For Immediate Release
 
Contact:
Sean Wagner
781-388-8550
journalnews@bos.blackwellpublishing.net
 
Campaign Messages Influenced by "Perceived" Effectiveness

Major Implications Seen for Planning of Persuasive Message Campaigns

Madison, Wisc. – May 18, 2007 -A new study in Journal of Communication shows that news commentary following political debates can influence viewer understanding of the debate, but not necessarily how viewers vote. Instead, commentary by media tends to affect the strength of viewer preference for given candidates.

"The effect of a media message in shaping an individual's perceptions, attitudes and behavior may be influenced by subsequent commentary from reporters, news anchors and pundits," says study author Douglas McLeod, a professor of journalism at the University of Wisconsin. "The news analysis following a debate triggers a reflection in which an individual 'relives' the debate, focusing on those aspects made salient by the post-debate commentary."

A person’s existing knowledge of politics also plays a factor in post-debate thought. "Those viewers who are more politically informed are more likely to get more drawn in by the post-debate commentary," says McLeod.

This article demonstrates that media effects are not simple. "Media do not typically change candidate preferences directly, but shape how citizens think about the candidates as they respond to campaign information," says McLeod. "This study is a valuable contribution to our understanding of the psychological mechanisms that determine the influence of the media."

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This study is published in Journal of Communication. Media wishing to receive a PDF of this article may contact journalnews@bos.blackwellpublishing.net.
 
Douglas M. McLeod is a Professor and Head of Graduate Studies in the School of Journalism & Mass Communication at the University of Wisconsin. He can be reached for questions at dmmcleod@wisc.edu.  

Journal of Communication is the flagship journal of the International Communication Association and an essential publication for all communication specialists and policy makers. The Journal of Communication concentrates on communication research, practice, policy, and theory, bringing to its readers the latest, broadest, and most important findings in the field of communication studies. For more information, please visit www.blackwellpublishing.com/joc.

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