Focusing on the audience, Owen investigates the way people process media messages during campaigns. She examines the role of ads, news stories, poll results, and debates in presidential campaigns. Based on surveys fielded during the 1984 and 1988 Presidential campaigns, Owen compares these four message categories to determine their relative importance to voters. She also investigates how people make use of messages when establishing their perceptions of candidates and issues. This book is designed for researchers and students in communications and mass media, voting behavior, and public opinion.
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