Elite polarization and mass policy attitudes: A study of the 2010 senate election

Abstract

Objectives: This study aims to test the extent to which campaigns along with partisanship polarized public attitudes on a series of major policy issues during the 2010 Senate elections. Methods: Data are drawn from the 2010 Cooperative Congressional Election Study data and Campaign Media Analysis Group data, which are provided by Wesleyan Media Project. Results: The findings of this article are two-fold: First, the 2010 Senate campaigns did not sweepingly boost mass polarization on policy attitudes in general. Second, polarization effect only demonstrated among low-information voters on economic policy issues but little on moral and non-economic issues. Conclusion: This article argues that elite-driven mass polarization is based on a matrix of interconnecting varying degrees of information intensity, predispositions, and voters’ awareness level. In the context of low-intensity campaigns, low-information citizens are more likely to follow the party communications and thus are more likely to polarize their attitudes on self-interest issues.