ESCHEWING OBFUSCATION - CAMPAIGNS AND THE PERCEPTION OF UNITED-STATES-SENATE INCUMBENTS

Campaigns play a central role in a democracy. I examine the effect of campaigns on the perception of the ideological positions of incumbent senators. The results demonstrate that incumbents affect voter perception both through their actions in office and on the campaign trail. Using the 1988 Senate Election Study, I find that the perceived location of incumbents depends on their roll call voting records, the perceived position of their party and the voter's own position. More crucial is the finding that candidates can affect the clarity of these perceptions through their campaign strategies. Incumbents who stress issues increase the clarity of voter perceptions, while challengers' attacks on incumbents reduce clarity. While elections alone increase clarity, these effects are small in comparison to the effect due to candidate campaign strategies. The results remind us that to understand the politics of elections we must incorporate candidate strategy in our models.