Universität Mannheim / Sowi / lspol1 / englisch / Research / Campaign Dynamics 2005: Mobilizing and Persuading Effects

Campaign Dynamics 2005. Mobilizing and Persuading Effects of Television News on Voters during the 2005 German General Election Campaign

Research Questions

The project aims at the first comprehensive analysis of campaign effects on electoral behavior in Germany. Analyzing the 2005 general election in Germany, it is studied if and how TV news coverage of the 2005 election campaign had an influence on perceptions, attitudes und party preferences of voters and thereby also affected election results. In order to study this dynamic, the dataset of a nationally representative Rolling Cross-Section with interviews on a daily basis during the campaign is combined with content analysis of the major TV news coverage during the same period of time. With this integrated dataset, it will be possible to link media content directly to corresponding orientations of voters (“linkage” strategy of research). This approach promises more valid results than an analysis that is based only on survey data (“attentiveness” approach). The project will provide detailed insights into the dynamic effects of TV coverage on voters’ attitudes on parties, candidates and issues (political persuasion) and voters’ involvement in the political process (political mobilization).

The dataset used for the content-analysis here is stored in the GESIS data-archive, No ZA4997.