Doing the Traditional Media Sidestep: Comparing the Effects of the Internet and Other Nontraditional Media with Traditional Media in the 1996 Presidential Campaign

This study examined the extent to which heavy users of the Internet and other nontraditional media differ from heavy users of traditional media in their knowledge of the issue stances of Bill Clinton and Bob Dole as well as their images of the two candidates. Nontraditional media had little influence on political knowledge. Although nontraditional media had a greater impact on images of the two candidates than traditional media, few relationships remained significant after controlling for other factors. In 1996, the Internet was getting a “test drive” as a new campaign medium. The election of 2000 should be studied to determine how Internet use has changed and how Internet content might affect future political campaigns.