义走向多边合作,从先发制人和滥用武力趋向谈判对话与和平磋商。     

Do Bilinguals Respond More Favorably to Candidate Advertisements in English or in Spanish?

Candidates for political office in the United States can appeal to constituents in either English or in Spanish. We investigate the consequences of this choice in a series of survey experiments conducted on large, diverse samples of both monolingual and bilingual Americans. We take advantage of parallel advertisements produced in both English and Spanish by real candidates for national office—one presidential and two congressional. Because our design holds constant candidates’ policy positions, we can attribute the effects on vote choice directly to the choice of language over and above other candidate attributes. In two of our three experiments, the Spanish-language advertisements increased candidates’ electoral support by 5 percentage points among bilinguals. We find the opposite pattern of results among English-speaking monolingual Americans, who respond very negatively to Spanish-language advertisements. Our results shed light on the strategic calculus of candidates who must appeal to multiple linguistic communities at once.     

Issue Ownership,Issue Positions,and Candidate Assessment

I argue that citizens alter their views of candidates’ ideological and issue positions in response to two kinds of information cues: issue ownership and issue position cues. Issue ownership cues associate a candidate with the party that owns the issue discussed by a candidate. Issue position cues associate a candidate with the party that is linked to the position that the candidate discusses. These cues can either lead citizens to view the candidate as more or less extreme—both in terms of ideological and issue position assessments—than that candidate’s party. When both types of cues are present, citizens should ignore the issue ownership cues in favor of the easier-to-process issue position cues. Evidence from a survey experiment embedded in the 2010 Cooperative Congressional Election Study provides strong support for this theory and suggests that issue ownership can convey positional information.     

The Effects of Network Expertise and Biases on Vote Choice

Many citizens lack the political knowledge to make informed decisions partly due to the high costs of becoming informed. Previous scholars have argued that if individuals speak with political experts who share their preferences, they can vote as if they were informed without paying information costs. This view of citizens as single-minded seekers of low-cost information is unrealistic. Individuals often choose discussion partners for reasons unrelated to politics, and many communication networks have heterogeneous information levels and preferences as a result. This paper simulates the votes of hypothetical electorates with different individual and network information levels. It demonstrates that network expertise has an effect on vote choice, but this effect is not as large as the effect of individual expertise. Rather, the key contextual determinant of an individual's vote is the partisan composition of his or her discussion network.     

Playing by the rules of the game: partisan use of recall referendums in Colombia

As a bottom-up mechanism of direct democracy, recall can be triggered by citizens to remove elected officials through a vote, which is expected to increase accountability. Contradicting this hope, previous research has suggested that intensive use of recall referendums became an instrument of party competition. However, empirical evidence is scant. Thus, focusing on the 107 attempts of activating recall in Colombia during the first half of 2017 this article seeks to understand if recall activations are more likely to reinforce democratic governance (by giving an institutional solution to exceptional problems of legitimacy) or are more likely to erode it (by becoming a weapon to escalate the partisan competition beyond regular elections). We created a dataset to identify who started the recall – partisan, mixed or civil society actors – and for what reasons. Then, we examined to what extent the effective number of parties in the council, the majority reached in the previous election, or the size of the municipality have an effect on the likelihood of recall attempts. The study finds that in Colombia, political leaders (and not specific parties) are the main actors promoting recall.     

Know Me,Love Me,Fear Me: The Anatomy of Candidate Poster Designs in the 2007 French Legislative Elections

Candidates in many elections spend a significant amount of their budget on posters, yet we know virtually nothing about their communication roles. Based on party strategy and visual communication research, this article argues that poster content is the result of strategic choices by candidates, with major and niche candidates using significantly different poster designs in an effort to influence voters' evaluations. Using an original database of 256 candidate posters from the 2007 French legislative elections and content analysis computer software, I show that niche party candidates consistently emphasize partisan and factual information cues (through size and placement on posters), while major party candidates rely heavily on candidate-oriented visuals and on nonverbal cues (e.g., eye contact) to persuade voters. Preliminary analyses indicate that poster visual design strategies are significantly associated with both major and niche party candidates' electoral performance.     

From the Secret Ballot to the Public Vote: Examining Voters’ Experience of Political Discussion in Vote-by-Mail Elections

Considerable research on political discussion has focused on identifying its antecedents and outcomes. The rise of voting by mail provides an opportunity to examine the subject in a new context—one in which voters discuss their views and electoral choices with others while filling out their ballots. We explored the possibility that conventional predictors of political engagement would predict who partakes in such discussions. Past research also suggested that those voters most likely to report changing their minds as a result of discussion would perceive their discussants as holding contrary views and higher levels of political sophistication. We further hypothesized that less politically engaged voters would seek out discussants they rated as more knowledgeable than themselves, whereas the more politically sophisticated voters would seek out like-minded discussants. Past research also suggested that the least partisan voters would be those most likely to report disagreement in their absentee discussions. To test these hypotheses, we analyzed telephone survey data from two elections conducted in Washington State. Results showed that the factors that predict traditional forms of political participation and discussion do not explain who engages in discussion during vote-by-mail elections. We also found that independent voters were more likely to talk with ideologically divergent discussants, whereas less knowledgeable citizens sought discussants who knew more about politics than they did. Many voters reported that these discussions shaped their vote choices, with the highest rates of perceived influence coming from those who viewed their discussion partners as more knowledgeable and more ideologically divergent.     

