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Television news is the main battlefield of democratic politics. How are politicians presented in this news and how do voters react to this presentation? Theory about the effects of attention for a politician in texts, sound bites or voice-overs on party preference is discussed in this article. The content of 457 news items from a public and commercial broadcaster is analyzed using the NET method (Network analysis of Evaluative Texts, Van Cuilenberg et al., 1986). The items were broadcast during the 15 weeks preceding the 1989 elections in the Netherlands. Pooled time series analysis is used to predict party preference of an individual (assessed in a 13-wave panel survey study, N=575) on the basis of his or her news consumption as assessed by the content analysis. This analysis makes clear, that, although party leaders are important, parties are still dominant in the texts of the news items. Politicians, especially party leaders, are the foremost important messengers of stands on issues of a party. The results affirm Hallin's suggestion (1992) that politicians need sound bites to convince voters. Voice-overs do not have a discernible effect. The effect of texts of political news is strongly related to the effect of the footage. These communication effects result from a combination of characteristics of the politician and his party, features of media coverage and characteristics of the voter
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