Abstract:
During election campaigns political parties
compete to inform voters about their leaders, the issues, and where they
stand on these issues. In that sense, election campaigns can be viewed as a
particular kind of information campaign. Democratic theory supposes that
participatory democracies are better served by an informed electorate
rather than an uninformed one. But do all voters make equal information
gains during campaigns? Why do some people make more information gains than
others? And does the acquisition of campaign information have any impact on
vote intentions? Drawing on the combined insights from political science
research, communications theory and social psychology, we develop specific
hypotheses about these campaign information dynamics. These hypotheses are
tested with data from the 1997 Canadian Election Study, which includes a
rolling cross-national campaign component, a post-election component, and a
media content analysis. The results show that some people do make more
information gains than others; campaigns produce a knowledge gap. Further,
the intensity of media signals on different issues has an important impact
on who receives what information and information gains have a significant
impact on vote intentions.
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