ERIC Number: ED101390
Record Type: RIE
Publication Date: 1974-Apr
Reference Count: 0
Tools of Audience Analysis in Contemporary Political Campaigns.
Friedenberg, Robert V.
This paper examines two basic tools of audience analysis as they are used in contemporary political campaingning: public opinion polls and interpretations of voter statistics. The raw data used in the statistical analyses reported in this investigation come from national polls and voter statistics provided to Republican candidates running in local elections throughout Ohio in 1972. The conclusions reached in this study were that few aspects of campaign rhetoric have undergone such massive change in recent years as the process of audience analysis; comparatively little attention has been focused on the persuasive practices of local candidates; precinct by precinct breakdowns of voter statistics are an essential tool of audience analysis for local candidates; voter statistics are not as helpful to major candidates who do not operate at the precinct level; issue polls are an essential tool for audience analysis for major candidates; and issue polls are not as helpful to local candidates, who rarely speak on national or statewide issues. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Southern Speech Communication Association (Richmond, Virginia April, 1974); A few pages have small type which may give marginal reproducibility