Citizens’ Acceptance of Data-Driven Political Campaigning: A 25-Country Cross-National Vignette Study

Author:

Vliegenthart Rens1ORCID,Vrielink Jade1,Dommett Katharine2,Gibson Rachel3,Bon Esmeralda3ORCID,Chu Xiaotong1ORCID,de Vreese Claes4,Lecheler Sophie5,Matthes Jörg5ORCID,Minihold Sophie45ORCID,Otto Lukas6,Stubenvoll Marlis7ORCID,Kruikemeier Sanne1

Affiliation:

1. Wageningen University and Research, Netherlands

2. University of Sheffield, UK

3. The University of Manchester, UK

4. University of Amsterdam, Netherlands

5. University of Vienna, Austria

6. GESIS - Leibniz Institute for the Social Sciences Cologne, Germany

7. University of Klagenfurt, Austria

Abstract

This paper investigates how the acceptance of data-driven political campaigning depends on four different message characteristics. A vignette study was conducted in 25 countries with a total of 14,390 respondents who all evaluated multiple descriptions of political advertisements. Relying on multi-level models, we find that in particular the source and the issue of the message matters. Messages that are sent by a party the respondent likes and deal with a political issue the respondent considers important are rated more acceptable. Furthermore, targeting based on general characteristics instead of individual ones is considered more acceptable, as is a general call to participate in the upcoming elections instead of a specific call to vote for a certain party. Effects differ across regulatory contexts, with the negative impact of both individual targeting and a specific call to vote for a certain party being in countries that have higher levels of legislative regulation.

Funder

NORFACE Joint Research Programme

Publisher

SAGE Publications

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