New perspectives and evidence on political communication and campaign effects

We review recent empirical evidence that shows political campaigns are more potent than widely believed, focusing on the conceptual and methodological advances that have produced these findings. Conceptually, a broader defini tion of effects-that includes learning and agenda-control, as well as vote choice-characterizes contemporary research. This research also features two kinds of interactive models that are more complex than the traditional hyp odermic (message-based) approach. The resonance model considers the relatio nship between message content and receivers' predispositions, while the str ategic model highlights the interactions between competing messages. Finall y, we attribute the emergence of stronger evidence in favor of campaign eff ects to the use of new methodologies including experimentation and content analysis, as well as the more sophisticated use of sample surveys.