Kriesi 2012: Political communication in direct democratic campaigns

Kriesi, H. (Ed.). (2012). Political communication in direct democratic campaigns: Enlightening or manipulating?. Palgrave Macmillan.

in a nutshell
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summaries of chapters
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campaign effects (via the media) on issues of differing complexity
This study confirms and expands results of Lazarsfeld et al. 1944

reinforcement is main phenomenon: people stay with their original intentions (ca. 90% according to predispositions, depending on measurement)

activation becomes important for difficult subjects (naturalization issue vs asylum: 20% vs 50%, thus times 2.5!), especially activating the initially undecided. (and aligning the initially de-aligned).

persuasion happened for corporate tax campaign (intense corporate campaigning!), (doubles to 20%!, especially for uninterested people: consistent to inconsistent(de-aligned with predispositions) 15% and undecided to inconsistent 20%!)