Local Sources of Information and Voter Choice in State Elections

Abstract

Previous studies of aggregated election returns have identified a local component to the vote in state election contests. The authors suggest that a geographical distribution of information about candidates produces these aggregate patterns and demonstrate that the farther a voter resides from a candidate's home media market, the less likely it is that the voter knows about the candidate. Furthermore, uncertainty associated with distance reduces the likelihood that a voter will select a candidate. This effect holds in partisan and nonpartisan (primary) contests. The findings call attention to the need for additional study of vehicles that transmit information at the local level.