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Persuasive Propaganda during the 2015 Argentine Ballotage

Rafael Di Tella, Sebastian Galiani, Ernesto Schargrodsky

NBER Working Paper No. 26321
Issued in September 2019, Revised in October 2019
NBER Program(s):Political Economy Program

We study a propaganda campaign sponsored by the government against the main political challenger in the days preceding the 2015 Argentine runoff presidential election. Subjects in the treatment group watched an “ad” initially aired during soccer transmissions that was part of this campaign and were then asked about their political views. Relative to subjects in the control group, their declared preference for the challenger drops by 6.5 percentage points. We find no effects of the three types of defenses employed by the challenger (a positive message unrelated to the “ad”, an answer to the accusations in the “ad”, and a counter-attack). The propaganda effect is driven by women.

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Document Object Identifier (DOI): 10.3386/w26321

 
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