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- Title
Politicians on TV: The Image Is the Message.
- Authors
Keating, John P.; Latané, Bibb
- Abstract
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.
- Subjects
POLITICIANS; POLITICAL candidates; POLITICAL campaigns; TELEVISION programs; MASS media; TELEVISION; SOCIAL influence; SOCIAL psychology
- Publication
Journal of Social Issues, 1976, Vol 32, Issue 4, p116
- ISSN
0022-4537
- Publication type
Article
- DOI
10.1111/j.1540-4560.1976.tb02510.x