CONTEXTUALIZING PERSONAL-EXPERIENCE - THE ROLE OF MASS-MEDIA

This study considers competing theories concerning the role of mass me dia in hindering or facilitating the translation of personal experienc es into political preferences. Using national survey and media content data that allow evaluations of both media coverage and individual pat terns of media use, this study evaluates the influence of mass media o n the direct impact of personal experiences on presidential performanc e as Ronald Reagan completed his second term in office, and on the ind irect impact of personal experiences by means of their impact on colle ctive-level issue judgments. Exposure to unemployment news appears to strengthen the impact of personal experiences on presidential performa nce ratings. Heavy unemployment coverage also increases the extent to which perceptions of national unemployment conditions are generalized from personal experience. Overall, results suggest that mass media may counter the tendency to morselize personal experiences and help legit imize the translation of private interests into political attitudes.