期刊
POLITICAL RESEARCH QUARTERLY
卷 64, 期 3, 页码 588-599出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/1065912910367494
关键词
field experiment; voter mobilization; radio advertising; Latino voting behavior; electoral campaigns; congressional elections
Because Hispanic voters are seldom targeted for campaign communication and because they listen to radio at higher rates than non-Hispanics, Spanish-language radio represents an attractive venue for testing whether nonpartisan mass media messages can mobilize voters. We conducted a large-scale, national field experiment testing the impact of nonpartisan Spanish-language radio advertisements on Latino voter turnout in the 2006 congressional elections. The experiment, encompassing 206 congressional districts, indicates that nonpartisan radio ads represent an effective and cost-efficient means of raising Latino turnout in federal elections.
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