How elections shape campaigning effects in direct democracy

This chapter demonstrates that campaigning effects during direct democratic votes are even stronger when the electoral cycle is at its peak. Direct democracy and elections are important cogs within the complex system of representative governance. Direct democracy has the capacity to affect electoral dynamics. Switzerland, 'the only nation in the world where political life truly revolves around the referendum', is a perfect case study to test the analysis of interdependence between elections and direct democracy. Political campaigning during direct democracy votes has received strong attention recently, and it is now admitted that campaigning effects in direct democratic votes are similar than campaigning effects in elections. The chapter shows that the proximity of elections alters the campaigning effects of turnout in direct democracy. Elections have the power to reshuffle the cards on the table and significantly alter the political landscape – consider the aftermath of the 2016 United States presidential election.