Citizens’ acceptance of data-driven political campaigning: A 25-country cross-national vignette study

Rens Vliegenthart, Jade Vrielink, Kate Dommett, Rachel Gibson , Esmeralda Bon, Xiaotong Chu, Claes de Vreese, Sophie Lecheler, Jörg Matthes, Sophie Minihold, Lukas Otto, Marlis Stubenvoll, Sanne Kruikemeier

This paper investigates how the acceptance of data-driven political campaigning depends on four different message characteristics. A vignette study was conducted in 25 countries with a total of 14,390 respondents who all evaluated multiple descriptions of political advertisements. Relying on multi-level models, we find that in particular the source and the issue of the message matters. Messages that are sent by a party the respondent likes and deal with a political issue the respondent considers important are rated more acceptable. Furthermore, targeting based on general characteristics instead of individual ones is considered more acceptable, as is a general call to participate in the upcoming elections instead of a specific call to vote for a certain party. Effects differ across regulatory contexts, with the negative impact of both individual targeting and a specific call to vote for a certain party being in countries that have higher levels of legislative regulation.

Institut für Publizistik- und Kommunikationswissenschaft
Externe Organisation(en)
University of Sheffield, University of Manchester, GESIS – Leibniz-Institut für Sozialwissenschaften, Alpen-Adria-Universität Klagenfurt, Wageningen University and Research Centre, University of Amsterdam (UvA), Vrije Universiteit Amsterdam
Social Science Computer Review
ÖFOS 2012
508007 Kommunikationswissenschaft
ASJC Scopus Sachgebiete
Social Sciences(all), Library and Information Sciences, Law, Computer Science Applications
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