Media, Interpersonal Discussion, and Electoral Choice

Abstract

Scholars of voting behavior have considered party identification, issue positions, and candidate images as key determinants of vote choice. Previous research, however, has not resolved whether the strength of the vote determinants differs across individual voters, depending on patterns of political communication during the course of an election campaign. Research has found both that television news stresses candidates’ character rather than policy issues and that political discussion is usually between people who hold similar political beliefs. Based on previous literature, this study hypothesizes that frequent television news viewers are more likely to rely on their perception of candidate image to make an electoral choice, whereas voters who frequently talk to others about politics are more likely to vote on the basis of party identification. National survey data support these hypotheses. Implications for future political communication effects research are discussed.