Voter Learning in the 1992 Presidential Election: Did the “Nontraditional” Media and Debates Matter?

Abstract

This study is based on telephone interviews with a random sample of 504 adult Indiana residents from 21 October to 2 November 1992. Through hierarchical multiple regression analyses it seeks to test whether more exposure and attention to “nontraditional” news media (such as television “talk shows” and the morning TV network shows) predicted more knowledge of the issue positions of the candidates, a greater likelihood of voting, or more interest in the campaign. Statistical controls for demographics, traditional news media exposure and attention, and presidential debate exposure are introduced. This study also examines whether more exposure and attention to the traditional news media of radio, television, and newspapers, as well as exposure to the televised presidential debates, is associated with more campaign interest and knowledge after controlling for various demographics.