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ERIC Number: ED093007
Record Type: Non-Journal
Publication Date: 1974-Apr
Pages: 10
Abstractor: N/A
Reference Count: N/A
Source, Message, Channel and Candidate Image: An Exploratory Study.
Kokkeler, Larry
Designed to explore the relationship between the mass media and candidate image, a single interview questionnaire was prepared to be administered during the two weeks prior to election day, November 7, 1972. It was hypothesized that the amount of information which respondents indicated they received from paid political advertisements, editorials, supporters of the candidates, news reporters, and the candidates themselves and the amount of information available about the candidates' personal lives, campaign issues, the candidates' personal characters, and the candidates' political backgrounds would have a greater than chance relationship to the semantic differential scales for George McGovern and Richard Nixon. Respondents were drawn from three Southern Illinois counties and St. Louis County in Missouri. While both hypotheses were confirmed, it appears that it is the message type rather than the amount of information received which affects candidate image. Further research relative to the content of the messages within various media is necessary before any definitive explanation of the effect of sources, message, and channel on candidate image can be made. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A