Presentation on the effects of party and media communication on volatile voters

On Friday, 15th May 2015, I’ll be presenting a study on the effects of party and media communication on volatile voters at the annual conference of the German Communication Research Association (DGPuK). It’s a fascinating study in which my co-authors (David Johann, Sylvia Kritzinger, Kathrin Thomas, all from the University of Vienna) and me were able to fully profit from the impressive data set accumulated in the Austrian National Election Study AUTNES (www.autnes.at): A rolling cross section panel survey combined with a fine-grained manual content analysis of all major news sources. Based on these data, we can show that party communication only succeeded in persuading voters to change allegiance during the campaign if it was direct, personal communication at the doorstep, at party stands or on the street. But the politcal bias (salience and tone) in the individual news diet also had a significant impact on the likelihood of people switching to a specific party.

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