Mapping the production of political communications: a model to assist in understanding the relationships between the production and consumption of political messages

High public interest today in political communications such as ‘spin’ and in political participation such as electoral turnout suggests that there may be value in exploring the processes by which political messages are produced and consumed, and their inter‐relationship with participation. It may be that what citizen‐voters think of message production influences how they consume political news and publicity (through observing and evaluating), and that the propensity to political participation is subsequently affected. This paper offers a model which traces the production of political communications, starting at their origins in the political class, and flowing via traditional political journalism or controlled media and new media to citizen‐voters who both observe and evaluate them (ie consume them) before, during and after making any political choices. It is hypothesised that the observation and evaluation of message production and content by political consumers influences both their types and levels of participation. Research of this nature into political organisations is relatively rare. Similarly, there is little evidence of investigations into other aspects highlighted in the model: attitudes of the political class towards political communications, the production of political communications before they reach the media and how they are received by the media, and their consumption by citizen‐voters in relation to the propensity to participate in politics. Copyright © 2003 Henry Stewart Publications     

Symbolic Political Communication,and Trust: A Young Voters’ Perspective of the Indonesian Presidential Election

Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural symbols and signs conveyed through the brand are potent heuristic devices. This is particularly important in emerging democracies, where there is limited political knowledge and understanding. Therefore, this research explores how young voters understand the symbolic communication fashioned by political actors in Indonesia and how it relates to their brand. Indonesia is an interesting area for study; it is both secular and the world’s largest Muslim democracy. Using a phenomenological approach, a total of 19 in-depth interviews with young voters were conducted to gain rich insight into perceptions of the complexity of political symbolism, and trust among young voters. This study conceptualized political communication as a dual approach. The political brand promise is intrinsically linked to cultural references and conveyed through symbolic communication combined with a distinctive brand message. This builds trust, which then affects political participation. This conceptual framework provides insights into the importance of culture in branding which has implications for policy makers and actors in emerging and established democracies.     

Understanding UKIP: Identity,Social Change and the Left Behind

In this article we explore the structural shifts which help explain the emergence of UKIP as a major radical‐right political force in Britain. There are two distinct, but related, aspects to this story. The first is the changes to Britain's economic and social structure that have pushed to the margins a class of voters who we describe as the ‘left behind’: older, working‐class, white voters with few educational qualifications. The second is long‐term generational changes in the values that guide British society and shape the outlook of voters. These value shifts have also left older white working‐class voters behind, as a worldview which was once seen as mainstream has become regarded as parochial and intolerant by the younger, university‐educated, more socially liberal elites who define the political consensus of twenty‐first‐century Britain. We then move to consider the political changes that have further marginalised these voters, as first Labour and then the Conservatives focused their energies on recruiting and retaining support from middle‐class, moderate swing voters. Finally, we show how UKIP has developed into an effective electoral machine which looks to win and retain the loyalties of these voters. Finally, we discuss the longer‐term implications of the radical‐right revolt, which has the potential to change the nature of party competition in Britain in the 2015 election and beyond.     

Measuring Political Brands: An Art and a Science of Mapping the Mind

The field of political brands has developed a host of approaches and explored a variety of cases over the last years. However, less attention has been devoted to brand measurement—specifically efforts to construct a measure that attempts to explain the relationship between voters and parties. Against this backdrop, this article discusses how to measure a political brand by first selecting one part of the diverse brand concept for further investigation. Next, the two existing brand measures in the literature are evaluated, and the article proposes an alternative measure that underlines a stronger connection to the immense political science literature on voters and parties. Then, the three measures are compared by empirically investigating which measure is best at explaining voters' party sympathy. Here, it is demonstrated that the alternative measure seems to be the most valid and reliable construct when it comes to explaining voters' sympathy for a particular party. Finally, the proposed alternative measure is further validated in a representative sample (N = 2251), establishing a preliminary correlation between party brand and voter sympathy.     

