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Even though televised debates play an important role in developing countries, such as Korea, relatively few studies systematically delve into the effects of viewing TV debates on vote choice. I argue that viewing televised debates activates partisan voting. In order to examine the argument, this study analyzes individual vote choice in the 2012 Korean presidential election. According to the regression results of this research, undecided and mismatched partisans are not more or less likely to vote for their partisan candidates if they view fewer than three televised debates. However, after viewing at least three TV debates, partisanship plays a significant role in deter- mining vote choice. In addition, watching televised debates signifi- cantly explains how nonpartisans vote for candidates.
Key Words: TV debate, vote choice, debate effects, media effects, Korean politics
I.Does Debate Viewing Activate Partisan Voting?
Scholars (Abramowitz, 1978; Dilliplane, 2014; Iyengar and Kinder, 1987; Lazarsfeld, Berelson, and Gaudet, 1948) have been interested in media and campaign effects. In particular, this study focuses on the effects of viewing TV debates on vote choice. Televised debates play important roles in democracies (Schroeder, 2008). Voters obtain information about candidates while viewing TV debates. During debates, candidates often discuss their policy proposals. Voters can compare candidates' policy proposals and traits when they watch televised debates.
Since TV debates offer ample opportunities for candidates to advertise themselves and for voters to evaluate candidates, scholars (Blais & Boyer, 1996; Lanoue & Schrott, 1989b; McKinney & Rill, 2009) have investigated debate effects, such as learning and voting. For instance, citizens can grasp campaign issues through viewing TV debates (e.g., Benoit & Hansen, 2004; Lee & Lee, 2015). Thus, televised debates can educate voters. Furthermore, McKinney and his colleagues (McKinney & Chattopadhyay, 2007; McKinney & Rill, 2009) argue that viewing TV debates enhances civic engagement.
Besides civic engagement and learning, viewing TV debates may affect individual vote choice. A group of scholars (Blais & Boyer, 1996; Lanoue, 1991; Lanoue & Schrott, 1989a) argues that citizens who watch televised debates tend to reevaluate candidates. Blais and Boyer (1996) reveal that TV debates significantly affect individual vote choice and election results in the 1988 Canadian election. Lanoue and Schrott (1989a) also contend that viewing televised debates influences voters' attitudes toward candidates in...