Paying for ads or getting into the news? How parties persuade citizens of their issue competence during an election campaign

Party Politics, Ahead of Print.
During campaigns, parties must defend their reputation of competence on issues to persuade citizens to vote for them (issue ownership). Consequently, what are the most effective strategies to achieve this? I argue that direct (advertising) and indirect (media coverage) communication strategies have different effects on citizens’ perception of party competence. To analyze the impact of campaign dynamics on citizens, I use three data sources: an individual rolling cross-section panel, a media coverage analysis, and a parties’ advertisements analysis. I link those data on a daily basis to capture the dynamics of parties’ communication and citizens' opinion. The results show that advertisements help parties to win and maintain their issue ownership, while media coverage only helps parties to maintain their ownership. The study has scientific and practical implications with regard to party strategy, campaigns, and citizens’ perceptions of parties.

Party soldiers on personal platforms? Politicians’ personalized use of social media

Party Politics, Ahead of Print.
Social media are seen as a catalyst for personalized politics, and social media activity has, therefore, been used as an indicator of personalized representation. However, this may lead to an overestimation because politicians can behave as party soldiers even on their personal social media platforms. This article proposes that we need to examine the content of politicians’ social media communication to evaluate levels of personalized representation and understand the drivers behind it. Based on a full year’s Facebook activity of Danish members of Parliament including 28,000 updates, this study documents two main results. First, politicians do use Facebook to manage their personal image, but they also attend to their party duties. Attending to content suggests that activity measures overestimate personalized representation by at least 20 percentage points. Second, in contrast to expectations, mainly electorally secure politicians personalize communication on social media, which suggests that vote getters may enjoy more party duty leeway.

Lost but not blown away. How do losers of party leadership contests react?

Party Politics, Ahead of Print.
Many Western parties have opened up the process of leadership selection in order to increase the party’s attractiveness, but negative reactions of losers in such contests might undermine these efforts. It has extensively been documented that losers of elections or referendums become less supportive for the political system, but the question is whether such a winner-loser gap also occurs in the context of intra-party elections. We examine unique panel data collected before and after the leadership elections of the Flemish Christian-Democratic Party and Liberal-Democratic Party and investigate the difference in change in attitudes and behavior of party members who voted for the losing candidates and those who voted for the winner. Contrary to earlier research on candidate selection, we find that only decision acceptance differs between winners and losers, while there is no gap in support for the electoral process, party membership satisfaction, and members’ activity within the party.

Identity, money, or governance? Explaining secessionist parties’ rhetorical strategies

Party Politics, Ahead of Print.
Under what conditions do secessionist parties advance identity, socioeconomic or political frames for constitutional change? By performing a Qualitative Comparative Analysis (QCA) of 93 party manifestos from six Western regions, the results identify a key variable that plays an important role in rhetorical strategies: the governmental status of the party. In linguistically distinctive regions, parties tend to put forward identity frames when in opposition. Instead, being in office is a condition for framing their position in socioeconomic terms. The results concerning political frames are highly complex, although patterns around office holding have also been identified. Hence, the present article shows that office-seeking strategies imply a fundamental change in how these parties frame their claims. Minority nationalist parties take the opportunity of being in office to enhance their credibility as governing parties by downplaying identity issues in favour of a more inclusive and policy-oriented appeal.