Media Exposure to Campaigns Public Anticipation and Involvement in Elections

Abstract

Mass media exposure to election campaigns was hypothesized as influencing beliefs about the closeness of the election race. and these beliefs were predicted as influencing the degree of involvement in the election. Persons perceiving a close race were expected to have greater political involvement than persons perceiving a one-sided contest. It was further hypothesized that the influence of media exposure on competition beliefs. and the influence of these beliefs on election involvement. would have the most impact on those persons who generally have lower rates of involvement in elections, such as the less educated. However, it was found that for both the 1968 and the 1972 presidential elections. there were no relationships between levels of media exposure and beliefs on the closeness of the election race. Also. whether expecting a close or a one-sided election had no relationship lo showing interest in the campaigns. attempting to influence the vote of others. or having voted or not. All of these findings basically held even when respondents were analyzed by distinct social categories.