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- W4248849669 abstract "This chapter focuses on the messages political actors develop in the context of their campaign involvement. Indeed, this aspect refers to the core of political campaigning. In order to get people to agree with the campaigners’ points of view, messages are the central strategic rationale (Faucheux 1993). Therefore, it is no coincidence that they are considered by both campaign professionals and academics to be the essential element of campaigning (Herrnson 2004). Political actors devote great attention to how their messages are conveyed. According to Morris (1999: 47), a political consultant, a good campaign message may take months to formulate, but it should take no more than a few words to express. Hence, political actors carefully choose which messages to emphasize and how to discuss them in the hope of influencing the opinions of the targeted citizens. In direct-democratic campaigns, the battle over setting the terms over a proposition is widely acknowledged to be of crucial importance. Magleby (1984: 168) even claims that the side that defines a given proposition usually wins. Basically, campaigners have to make decisions about what kind of messages to advance and how to present them. This chapter addresses these two questions by analysing the selection and the negativity of campaign messages." @default.
- W4248849669 created "2022-05-12" @default.
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- W4248849669 date "2012-01-01" @default.
- W4248849669 modified "2023-09-24" @default.
- W4248849669 title "Message Development" @default.
- W4248849669 doi "https://doi.org/10.1057/9781137011343_6" @default.
- W4248849669 hasPublicationYear "2012" @default.
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