Measure for Measure: The Relationship Between Different Broadcast Types, Formats, Measures and Political Behaviors and Cognitions

Abstract

Few studies have systematically examined the influence of different broadcast measures on political behaviors and cognitions. This study examined whether different measures of broadcast use, different broadcast formats and different broadcast types were linked to political behaviors and cognitions during the 1996 presidential election. This study found that attention was a stronger predictor of political behaviors than use and the media were more powerful at the beginning of the campaign than at the end.

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