The Effects of Political Talk Radio On Political Attitude Formation: Exposure Versus Knowledge

The effects of political news on the mass audience are usually difficult to establish empirically. Recent models of mass communication effects have held that political knowledge is a better indicator of media reception than traditional measures of exposure. This claim is tested in two studies of attitudes toward Democratic and Republican leaders during the 1996 U.S. presidential primary campaigns. The impact of messages from three types of political talk radio (PTR) is examined: Rush Limbaugh, other conservative hosts, and liberal/moderate hosts. Political knowledge and exposure to talk radio are found to be equally good predictors of attitudes toward political leaders when studied separately. However, when tested against one another, exposure is the more effective measure. Agreement between Rush Limbaugh's messages and his audience's attitudes toward political figures is consistent and strong. Biased processing of PTR content by audience members with partisan predispositions contrary to those of the host is also examined.     

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.     

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.     

Any Publicity or Good Publicity? A Competitive Test of Visibility- and Tonality-Based Media Effects on Voting Behavior

When examining media effects on voting intentions, scholars of political communication have either focused on visibility- or tonality-based effects. Our study compares these effect models, asking whether the explanations are complementary or competitive; it goes beyond previous studies by considering interactions between media cues and voters’ attitudes. We draw on panel survey data from the German Longitudinal Election Study (GLES) that is combined with content analysis data of the main evening news broadcast in Germany. Findings show that visibility- and tonality-based effects are similar in potency, but tone-based effects are more contingent on attitudes toward parties and candidates. Both types of cues can backfire: higher visibility and more positive tonality can have negative effects on some attitude groups, which is in part moderated by the expectations about government coalitions. We find that visibility and tonality are rather complementary cues that both influence voting behavior. Implications are discussed.     

Constructing Explanations for U.S. State Governors’ Races: The Abortion Issue and the 1990 Gubernatorial Elections

Election results do not, by themselves, explain what specific policies voters want. So reporters and the politicians and activists they cover engage in a process of constructing explanations for the vote totals, to achieve their respective aims. This study examines the conditions in which a potentially influential issueabortion rights after the Webster decisionwas interpreted as an explanation for gubernatorial election outcomes in 1990. Data show that explanations constructed for the vote totals in newspaper coverage often differed from the findings of state exit polls. Abortion was more likely to be interpreted as a cause of the vote when the race was one-sided, when the candidates differed more clearly in their stands on abortion, and when some aspect of their stands fit the medias need to portray drama and conflict. Findings suggest that media norms as to what is news influence the process of constructing explanations for election results.     

Elite Domination of Public Doubts About Climate Change (Not Evolution)

This article examines the sources of ideological skepticism about two issues where there is a scientific consensus: climate change and evolution. The results indicate that self-identified conservatives doubt global warming in large part because of elite rhetoric, but that evolution beliefs are unrelated to reception of political discourse. News reception is perhaps the strongest predictor of conservatives’ climate change skepticism, but has no influence on their aversion to evolution. Moreover, the article leverages three sources of variation in elite discourse on climate change—temporal, cross-national, and experimental—to show that changes in the prevalence of ideological cues strongly affect public opinion about global warming. Politically attentive conservatives, in fact, were more likely to believe scientists about global warming than liberals were in the 1990s before the media depicted climate change as a partisan issue. The United States is also the only nation where political interest significantly predicts both conservatives’ skepticism about, and liberals’ belief in, climate change. Finally, evidence from a national survey experiment suggests that Americans would be less skeptical of manmade global warming if more Republicans in Congress believed in it, but a growing Congressional consensus about evolution would not diminish doubts about its existence.     

Compensating the Losers: An Examination of Congressional Votes on Trade Adjustment Assistance

Globalization intensifies political conflict between citizens whose circumstances improve from foreign trade and those whose lives deteriorate as a result of trade. To pacify these rival interests, governments may assist citizens who become unemployed due to trade. When and under what conditions will legislators fund such assistance programs? The current study addresses this question by examining Congressional roll call votes in the United States during a period of rapid economic integration (1980–2004). The analysis reveals that protrade legislators who represent relatively more exporters are more likely to vote for increased spending on Trade Adjustment Assistance (TAA) programs. Exporters and their elected representatives arguably support such expenditures to broaden the protrade coalition.