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ERIC Number: ED120740
Record Type: Non-Journal
Publication Date: 1975
Pages: 21
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
A Test of the Agenda-Setting Influence of Televised Political Advertising.
Bowers, Thomas A.
The concept of the agenda setting function of the mass media holds that apart from any influence they may have on voter attitudes or behavior, the mass media apparently influence voters' perceptions of the importance of the issues. The agenda setting function of the mass media is analyzed for significance in this investigation. A panel study of nearly 250 voters in Charlotte, North Carolina, in 1972 offered an opportunity to test the agenda setting influence of televised political advertising during the Nixon-McGovern campaign. The data from this study provide contradictory evidence on the agenda setting influences of televised political advertising for presidential candidates. However, advertising in newspapers and radio did not appear to be agenda setting. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A