Superstars in politics: the role of the media in the rise and success of Junichiro Koizumi

TL;DR

This paper examines how mass media influenced public perceptions of Junichiro Koizumi, highlighting the media's role in his electoral success and policy support through empirical analysis of survey data.

Contribution

It provides an empirical assessment of the impact of television and newspapers on support for Koizumi and his postal privatization campaign.

Findings

Media significantly increased support for Koizumi.

Television had a stronger influence than newspapers.

Media exposure correlated with policy support.

Abstract

This paper explores the role of mass media in people perceptions of charismatic leaders, focusing on the case of Junichiro Koizumi, Prime Minister of Japan from 2001 to 2006. Using survey data collected immediately after his 2005 landslide electoral victory, this study empirically assesses the influence of television and newspapers on support for Koizumi and for the most distinctive policy action he announced during his campaign, the privatization of the postal service.