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Effects of Bipartisanship Messaging and Candidate Exposure on the Political Organization–Public Relationship

As an online experiment with a 2 × 3 factorial design, this study manipulates participants’ (N = 441) exposure to a candidate’s (Barack Obama or Mitt Romney) post-election speech along with additional messages about bipartisanship (supporting bipartisanship, challenging bipartisanship, no message). Results showed main and interaction effects on all relationship factors based on experimental cell. In addition, data indicate that assessment of candidate sincerity was most strongly affected by ideological strength, more so than relationship or exposure support messages calling for bipartisanship. The study focuses on first-time voters and is framed through the lens of political public relations.