ERIC Number: ED246454
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
The Effects of Media Richness/Media Poorness on the Accuracy of Assessments about Candidate Stands on Issues.
Beam, Randal A.
A secondary analysis of data collected by Thomas Patterson during the 1976 presidential campaign was made to test three hypotheses: (1) respondents in a media-rich environment will show higher levels of political information holding than respondents in a media-poor environment, (2) differences in information holding levels between a media-rich community and a media-poor community will be greatest at the lower levels of political interest and smallest at the highest levels of political interest, and (3) differences in political information holding between a media-rich community and a media-poor community will be greatest at the lowest education levels and smallest at the highest education levels. The original data were collected in Erie, Pennsylvania, and Los Angeles, California, beginning in February 1976 and ending in November of that year, following the election. For each hypothesis, an incremental F test was used to assess whether the final term entered into the regression equation was responsible for a significant increase in the variance accounted for in information holding. The results suggest an interaction effect between media richness/media poorness and education, though it is small. It would seem that although effects were made to control for other factors believed to contribute to variance in the dependent variable, the study design could not directly take into account all potentially important variables that may contribute to the apparently higher levels of political information holding in Los Angeles. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: California (Los Angeles); Pennsylvania (Erie); Political Campaigns
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).