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    Party, People, or Policy? Uncovering the Impact of Advertisement in Ballot Initiative and Candidate-Centered Campaigns

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    Genre
    Thesis/Dissertation
    Date
    2017
    Author
    Jacob, Rafael
    Advisor
    Arceneaux, Kevin
    Committee member
    Hagen, Michael Gray
    LaMarre, Heather
    Nicholson, Stephen P., 1966-
    Department
    Political Science
    Subject
    Political Science
    Communication
    Advertising
    Direct Democracy
    Election Campaigns
    Media Effects
    Political Communication
    Voter Behavior / Electoral Behavior
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/1513
    
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    DOI
    http://dx.doi.org/10.34944/dspace/1495
    Abstract
    We have acquired, over the last several decades, a fairly rich understanding of the impact on voter behavior of political communication in general and of political advertising specifically. Yet much of this knowledge pertains to “traditional,” candidate-centered elections; comparatively very little is known with regards to ballot initiative races. In principle, these contests pit not people, but proposed policies, against each other. In practice, however, they not only feature ads discussing policy, but also frequently comprise ads highlighting a measure’s supporters and opponents, be they individuals, non-profit groups, media outlets, industries, or political parties. This, in turn, leads to a basic query: what types of advertising message carry the greatest weight with voters in initiative contests – and how do they differ (if at all) from the effects they have in similar ads run in candidate-centered elections? Through an original experiment, this dissertation aims to break new ground in the voter behavior, media effects, and direct democracy literature by tackling this question.
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