The “Vote Yea” campaign: A case study in two-way asymmetrical communication
Stoldt, G. Clayton, 1962-
Ratzlaff, Sarah E.
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Stoldt, G.C., Ratzlaff, S.E., & Ramolet,, A. (2009). The “Vote Yea” campaign: A case study in two-way asymmetrical communication. International Journal of Sport Management, 10, iss.4, 410-428
This article is a case study regarding how advocates of a sales tax proposal in support of a new sport and entertainment facility utilized the tenets of the two-way asymmetrical model to persuade voters to “vote yea.” The two-way asymmetrical approach is predicated on communication exchanges between the organization and its key publics to persuade those publics to act in a desired fashion.