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American Behavioral Scientist
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Presidential Election Campaigns and American Democracy

The Relationship Between Communication Use and Normative Outcomes

Michael Pfau

University of Oklahoma

J. Brian Houston

University of Oklahoma

Shane M. Semmler

University of Oklahoma

There is very little research about the relative influence of campaign communication forms or venues on normative outcomes concerning the extent to which campaign communication promotes or degrades basic democratic values. This investigation assesses the relative impact of 17 communication forms on three normative outcomes: political expertise, which embodies people’s awareness, knowledge, and interest in politics; attitude about the process used to elect candidates; and likelihood of participating in the political process. Data are based on results of two national surveys conducted in different phases of the 2004 presidential campaign. Hierarchical regression analyses are used to evaluate the relative influence of the 17 communication forms on normative outcomes, controlling for sociodemographic variables.

Key Words: media use • democracy

American Behavioral Scientist, Vol. 49, No. 1, 48-62 (2005)
DOI: 10.1177/0002764205279429
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M. S. McKinney and S. Chattopadhyay
Political Engagement Through Debates: Young Citizens' Reactions to the 2004 Presidential Debates
American Behavioral Scientist, May 1, 2007; 50(9): 1169 - 1182.
[Abstract] [PDF]