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ERIC Number: ED173840
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Media Dependence and Political Change: A Longitudinal Analysis of Three Elections.
O'Keefe, Garrett J.
Immediately preceding or following the national election campaigns of 1972, 1974, and l976, interviews were conducted with a longitudinal probability sample of 307 voters to determine the extent to which changes in voters' patterns of dependence on newspapers as opposed to television for political information occurred over the successive campaigns. The study also examined ways in which these changes were associated with changes in voters' levels of campaign involvement, modes of decision making about candidates, and variables related to political volatility. The overall results did not indicate that change in dependence from one medium to another was associated with the range of campaign orientations investigated. However, the relationships found in several specific instances--for example, that switching from newspapers to television may increase campaign involvement--gave preliminary support to the argument that, in some instances, media dependence patterns are integrally associated with specific kinds of voter campaign orientations. The findings did not support the belief that volatility in political behavior is necessarily a function of changes in media dependence patterns. Finally, there was no indication that changing to or continuing dependence on television over successive campaigns particularly decreased beliefs that public officials were altruistic or trustworthy. (Author/FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Political Campaigns
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)