Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE (www.oxfordhandbooks.com). © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 17 August 2019

Abstract and Keywords

Citizens’ electoral choices are subject to persuasion from numerous sources, including their social networks, media outlets, candidates’ campaigns, and interest groups. Extensive literatures address the isolated effects of each source, with mechanisms as diverse as information, influence, and sanctioning driving these effects. Understanding these isolated effects is sufficient to the extent that each effect is independent of all others. However, this is not typically the case when social networks are involved, due to the feedback inherent in the propagation of persuasion across networks. This feedback implies that network structure conditions the effects of other sources of persuasion. Consequently, failure to consider social network structure in studies of political persuasion risks biased accounts of the effects of persuasion. This essay elaborates on this point and discusses its consequences for the study and practice of electoral persuasion.

Keywords: social networks, media, persuasion, elections, information, influence, sanctioning

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.