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Bandwagons and Kerry vs. Bush 2004
Unformatted Document Text:  11 subjective measure we cannot say for certain what the difference is between following politics “not often’ and “sometimes” is, but it seems safe to assume that it is somewhat less that those who claim to follow politics often. Also it is noteworthy that none of the media consumption variables has either an impact as great as 1/6 th the magnitude that education has, or 1/3 rd the impact that subjective political attentiveness has. The relationship these two variables have in predicting knowledge seems validated intuitively when you look at the incremental increases in mean knowledge scores across education and subjective attentiveness to politics in Figure 1. [Insert Figure 1 Here] The second problem with using knowledge from Zaller’s conceptualization would suggest that even without using a knowledge variable however, the models examining estimated differences across educational and attentiveness sub-groupings may be preferable. To conform to our original belief that low cognitive effort utility maximizers are those most likely to use minimal data collection strategies adds a motivational element that is necessarily associated with a cognitive capacity element. As a result the expectation has little to do with knowledge per se, but rather its complimentary components of ability and desire. In many ways, it is expected that such an approach may also be useful in finding the effects that other information flow messages have beyond poll data, but generally this approach is thought of as superior to a knowledge alone link, as it goes beyond providing an expectation of media influence to providing and explaining a reason for it. It is expected that, once a minimal threshold of sophistication and attentiveness has been passed, voters will feel more positively about candidates that are doing better in

Authors: Daigle, Delton.
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subjective measure we cannot say for certain what the difference is between following
politics “not often’ and “sometimes” is, but it seems safe to assume that it is somewhat
less that those who claim to follow politics often. Also it is noteworthy that none of the
media consumption variables has either an impact as great as 1/6
th
the magnitude that
education has, or 1/3
rd
the impact that subjective political attentiveness has. The
relationship these two variables have in predicting knowledge seems validated intuitively
when you look at the incremental increases in mean knowledge scores across education
and subjective attentiveness to politics in Figure 1.
[Insert Figure 1 Here]
The second problem with using knowledge from Zaller’s conceptualization would
suggest that even without using a knowledge variable however, the models examining
estimated differences across educational and attentiveness sub-groupings may be
preferable. To conform to our original belief that low cognitive effort utility maximizers
are those most likely to use minimal data collection strategies adds a motivational
element that is necessarily associated with a cognitive capacity element. As a result the
expectation has little to do with knowledge per se, but rather its complimentary
components of ability and desire. In many ways, it is expected that such an approach may
also be useful in finding the effects that other information flow messages have beyond
poll data, but generally this approach is thought of as superior to a knowledge alone link,
as it goes beyond providing an expectation of media influence to providing and
explaining a reason for it.
It is expected that, once a minimal threshold of sophistication and attentiveness
has been passed, voters will feel more positively about candidates that are doing better in


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