New Perspectives and Evidence on Political Communication and Campaign Effects

Bibliographic Data

ID5792355
AuthorsSharad Iyengar (0000-0003-2406-719X, Departments of Communication and Political Science, Stanford University, Stanford, California, 94305–2050), Adam F Simon (Departments of Communication and Political Science, Stanford University, Stanford, California, 94305–2050)
Year2000
Volume51
Issue1
Pages149-169
Publication date2000-02-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueAnnual Review of Psychology (JOURNAL)
Journal identifiersISSN: 0066-4308 • E-ISSN: 1545-2085
PublisherAnnual Reviews (PUBLISHER • US)
DOI10.1146/annurev.psych.51.1.149
PMID10751968
OpenAlexW2170612873
LanguageEN
Citations received189
References cited45

We review recent empirical evidence that shows political campaigns are more potent than widely believed, focusing on the conceptual and methodological advances that have produced these findings. Conceptually, a broader definition of effects--that includes learning and agenda-control, as well as vote choice--characterizes contemporary research. This research also features two kinds of interactive models that are more complex than the traditional hypodermic (message-based) approach. The resonance model considers the relationship between message content and receivers' predispositions, while the strategic model highlights the interactions between competing messages. Finally, we attribute the emergence of stronger evidence in favor of campaign effects to the use of new methodologies including experimentation and content analysis, as well as the more sophisticated use of sample surveys

Electoral Systems and Political Participation · Media Influence and Politics · Social Media and Politics

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