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Shaping Political Attitudes
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Shaping Political Attitudes
The Impact of Interpersonal Communication and Mass Media

  • Silvo Lenart - Purdue University, West Lafayette, Indiana, USA

July 1994 | 155 pages | SAGE Publications, Inc
In recent years, research in the area of public opinion has focused most of its attention on the effects of the media. Television, in particular, has been the object of attention as a primary influencing agent. Shaping Political Attitudes argues that media effects are only half the equation when it comes to forming public opinions. In a model of "total information flow," author Silvo Lenart shows that mass media cannot be seen as the exclusive source of political information, and that the media must share the political information environment with interpersonal communication. This volume bridges the gap between media and interpersonal communication and examines their combined effect on political attitudes and cognition. Students and professionals in political science, communication, media studies, sociology, and psychology will find this volume an invaluable resource.

 
PART ONE: PARADIGMS OF MEDIA AND INTERPERSONAL EFFECTS
 
Introduction
 
Media Influences in Politics
 
Levels of Interpersonal Influence
 
Levels of Analysis
 
PART TWO: DYNAMICS OF SOURCE INTERACTION
 
Multi-methodology
 
Experimental Evidence of Interaction
 
Media and Three Levels of Interpersonal Influence
 
PART THREE: THE PROCESS OF POLITICAL COMMUNICATION EFFECTS
 
Total Information Flow
 
Conclusions

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