We review recent empirical evidence that shows political campaigns are more potent than
widely believed, focusing on the conceptual and methodological advances that have
produced these findings. Conceptually, a broader definition of effects—that includes
learning and agenda-control, as well as vote choice—characterizes contemporary research.
This research also features two kinds of interactive models that are more complex than the
traditional hypodermic (message-based) approach. The resonance model considers the�…