Political Campaigning in Referendums: Framing the Referendum by Holli A. Semetko, Claes H. de Vreese

By Holli A. Semetko, Claes H. de Vreese

This booklet reports the learn on campaigns and elections and investigates the results of campaigning in referendums, drawing on panel survey facts, media content material info, concentration teams, and interviews with newshounds and crusade managers. The authors argue that the media assurance not just impacts public perceptions of the crusade, the referendum factor and the get together leaders, yet that, in an in depth race, it additionally shapes the vote casting and the political way forward for the incumbent party.The first learn to enquire the dynamics and results of a referendum crusade on politicians, media and electorate, this leading edge quantity should be of curiosity to scholars and researchers of political verbal exchange.

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The important developments include a general decline in the percentage of the adult population reading daily newspapers. This peaked in 1969 with 91 percent of the population reading a newspaper daily, declining to 88 percent in 1979, 85 percent in 1984, 76 percent in 1989, and 75 percent in 1993 (Jensen 1997). Historically, an important development in the market structure of the Danish press is the transition from a partisan-based press to the rise of an autonomous and de-aligned national press.

9 6. 9– 9. 9 9. 9 –1 3. 9 –1 5. 9 –1 7. 9 –1 9. 9 –2 1. 9 –2 3. 9 –2 6. 2 Opinion polls in the final month of the campaign (The Gallup Institute for Danmark’s Radio and Berlingske Tidende). 38 The importance of information in referendums 3 a two-wave panel study with a representative sample of the Danish electorate, focus group interviews with members of the news audience. 4 Interviews with campaign leaders and news organizations Structured interviews were held with the campaign leaders of each of the ten political parties and two political movements participating in the campaign.

Agenda-setting and framing in the context of a referendum One of the most influential ideas about campaign effects deals with the media’s ability to influence the public salience of issues, referred to as the agenda-setting function of the media (see McCombs 2004 for a review of this research). Agenda-setting is a heterogeneous field of research originating in Lippmann’s (1922) notion of how the media shape our pictures of the world. Trenaman and McQuail concluded that “the evidence strongly suggests that people think about what they are told” (1961: 178).

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