SVP: Negative headlines can also lead to success
The media played a significant role in the SVP's success in the federal elections. This is the finding of a study released Monday by the Public and Society Research Unit at the University of Zurich.
The media contributed significantly to the SVP's success in the federal elections. This is the result of a study published on Monday by the Public Sphere and Society research unit at the University of Zurich, as reported by SDA on Monday. The SVP received by far the most coverage during the election campaign - almost a third of reports focused on the SVP. The party therefore received as much media coverage as the SP and FDP combined. According to the study, the Roschacher-Blocher affair was of central importance, as it enabled the SVP to increase its resonance even further. Chrisoph Blocher, Christoph Mörgeli and Ueli Maurer received the most attention.
The fact that the SVP has often been written about negatively has not done it any harm. On the contrary: the study supports the assumption that negative headlines can also lead to success. The party was able to present itself as an oppositional force outside of the established political system thanks to negative reviews in the media. The negative ratings led to a high mobilization of the SVP's core electorate and an increase in voters due to the high response.
However, the authors note that not every negative headline is useful: If a party is described as having no profile or being torn apart, this can damage it. In the case of the SVP, the media assessed the party's positions negatively, but attributed profile, assertiveness and success to the party.
All articles relating to the elections between August 1 and October 21 in the major daily and weekly newspapers were included. Articles in television news programs in German-speaking Switzerland, French-speaking Switzerland and Ticino were also included.
The fact that the SVP has often been written about negatively has not done it any harm. On the contrary: the study supports the assumption that negative headlines can also lead to success. The party was able to present itself as an oppositional force outside of the established political system thanks to negative reviews in the media. The negative ratings led to a high mobilization of the SVP's core electorate and an increase in voters due to the high response.
However, the authors note that not every negative headline is useful: If a party is described as having no profile or being torn apart, this can damage it. In the case of the SVP, the media assessed the party's positions negatively, but attributed profile, assertiveness and success to the party.
All articles relating to the elections between August 1 and October 21 in the major daily and weekly newspapers were included. Articles in television news programs in German-speaking Switzerland, French-speaking Switzerland and Ticino were also included.
