The Impact of Political Talk Radio Exposure on Attributions About the Outcome of the 1996 U.S. Presidential Election

Abstract

This study investigates the media's potential to affect audiences' interpretations of news events. It compares perceptions of the causes of the 1996 presidential election outcome across four media consumption groups: listeners to the program of Rush Limbaugh, listeners to other political talk radio, consumers of mainstream news media, and nonconsumers of news media. Limbaugh listeners were more likely to discount substantive election explanations than were consumers of other types of political talk radio, consumers of mainstream news media, and nonconsumers of news media. These differences in interpretation parallel differences between the content of his program and that of other media.