Testing a Predictive Model of Voter Behavior on the 2000 U.S. Presidential Election

Abstract

Utilizing a predictive model of voter behavior, this study identified the motivations behind a sample of voters who cast a ballot for George W. Bush and AI Gore in the 2000 presidential campaign. The motivations of the voters were differentiated on the basis of the “value” they sought in a president. In other words, just as companies in the “commercial marketplace” have to create value to attract customers, so does a candidate in the “political marketplace” who is seeking to carve out a niche for himself that separates him from his competition. Pairwise discriminant analysis is used to identify the motivations behind the choice behavior of voters at both the candidate and party level. The results reveal the complimentary roles that the political party and each candidate's campaign organization played in their respective marketing strategies.     

Self-Referencing and Political Candidate Brands: A Congruency Perspective

Although political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed.     

Branding in Politics—Manifestations,Relevance and Identity-Oriented Management

ABSTRACT

In contrast to classical marketing, previous research on political marketing has barely considered the branding aspect. This is all the more surprising, given that on the one hand, political parties and their key representatives presumably fulfil the main criteria of an impact-oriented brand as a firmly anchored, consistent perceptual image in the minds of voters. On the other hand, there are many indicators that political brands are of considerable significance for voting decisions. In essence, the importance of brands for voting decisions on the part of the consumers derives from their branding functions, such as orientation aid in the form of an “information chunk” or risk-reduction function in the sense of a confidence surrogate. Based on the hypothesis that brand management thus constitutes a central challenge for the marketing of political parties, it is appropriate to investigate what approach seems best suited to managing political brands and how these should be formulated.     

Anti‐elite parties and political inequality: How challenges to the political mainstream reduce income gaps in internal efficacy

There is growing interest in political inequality across income groups. This article contributes to this debate with two arguments about political involvement: poverty depresses internal political efficacy by undermining cognitive and emotional resources; and dissent in the party system reduces the efficacy gap to higher incomes. Specifically, conflict is to be expected between anti‐elite and mainstream parties to simplify political decisions and stimulate political attention among poor voters. These arguments are supported with comparative and experimental analyses. Comparative survey data shows that the income gap in efficacy varies with a novel measure of the anti‐elite salience in the party system. The causal impact of anti‐elite rhetoric is established though a representative survey experiment. Finally, the article investigates how these mechanisms affect both electoral and other forms of political participation.     

Corruption predictability and corruption voting in Asian democracies

Public Choice - I examine how the structure of corrupt exchanges between voters and politicians—an important-yet-underexplored form of informal institutions—shapes voters’...     

Do voters learn? Evidence that voters respond accurately to changes in political parties’ policy positions

A premise of the mass–elite linkage at the heart of representative democracy is that voters notice changes in political parties’ policy positions and update their party perceptions accordingly. However, recent studies question the ability of voters accurately to perceive changes in parties’ positions. The study advances this literature with a two-wave panel survey design that measured voters’ perception of party positions before and after a major policy shift by parties in the government coalition in Denmark 2011–2013. Two key findings extend previous work. First, voters do indeed pay attention to parties when they visibly change policy position. Second, voters update their perceptions of the party positions much more accurately than would have been expected if they merely relied on a ‘coalition heuristic’ as a rule-of-thumb. These findings imply that under some conditions voters are better able to make meaningful political choices than previous work suggests.     

The impact of compulsory voting on inequality and the quality of the vote

Abstract

Democratic elections imply that the electorate holds incumbents accountable for past performance, and that voters select the party that is closest to their own political preferences. Previous research shows that both elements require political sophistication. A number of countries throughout the world have a system of compulsory voting, and this legal obligation boosts levels of voter turnout. Under such rules, citizens with low levels of sophistication in particular are thought to turn out to vote in higher numbers. Is it the case that the quality of the vote is reduced when these less sophisticated voters are compelled to vote? This article investigates this claim by examining the effect of compulsory voting on accountability and proximity voting. The results show that compulsory voting reduces stratification based on knowledge and level of education, and proximity voting, but it does not have an effect on economic accountability. The article concludes with some suggestions on how systems of compulsory voting might mitigate the strength of political sophistication in determining the quality of the vote decision process.     

