Does Public Broadcasting Make a Difference? Political Knowledge and Electoral Campaigns on Television

Abstract

The political role of the modern media and the impact on public opinion has come under intense scrutiny. The arguments in the scientific dispute have been structured under the optimistic ‘cognitive mobilisation’ and pessimistic ‘media malaise’ banners. For obvious reasons the role of television has been most intensely discussed. TV has the widest reach and is believed to have to the strongest impact. So far, much of the exchange of arguments has been based on data from the United States. In many European countries, public broadcasting is far more prominent than in the United States, and one can argue that the ideals underlying public broadcasting have put their mark on the TV industry in many European countries. Norway is such a case. The interesting question is, of course, whether this matters. Does public broadcasting foster a ‘virtuous circle’ of increased political competence, whereas commercial TV creates ‘media malaise’? Data from the Norwegian 1997–2001 election survey panel is used in this study to overcome the main methodological problem in the many studies based on cross‐sectional data: the question of causality. Too often researchers have based their inferences about the link between media exposure and political knowledge on cross‐sectional correlations. The empirical results do little to support the optimistic view of TV as the great political educator. On the contrary, neither exposure to the state‐owned public broadcasting NRK nor the commercial TV2 help to increase the general level of political knowledge. However, NRK seems to be the preferred channel among the politically well‐informed.