Users of VAAs: A Typology

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Political Communication Interactive Poster Session

Abstract

VAAs are websites that inform increasingly large groups of voters during election time. Hence, they clearly answer to voters’ needs, but to what needs exactly? Previous research has shown that the tools are mainly used by young, higher educated and politically interested citizens. This suggests they are largely used by people who are already well informed about politics and may not be interested in voting advices. To analyze the functions VAAs have for their users, we identify user types based on cognitive characteristics and motivations, drawing on unique user data from a popular Dutch VAA. A latent class analysis resulted in three types, varying in efficacy, certainty, and interest. As turns out, these different types use the VAA for different reasons at different points in time. Closer to election day, the VAA is increasingly often used by less efficacious and less certain voters who use the tool to get informed.

Authors

• Jasper van de Pol, U of Amsterdam

• Bregje Holleman, Utrecht U

• Naomi Kamoen, Utrecht U

• Andre Krouwel, VU U - Amsterdam