Media Messages in American Presidential ElectionsBloomsbury Academic, 18 янв. 1991 г. - 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. |
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