Too much choice,too little impact: a multilevel analysis of the contextual determinants of preference voting

Abstract

Despite the rich and growing body of research addressing how turnout and party choice depend on the institutional context, far less is known about the impact of the political environment on voters’ propensity to vote for candidates – not parties. Recent single-country studies have focused almost exclusively on individual-level resource- and identity-based differences in preference voting. Combining data from the Comparative Study of Electoral Systems (CSES) and Participation and Representation in Modern Democracies (PARTIREP) election studies in six countries, this article provides the first comprehensive, cross-national test of the impact of macro-contextual factors on a voter’s decision to indicate a candidate preference, instead of simply casting a party list vote. It demonstrates that both the failure of preference votes to affect the allocation of seats and choice overload dissuade voters from marking a candidate name on the ballot. These contextual factors affect informed and uninformed voters differently, moreover. The findings have important implications for electoral scholars and political practitioners when designing electoral systems.     

European ruling parties’ electoral strategies and overseas enfranchisement policies

Emigrants’ ideologies and partisan attitudes may diverge from other voters’: overseas voters are ideologically self-selected, receive distinctive information about campaigns and have experiences abroad that are likely to shape their political views. Parties, anticipating these emigrant attitudes, can manipulate overseas voting availability to give the vote primarily to their own supporters. Alternatively, parties may expect newly enfranchised voters to provide electoral support in gratitude for the right to vote. To distinguish these separate processes, this project undertakes a case study of Turkey to trace a ruling party's strategic expectations as it makes overseas-enfranchisement decisions. To see how generalisable these results are, the study further extends to a statistical analysis of differences in vote choice between voters at home and abroad across all 23 European countries that report overseas votes separately, using an original dataset encompassing 121 elections. Both the case study and the statistical analysis suggest that emigrant-enfranchising parties tend to garner overseas voters’ support in a lasting way. This suggests that overseas enfranchisement most often appears to involve incumbent parties (correctly) expecting long-term ideological compatibility with their overseas nationals, not simply exchanging the franchise for short-term, transactional support.     

Influence of Voter Demographics and Newspaper in Shaping Political Party Choice in India: An Empirical Investigation

Choice of political party is an important decision a citizen faces in a democracy. In recent times, as democracies in many countries have matured, a number of studies are focusing on party and candidate choice and their various determinants. India, being the largest democracy, provides a fertile ground for such research. Accordingly, in this paper we concentrate on demographic characteristics, newspaper-reading habits of voters, and their political choice. To study this we have considered a very unique data set collected just before the watershed elections in the state of West Bengal in India, where the ruling Communist coalition was defeated after thirty-four years of power in the state. The survey was conducted using a structured questionnaire to collect information on demographic characteristics of voters and their political choice. The respondents were asked to indicate their party choice from among the three major political parties. As the literature shows that gender, age, education, income levels, marital status, occupational status, and choice of newspaper have significant impact on political choice, we have considered these as predictor variables for our study. From our study it is seen that among the demographic determinants, gender, marital status, and income of the respondents do not influence the choice of political party in our sample. However, occupation and newspaper choice of voters have significant impact on political party choice in our sample. In addition, we have observed that certain categories of age of voters significantly influence decision making of voters along with occupation and newspaper choice categories.     

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

The purpose of this paper is to review the notion of branding and evaluate its applicability to political parties. As ideological politics is in decline, branding may provide a consistent narrative where voters feel a sense of warmth and belonging. The paper aims to build an understanding of the complexity of building a political brand where a combination of image, logo, leadership, and values can all contribute to a compelling brand narrative. It investigates how competing positive and negative messages attempt to build and distort the brand identity. A critical review of branding, relationship marketing, and political science literature articulates the conceptual development of branding and its applicability to political parties. The success or failure of negative campaigning is due to the authenticity of a political party's brand values—creating a coherent brand story—if there is no distance between the brand values articulated by the political party and the values their community perceives then this creates an “authentic” brand. However, if there is a gap this paper illustrates how negative campaigning can be used to build a “doppelgänger brand,” which undermines the credibility of the authentic political brand. The paper argues that political parties need to understand how brand stories are developed but also how they can be used to protect against negative advertising. This has implications for political marketing strategists and political parties. This paper draws together branding theory and relationship marketing and incorporates them into a framework that makes a contribution to the political marketing literature.     

