PARTISAN CUES AND THE MEDIA - INFORMATION FLOWS IN THE 1992 PRESIDENTIAL-ELECTION

Electoral research acknowledges the growing significance of the mass m edia in contemporary campaigns, but scholars are divided on the nature of this influence. Using a unique database that includes both media c ontent and public opinion, we examine the flow of partisan information from newspapers to the voters and assess the press's role in electora l politics and citizen learning. We find that the American press does not present clear and singular messages about presidential elections b ut, rather multiple messages about the candidates and the campaign. In addition, perception of the information is shaped as much by an indiv idual's political views as by the objective content. Despite the mixed messages, we find that a newspaper's editorial content is significant ly related to candidate preferences in 1992. These results challenge t he minimal effects interpretation of the media, because local newspape rs can play a significant role in providing cues that influence voters ' electoral calculus.