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Mass Media Agenda Setting and its Electoral Consequences in the 2002 Primary Campaigns for Texas Governor
Unformatted Document Text:  1 Mass Media Agenda Setting and its Electoral Consequences in the 2002 Primary Campaigns for Texas Governor ABSTRACT This study examined mass media’s attribute agenda setting and its electoral consequences in the nominating stage of a local gubernatorial election. The mass media, both the paid advertising media and the news media, did not appear to be particularly successful in shaping the public’s perception of primary candidates when candidates’ overall attributes, including political, policy, personal, and campaign aspects, were considered. When the analysis focused primarily on personal attributes, however, the news media, especially local newspaper, showed substantial impacts on candidate images among the voters. The salience of some personal attributes further influenced the public’s political preference and behavior. Specifically, the prominence of such elements as experience and competence affected candidate net favorability. The salience of experience, furthermore, functioned as a significant factor in swaying the direction of voting.

Authors: Min, Young.
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1
Mass Media Agenda Setting and its Electoral Consequences
in the 2002 Primary Campaigns for Texas Governor
ABSTRACT
This study examined mass media’s attribute agenda setting and its electoral
consequences in the nominating stage of a local gubernatorial election. The mass media,
both the paid advertising media and the news media, did not appear to be particularly
successful in shaping the public’s perception of primary candidates when candidates’
overall attributes, including political, policy, personal, and campaign aspects, were
considered. When the analysis focused primarily on personal attributes, however, the
news media, especially local newspaper, showed substantial impacts on candidate images
among the voters. The salience of some personal attributes further influenced the public’s
political preference and behavior. Specifically, the prominence of such elements as
experience and competence affected candidate net favorability. The salience of
experience, furthermore, functioned as a significant factor in swaying the direction of
voting.


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