Do campaign strategies and tactics matter? Exploring party elite perceptions of what matters when explaining election outcomes

In research on political campaign communication, it is often assumed that campaign strategies and tactics are highly important for explaining election outcomes. In contrast, most research in political science tends to emphasize the importance of political substance, long‐term factors such as party identification, and real‐world conditions for explaining election outcomes. Although political parties in practice treat election campaigns as highly important and consequential, there is virtually no research on how party elites perceive the importance of campaign strategies and tactics when explaining election outcomes. Hence, drawing on a survey among Swedish members of parliament, this study investigates party elite perceptions of what matters when people decide which party to vote for and of what matters when explaining election outcomes. In brief, the results show that members of parliament perceive campaign strategies and tactics as significantly less important than the substance of politics. In the concluding analysis, the implications of the results are analyzed. Copyright © 2012 John Wiley & Sons, Ltd.     

The electoral connection in Australia: Candidate roles,campaign activity,and the popular vote

Studies of representational roles usually examine elected representatives rather than election candidates and make little attempt to link roles with either behavior or the popular vote that candidates attract. In this paper, we use 1990 Australian data to examine all major party election candidates, and show that candidates identify with three types of representational roles:locals, who focus on articulating local concerns and interests;partisans, who see their role in party political terms; andlegislators, who emphasize the parliamentary role of an elected representative. Incumbents, especially party leaders, focus on the partisan role. Candidates in each of these three types have different views of the qualities that a candidate should possess and emphasize different forms of campaign activity. In turn, these roles have a modest impact on the popular vote that candidates attract, net of other factors. In Australia, incumbents rely on national partisan forces for reelection, while challengers rely much more on their own efforts.     

The times they are a-changin’: party campaign strategies in the 2018 Italian election

Abstract

The 2018 Italian election produced striking results, with both a historic success for the two challenger parties (League and M5S) and massive defeats for the two mainstream parties (PD and FI). This article analyses party campaign strategies and their consistency with the opportunity structures provided by the configuration of Italian public opinion. Relying on issue-yield theory, original survey data were collected for both issue support and priority among Italian voters, and party emphases on issues in the electoral campaign – through Twitter data. The findings indicate a generalised ideological inconsistency of the constituencies of the main parties, while campaign strategies appear much more ideologically consistent. Moreover, it is found that parties focused mostly on conflict-mobilisation strategies, rather than on problem solving. Finally, the article shows that, in general, parties acted strategically, by aligning their campaign to the available opportunities, although with relevant variations across parties.     

Raising the tone? The impact of ‘positive’ and ‘negative’ campaigning on voting in the 2007 Scottish Parliament election

Most survey-based research on campaign effects in British elections has focussed on exposure to the campaign. Far less attention has been given to how the campaign is perceived, although American research on the effects of negative campaigning suggests that this is a potentially important area. The article investigates the extent to which vote choices in the 2007 Scottish Parliament election were affected by perceptions of the parties’ campaigns as ‘positive’ or ‘negative’. Partisanship and increased exposure to a party’s campaign increased individuals’ chances of rating a campaign positively. Other things being equal, however, campaigns which come to be seen in a negative light backfire on the party responsible, reducing the propensity of people to vote for it.     

Shocks and oscillations: The political economy of Hungary

While economic voting studies exist for the new democracies in post-communist Europe, time-series vote functions are scarce. Here, we fill this void by testing how public support for the Hungarian Socialist Party (MSZP) responds to political shocks and economic oscillations, using monthly data from 2002 to 2009 (N = 83). As the economy fluctuates, on both objective and subjective measures, Hungarians reward or punish the Prime Minister’s party in the traditional manner. Political shocks, including the change to an MSZP minority government, the 2006 riots, and the IMF bailout, induced increased support for the party while troops in Iraq and the election campaign led Hungarians to be less supportive of the party. Clearly, government support in Hungary can be explained in political economic terms, despite the newness of democracy and the severe economic uncertainties of the times.     

The dynamics of candidate evaluations and vote choice in 2008: looking to the past or future?

In this paper, we leverage a 10-wave election panel to examine the relative and dynamic effects of voter evaluations of Bush, Palin, Biden, McCain, and Obama in the 2008 presidential election. We show that the effects of these political figures on vote choice evolves through the campaign, with the predictive effects of President Bush declining after the nominees are known, and the effects of the candidates (and Palin), increasing towards Election Day. In evaluating the relative effects of these political figures on individual-level changes in vote choice during the fall campaign, we also find that evaluations of the candidates and Sarah Palin dwarf that of President Bush. Our results suggest a Bayesian model of voter decision making in which retrospective evaluations of the previous administration might provide a starting point for assessing the candidates, but prospective evaluations based on information learned during the campaign helps voters to update their candidate preference. Finally, we estimate the “Palin effect,” based on individual-level changes in favorability towards the vice-presidential nominee, and conclude that her campaign performance cost McCain just under 2% of the final vote share.     

