THE REPRESENTATION OF POLITICIANS’ AMBIVALENCY (ON THE GROUND OF THE ELECTION CAMPAIGNS)

Abstract

The article is devoted to the research of the phenomenon when people become ambivalent about politics. It also reveals that the roots of ambivalence lie within the individual, with differences in political knowledge and attitudes. Alternately, these attitudes could result the way political choices are presented ambivalently in the wider political environment. We find that campaign environments can induce candidate ambivalence. For example in presidential elections, campaign efforts promote ambivalence most when competition be-tween candidates and parties is high.