Campaign claims, partisan cues, and media effects in the 2011 British Electoral System Referendum

Campaigning in the British Electoral System Referendum of 2011 provoked much controversy. Accusations of negativity and dissemination of misinformation came from both sides. Using panel data spanning the crucial period of the campaign, this paper examines shifts in perceptions and intentions associated with information and opinion. First, it takes into account ‘baseline’ effects such as initial partisan cues. Then, in the context of criticism of the low quality information content of the campaign, it asks how much changes in the attitudes of respondents affected electoral system opinion, and the extent to which these changes reflected learning and the provision of information or misinformation. The roles of the Electoral Commission, television coverage, and newspapers are also examined.

► Campaign effects on electoral system choices were very strong.
► Partisan elite cues helped mobilise system preferences over the campaign.
► Those preferences were more powerfully shaped by the campaign itself.
► Both information and misinformation influenced voter opinion.
► The official campaign and newspapers shifted opinion away from AV.