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.
KeywordsCommunication Channel Political Actor Message Delivery Swing Voter Qualification Phase
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