Too Much Information? A Longitudinal Analysis of Information Overload and Avoidance of Referendum Information Prior to Voting Day

Previous research has mostly ignored that citizens could experience information overload from a single issue extensively covered in the news. Especially when it comes to issues upon which citizens decide directly in a referendum, overload and avoidance would be problematic from a democracy theory perspective. This study investigates overload and avoidance at the issue level based on a three-wave panel survey on a referendum in Switzerland and finds weak information overload at the aggregate level. However, citizens become increasingly overloaded during the period of extensive news coverage which leads to avoidance of news on the issue but not of interpersonal discussions.