M. Pfau et al., INFLUENCE OF COMMUNICATION MODALITIES ON VOTERS PERCEPTIONS OF CANDIDATES DURING PRESIDENTIAL PRIMARY CAMPAIGNS, Journal of communication, 45(1), 1995, pp. 122-133
This study examines the relative influence of six communication modali
ties on voters' perceptions of candidates during contested presidentia
l primary campaigns with less well-known candidates. The investigation
panels 113 Democratic and independent voters of a primary state durin
g the 1992 primary season. Prospective voters were contacted in the ''
distant phase,'' that is, before the campaign shifted its full attenti
on to the voters of that state; and in the ''localized phase,'' immedi
ately following an intense campaign leading up to this state's primary
election. Results indicate that interpersonal communication dominates
all other communication modalities in influencing voters' perceptions
of candidates during the distant phase of primaries, and its effect p
ersists into the localized phase. In addition televised spot advertisi
ng, and to a lesser degree, television news, exert the most impact on
voters' perceptions during the localized phase of the primary campaign
.