The Impact of Traditional and Nontraditional Media Forms in the 1992 Presidential Election

In: Journalism & mass communication quarterly: JMCQ, Volume 73, Issue 2, p. 401-416

Abstract

Data collected from two surveys in 1992, one cross-sectional and one two-wave panel, are used to examine the predictive patterns of traditional and nontraditional media forms on people's campaign interest, campaign information processing strategies, campaign participation, knowledge of candidates' issue positions, affect and image favorability toward candidates, perceived votes for candidates, and issue salience. Applying three incremental levels of controls, nontraditional media were found to have the strongest impact on labile characteristics (e.g., campaign interest) and weakest impact on criteria more difficult to alter, such as knowledge of candidates' issue positions. Traditional media forms continue to have a potent influence greater than that of nontraditional media forms on the campaign.