Campaigns do matter: The impact of campaigns in reducing framing effects Article Swipe
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· 2025
· Open Access
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· DOI: https://doi.org/10.1017/s147567652510011x
· OA: W4414671788
This study examines the role of political campaigns in reducing voter susceptibility to framing effects. The case chosen is the 2022 EU defence opt-out referendum in Denmark. Using a novel survey experiment design that exposed voters to arguments at the start and the end of the campaign, we were able to directly test the impact of a real-world campaign on voter susceptibility to frames. The findings reveal a notable reduction in framing effects. Initially, loss-related framed arguments swayed voters, but this impact waned at the campaign’s end. Our analysis suggests that the campaign provided voters with information and arguments that made them less susceptible to framing effects and instead empowered voters to make informed decisions on the referendum based on their own attitudes towards the EU. In the conclusions, we encourage further research on susceptibility to elite messages in real-world settings.
