Varieties of Ambiguity: How do Voters Evaluate Ambiguous Policy Statements?

Scholars voice increasing interest in strategic ambiguity—a strategy whereby parties intentionally conceal their positions on divisive issues. Scholars contend that strategic ambiguity can help European parties broaden their electoral appeals. Although they identify several tactics and styles of position-blurring, the observational literature has yet failed to capture different variants of ambiguous rhetoric, let alone evaluate their effect on the vote. In this article, I rely on cross-country survey experiments that utilize representative samples of around 22,000 respondents from 14 European countries to evaluate the effect of four varieties of ambiguity: vagueness, ambivalence, flip-flopping, and negative messaging. I investigate the impact of ambiguous rhetoric vis-a-vis the context of competition facing the party. The findings reveal that the consequences of ambiguity vary by the actual form it takes and the context of competition facing the party. First, among the varieties, vague and ambivalent variants were superior to negative messaging or flip-flopping. Second, ambiguity helped the party in the absence of popular policy offers in the party system, while it backfired when competitors explicitly agreed with the voter. The findings imply that ambiguity is generally a useful strategy, but its benefits do not extend to rhetorical tactics that harm the party’s valence image.