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Mass opinion and elite action in political campaigns

Record Type:	Electronic resources : Monograph/item
Title/Author:	Mass opinion and elite action in political campaigns
Author:	Sides, John Michael.
Description:	242 p.
Notes:	Chair: Henry E. Brady.
Notes:	Source: Dissertation Abstracts International, Volume: 65-02, Section: A, page: 0686.
Contained By:	Dissertation Abstracts International65-02A.
Subject:	Political Science, General.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3121700
ISBN:	0496690515

Mass opinion and elite action in political campaigns
Sides, John Michael.

Mass opinion and elite action in political campaigns [electronic resource] - 242 p.

Chair: Henry E. Brady.

Thesis (Ph.D.)--University of California, Berkeley, 2003.

I draw upon both campaign advertising and public opinion data to investigate candidate strategy and its consequences. First, I analyze advertising from the 1998 House and Senate elections to identify the issues candidates emphasize and the positions they take on these issues. I find that candidates stick to relatively uncontroversial "valence" issues and talk about these issues in largely non-ideological terms. The basic spatial framework thus does not apply neatly to candidate behavior. Moreover, opposing candidates rarely use similar rhetoric even when discussing issues in vague terms. There is not convergence even in this weak sense.

ISBN: 0496690515Subjects--Topical Terms:

212408
Political Science, General.

Mass opinion and elite action in political campaigns
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520 # $a I draw upon both campaign advertising and public opinion data to investigate candidate strategy and its consequences. First, I analyze advertising from the 1998 House and Senate elections to identify the issues candidates emphasize and the positions they take on these issues. I find that candidates stick to relatively uncontroversial "valence" issues and talk about these issues in largely non-ideological terms. The basic spatial framework thus does not apply neatly to candidate behavior. Moreover, opposing candidates rarely use similar rhetoric even when discussing issues in vague terms. There is not convergence even in this weak sense.
520 # $a Second, I consider how campaigns affect voters, focusing on three races in particular: the 1998 California and Illinois gubernatorial races, and the 2000 presidential race. To analyze the gubernatorial races, I combine daily measures of advertising and survey data to demonstrate how these campaigns affected voters in "real time." In both campaigns, advertising by the underdog rallied his respective partisans, and advertising on gun control made it a salient issue in voters' minds. To analyze the 2000 presidential race, I examine both temporal and spatial variation in campaign activity, leveraging the vast differences between "battleground" and "safe" states. The results demonstrate that voters exposed to more campaign activity draw more on sophisticated cues such as issue positions and less on simpler cues such as economic evaluations and presidential approval. This is arguably troubling for Gore, since the robust economy was one of his biggest assets.
520 # $a This dissertation examines two aspects of political campaigns: candidate strategy and its effect on voters. Although the study of American elections has long ignored campaigns, recent scholarship suggests that campaigns do matter. One notable campaign effect is to shape the considerations voters bring to bear in deciding on a candidate. Similarly, the literature on candidate strategy suggests that candidates should make the issues most favorable to them prominent in voters' minds. This constitutes a different imperative within the spatial model of elections, which has traditionally urged candidates to "converge" on the ideological center, shifting their own issues positions rather than the importance of issues.
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