Researchers tend to hold one of three views about television's influence on voters. Some believe that television affects voters in the short run, for example in an election campaign. Another group of researchers believes that television has a great influence on voters over time and that television's impact on voters is a continuous process from one campaign to the next. Others stand between the two views or combine both.
In the last three decades, polls became an important instrument for the media, especially television networks, to determine who wins and who loses the election. Caprini conducted a study about the impact of the early prediction of a winner in the 1980 presidential race by the television networks. He observed that, shortly after 8 p.m. Eastern standard time, NBC announced that, according to its analysis of exit poll data, Ronald Reagan was to be the next president of the United States (Caprini, 1984, p. 866). That early call was controversial because the polls in many states were still open at the time and, in some of th...
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...ory and criticism of Presidential campaign advertising. Oxford: Oxford University Press.
Katz, Elihu, and Jacob J. Feldman. (1962). The debates in the light of research: A survey of surveys. In The Great Debates, ed. Sidney Kraus. Bloomington: Indiana University Press, pp. 173-223.
Kraus, Sidney. (1988). Televised Presidential debates, and public policy. New Jersey: Lawrence Erlbaum Associates.
Lowi, Theodore J. (1985). The personal President: Power invested promise unfulfilled. Ithaca, New York: Cornell
Mcginniss, Joe. (1969). The selling of the President 1968. New York: Trident Press.
Mickelson, Sig. (1989). From whistle stop to sound bite: Four decades of politics and television. New York: Praeger.
Wattenberg, Martin P. (1986). The decline of American political parties 1952-1984. Cambridge, Massachusetts: Harvard University Press.
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