Abstract
Once political actors have selected the content of their campaign messages (see Chapter 5), they have to develop ways of conveying them to the citizens. Indeed, finding the right message does not suffice. It is obvious that voters will not be influenced by messages they have never heard. This chapter considers how political campaigners get their message across by focusing on three choices with respect to ‘message delivery’: targeting, the use of the appropriate communication channel, and timing. These decisions will be explained as functions of contextual and actor-related characteristics.
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© 2011 Laurent Bernhard
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Bernhard, L. (2011). Message Delivery. In: Kriesi, H. (eds) Political Communication in Direct Democratic Campaigns. Challenges to Democracy in the 21st Century Series. Palgrave Macmillan, London. https://doi.org/10.1057/9780230343214_6
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DOI: https://doi.org/10.1057/9780230343214_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-33876-4
Online ISBN: 978-0-230-34321-4
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