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Peer reviewedPfau, Michael; Kendall, Kathleen E.; Reichert, Tom; Hellweg, Susan A.; Lee, Waipeng; Tusing, Kyle James; Prosise, Theodore O. – Journal of Communication, 1997
Examines the influence of five communication modalities on voters' perceptions of candidates. Finds that political talk-radio exerted the greatest influence on voters' perceptions of Bob Dole and considerable impact on perceptions of Steve Forbes. Finds also that prospective voters' conversations with other people, television news, and candidate…
Descriptors: Communication Research, Mass Media, Mass Media Effects, Mass Media Role
