SMOKE SCREEN - A THEORETICAL FRAMEWORK

We develop a theory of smoke screening (ambiguity) as a means of maxim izing political support when the voters' evaluation of a candidate dep ends on the quality of information they receive, on their ability to o btain and process relevant information and finally on the candidate's popularity (goodness of reputation). We show that the more favorable a candidate's standing relative to his competence the greater the incen tive to milk good reputation by generating smoke screens; and that the more ''savvy'' (educated, knowledgeable, involved etc.) the public th e lower the amount of smoke screening activities undertaken.