Media Messages in American Presidential Elections

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Greenwood Publishing Group, 1991 - Всего страниц: 198

Focusing her attention on the audience, Diana Owen investigates the way people process media messages during campaigns. This study examines the role of ads, news stories, poll results, and debates in presidential elections. Based on surveys fielded during the 1984 and 1988 presidential campaigns, Owen compares these four message categories to determine their relative importance to voters. In addition she investigates how individuals make use of messages in establishing their perception of candidates and issues. Mass communication's uses and gratifications approach provides this study's theoretical foundation. The book is designed for researchers and students in communications and mass media, voting behavior, and public opinion.

Using surveys conducted during the 1984 and 1988 presidential campaigns, Diana Owen first addresses two basic research questions. How do media messages transmitted during presidential elections shape voter attitudes toward and perceptions of candidates and campaign issues? Do different types of media messages influence voters' feelings about candidates and elections in different ways? Focusing on candidate advertisements, newspaper and television news stories, poll results, and presidential debates, she also ties voters' general media use habits to the way they receive and process media messages.

 

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Содержание

A Model of Audience Mass Media Use and Outcomes
1
Voter Orientations toward Televised Candidate Advertisements
25
Television News and Newspaper News The Voters Choice?
61
Public Opinion Polls A DoubleEdged Sword
89
Televised Presidential Debates The Ultimate Pseudoevents
111
The Uses and Gratifications of Presidential Campaign Messages
141
Conclusion
171
References
177
Index
195
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Стр. 179 - ... researchers, in their paradigmatic personae, have lost sight of what the media are purveying, in part because of an overcommitment to the endless freedom of the audience to reinvent the text, in part because of a too rapid leap to mega-functions, such as surveillance or self -identity." (Jay G. Blumler, Michael Gurevitch, and Elihu Katz, "Reaching Out: A Future for Gratifications Research," in KE Rosengren, LA Wenner, and Ph.
Стр. 178 - Barlett, Dorothy L., Pamela B. Drew, Eleanor G. Fahle, and William A. Watts. "Selective Exposure to a Presidential Campaign Appeal.
Стр. 179 - The Social Character of Media Gratifications. " In Media Gratifications Research: Current Perspectives, eds. Karl Erik Rosengren, Lawrence A. Wenner, and Philip Palmgreen, 41-59.
Стр. 181 - Use of Polls in Reporting Changes Slightly Since 1978.

Об авторе (1991)

DIANA OWEN is an Assistant Professor of Political Science at Rutgers University. Her articles have been published in Political Psychology, Women and Politics, Transaction/Society. Another article by her is forthcoming in Communication Research.

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