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Parties, Candidates, and Policy Issues in the 2000 Presidential Election: Being primed or muted by media and interpersonal discussion
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Election and Priming - 1
Parties, Candidates, and Policy Issues in the 2000 Presidential Election:
Being primed or muted by Media and Interpersonal Communication
Abstract
Scholars of voting behavior have considered party identification, issues, and
candidate images as key determinants of the vote. Although the traditional model of voting behavior points to the importance of the psychological factors at an individual level, it fails to explain whether and how the importance of the vote determinants varies depending on other factors during the course of an election campaign. Drawing on priming theory, this paper attempts to test how television news use and interpersonal discussion on politics moderate individuals’ voting behavior. Based on previous discussion about television news’ emphasis on candidates’ character and political homogeneity in interpersonal discussion, it was hypothesized that television news use will promote candidate image-based voting, and interpersonal political discussion will encourage party-based voting. Results largely support these hypotheses. In the 2000 election, candidate character (i.e., competence and personal quality) and party identification were primed by television and interpersonal discussion respectively whereas policy issues have been muted by television news. Implications for voting behavior and priming theory will be discussed.
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Election and Priming - 1
Parties, Candidates, and Policy Issues in the 2000 Presidential Election:
Being primed or muted by Media and Interpersonal Communication
Abstract
Scholars of voting behavior have considered party identification, issues, and
candidate images as key determinants of the vote. Although the traditional model of voting
behavior points to the importance of the psychological factors at an individual level, it fails
to explain whether and how the importance of the vote determinants varies depending on
other factors during the course of an election campaign. Drawing on priming theory, this
paper attempts to test how television news use and interpersonal discussion on politics
moderate individuals’ voting behavior. Based on previous discussion about television
news’ emphasis on candidates’ character and political homogeneity in interpersonal
discussion, it was hypothesized that television news use will promote candidate image-
based voting, and interpersonal political discussion will encourage party-based voting.
Results largely support these hypotheses. In the 2000 election, candidate character (i.e.,
competence and personal quality) and party identification were primed by television and
interpersonal discussion respectively whereas policy issues have been muted by television
news. Implications for voting behavior and priming theory will be discussed.
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