The face of the party? Leader personalization in British campaigns

The personal characteristics of political elites play an important role in British elections. While the personalization of the media’s election coverage has been the subject of much debate, we know less about the conditions under which voters receive personalized messages directly from elites during the campaign. In this paper, we use a new dataset that includes more than 3300 local communications from the 2015 general election to explore variation in the personalization of campaign messaging. We find that there is systemic variation in terms of where photographs of party leaders are included in election communications, which provides further evidence that campaign messages are deployed strategically to portray the candidate – and their party – in the best possible light.     

Parties and their Leaders. Does it matter how they match? The German General Elections 2009 in comparison

The ‘personalization of politics’ hypothesis assumes that personalization takes place in election campaigns, in the mass-media, and in the calculus of voting. We claim that the distinction between person/leader and organization implicitly assumed by the personalization hypothesis does not capture how voters observe politics. In contrast, our hypothesis is that evaluation criteria regarding parties and leaders are not in competition but reinforcing. This hypothesis is investigated by looking at the relevance of party and leader evaluations for vote choice in the German Federal Elections in 1998, 2002, 2005, and 2009. The results show that party evaluation matter more than leader evaluation and, more importantly, a match of parties and their leaders with regard to general evaluations determine vote choice as good as single evaluations together.     

Personalisierung der Politik in Mehrparteiensystemen am Beispiel deutscher Bundestagswahlen seit 1980

Personalization of politics is investigated as relative importance of leading politicians for the party vote (Zweitstimme) in German Bundestag elections, compared to the importance of parties and the recall of voting behavior in the last federal election. Contrary to recent German research on the impact of special candidate attributes (competence, integrity etc.) we interpret general evaluations of parties and the leading politicians as the most immediate utility attributes or distance measures of the options listed on the ballot. On the basis of this model, of discrete choice analysis as the statistical method and of the Politbarometer data of the Forschungsgruppe Wahlen, Mannheim, we estimate candidate effects in three regions of Germany, characterized by slightly different party systems (West Germany without Bavaria, Bavaria with the CSU instead of the CDU and East Germany with the PDS as a more important party than the FDP or the Greens). It is shown that region is important for personalization, that a general trend towards increasing personalization does not exist, that the most popular politicians sometimes lose their capacity to attract voters to their party and that both attractiveness for floating voters and repulsiveness for former party voters must be taken into account when interpreting effect parameters.     

The impact of cuing candidate quality on female candidates

How can parties improve the electoral prospects of traditionally under-represented women? We argue that if a party signals that a single female candidate is of high quality, other women appearing on the ballot with her will receive a boost in support. More specifically, if a female candidate heads a party's list in the district, other women from her party will be rewarded with more votes. We test our reasoning by examining the nomination and election of women in three Free-List Proportional Representation systems where voters can cast multiple preference votes for individual candidates. We find robust support for the finding that when voters receive a signal that women can be quality candidates, they tend to reward additional women with preference votes regardless of their rank on the ballot.     

Congressional campaign effects on candidate recognition and evaluation

To date, most congressional scholars have relied upon a standard model of American electoral behavior developed in the presidential setting. This research extends our knowledge of Congressmen's incumbency advantages and their sources. Candidate preference is viewed as a function of the relative recognition and evaluation of incumbents and their challengers, as well as of Democrats and Republicans. In the recognition model, contact with voters and media effects are quite important, but there is no direct role for party identification. Evaluation is a function of personal contact and party identification, and media variables are insignificant. Relative recognition, relative evaluation, and party identification are three important predictors of candidate preference, and incumbency itself adds little beyond what is contained in incumbent recognition and evaluation advantages.An earlier version of this paper was presented at the 1980 annual meeting of the Western Political Science Association, San Francisco, March 1980.     

Reference Dependence in Political Primaries

This research considers how reference dependence impacts choice in a primary election. The normative advice is to weigh personal political preference against the greater ability of a more electable candidate to win the later general election. Here a behavioral view of primary elections is developed by adding reference dependence to a Hotelling model of political competition. The model details the impact of references on voter choice and generates recommendations as to the reference marketers for any candidate would like primary voters to employ. The advice to a more electable, that is, moderate, candidate is to encourage voters to compare the primary candidates to the extremes of the opposite party. A less electable candidate should encourage voters to compare the candidates to positions within their own party.     

Is electoral intraparty competition more intense in urban areas?

