POL322Y5 Lecture Notes - Lecture 5: Rela, Telephone Call, Clientelism
Document Summary
Negative advertisement on voter turnout: therorietically there are three possibilitieis, might increase voter turnout, possibility that advertisement does not affect voter turnout. We may use surey research to examine the relationship between an exposure to negative advertisement and the likelihood of voting. Laboratory experiemtns: experiemtns in a lab setting, recruit voluntary participants, experimentsal treatments re stimui given to the participants in the library. Internal vs external validity: garramone et all 1990. Procedure: short pre test questionnaire, random asigbment, one group watched negative advertisement, the other watched the positive advertisement, posttest questionnaire. Experimental stimulus: two versions of political advertisement with differnet tones, positive and negative, salient issues in campaigns (crimes and pollution, two ersions made as equal as possible in video and audio composnent. Realistic setup: viewing rooms resemble a living room with sofas, easy chairs, magazines, and refreshments, experiemtnal advertisments were embedded in newscast as one of the commercials, experiemtnal intention was hidden.
