ERIC Number: ED247610
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
Watch Jesse Run and Tell Me What You See: A First Look at Student Perceptions of the Jesse Jackson Presidential Candidacy.
Gandy, Oscar H., Jr.; And Others
A study investigated (1) the nature of black student involvement in and commitment to the campaign of Jesse Jackson for the presidency, (2) the nature of student attitudes toward the campaign, and (3) the relationship among student media use, attitudes, knowledge, and involvement in the campaign. Black students in 20 undergraduate speech classes completed questionnaires eliciting information about their media use, attitudes toward Jesse Jackson, and the campaign in general. Results indicated that students preferred television over newspapers as information sources, with 52% identifying themselves as light readers and only 20% describing themselves as light television viewers. Data also showed that student interest in the Jackson campaign was high, and that attitudes toward him were not rigidly predetermined on the basis of identification with an articulate, attractive black politician. There was, however, considerable student uncertainty about Jackson's position on four campaign issues, which is the possible explanation for the failure to find any relationship between media use and the acceptance or rejection of propositions regarding his position on the issues. (The instrument used in the survey is appended.) (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Jackson (Jesse); Presidential Campaigns
Note: Revised version of the paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).