How to Manage a Party Brand: Empirical Perspectives on Electoral Probability and Internal Conflict

What happens when political party branding is modeled according to the preferences of either voters or party members? Employing the concept of brand identity and the analytical GAP model, this empirical study details the consequences of brand management decisions by political parties using the example of the two biggest parties in Germany. Strategic branding decisions have an impact not only on voting probabilities but also on their internal conflict potential, such as when a branding decision conflicts with the internal image a party maintains among its members. It thus can be highly beneficial for a political party to encourage its members to communicate their image of the party to other voters.     

Setting the Agenda or Responding to Voters? Political Parties,Voters and Issue Attention

Why do political parties prioritise some policy issues over others? While the issue ownership theory suggests that parties emphasise policy issues on which they have an advantage in order to increase the salience of these issues among voters, the riding the wave theory argues instead that parties respond to voters by highlighting policy issues that are salient in the minds of citizens. This study sheds new light on the selective issue emphasis of political parties by analysing issue attention throughout the entire electoral cycle. On the basis of a quantitative text analysis of more than 40,000 press releases published by German parties from 2000 until 2010, this article provides empirical support for the riding the wave theory. It shows that political parties take their cues from voters by responding to the issue priorities of their electorate. The results have important implications for political representation and the role that parties play in democracies.     

Parental Socialization and Rational Party Identification

This article constructs a rational choice model of the intergenerational transmission of party identification. At a given time, identification with a party is the estimate of average future benefits from candidates of that party. Experienced voters constantly update this expectation using political events since the last realignment to predict the future in accordance with Bayes Rule. New voters, however, have no experience of their own. In Bayesian terms, they need prior beliefs. It turns out that under certain specified conditions, these young voters should rationally choose to employ parental experience to help orient themselves to politics. The resulting model predicts several well–known features of political socialization, including the strong correlation between parents' and children's partisanship, the greater partisan independence of young voters, and the tendency of partisan alignments to decay.     

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

The voters’ choices about political parties have many similarities with how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, a source of long-term relationships, and a decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes, which rely heavily on branding strategies. Because, the party equity is largely based on the community's social gregariousness that has profound effect on the electorates' propensity to participate in the politics. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics-specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through structural equation modeling methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty, and voters’ attitude. Parties that have favorable role in the socialization process have strong party knowledge and thus have high party equity as compared to competing political parties, which have a weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of a constituency-based manifesto, also termed “localized manifesto,” to further enhance their vote bank.     

Bridging the ideological space: A cross‐national analysis of the distance of party switching

Scholars have investigated the characteristics of volatile voters ever since the first voter surveys were carried out and they have paid specific attention to the role of political sophistication on vote switching. Nevertheless, the exact nature of this relationship is still unclear. With increasing volatility over the past decades this question has furthermore grown in relevance. Is the growing unpredictability of elections mostly driven by sophisticated voters making well‐considered choices or is the balance of power in the hands of unsophisticated ‘floating voters’? Several scholars have argued that even under conditions of increasing volatility switching is still mostly confined to changes to ideologically close parties. Most researchers, however, have used rather crude measures to investigate this ‘leap’ between parties. To advance research in this field, this article directly models the ideological distance bridged by volatile voters when investigating the link between political sophistication and volatility. This is done using Comparative Study of Electoral systems (CSES) data that encompass a broad sample of recent parliamentary elections worldwide. Results indicate that voters with an intermediate level of political knowledge are most likely to switch overall. When taking into account the ideological distance of party switching, however, the confining impact of political knowledge on the vote choices made is clearly dominant, resulting in a linear decrease of the distance bridged as voters become more knowledgeable.