Analysis of News Exposure Items from the 1995 Pilot
نویسنده
چکیده
Amid signs of renewed scholarly interest in the effects of mass communication in presidential campaigns, the 1995 NES Pilot undertook three mini-studies to improve the measurement of exposure to the mass media. The first involves exposure to TV news, which is believed by some scholars to be the most important influence in presidential campaigns. The second involves exposure to paid advertising, a hard-to-study but probably important influence. The third involves talk radio.
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