From issues to goals: a novel conceptualisation, measurement and research design for comprehensive analysis of electoral competition

The analysis of issue politics has long suffered from a fragmentation between valence and positional conceptualisations, preventing the effective development of a general model of issue-based party competition. Building on an overview of the evolution of party competition in the Western world in recent decades, this article offers a theoretical development that builds on ‘issue yield’ theory to provide a conceptualisation of political goals that generalises across positional and valence issues. This in turn allows a common measurement strategy, offering the possibility to comparatively assess various characteristics (including the electoral potential) of both positional and valence issues. Finally, it describes the specific research design derived from this framework and its implementation in comparative perspective in six West European countries during 2017–2018.