Do We Still Need Media Use Measures at All?

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter argues that while the ANES media exposure measures used in 2004 and before may have been problematic on methodological grounds, it is important to continue asking questions about the process of information acquisition. A measurement strategy based on information retention, this chapter contends, requires survey instrumentation that is election-specific and unlikely to be valid over long stretches of time. The resulting problems of longitudinal continuity make this approach unsuitable as a stand-alone measurement strategy for the ANES. The chapter suggests that an expanded set of retooled media exposure measures can provide researchers with the variables needed to better understand the predictors of campaign knowledge, political attitudes, and voter turnout.
Original languageEnglish (US)
Title of host publicationImproving Public Opinion Surveys
Subtitle of host publicationInterdisciplinary Innovation and the American National Election Studies
EditorsJohn H Aldrich, Kathleen M McGraw
PublisherPrinceton University Press
Pages158-174
Number of pages17
ISBN (Print)9780691151458
DOIs
StatePublished - Dec 5 2011

Keywords

  • media exposure measures
  • information acquisition
  • information retention
  • media exposure
  • campaign knowledge
  • political attitudes
  • voter turnout

ASJC Scopus subject areas

  • Social Sciences(all)

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