Exposure to the Newer Media in a Presidential Primary Campaign

Abstract

Cable television news channels and online news sites appear to offer interested voters the ability to follow presidential election campaigns more closely than ever before. However, survey research looking at the extent to which Americans are taking advantage of these newer media is incomplete. Rarely is new media use adequately assessed in surveys, and no extant study has simultaneously examined exposure to contemporary news channels over the course of several weeks. The present study uses an aggregate-level analysis of naturally occurring news consumption behavior to determine whether public selection of broadcast news programs, cable news channels, and online news outlets follows the primary election schedule and fluctuations in voter interest in the election. The results suggest that people turn to cable news and online political content during key political events (i.e., the Super Tuesday primary period) but less so when the political stakes are much lower. In addition, the data reveal that news reading at local news sites during key events takes on a more local character than does reading at other times. In sum, the study demonstrates that aggregate-level use of the newer media is responsive to changes in the political environment. Audiences seem willing to take advantage of a growing number of options for finding information about politics.