Effects of election news coverage : How visibility and tone influence party choice

Previous research has shown that a party's election results can depend on visibility and tone in the media. Using daily content data from the major news bulletins and daily survey data from the 2007 national election campaign in Denmark (N = 5,083), our analysis improves upon two central aspects of this earlier research. First, the effects on vote choice of the parties' visibility and tone in the media are studied concurrently in the same model. Second, a distinction is made between the effects of direct exposure to specific news content and the effects of the cumulative information environment created by the media. Overall, it is found that the more visible and the more positive the tone toward a given party is, the more voters are inclined to vote for this party. The effects are primarily effects of the information environment, not effects of direct exposure, though undecided voters are also directly affected. In the discussion, central conditions for the strength of media effects are identified