Political communications and agenda-setting in low-involvement races

摘要

This investigation explores the agenda-setting function of political communications in low-involvement races. Specifically, it examines the use and relationship between newspaper news and newspaper advertising in exploring both the first and second levels of agenda-setting.;Content analysis, survey research and a case study are used in the analysis. The content analysis used column inches, key word mentions, placement and position as measurement standards of agendas for the news and candidate (advertising) agendas. Survey research was conducted on candidate (mayoral/school board) and issue (sales tax referendum) elections to determine voters' agenda. Six surveys conducted during 1995 were used for this analysis. Specific questions were asked to explore the second level agenda-setting attributes, not only for candidates, but issues as well. The detailed case study is used to provide qualitative information that makes the quantitative analysis more meaningful. Special attention was paid to advertising expenditures in the case study. What makes this study unique is that it takes into account first and second level agenda-setting in low-involvement or local races.;The work begins with an introductory discussion of political advertising in general based on today's political campaign style and composition. Chapter 2 looks at the agenda-setting literature and other related topics on political communication and political advertising. Chapter 3 takes a closer look at low-involvement literature, particularly in terms of situational involvement. Chapter 4 presents a case study of the Victoria, Texas study site. Study methodology and research hypotheses are also presented for the research project in Chapter 4.;Chapter 5 reports the descriptive survey results, and Chapter 6 reports the results of the content analysis. Chapter 7 details the findings of the hypotheses testing and results. Chapter 8 presents a discussion of key findings and highlights of the study as they relate to agenda-setting and newspaper political advertising. Limitations of the study along with future research questions are also presented. All questionnaire code sheets, descriptive findings and scripts on television and radio, as well as supplemental hispanic audience tables are presented in the appendices.