Exploiting a Rare Communication Shift to Document the Persuasive Power of the News Media

  title={Exploiting a Rare Communication Shift to Document the Persuasive Power of the News Media},
  author={Jonathan McDonald Ladd},
  • Jonathan McDonald Ladd
  • Published 2009
Using panel data and matching techniques, we exploit a rare change in communication flows—the endorsement switch to the Labour Party by several prominent British newspapers before the 1997 United Kingdom general election—to study the persuasive power of the news media. These unusual endorsement switches provide an opportunity to test for news media persuasion while avoiding methodological pitfalls that have plagued previous studies. By comparing readers of newspapers that switched endorsements… CONTINUE READING

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