Through the Party Lens: How Citizens Evaluate TV Electoral Spots

Abstract

Party affiliation is considered one of the most important factors explaining voters' party choice, but also a strong intervening variable when it comes to the effectiveness of electoral advertising. The question raised in this study is to what extent party affiliation explains voters' judgments of electoral advertising, which was investigated by using data carried out during the Swedish general election campaign 2010. The results show that party affiliation still functions as a filter when voters are exposed to electoral advertising. The findings are suggested to be understood against the background of cognitive dissonance theory and selective exposure according to which people try to avoid a state of cognitive dissonance by avoiding information that conflicts with their attitudes.