This article investigates whether intraparty competition at the election stage – measured by the distribution of preference votes over candidates running under the same party label – is more intense in urban areas. Earlier research on preferential-list PR systems shows that urban voters are less inclined to cast preference votes. Yet we do not know how these differences at the individual voter level translate to the degree of intraparty competition at the aggregate list level. We hypothesize that urban areas provide a more open electoral market and lead to lower levels of vote concentration on party lists. We leverage a novel dataset on preference voting in three Belgian elections by aggregating 461,049 preference vote scores for candidates-in-cantons to a dataset of intraparty competition scores for 3214 lists-in-cantons. The hierarchical models show that intra-party competition is impacted by the interactive effects of both the urban character of electoral competition and the presence of prominent office-holders. While rural contexts lead to greater vote concentration in presence of a larger number of office-holders, urban contexts often result in lower vote concentration. Our study provides novel insights into the contextual determinants of intraparty competition and personalization.     

Chasing an elusive concept: Ideological identifications and candidate choice

This research examines the manner in which ideological identifications covary with candidate choice. Ideological ID is not purely an independent variable for evaluating candidates; evaluations of the candidates affect both individual identification and candidate placements. Prospective voters try to create a consistent cognitive system of candidate preference, ideological ID, and ideological placement of their candidate. Results demonstrate that candidate preference has a strong effect on less salient attitudes.     

Sincere and strategic voters: An Israeli study

The theoretical literature on voting behavior has shown that a rational voter may sometimes decide to vote for a candidate or party that does not constitute his or her first preference. Such voters are traditionally called strategic voters, in contrast to voters who act sincerely, i.e., those who always vote for their first preference regardless of how others are likely to vote. After discussing some of the problems associated with the definition of these two types of voters and suggesting a new operational definition, some attitudes and characteristics of these two types of voters are investigated. It was found that strategic voters constitute a very small percentage of the entire electorate, that their education level is significantly higher than that of sincere voters, that they tend more often to believe that polls influence voters' decisions and hence tend to delay their own final voting decision, that they tend more often than sincere voters to support small parties but do not tend more often than sincere voters to switch the party they decide to support from one election to the next, and that there is no significant difference between them and sincere voters regarding which governing coalition should/will form following an election.     

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.     

Preference votes without preference? Institutional effects on preference voting: an experiment

A classical question of political science is to what extent electoral systems influence voting behaviour. Yet, many of these studies examine how different electoral systems affect the election results in terms of vote distribution across parties. Instead, we investigate how electoral rules affect intra party preference voting. Given the importance of the debate on the personalization of politics, insight into how electoral rules shape intra-party choice is a valuable contribution to the literature. In our study, we focus on the effect of two specific rules: the option to cast a list vote and on a single versus multiple preference votes. The results of experiments conducted in Belgium and the Netherlands show that electoral rules indeed influence voting behaviour with regard to intra party preference voting, although differences exist between the Netherlands and Belgium. Moreover, we find that the option to cast a list vote equally affects votes for the first candidate on the list, as well as lower positioned candidates. This suggests that preference votes might be less preferential than has often been assumed.     

The proximity paradox: the legislative agenda and?the?electoral success of ideological extremists

This paper presents a new approach to spatial models of legislative elections in which voters have preferences over the bundles of roll call votes implied by candidate locations rather than over the locations themselves. With such preferences, voters with single-peaked, symmetric preferences and perfect information can sincerely prefer a distant candidate to a more proximate candidate. Moreover, negative agenda control in Congress makes such preference orderings inevitable, so party agenda control can allow majority party extremists to defeat more centrist minority party candidates. The model has implications for theories of parties in Congress, and spatial modeling more broadly.     

Electoral behaviour in a two-vote system: Incentives for ticket splitting in German Bundestag elections

Abstract. The ballot structure of German Bundestag elections allows two votes: one for a constituency candidate and the second for a party list. About one-fifth of the voters usually split their ticket. Several hypotheses are derived about incentives for ticket splitting and tested with survey data from a 1998 pre-election poll. We argue that an explanation of split tickets in the German system has to take into account both party rankings and coalition preferences. One of the most important incentives is a preference or top ranking of a minor party like the FDP or Greens, if it is combined with a preference for a coalition with either the CDU/CSU or SPD. Contrary to this finding, the hypothesis of threshold insurance voting of CDU/CSU or SPD supporters choosing the party list of their prospective minor coalition partner is rejected for the 1998 election.     

Manifesto functions: How party candidates view and use their party's central policy document

Electoral manifestos play a crucial role in visions of party democracy and political science analyses of party competition. While research has focused on the contents of manifestos, we know much less about how parties produce manifestos and the roles they take in campaigns. This paper identifies three campaign-related functions of manifestos: they provide a compendium of valid party positions, streamline the campaign, and are used as campaign material. Based on the characteristics of the candidates, the parties and the campaign, the paper then derives expectations of how party candidates may differ in attributing importance to their party's manifesto. Based on a candidate survey after the 2013 Austrian general election, the paper shows that the key user-group of parliamentary candidates considers manifestos generally important and useful documents. Candidates' policy-centred campaigning and left–right distance from their own party are important in explaining individual differences. While the manifesto's service functions of providing a summary of valid party positions for the candidates and as a campaign means to be handed out to voters are widely appreciated, campaign streamlining is more divisive when it results in constraining candidates.     

