Getting the Message Across : Perceived Effectiveness of Political Campaign Communication

Do political actors communicate effectively during electoral campaigns? We introduce a novel concept in electoral research, the "perceived effectiveness of political parties' election campaigns." This evaluation concentrates on the extent to which a party is seen as getting its message across to the voter. Empirical analyses using survey data and a media content analysis during the 2009 European Parliamentary elections show that the more exposed to news about a particular party, the more a voter feels that this party gets its message across. A party's perceived campaign effectiveness is greater when one or two other parties are also mentioned in a particular news item, which may make the party's profile more pronounced. Furthermore, the greater a voter's interest in the campaign, the larger the effect of exposure on party evaluations. The article concludes by discussing party evaluations and campaign effectiveness in the light of our findings