Campaign Issue Knowledge and Salience: Comparing Reception from TV Commercials, TV News and Newspapers

Abstract

Theory: The impact of media sources including televised political commercials, television news, and newspapers on candidate issue position knowledge and issuebased candidate evaluations is explored. Hypotheses: From previous research, we expect that citizens who recall political TV commercials and are more attentive to newspaper political coverage will have greater knowledge of candidates' stances on issues than those watching political news on TV. Citizens recalling political ads and those reading the newspaper are also expected to be more likely to evaluate the candidates using substantive issues. Methods: Regression analysis of the 1992 American National Election Study data. Results: Citizens recalling political advertising have the most accurate knowledge of the candidates' issue positions and are the most likely to use domestic and foreign issues to evaluate the presidential candidates. Consumption of negative advertising is also associated with greater issue knowledge and use of issues in evaluations late in the campaign.