| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w22949 |
| 来源ID | Working Paper 22949 |
| Leveling the Playing Field: How Campaign Advertising Can Help Non-Dominant Parties | |
| Horacio A. Larreguy; John Marshall; James M. Snyder, Jr. | |
| 发表日期 | 2016-12-19 |
| 出版年 | 2016 |
| 语种 | 英语 |
| 摘要 | Voters are often uncertain about and biased against non-dominant political parties. By reducing the information gap with dominant parties, political advertising may thus disproportionately benefit non-dominant parties electorally. We test this argument in Mexico, where three main parties dominate many localities. To identify the effects of exposure to partisan advertising, we exploit differences across neighboring precincts in campaign ad distributions arising from cross-state media coverage spillovers induced by a 2007 reform that equalized access to ad slots across all broadcast media. Our results show that ads on AM radio increase the vote shares of the PAN and PRD, but not the previously-hegemonic PRI. Consistent with our model, campaign advertising is most effective in poorly informed and politically uncompetitive electoral precincts, and against locally dominant parties of intermediate strength. |
| 主题 | Microeconomics ; Welfare and Collective Choice |
| URL | https://www.nber.org/papers/w22949 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/580622 |
| 推荐引用方式 GB/T 7714 | Horacio A. Larreguy,John Marshall,James M. Snyder, Jr.. Leveling the Playing Field: How Campaign Advertising Can Help Non-Dominant Parties. 2016. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w22949.pdf（2509KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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