Issue Ownership for Non-Presidential Television Spots

Abstract

Petrocik's (1996) theory of political party issue ownership predicts that candidates will emphasize the issues on which their own party is considered most effective. This prediction has been confirmed in presidential campaign messages, but it has yet to be tested with non-presidential campaign discourse. Computer content analysis of over 1100 political television spots from 1980 to 2002 (most spots were from 2002) discovered that overall, Democratic candidates discussed their own party's issues more than did Republicans, whereas Republicans discussed Republican issues more than did Democratic candidates. However, local ads and US Senate spots from 2002 did not follow issue ownership predictions (candidates did not discuss their own party's issues significantly more than the other party's issues). Unlike presidential spots, non-presidential advertising discusses Democratic issues more than Republican ones; the Republican Party owns more national or federal issues such as national defense and foreign policy.