The Electoral Consequences of Candidate Appearances on Soft News Programs

The shift in political communication toward soft news has been accelerated by politicians who appear on "soft news" shows, but the literature on the electoral effects of such soft news appearances is limited, especially outside the United State. This article will demonstrate, using a national survey of voters, a survey of politicians, and an Internet-based experiment on Japan's 2007 House of Councillors election campaign, that candidates' appearances on soft news programs have a positive effect on their election results. Candidates accrue votes from appearing on traditional news shows, but they accrue more votes from appearing on soft news shows. Moreover, politicians who make frequent appearances on soft news programs tend to gain more candidate-oriented, rather than party-oriented, votes. However, if the candidate's political message is weak, then the positive electoral effects diminish. In order to maximize their votes, candidates would be well advised to appear both in soft and traditional media and pay attention to their political, as well as entertainment, message.