The Third 1992 Presidential Debate: Channel and Commentary Effects

摘要: The 1960 presidential election between Richard Nixon and John F. Kennedy ushered in an advanced technique of democracy: the televised political debate. Since 1976, debates have accompanied every emerged as central events campaigns. In their classic review studies debates, Katz Feldman explained that function to focus public's attention on national drama campaign. During candidates' messages take shape through power television. analysis 1976 Sears Chaffee wrote, "Debates seem be much more attractive media than are usual one-sided partisan communications they likely draw larger audiences". To this day, continue among most watched programs ever broadcast, far surpassing typical audience shares (Hellweg, Pfau, & Brydon, 1992). American voters watch or listen learn about issues, personalities, decide who vote for, fulfill a sense civic obligation (Sears Chaffee, 1979). experimental research reported here focused reactions third 1992 debate George Bush, Bill Clinton, Ross Perot. This study attempted measure viewers' perceptions before, during, after distinguish effects based variables channel (radio vs. TV) exposure network news commentary. first 1960, has three primary areas: (1) decided versus undecided voters; (2) issues images; (3) preexisting candidate preferences party affiliation, especially concerning "who won" (Bystrom, Roper, Gobetz, Massey, Beall, 1991). Most supports position affect decision-making some way. Sears, Freedman, O'Connor (1964) argued uncommitted voter is open great deal influence while watching debates. 1983, ABC poll confirmed large portion (58 percent) voting age public claim rely often television advertisements for decision-making. summarizing Nixon, (1962) found reinforced interests helped select preferred candidate. behavior dispel myth "independent voter:" ideal citizen does not make up his mind until eve. After viewing debate, determined perceived winner adopted preference particular (Katz Feldman, 1962). Roberts (1979) reconfirmed these findings by determining subjects had trouble deciding whom failed use information source. addition, Becker, McCombs, McLeod (1975) discovered viewed regular basis were change initial final decisions ended. Moreover, Biocca David (1988) indicated active role process. Using continuous automated response dials, researchers gave both Bush Dukakis favorable ratings when two candidates discussed campaign issues. election, four held candidates. According Hellweg, Brydon (1992), presented opposing images candidates: "This was due Nixon's pallid complexion, gray suit against similarly colored background, refusal wear makeup, weight loss hospitalization, stark contrast Kennedy's youthful look athletic appearance (see, example, Kirkpatrick, 1979; Mazo, Moos, Hoffman, Wheeler, 1962; Mickelson, 1972; Siepmann, 1977; Tiemens, 1978; White, 1961)". …