Persuasion,Partisanship and Evaluations of National Conditions and Governmental Impact: An Experimental Study

The current study considers the circumstances under which opinions about national issue conditions and government impact on those conditions might be influenced. Using an experimental framework, we examine the effectiveness of messages on a variety of policy issues important to the 2015 Canadian Federal election campaign. The messages consist of a statement about the country’s performance on a variety of issues, accompanied by a relevant image, which together convey either a positive or negative message about issue conditions in Canada. We then evaluate the extent to which messages affect opinions about policy conditions in Canada as well as evaluations of government impact on these policy issues. Finally, we consider whether the effect of the messages is moderated by the partisan leanings of individual voters. We focus upon five policy areas that, we argue, were among the most germane to the 2015 election: the economy, health care, the environment, immigrants and minorities, and national security. Our findings have implications for the literature on issue-ownership, agenda-setting, opinion persuasion, and the attribution of responsibility for national performance.