How Do Campaigns Matter? Independents, Political Information, and the Enlightening Role of Campaigns in Mexico

Abstract

Based on the Mexican case, this study finds that voters who report low levels of campaign information are more likely to update their vote intention as election day gets closer. Moreover, in contrast to previous studies which argue that political campaigns mainly persuade voters to support candidates against their precampaign dispositions, this article shows that, by the end of the campaign, most voters support the candidate best aligned with their underlying political predispositions—partisanship and presidential approval. In other words, voters become enlightened. This effect is particularly important among independents, a portion of the electorate understudied by the literature on Latin American political behavior.