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This paper examines whether the tone of TV news towards candidates changes voters' evaluations of candidates and whether the visibility of candidates primes the effect of candidate evaluations on voting decisions. For this purpose, we use data from two rolling cross-section surveys (RCS) as well as content analyses of TV newscasts conducted in the run-up to the 2005 and the 2009 German Federal elections. The analysis proceeds in several steps: First, we use time series analysis on the aggregate level to determine the point in time when media tone affects voters' candidate evaluations over the course of the campaign and find out about the duration of this effect. Followed by this, we conduct corresponding analyses taking into account the individual level, to see how the effects found on the aggregate level are related to individual media attentiveness. In particular, we test using a multi-level approach to analyze whether the effect of attentiveness depends on media tone. In the second part, we then analyze if candidate evaluations are primed by candidate visibility in the media with recourse to a generalized additive model. Our findings indicate, that the news tone for the challenger candidate has a short-term immediate impact on voters' evaluations regarding this candidate on the aggregate level, but we do not find a similar pattern for incumbents. On the individual level, we see no effect, when only media attentiveness is taken into account. But, we find a cross-level interaction between recipients' media use of the day before and the media tone for the challenger candidate in the 2009 contest. In addition, the importance of candidate evaluations for vote choice seems to depend on the visibility of candidates in the TV news. Against the background of these results, we conclude that television news is an important source of dynamics in German campaigns.
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GLES-Bibliography
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2. Fassung, Februar 2013
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Rethinking the Level of Analysis? A Call for Shifting the Perspective of Campaign Effects Research to Multi-Level Analysis
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inproceedings
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RC33 8. International Conference on Social Science Methodology
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Bibsonomy
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In RC33 8. International Conference on Social Science Methodology, 2012
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09.07.-13.07.2012
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German Longitudinal Election Study (GLES)
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2012
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FDZ_Wahlen
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GLES
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GLES_input2012
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GLES_pro
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GLES_version2
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ZA5303
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ZA5306
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checked
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inproceedings
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