Voters expect much more from political parties who run decisive election victories | 1/18/2016 | Staff
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Voters expect much more from politicians when the media describes them as having won a decisive electoral victory, research shows.

The public have higher expectations of a Government formed following an election victory with a big majority, according to a new study.

Research - Media - Coverage - Election - Results

The research shows media coverage of election results has a vital impact in shaping voters' expectations of the government delivering on its promises—and meeting these expectations can play an important role in determining who they vote for in future elections.

Swansea University and University of Exeter academics have found voters who read newspaper articles describing a narrow electoral victory are more sceptical about the incoming government's ability to deliver on its promises. People are more likely to trust the new government when the same result was presented in the media as decisive.

Dr - Ekaterina - Kolpinskaya - Study - Findings

Dr. Ekaterina Kolpinskaya, who led the study, said: "Our findings indicate that media coverage can have a big impact in the mandate a government is perceived to have. Voters who read about a clear victory are more likely to think governments could and should have implemented their full manifesto, and are more likely to be critical of that party in the next election if it fails to do so. Those influenced by media coverage describing a narrow victory are more likely to think the government was less likely to be able to keep all its promises, and are more forgiving at election time."

Academics ran an experiment three weeks after the 2015 election, when the Conservative Party ran a narrow victory. Participants were divided into four treatment groups. Two groups were given a news articles portraying the Tory victory as either 'decisive' or 'narrow' using two real-life news stories from The Telegraph and The Guardian. Two other groups...
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