Assessing the Role of Television News and Newspapers in the Development of Issue Centered Electorates: A Multilevel Longitudinal Analysis of Moderating Effects

 *  Glenn J. Hansen (University of Oklahoma)

Abstract:

This research is an examination of television news viewing, newspaper reading, and candidate issue knowledge (IK) across nine presidential elections (1972-2004). Postulates are offered for the effects of television news and newspapers on IK. All but two of these theoretically derived hypotheses test macro and micro level moderating effects. Hierarchical linear modeling (i.e., multilevel linear modeling) was utilized in order to assess the cross-level (i.e., multilevel) predictions. Findings indicate that television news and newspapers predict IK, but there is significant between campaign variability in the prediction. In addition, there is a significant diminishing trend for the effectiveness of television news and newspapers. This research also found that when there is no incumbent candidate both forms of communication more strongly predict IK. Finally, there is consistent evidence that television news reduces gaps in knowledge and that newspapers have the reverse effect. The discussion of these findings situates them in a broader theoretical context and suggests areas of future research.