ERIC Number: ED203402
Record Type: RIE
Publication Date: 1981-May
Reference Count: 0
The Changing Context of Interpersonal Communication in Political Campaigns.
O'Keefe, Garrett J.
Critiques and studies have found the traditional two-step flow model of social influence inadequate to describe and explain relationships between interpersonal and mass communications during political campaigns. A study was undertaken to incorporate a wider range of variables pertinent to both kinds of political communication behaviors to redefine the key processes involved and their effects on political orientations. Data used in the study were derived from a larger study of influences in the 1972 presidential campaign in the United States, including personal interviews conducted with approximately 2,000 adults before the election and more than 200 voters after the election. The results suggested that it might be useful to consider a four-fold typology of political opinion giving and seeking, one that distinguishes among opinion givers, seekers, sharers, and nondiscussants. The findings showed that opinion sharers exhibited the highest levels of political interest and activity typically associated with opinion leaders, and that mass media served as important sources of information and influence over all of the groups. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Interpersonal Communication; Media Role; Political Campaigns
Note: Paper presented at the Annual Meeting of the International Communication Association (Minneapolis, MN, May 21-25, 1981).