Abstract
This chapter starts with a discussion of the use of different channels and continues with the variation in the three frame choices across channels and over time. The key findings are that the political actors stay on message, use more dialogue in mediated channels, and increase the use of the contest frames toward the end of a campaign. Thus, their strategic decisions differ between channels. The degree of dialogue in advertisements and direct mail is lower than in the other communication channels. Media input is capable of providing dialogue, while political advertisements and direct mail have other functions, like mobilizing citizens to vote or provoking public debate. In other campaigns or media-oriented political communication cultures, the frame promotion process might be even more important.
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