ISSUES AND IMAGES

Abstract

The research question examined is whether reliance on television makes a difference in the way people make voting decisions. Considerable support was shown for the hypothesis that television reliant voters use candidate image characteristics in making their voting choices more than do the newspaper reliant. Little support was given to a second hypothesis that the perceptions of candidates' stands on issues will play a stronger role among the newspaper reliant. The generally strong image findings did not obtain for the judgments of the third candidate, John Anderson, nor among the voters deciding early in the campaign. Possible reasons for these exceptions are discussed. It is also shown that the media reliance image findings were not replicated by differences in the relative use of public affairs content in the two media, thus indicating the need for research attention to the meaning of television and newspaper reliance.