The People

1
Chapter 4

• The Peoples Choice The Media in a Political
  Campaign

2
Overview of The Peoples Choice

• Study by Paul Lazarsfeld, Bernard Berelson
  Hazel Gaudet
• Presidential Election of 1940
• Research Question?

3
Election of 1940 Historical Context

• Franklin D. Roosevelt
• Famous for?
• FDR v. Wendell Willkie
• Democrat v. Republican
• Preparedness v. Isolationist
• Pro working family v. Pro business

4
Research Methodology

• Technique?
• Where? Why?
• How many people?
• How conducted?

5
Panel Design
May Jun Jul Aug Sep Oct Nov
Rep. Conv.
Dem. Conv.
Election
1 2 3 4 5 6
7
No.
Group Inter- viewed
Total Poll 3,000
Main Panel 600
Main Panel 600 Control Group B 600
Main Panel 600
Main Panel 600 Control Group C 600
Main Panel 600
Main Panel 600 Control Group A 600
6
Ohio
7
Sandusky, Ohio
8
What influenced voters?

• Social Categorization
• Political Predisposition (IPP)
• affected Democrat/Republican decision
• affected exposure to media
• Level of Interest
• affected participation in voting
• affected time of final decision
• Cross pressures also affected timing

9
So how did media affect voters?

• Activation
• Reinforcement
• Conversion

10
How do you picture this working?Activation?
Reinforcement? Conversion?
IPP
Rural/Urban
Media Influence
Interest Level
Timing
SES
Selectivity
Final Vote
Cross Pressures
Interpersonal Influence
Religion
11
Campaign Propaganda

• The important question
• Media exposure
• Radio
• Newspapers
• Magazines
• Magic-bullet v. Two-step flow

12
Two-step Flow of Communication
Media Source (Radio Print)
Opinion Leaders
General Population