Petitpas Adrien
University of Geneva, Geneva, Switzerland.
Party Politics. 2024 Mar;30(2):292-307. doi: 10.1177/13540688221133070. Epub 2022 Nov 20.
During campaigns, parties must defend their reputation of competence on issues to persuade citizens to vote for them (issue ownership). Consequently, what are the most effective strategies to achieve this? I argue that direct (advertising) and indirect (media coverage) communication strategies have different effects on citizens' perception of party competence. To analyze the impact of campaign dynamics on citizens, I use three data sources: an individual rolling cross-section panel, a media coverage analysis, and a parties' advertisements analysis. I link those data on a daily basis to capture the dynamics of parties' communication and citizens' opinion. The results show that advertisements help parties to win and maintain their issue ownership, while media coverage only helps parties to maintain their ownership. The study has scientific and practical implications with regard to party strategy, campaigns, and citizens' perceptions of parties.
在竞选活动期间，政党必须捍卫自己在议题上的能力声誉，以说服公民投票支持他们（议题主导权）。那么，实现这一目标的最有效策略是什么呢？我认为，直接（广告宣传）和间接（媒体报道）沟通策略对公民对政党能力的认知有不同影响。为了分析竞选动态对公民的影响，我使用了三个数据源：一个个体滚动横截面面板、一个媒体报道分析和一个政党广告分析。我每天将这些数据关联起来，以捕捉政党沟通和公民意见的动态变化。结果表明，广告有助于政党赢得并维持其议题主导权，而媒体报道仅有助于政党维持其主导权。该研究在政党策略、竞选活动以及公民对政党的认知方面具有科学和实践意义。
