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STUDYING THE EFFECTS OF MOBILIZATION MESSAGES IN A STRATEGIC ENVIRONMENT: APPLYING THE RECEIVE-ACCEPT-SAMPLE (RAS) MODEL

Lenoir, Brandon W. (2013) STUDYING THE EFFECTS OF MOBILIZATION MESSAGES IN A STRATEGIC ENVIRONMENT: APPLYING THE RECEIVE-ACCEPT-SAMPLE (RAS) MODEL. Doctoral Dissertation, University of Pittsburgh. (Unpublished)

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Abstract

The study of mobilization has presented scholars with an interesting puzzle as we attempt to identify who is responsive to mobilization messages. The framing of the debate by Kenneth M. Goldstein and Matthew Holleque (2010) pits competing theoretical arguments against one another without a satisfying conclusion. Some argue it is the least informed segments of the population who will be responsive (e.g., Rosenstone and Hansen 1993), while others posit it is those with high levels of political information and past involvement (e.g., Hillygus 2005). In this dissertation I present a third explanation that may provide a better framework for studying the debate. Applying John Zaller’s Receive-Accept-Sample (RAS) model to the study of mobilization, I find not only do individuals with moderate levels of past voting behavior respond to mobilization messages, but so do those with high and low levels. The key to the RAS model is exposure to the message. Thus understanding who is most likely to receive a mobilization message is central to this project.
I conducted field experiments during a magisterial judicial election in a major U.S. city to collect my data. The purpose of those experiments was to capture the effects of mobilization messages on an individual’s probability of voting on Election Day. My results indicate including individuals who would normally not receive mobilization messages (i.e., those who do not have a history of voting) introduce selection bias. Once I control for that bias, I find not only are individuals with moderate levels of past voting behavior responsive, but so are those with high and low levels of past turnout. Receiving a get-out-the-vote door hanger two days prior to an election increases the probability of voting by 3.76% for moderate voters, 3.82% for frequent voters, and 2.88% for infrequent voters.
The effects of mobilization messages are not limited to turnout. Perhaps more important than turnout, I found that a candidate who conducts a last minute GOTV drive can increase their vote share by as much as 25%. This dissertation breaks new ground on the effects of mobilization messages and contributes to a clearer picture of those effects.


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Details

Item Type: University of Pittsburgh ETD
Status: Unpublished
Creators/Authors:
CreatorsEmailPitt UsernameORCID
Lenoir, Brandon W.bwl7@pitt.eduBWL7
ETD Committee:
TitleMemberEmail AddressPitt UsernameORCID
Committee ChairBarker, Daviddavid.barker@csus.edu
Committee MemberHurwitz, Jonhurwitz@pitt.eduHURWITZ
Committee MemberBonneau, Chriscwbonneau@gmail.com
Committee MemberDuffy, Johnjduffy@pitt.eduJDUFFY
Date: 30 September 2013
Date Type: Publication
Defense Date: 3 December 2012
Approval Date: 30 September 2013
Submission Date: 12 June 2013
Access Restriction: No restriction; Release the ETD for access worldwide immediately.
Number of Pages: 128
Institution: University of Pittsburgh
Schools and Programs: Dietrich School of Arts and Sciences > Political Science
Degree: PhD - Doctor of Philosophy
Thesis Type: Doctoral Dissertation
Refereed: Yes
Uncontrolled Keywords: Mobilization, Voter Behavior, Campaigns, Field Experiments, Vote Choice, Turnout, Elections
Date Deposited: 30 Sep 2013 12:15
Last Modified: 15 Nov 2016 14:13
URI: http://d-scholarship.pitt.edu/id/eprint/18963

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