Political differentiation and consolidation of choice in a U.S. media malaise environment: indirect effects of perceived alikeness on voter participation
Abstract:Political marketing campaigns expend enormous effort each campaign season to influence voter turnout. This cyclical democratic process and nonstop news cycle foster an environment of media malaise. Voter pessimism undercuts participation through increased perceived alikeness among ballot options. Differentiation and consolidation theory describe the voting decision process as reconciling rational and irrational information. Voters seek out differences to decide among presented options. More politically interes… Show more
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