ERIC Number: ED219817
Record Type: RIE
Publication Date: 1982-May
Reference Count: 0
Voter Involvement in the 1980 Presidential Election.
Hadley, Roger; Hamilton, Peter K.
A study explored the relationship between voters' involvement in political elections and their reactions to different media as sources of political information. Data were gathered from 246 telephone interviews conducted 1 month prior to the 1980 United States presidential campaign. Respondents were asked to (1) name political issues discussed in the campaign, (2) evaluate the importance of each issue, (3) indicate an intention to vote, (4) evaluate the degree of similarity or difference among the candidates, and (5) indicate their likelihood of voting for each candidate. They also provided demographic information, indications of political party preference, extent of media use, and opinions concerning the usefulness of television advertising as opposed to television news as a source of political information. Results showed that highly involved voters were aware of issues and their importance, intended to vote, and saw differences between the candidate they supported and other candidates. These voters actively chose television news as the most useful source of political information. Voters with low political involvement also relied heavily on the electronic media for their information; however, they found political advertising to be more useful than news reporting as an information source. (A copy of the questionnaire used in the study is appended.) (FL)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Use
Note: Paper presented at the Annual Meeting of the International Communication Association (Boston, MA, May 2-5, 1982).