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The Mass Media, Election Campaigning and Voter Response

The Australian Experience

Gary N. Marks

Focusing on `capital-intensive politics', election campaign advertising in the `paid' and `unpaid' media is analysed for its impact on voters, as part of a suite of influences commonly seen to affect voter behaviour. The Australian experience from the 1990 federal election campaign supports a `modest impact' thesis, that campaign news, advertising and related activities reported in the mass media are significant among a number of secondary determinants operating beneath a primary, partisan influence on how most people vote. However, identification of subsets of voters - committed, wavering and swinging (changing), stable, volatile - shows that media-related influences impact differently on each subset, both absolutely and in the degree to which they act in a reinforcing or persuading role.

Key Words: Australia • election campaigning • electoral behaviour • mass media

Party Politics, Vol. 5, No. 1, 99-114 (1999)
DOI: 10.1177/1354068899005001006


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