International Encyclopedia of Communication Online

Extract

The bandwagon effect is a phenomenon of →  public opinion impinging upon itself: in their political preferences people tend to follow what they perceive to be majorities in society. This implies that success breeds further success, and alternatives that appear to enjoy a broad popular backing are likely to gain even more support. The effect's metaphorical label dates from late nineteenth-century American politics and alludes to the wagon in a parade that carries the band, and thus attracts a large audience of followers who join in to enjoy the music. The bandwagon effect is one of several hypothesized manifestations of “impersonal influence” – effects on individuals' attitudes, beliefs, or behaviors that derive from these persons' impressions about the attitudes, beliefs, or behaviors of collectives of anonymous others outside the realm of their personal contacts ( Mutz 1998 ; →  Social Perception: Impersonal Impact ). Other examples are the →  “underdog effect,” complementing the bandwagon effect by assuming a negative impact of perceived majority opinion, and the notion of “strategic” or “tactical” voting, which expects electors to refrain from choosing their candidate or party of first preference if they perceive it to be only weakly supported by others, in order not to waste their vote. The bandwagon effect manifests itself in various forms. At elections, voters may choose ... log in or subscribe to read full text