MEDIA INFLUENCES ON SUPPORT FOR PRESIDENTIAL CANDIDATES IN PRIMARY ELECTIONS: THEORY, METHOD, AND EVIDENCE |
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| Authors: | Shapiro Robert Y; Young John T; Patterson Kelly D; Blumenfeld Jill E; Cifu Douglas A; Offenhartz Sara M; Tsekerides Ted E |
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| Abstract: | In this article the authors argue that studies of the influenceof the mass media on public support for presidential candidatesin primary elections should return to the social pyschologicalmodel of attitude change. This model should take into account,however, that in the real world, unlike laboratory settings,randomization and complete controls of variables are not possible,and rational and strategic choice considerations come into play,along with the cumulative effects of new information on aggregateopinion. The variables found to be relevant to attitude change,especially the characteristics of the communicator and the communication,have not been studied systematically in natural settings. Littleis known about how new information unrelated to electoral ‘momentum’affects the public's evaluations and support for candidates.A fuller explanation is needed of what are complex media influenceson candidate support in primary elections—including especiallythose messages conveyed through the media which tend to be distinctiveand most accessible to memory: information about the viabiltiyof candidates; positive messages and images conveyed directlyfrom the candidates themselves and (to a lesser extent) fromother major party leaders who support or oppose them; and, ofspecial theoretical importance, the ostensibly credible newscommentary about the candidates. |
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