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Politicians on TV: The Image Is the Message
Author(s) -
Keating John P.,
Latané Bibb
Publication year - 1976
Publication title -
journal of social issues
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.618
H-Index - 122
eISSN - 1540-4560
pISSN - 0022-4537
DOI - 10.1111/j.1540-4560.1976.tb02510.x
Subject(s) - politics , psychology , social psychology , advertising , multimedia , computer science , internet privacy , political science , business , law
Potential political candidates gave live, televised, audio, or written presentations to individuals and groups under laboratory conditions. The more live and rich the medium, the more favorably the communicator was evaluated; but media were equally effective in generating agreement with the candidate's message. Groups judged candidates more favorably than individuals, but individuals showed more attitude change. The results provide mixed support for a new theory of social impact and have implications for application in political campaigns.