Active Is as Active Does: Deliberative and Non-Deliberative Political Communication in Context

Abstract

The development of theories of citizens’ political communication has been hindered by a debate over whether such communication is best characterized as deliberative or non-deliberative. This article aims to overcome that impasse with a new account of citizens’ political communication informed by theories of message production and sense-making: the goals–sense-making–justification (GSJ) model. This model holds that citizens’ political-communicative behavior is influenced by multiple goals and cognitive plans, which generally vary in different contexts. This variation helps to explain why citizens’ informal political discussions during non-election periods rarely feature reason-giving—and so can be understood as non-deliberative—whereas such discussions during major-election campaigns often feature the reason-giving that is characteristic of deliberation. Moreover, the model demonstrates how cognitive plans developed in informal political discussions over repeated major-election cycles enable citizens to engage competently in reason-giving during formal deliberations.