Cynical and engaged: strategic campaign coverage, public opinion, and mobilization in a referendum

This study investigates the effects of exposure to strategic news coverage on political cynicism and campaign evaluations using a nationally representative two-wave panel study and a content analysis of the national news media coverage of the 2000 Danish referendum campaign on the introduction of the euro. The study shows (a) voters were generally cynical about the referendum campaign, (b) the level of political cynicism and negativity about the campaign increased during the campaign, and (c) exposure to news that reported about the campaign in terms of strategy contributed to an increase in political cynicism and negative campaign evaluations. Turnout, however, remained high, suggesting that strategic news coverage and political cynicism in the campaign did not diminish mobilization. The study suggests that the conclusions of previous research about the link between news, cynicism, and participation in U.S. elections need to be modified when other national and electoral contexts are considered.