Dialed In: Continuous Response Measures in Televised Political Debates and Their Effect on Viewers

摘要

As a result of emerging debate formats and technological advancements over the years, the media started using continuous response measures (CRMs) in the form of on-screen trackers, allowing select audiences to rate candidate performances in political debates in 2004. Given the limited amount of scholarly research that has tackled this issue, this study aims to investigate the effect of CRMs on college students' voting choices and perceptions of political candidates. This experimental study has found that these trackers did influence the participants' evaluations of the political candidates shown in the debate regardless of previously stated political affiliation.