Spatial advertisement in political campaigns

Arbeitspapier

This paper characterizes the optimal advertising strategy of candidates in an election campaign, where groups of heterogeneous voters are targeted through media outlets. We discuss its effects on the implemented policy and relate it to the well-documented increase in polarization. Additionally, we empirically establish that polarization displays electoral cycles. These cycles emerge in the model as candidates find it optimal to cater to different groups of voters and thus to adjust policies. Further, technologies that allow targeting voters more precisely tend to increase polarization. Our prediction is confirmed empirically as an increase in internet penetration leads to higher polarization.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Series: Working Paper ; No. 805

Classification and Topics

• Classification: Wirtschaft ; Network Formation and Analysis: Theory ; Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior ; Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
• Subject: Targeting ; Media ; Networks ; Voting

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Prummer, Anja
• Event: Veröffentlichung
• (who): Queen Mary University of London, School of Economics and Finance
• (where): London
• (when): 2016

Further information

• Handle: http://hdl.handle.net/10419/184756
• Last update: 10.03.2025, 11:43 AM CET