The mass media, election campaigning and voter response

The Australian experience

James Forrest, Gary N. Marks

Research output: Contribution to journalArticle

9 Citations (Scopus)


Focusing on capital-intensive polities, 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.

Original languageEnglish
Pages (from-to)99-114
Number of pages16
JournalParty Politics
Issue number1
Publication statusPublished - 1999



  • Australia
  • Election campaigning
  • Electoral behaviour
  • Mass media

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