The Geography of Political Communication: Effects of Regional Variations in Campaign Advertising on Citizen Communication

This study explores whether and how campaign‐induced changes in local information environments influence citizens' everyday communication activities. The empirical analysis in this study centers on a comparison of two New Jersey media markets that showed idiosyncratic differences in the amount of political advertising during the 2000 presidential campaign. Results from this natural quasi‐experimental design provide evidence that a respondent's media market was a significant factor for her news attention and interpersonal discussion. That is, New Jersey residents in high‐ad‐volume areas were more active in political communication practices than those in low‐volume areas. The findings of this study deepen our understanding of citizens' information seeking and political conversation, both of which have long been explained by individual‐level differences.