Coalitions in the news: How saliency and tone in news coverage influence voters' preferences and expectations about coalitions

Abstract

Past research has shown that media coverage during election campaigns influences citizen preferences and expectations about parties and political candidates. Very little is known, however, about the effect of media coverage on post-electoral coalition preferences and expectations. This is surprising, given that speculations about post-electoral coalition building are an essential part of election campaigns in all multiparty systems. This paper investigates the consequences that coalitions' media saliency and tone have on voter preferences and expectations about these potential coalitions. Using media and panel data from the 2013 German and Austrian election campaigns, we find that media coverage has substantial effects on voter perceptions although the effects differ in strength between the two countries. These findings have important implications for our understanding of media effects, voter expectations and campaign strategies.