What Voters Learn from Media

Abstract

Numerous studies of learning about politics from the media suggest that in spite of criticism of election news coverage for being superficial and preoccupied with campaign strategy, voters do learn, especially from television news, newspapers, and televised debates. Most likely to be learned are awareness and concern over certain issues, candidates, and traits of candidates. Specific positions of candidates and parties on issues are somewhat less likely to be taught by media. Contrary to popular belief, media exposure seems to have little relationship to voters' images of candidates; prior political attitudes and educational levels are much stronger predictors of these perceived images. Exposure to media coverage of elections, especially television coverage, is likely to reinforce interest in politics and voting turnout, although heavy media emphasis on campaign strategy and maneuvering can make some voters more cynical and less likely to vote. Newer forms of media, such as radio and television talk shows, seem to have notably weaker and less consistent links to voter learning of any kind.