The Mass Media, election Campaigning and Voter Response: The Australian Experience  

Oleh:

Forrest, James ; Marks, Gary N.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Party Politics vol. 5 no. 1 (Jan. 1999), page 99–114.
Topik: n Australia n election campaigning n electoral behaviour n mass media
Fulltext: 99PP51.pdf (208.53KB)

Isi artikel

Focusing on ‘capital-intensive politics’, election campaign advertising in the ‘paid’ and ‘unpaid’ media is analysed for its impact on voters, as part of a suite of influences commonly seen to affect voter behaviour. The Australian experience from the 1990 federal election campaign supports a ‘modest impact’ thesis, that campaign news, advertising and related activities reported in the mass media are significant among a number of secondary determinants operating beneath a primary, partisan influence on how most people vote. However, identification of subsets of voters – committed, wavering and swinging (changing), stable, volatile – shows that media-related influences impact differently on each subset, both absolutely and in the degree to which they act in a reinforcing or persuading role.

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