Approaching the 2012 U.S. Presidential Election From a Diversity of Explanatory Principles: Understanding, Consistency, and Hedonism

摘要: The explanatory principles of understanding and consistency are used to detail the past, present, future individual-level political communication media effects research. It is argued that field at a crossroads, with preferences for dominant principle shifting from back consistency. In addition consistency, it researchers need begin introducing additional (e.g., hedonism) generation new lines inquiry. A call embracing diversity offered, utility such an approach explored within context 2012 U.S. presidential election.