Political Talk Radio, Perceived Fairness, and the Establishment of President George W. Bush’s Political Legitimacy

Abstract

This study analyzes the effects of political talk radio use on the perceived fairness of the 2000 U.S. presidential election. In particular, a process of influence is hypothesized leading from talk radio use to feelings toward the two major-party candidates (Bush and Gore). Citizens’ affective associations with the candidates are then argued to have competing effects on the perceived fairness of the 2000 election. The influence of perceived fairness on subsequent feelings toward Bush is also assessed. This process of political talk radio influence is analyzed in a single structural equation model using 2000-02 American National Election Study (ANES) panel data. Political talk radio use leads to negative perceptions of Gore, which negatively influences perceptions of the perceived fairness of the 2000 election. Conversely, talk radio use generates more positive feelings toward Bush, which positively affects perceptions of fairness. Thus, feelings toward both candidates serve as important mediators that allow the use of this public affairs information source to make citizens feel better about how the fiercely contested 2000 presidential election was decided. Perceived fairness is also found to be a significant positive predictor of post-2002 election cycle attitudes toward Bush, even after accounting for prior feelings toward both Bush and Gore. Implications for these finding are outlined and future lines of research are detailed.