Voter Partisan Orientations and Use of Political Television

In: Journalism quarterly, Volume 67, Issue 4, p. 864-874

Abstract

Dividing voters up into groups from most to least partisan to those politically unattached, this study, based on a telephone survey in Toledo, tests the notion that those most partisan will use the press most for reinforcement of political views while those least partisan or unattached will be more likely to seek information. Findings are mixed but there is evidence that independent partisans—one of the groups studied—is most likely to seek information from television. There are a number of other suggestive findings.