Media Do Make a Difference: The Differential Impact of Mass Media in the 1976 Presidential Race

Studies of the effects of mass media have regularly produced the conclusion that media's impact is limited and perhaps negligible. Most recent research concedes the absence of blanket media effects, but argues that when particular kinds of conditions exist, media can have localized impact on identifiable groups. The clearest indication of this shift occurs in studies of agenda setting. In contrast, this study demonstrates broad-based media effects by jointly measuring the kind and intensity of media use, focusing on those perceptions most susceptible to media influence, and applying MANOVA analysis. Results show that different media exposure produces consistent and systematic differences in public opinion that persist even after factors such as education, class, and interest in public affairs are taken into account.