Influence of communication during the distant phase of the 1996 republican presidential primary campaign

This study examines the influence of five communication modalities on voters' perceptions of candidates during what Popkin terms ‘the distant phase’ of the presidential primary campaign. During the final week of the New Hampshire primary campaign, researchers surveyed 315 prospective votes in f...

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Bibliographic Details
Published in:Journal of communication 1997-10, Vol.47 (4), p.6-26
Main Authors: Pfau, M, Kendall, KE, Reichert, T, Hellweg, SA, Lee, W, Tusing, KJ, Prosise, TO
Format: Article
Language:English
Subjects:
Broadcasting
Candidates
Communication
Communication Research
Election campaigns
Election results
Elections
Electoral campaigning
Influence
Interpersonal communication
Mass Media
Mass Media Effects
Mass Media Role
Media
Media Research
Motivation
News media
Perceptions
Political advertising
Political Candidates
Political parties
Presidential Campaigns (United States)
Presidential elections
Primaries & caucuses
Printed Materials
Radio
Republican parties
Republican Party
Television
Television news
U.S.A
USA
Verbal communication
Voters
Voting Behavior
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Summary:This study examines the influence of five communication modalities on voters' perceptions of candidates during what Popkin terms ‘the distant phase’ of the presidential primary campaign. During the final week of the New Hampshire primary campaign, researchers surveyed 315 prospective votes in four states whose primaries followed New Hampshire's by 1, 2, 4, and 5 weeks. The results revealed that political talk radio exerted the greatest influence on voters' perceptions of Bob Dole and considerable impact on perceptions of Steve Forbes. In addition, prospective voters' conversations with other people, television news, and candidate spots (only for Forbes) exerted modest influence on voters' perceptions of Republican candidates.
ISSN:0021-9916
1460-2466
DOI:10.1111/j.1460-2466.1997.tb02723.x