Valérie-Anne Mahéo

The Impact of Mobilization Media on Off-Line and Online Participation: Are Mobilization Effects Medium-Specific?

In recent years, voluntary associations and political organizations have increasingly switched to Internet-based mobilization campaigns, replacing traditional forms of face-to-face recruitment and mobilization. The existing body of empirical research on Internet-based mobilization, however, is not conclusive about the effects this form of mobilization might have. In this article, the authors argue that this lack of strong conclusions might be due to the failure to distinguish different behavioral outcomes of mobilization, and more specifically, a distinction between online and off-line forms of participation is missing. In this experimental study, participants were exposed to potentially mobilizing information either by way of face-to-face interaction or by website. The results of the experiment indicate that web-based mobilization only has a significant effect on online participation, whereas face-to-face mobilization has a significant impact on off-line behavior, which would imply that mobilization effects are medium-specific. The authors close with some observations on what these findings might imply for the democratic consequences of the current trend toward an increasing reliance on Internet-based forms of political mobilization.

The Potential of Internet Mobilization: An Experimental Study on the Effect of Internet and Face-to-Face Mobilization Efforts

In recent years, voluntary associations and political organizations have increasingly relied on Internet-based mobilization campaigns, replacing traditional forms of face-to-face recruitment and mobilization. Within the literature, one can observe an intensive debate about the possible consequences of this transition. Most importantly, the question is whether political mobilization through the Internet is just as effective as mobilization in a face-to-face setting. In this article, we report on a mobilization experiment using both traditional (face-to-face) and modern (Web site) incentives for mobilization. The experiment was conducted among undergraduate students in Belgium and Canada and included a test of medium-term mobilization effects. Results suggest that the Internet is successful in transferring knowledge and raising issue salience among respondents, but neither experimental manipulation led to significant behavioral changes. We do not find any indication that among this experimental sample Internet-based mobilization would be less effective than traditional face-to-face forms of mobilization.

Why Can’t a Student Be More Like an Average Person?: Sampling and Attrition Effects in Social Science Field and Laboratory Experiments

In the social sciences, the use of experimental research has expanded greatly in recent years. For various reasons, most experiments rely on convenience samples of undergraduate university students. This practice, however, might endanger the validity of experimental findings, as we can assume that students will react differently to experimental conditions than the general population. We therefore urge experimental researchers to broaden their pool of participants, despite the obvious practical difficulties this might entail with regard to recruitment and motivation of the participants. We report on an experiment comparing the reactions of student and non-student participants, showing clear and significant differences. A related problem is that differential attrition rates might endanger the effects found in long-term research. We argue that experimental researchers should pay more attention to the characteristics of participants in their experimental design.

Information Campaigns and (Under)Privileged Citizens: An Experiment on the Differential Effects of a Voting Advice Application

Information campaigns are key elements of elections. Past research has established the importance of campaigns in informing and educating citizens, and ultimately strengthening participatory democracy. While the Internet has increased the possibilities to disseminate information campaigns and eased access to political information, it is still debated whether online campaigns are effective in stimulating political interest and participation among the general public. The issue is not only one of access, but also of use of information. The investigation of main effects of campaigns obscures the fact that citizens may not use information in the same way and reap the same political benefits. In this study, I examine the conditional effects of a new type of Web information campaign, Voting Advice Applications (VAAs), on the political engagement and electoral participation of citizens with varying levels of education. By investigating who benefits most from using these apps, I evaluate whether VAAs reinforce patterns of participation or mobilize new people in politics. Building on political behavior research, communication theory, and social psychology, I study the differential effects of VAAs with an innovative randomized field experiment design. The results confirm that VAAs can stimulate the political engagement of the public. However, there is no significant impact on electoral participation. In addition, the evidence shows that VAAs work differently for more or less educated citizens, and that the lower educated users benefit the most from VAAs as they become more interested in the election and more motivated to vote.