Campaigning on behalf of the party? Party constraints on candidate campaign personalisation

This article analyses what makes political candidates run a party‐focused or personalised election campaign. Prior work shows that candidates face incentives from voters and the media to personalise their campaign rhetoric and promises at the expense of party policy. This has raised concerns about the capacity of parties to govern effectively and voters’ ability to hold individual politicians accountable. This article builds on the literature on party organisation and considers the possible constraints candidates face from their party in personalising their election campaigns. Specifically, it is argued that party control over the candidate nomination process and campaign financing constrains most political candidates in following electoral incentives for campaign personalisation. Using candidate survey data from the 2009 EP election campaign in 27 countries, the article shows how candidates from parties in which party officials exerted greater control over the nomination process and campaign finances were less likely to engage in personalised campaigning at the expense of the party programme. The findings imply that most parties, as central gatekeepers and resource suppliers, hold important control mechanisms for countering the electoral pressure for personalisation and advance our understanding of the incentives and constraints candidates face when communicating with voters. The article discusses how recent democratic reforms, paradoxically, might induce candidate personalisation with potential negative democratic consequences.     

Gender Differences in Assessments of Party Leaders

Is there a relationship between party leader gender and voters' assessments? The answer is ‘yes’ according to theses on gender identity and stereotyping. A voter survey during the 2011 Danish general election allows for a comprehensive analysis of a less likely case with four male and four female party leaders. Female party leaders are assessed more positively by female voters than male voters both in regard to general party leader sympathy and assessment of specific characteristics, whereas it is not the case that male party leaders are assessed more positively by male voters than female voters. The impact of gender does not increase with age; in fact, the opposite is the case among men since younger male voters have less sympathy for female party leaders. Furthermore, there is no support for the expectation that voters with more education or with higher levels of political interest and knowledge are more positive towards party leaders of their own gender than voters with less education. Also, the relationship between gender and voter assessment is not stronger prior to an election campaign than immediately after an election. Hence, in sum, gender identity does not seem to require a higher level of political sophistication, nor does it decrease with higher levels of information.     

Moderate,extreme, or both? How voters respond to ideologically unpredictable candidates

Candidates and parties often face a choice between endorsing policies that appeal to their core constituencies or generate support from more diverse groups of voters. While the latter strategy may make overtures to a wider set of citizens, existing literature says little about how the overall mix of issue positions affects electoral support. We argue that candidates who endorse diverse sets of policy positions appear unpredictable to voters and incur subsequent electoral penalties. Using data from the 2006 congressional elections, we find that ideological predictability substantially increases electoral support at both the individual and aggregate levels and that voters perceive greater ideological congruence from more predictable candidates. Our results have important implications for candidate and party strategies and suggest that voters are responsive to the mean and the variance of candidates’ policy stances.     

Polarization and the Decline of the American Floating Voter

The observed rate of Americans voting for a different party across successive presidential elections has never been lower. This trend is largely explained by the clarity of party differences reducing indecision and ambivalence and increasing reliability in presidential voting. American National Election Studies (ANES) Times Series study data show that recent independent, less engaged voters perceive candidate differences as clearly as partisan, engaged voters of past elections and with declining rates of ambivalence, being undecided, and floating. Analysis of ANES inter‐election panel studies shows the decline in switching is present among nonvoters too, as pure independents are as reliable in their party support as strong partisans of prior eras. These findings show parties benefit from the behavioral response of all Americans to polarization. By providing an ideological anchor to candidate evaluations, polarization produces a reliable base of party support that is less responsive to short‐term forces.     

Designing preference voting

Electoral systems in which voters can cast preference votes for individual candidates within a party list are increasingly popular. To the best of our knowledge, there is no research on whether and how the scale used to evaluate candidates can affect electoral behavior and results. In this paper, we analyze data from an original voting experiment leveraging real-life political preferences and embedded in a nationally representative online survey in Austria. We show that the scale used by voters to evaluate candidates makes differences. For example, the possibility to give up to two points advantages male candidates because male voters are more likely to give ‘zero points’ to female candidates. Yet this pattern does not exist in the system in which voters can give positive and negative points because male voters seem reluctant to actively withdraw points from female candidates. We thus encourage constitution makers to think carefully about the design of preference voting.