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Exploiting a Rare Communication Shift to Document the Persuasive Power of the News Media

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  • Jonathan McDonald Ladd
  • Gabriel S. Lenz

Abstract

Using panel data and matching techniques, we exploit a rare change in communication flows—the endorsement switch to the Labour Party by several prominent British newspapers before the 1997 United Kingdom general election—to study the persuasive power of the news media. These unusual endorsement switches provide an opportunity to test for news media persuasion while avoiding methodological pitfalls that have plagued previous studies. By comparing readers of newspapers that switched endorsements to similar individuals who did not read these newspapers, we estimate that these papers persuaded a considerable share of their readers to vote for Labour. Depending on the statistical approach, the point estimates vary from about 10% to as high as 25% of readers. These findings provide rare evidence that the news media exert a powerful influence on mass political behavior.

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  • Jonathan McDonald Ladd & Gabriel S. Lenz, 2009. "Exploiting a Rare Communication Shift to Document the Persuasive Power of the News Media," American Journal of Political Science, John Wiley & Sons, vol. 53(2), pages 394-410, April.
    • Handle: RePEc:wly:amposc:v:53:y:2009:i:2:p:394-410
    DOI: 10.1111/j.1540-5907.2009.00377.x
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    3. Leite Lopez de Leon Fernanda, 2013. "The Tuesday Advantage of Politicians Endorsed by American Newspapers," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 13(2), pages 865-886, October.
    4. Sprick Schuster, Steven, 2023. "The persuasive power of the fourth estate: Estimating the effect of newspaper endorsements: 1960–1980," Journal of Economic Behavior & Organization, Elsevier, vol. 207(C), pages 496-510.
    5. Petrova, Maria, 2012. "Mass media and special interest groups," Journal of Economic Behavior & Organization, Elsevier, vol. 84(1), pages 17-38.
    6. Alessandro Belmonte & Michael Rochlitz, 2018. "The Political Economy of Collective Memories: Evidence from Russian Politics," HSE Working papers WP BRP 59/PS/2018, National Research University Higher School of Economics.
    7. Thompson, Neil C. & Ziedonis, Arvids A. & Mowery, David C., 2018. "University licensing and the flow of scientific knowledge," Research Policy, Elsevier, vol. 47(6), pages 1060-1069.
    8. Hainmueller, Jens, 2012. "Entropy Balancing for Causal Effects: A Multivariate Reweighting Method to Produce Balanced Samples in Observational Studies," Political Analysis, Cambridge University Press, vol. 20(1), pages 25-46, January.
    9. Masiero, Giuliano & Santarossa, Michael, 2021. "Natural disasters and electoral outcomes," European Journal of Political Economy, Elsevier, vol. 67(C).

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