The ability of the news media to mobilize voters during an election campaign is not well understood. Most extant research has been conducted in single-country studies and has paid little or no attention to the contextual level and the conditions under which such effects are more or less likely to occur. This study tests the mobilizing effect of conflict news framing in the context of the 2009 European Parliamentary elections. The unique multi-method and comparative cross-national study design combines a media content analysis (N 5 48,982) with data from a two-wave panel survey conducted in twenty-one countries (N 5 32,411). Consistent with expectations, conflict framing in campaign news mobilized voters to vote. Since the effect of conflict news was moderated by evaluations of the EU polity in the general information environment, conflict framing more effectively mobilized voters in countries where the EU was evaluated more positively.The scholarly and public discussion of the role of the media during elections is heated and ongoing. In the United States, much attention has been paid to the role of political advertising in either mobilizing or demobilizing the electorate.1 In other parts of the world, where legal restrictions constrain the role of advertising, most attention has been devoted to the role of the news media. The evidence is also mixed; some studies suggest that the news media plays a general mobilizing role, while others report a mixed pattern that distinguishes, for example, between the mobilizing effects of exposure to TV news and the demobilizing effects of exposure to other TV content, or between public broadcasting news and private TV news.
2Previous research has identified different content features of news media coverage that have the potential to either mobilize or demobilize citizens in electoral contexts. 'Mobilizing' media contact includes news that focuses on disagreement, conflict and differences of opinion between political actors; it shows that there is something at stake and something to choose from.3 This study focuses on the role of conflict framing in election campaign news coverage and assesses its potentially mobilizing effect on voters. We contrast this effect with the role of mere news exposure -that is, overall individual news consumption regardless of content.We investigate the effect of news media coverage of the election on individual turnout, while controlling for many of the usual explanatory factors for turnout. To examine the role of news coverage in mobilizing the electorate over the course of a campaign, our research design combines a media content analysis of campaign news coverage with panel survey data. We focus on the impact of campaign news coverage framed in terms of conflict on voter mobilization, for which we outline our expectations below. We are interested in the conditional nature of this effect; we expect that conflict news is particularly mobilizing if voters have little evidence that there is 'something at stake' during the election campaign. We there...