One for the Record - the 1997 Storting Election

Norwegian politics remains in a turbulent and volatile state. The 1997 Storting election became a record-breaking election where two parties, the Christian Peoples Party and the Progress Party, achieved their best ever results. The Conservative Party experienced the worst result in the party's more than hundred years' history. The Labor Party had its second worst election since the 1930s, while the Center party halved its number of voters and lost two thirds of their MPs compared to the previous election. The election campaign played a decisive role in this outcome. More than half of the voters decided which party to vote for during the campaign. Lack of commitment, rather than the parties' ability to create a positive interest in the election, seems to have caused the large shifts in support for the parties and the record-high share of voters who decided during the campaign. 43 percent of the voters changed party preference from 1993 to 1997. If we exclude non-voters, 33 percent switched party. The main issues of the campaign were health and eldercare. Although these issues dominated in all party groups, we find clear evidence of "issue ownership," where specific parties attract voters with particular agendas and issue priorities. The Labor Party government stepped down after the election and was replaced by a centrist government led by Prime Minister Kjell Magne Bondevik. The new government is one of the weakest minority governments in Norwegian history and is only supported by 42 of the 165 Storting members.     

Do volatile voters vote less correctly? An analysis of correct voting among vote (intention) switchers in US presidential election campaigns

The literature on electoral volatility and the literature on electoral campaigns hold contradictory views on voters switching vote (intention) during the campaign. In this note, we shed new light on this contradiction, making two contributions. First, we investigate the extent to which stable and volatile voters choose the correct party. Second, we distinguish levels of correct voting and the impact of the act of switching on the correctness of the vote. Our analyses of vote-switching in American elections show that, while volatile voters are less likely to vote correctly, they are more likely to switch from an incorrect to the correct party than vice versa. Furthermore, we show that following the campaign more closely makes voters more likely to switch vote (intention) towards the correct party.     

Measuring “Correct Voting” Using Comparative Manifestos Project Data

The extent to which citizens vote in accordance with their own principles and priorities has been proposed as an important measure of a democracy's health. This article introduces a new method of evaluating the ability of individuals to vote for the political party with policy positions closest to their own – to vote “correctly”. Following Lau and Redlawsk (1997), a “correct vote” is defined as the vote choice individuals would make under conditions of perfect information. In other words, a vote is “correct” if it is cast for the party that a voter should vote for, based upon a fully informed comparison of his or her policy positions with those of the parties contesting an election. Voters' policy preferences are estimated here using election study data, and the positions of parties are derived through data from the Comparative Manifestos Project. For illustrative purposes, this new method is applied to the 2004 Canadian federal election. Correct voting rates are calculated by comparing voter and party positions in seven dimensions of political competition, accounting for the relative importance of each dimension. While this study's data are exclusively Canadian, the approach introduced is applicable to other settings.     

Platforms,media and voters

Abstract The paper presents data on party platforms, political communication and public opinion in the 1996 Italian election campaign. It is shown that the electoral platforms of the two major coalitions were largely overlapping, except for some economic and social issues. The centre–right coalition seemed more inclined to adopt pro–market policies, while the platform of the Ulivo coalition was more oriented toward a social partnership approach. In the month before the elections, policy issues were discussed on television more extensively than political issues. Public and private networks covered the 1996 election campaign at the same level as in 1994 and to some extent with the same bias. Voting intentions seem to have remained stable prior to and during the electoral campaign.     

Platforms, media and voters

The paper presents data on party platforms, political communication and public opinion in the 1996 Italian election campaign. It is shown that the electoral platforms of the two major coalitions were largely overlapping, except for some economic and social issues. The centre–right coalition seemed more inclined to adopt pro–market policies, while the platform of the Ulivo coalition was more oriented toward a social partnership approach. In the month before the elections, policy issues were discussed on television more extensively than political issues. Public and private networks covered the 1996 election campaign at the same level as in 1994 and to some extent with the same bias. Voting intentions seem to have remained stable prior to and during the electoral campaign.     

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 .     

The effect of relative economic performance on the outcome of gubernational elections

This study finds that one of the most important determinants of election outcomes in gubernatorial elections is the voter's familiarity with the candidates. When an incumbent governor seeks re-election, his party's share of the vote increases by about 7.3 percentage points, ceteris paribus. Likewise, when a former candidate represents the opposition party, the incumbent party's share of the vote decreases by about three percentage points, ceteris paribus. The electoral history of the state also has a significant effect on the share of the vote received by the incumbent party.The major finding of this study is that state economic conditions exert only a weak influence on the outcome of gubernatorial elections. Assuming that voters are rational, a major implication of this finding is that voters do not view a governor as being able to substantially influence a state's economy. If, during a gubernatorial campaign, voters view the candidates as having little or no control over the state economy they will evaluate candidates on the basis of non-economic positions.     

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.     

