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The Effectiveness of Public Service
Announcements on Turnout: A Field Experiment |
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| Abstract | Word Stems | Keywords | Association | Citation | Get this Document | Similar Titles |
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Abstract:
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What can be done to raise voter turnout rates? In
several previous studies, scholars have examined the effects of appeals
directed at specific individuals or households: door-to-door
canvassing, phone calls, direct mail, leaflets, and email. The
effectiveness of these techniques seems to vary markedly. The most
effective technique, door-to-door canvassing is difficult to conduct on
a large scale; inexpensive techniques that reach large populations,
such as email or calls conducted by commercial phone banks seem to be
ineffective. We continue to hunt for voter mobilization approaches that
are both effective and capable of reaching large, geographically
dispersed populations.
The current project seeks to assess the effects of mass communication
on turnout. Despite the gains in technology over the last 50 years, we
know very little about how positive television advertising affects
political participation. Public Service Announcements have a number of
potentially attractive qualities. First, they have the potential to
reach large numbers of geographically dispersed voters. Second, the
production and distribution of PSAs can be handled by a small number of
professionals; in contrast to door-to-door canvassing, one need not
assemble large numbers of paid and unpaid volunteers.
In this project, local cable systems in four states are randomly
assigned to treatment or control goup. Advertising time was purchased
in the treatment systems on TNT, USA, and Lifetime networks. In
Kentucky, TNN, ESPN, CNN, TBS, and MTV were added. The PSA's ran
between 4 and 17 times per evening during prime time in the treatment
systems, exposing roughly 1 million people to the ads. After the 2003
statewide elections in these four states, we examine turnout data at
the individual level (from Secretary of States offices) in order to
learn whether the treatment systems had higher tunrout than the
control. |
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Association:
Name: The Midwest Political Science Association
URL: http://www.indiana.edu/~mpsa/
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Citation:
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MLA Citation:
| Vavreck, Lynn. "The Effectiveness of Public Service
Announcements on Turnout: A Field Experiment" Paper presented at the annual meeting of the The Midwest Political Science Association, Palmer House Hilton, Chicago, Illinois, Apr 15, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p82500_index.html> |
APA Citation:
| Vavreck, L. , 2004-04-15 "The Effectiveness of Public Service
Announcements on Turnout: A Field Experiment" Paper presented at the annual meeting of the The Midwest Political Science Association, Palmer House Hilton, Chicago, Illinois <Not Available>. 2009-05-26 from http://www.allacademic.com/meta/p82500_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: What can be done to raise voter turnout rates? In
several previous studies, scholars have examined the effects of appeals
directed at specific individuals or households: door-to-door
canvassing, phone calls, direct mail, leaflets, and email. The
effectiveness of these techniques seems to vary markedly. The most
effective technique, door-to-door canvassing is difficult to conduct on
a large scale; inexpensive techniques that reach large populations,
such as email or calls conducted by commercial phone banks seem to be
ineffective. We continue to hunt for voter mobilization approaches that
are both effective and capable of reaching large, geographically
dispersed populations.
The current project seeks to assess the effects of mass communication
on turnout. Despite the gains in technology over the last 50 years, we
know very little about how positive television advertising affects
political participation. Public Service Announcements have a number of
potentially attractive qualities. First, they have the potential to
reach large numbers of geographically dispersed voters. Second, the
production and distribution of PSAs can be handled by a small number of
professionals; in contrast to door-to-door canvassing, one need not
assemble large numbers of paid and unpaid volunteers.
In this project, local cable systems in four states are randomly
assigned to treatment or control goup. Advertising time was purchased
in the treatment systems on TNT, USA, and Lifetime networks. In
Kentucky, TNN, ESPN, CNN, TBS, and MTV were added. The PSA's ran
between 4 and 17 times per evening during prime time in the treatment
systems, exposing roughly 1 million people to the ads. After the 2003
statewide elections in these four states, we examine turnout data at
the individual level (from Secretary of States offices) in order to
learn whether the treatment systems had higher tunrout than the
control. |
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