Do Newspapers Enlighten Preferences? Personal Ideology, Party Choice and the Electoral Cycle: The United Kingdom, 1992-1997

Abstract

The Gelman-King theory of enlightened preferences holds that the mass media play an important role in enlightening vote choices during election campaigns in the United States. This article adapts this theory to the electoral cycle in Britain. It also expands the theory to consider the media's role in facilitating consistent attitudes. Using data from the 1992-1997 British Election Panel Study, the author finds that attitudinal consistency and enlightened party preferences were highest immediately following elections. Moreover, there were significant differences according to the type of newspapers voters read, with broadsheet readers being the most enlightened. These findings suggest that enlightened preferences theory has wider applicability than simply US election campaigns.