Voter Decision Making in Election 2000: Campaign Effects, Partisan Activation, and the Clinton Legacy

How do citizens respond to campaign events? We explore this question with a unique repeated measures survey design, fielded during the 2000 presidential campaign. We model transitions in support for the major party candidates following the party conventions and presidential debates. In the aggregate, Gore support increases following the conventions (but not the debates), while Bush support increases with the debates (but not the conventions). But there is considerable microlevel variation in the data: responsiveness to campaign events is greatest among Independents, undecided voters, and “mismatched partisans,” but exactly how these groups respond differs for each event. Moreover, attitudes toward then President Clinton mediate the effect of the campaign events on voter preferences. Two primary conclusions follow: (1) rich data sets are required to observe the effects of campaign events; (2) the influence of campaign events on vote choice is conditional on previous preferences, partisan dispositions, and political context.     

Dealignment,De-legitimation and the Implosion of the Two-Party System in Greece: The Earthquake Election of 6 May 2012

Abstract

This article examines the political effects of the global economic recession on Greece in the period from 2010 up to the last weeks of the campaign period for the national elections of 6 May 2012. Our objectives are threefold. First we seek to contextualize its impact and show how the Greek party system departed from the nearly three decades of stability after 2009 and entered a period electoral fluidity and dealignment. Second we identify the demographic and structural characteristics of that dealignment process. Finally we interpret and compare the effect of the economic crisis and other issues on vote choice in the 2012 general election.     

The rise of the opposition party in Taiwan: explaining Chen Shui-bian’s victory in the 2000 Presidential election

The 2000 Taiwan presidential election drastically changed Taiwan’s political landscape. For the first time in Taiwan, an opposition party candidate, Chen Shui-bian, won the presidential race, receiving 39.3% of the popular vote. To understand the factors that determined the election’s outcome, we analyze survey data from the 2000 presidential election. First, we study whether a divided ruling party was the cause of the opposition party candidate’s victory. That is, would the ruling party have lost if one of the trailing candidates had opted not to run? Second, there were charges following the election that the Kuomintang misled people into believing their candidate was still leading in the polls, when he was really running third, and this misinformation led people to vote differently than they would have otherwise, possibly giving the election to the opposition party candidate. We examine the validity of this claim by measuring the degree to which strategic voting could have influenced the outcome. Third, to understand the underlying dimensions of the electoral competition in Taiwan and to understand each candidate’s electoral support, we run a multivariate statistical model to study how strategic voting, candidate personalities, party identification, and issues influenced respondents’ vote choices. Finally, we discuss the effects of election polling data on election outcomes.     

Defeat of the People's Army? The 2015 British general election and the UK Independence Party (UKIP)

The 2015 general election in Britain saw a major attempt by a relatively new party - the UK Independence Party (UKIP)- to secure elected representation. While UKIP received nearly four million votes, the party left the 2015 general election with just one Member of Parliament. Our evidence, drawn from analysis of British Election survey data and in-depth qualitative interviews with activists, suggests that UKIP's campaign was a major factor in its inability to translate widespread support into elected representation. While the party pursued a targeted campaign, this had only a modest impact on its own vote. UKIP's lack of resources, inexperience and inability to operationalize highly effective, targeted local campaigns severely hamstrung the party and prevented it from converting support into MPs at Westminster.     

One voter, two first-order elections?

Conventional wisdom has it that elections other than national ones are “second-order elections,” driven by political conditions in the “first-order” national arena. It has not yet been shown that a sub- or supra-national election can exhibit qualities similar to those of first-order elections. This paper uses the 2003 Ontario Election Study, from a provincial election in extremely decentralized federation, to demonstrate that a sub-national election can be a first-order election. Aggregate evidence shows voters' interest and turnout is comparable to national elections. Individual-level evidence shows vote choice is determined by arena-specific factors. And dynamic evidence shows that this sub-national campaign had its own homegrown events that influenced voters, just as campaign events influence national elections.     

Not always second order: Subnational elections,national-level vote intentions,and volatility spillovers in a multi-level electoral system

The widespread second-order view on subnational elections leaves little room for the idea that subnational election campaigns matter for national-level electoral preferences. I challenge this perspective and explore the context-conditional role of subnational election campaigns for national-level vote intentions in multi-level systems. Campaigns direct citizens’ attention to the political and economic “fundamentals” that determine their electoral preferences. Subnational election campaigns and the major campaign issues receive nation-wide media coverage. This induces all citizens in a country to evaluate parties at the national level even if they themselves are not eligible to vote in the upcoming subnational election. Thereby, subnational election campaigns may lead to a reduction in the uncertainty of voters’ national-level electoral preferences throughout the country, which is reflected by a decrease in the volatility of national-level vote intentions. I explore weekly vote intention data from Germany (1992–2007) within a conditional volatility model. Subnational elections reduce uncertainty in nation-wide federal-level vote intentions for major parties. However, patterns of incumbency and coalitional shifts moderate this volatility-reducing effect.