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.


Communication Channel Political Actor Message Delivery Swing Voter Qualification Phase 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Laurent Bernhard 2011

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  • Laurent Bernhard

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