ERIC Number: ED146650
Record Type: RIE
Publication Date: 1977
Media Consumption and Population Characteristics of Political Opinion Leaders.
Garrison, John P.; Andersen, Peter A.
This study examines the information sources and population characteristics that differentiate political opinion-leaders from nonleaders. A telephone poll of 339 subjects provided data indicating that political opinion leaders receive more information about candidates from all media, as well as through interpersonal communication, than do nonleaders. No significant age differences were found between political opinion-leaders and nonleaders, but males were significantly more likely to be leaders than were females. Finally, political opinion-leaders were found to be more likely to develop and to state their preferences for a political candidate than were nonleaders. Implications of the results and suggestions for future research are discussed. (Author/RL)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Berlin, Germany, May 29-June 4, 1977)