WEEK 9

Issue Voting

The act of voters basing their vote choice on specific political issues rather than party affiliation or other factors.

Leadership Effects

The influence that party leaders have on voters' decisions, often through their visibility, policies, and personal traits.

Political Campaigns

The organized efforts by political parties to influence voters, including components like messaging, media strategies, and debates.

Enlightenment Thesis

The theory that voters make rational and informed decisions based on issues and policies, applicable to the Canadian political context.

Trait Evaluations

Assessments of political leaders based on character traits (e.g., honesty, empathy) and competence traits (e.g., intelligence, leadership skills).

Campaign Messaging

The strategic selection and communication of political issues and positions by candidates to influence public opinion and vote choice.

Paid Media

Campaign advertisements that candidates pay for to control their messaging, with a mix of positive and negative content.

Earned Media

Media coverage that candidates acquire through news outlets, speeches, and events, influencing public perception and vote intention.

Debates

Formal discussions between political candidates, often televised, that can impact voter perceptions and decisions during election campaigns.

Late Deciders

Voters who make their electoral choice during the campaign period, potentially influenced by debates, media coverage, and candidate performances.