Evaluating news media coverage of a presidential election campaign : multidimensional scaling of audience perceptions and their effects

This study measured audience perceptions of the quality of news media coverage of a presidential election campaign, and used an expectancy-value model to predict news media use from these audience evaluations.

A random sample of 83 Knoxville, Tennessee adults was surveyed by telephone during the 1984 presidential election campaign. Galileo (tm) metric multidimensional scaling techniques were used to measure audience perceptions of the decision-making utility, interest value and availability of five types of campaign information from the news media.

Multidimensional maps were derived revealing the perceived spatial relationships among cognitive concepts representing the components of audience perceptions. These maps suggested that the news media failed to satisfy the audience's need and desire for substantive campaign news. This interpretation was verified using analysis of variance techniques.

"Substantive" types of campaign coverage about the leadership abilities and voting records of the candidates were perceived to be significantly more useful in making a vote decision and no less interesting than "consummatory" news reports about campaign promises, "mudslinging" and horse race poll results.

Respondents perceived that the news media devoted as much attention to consummatory news as it did to substantive information necessary to make an informed vote decision. Audience perceptions significantly predicted conventional measures of television news exposure, attention to news about the campaign and satisfaction with news media coverage.

The more people expected they would receive the types of information they valued, the more they exposed themselves to television news, the greater their attention to the campaign, and the more satisfied they were with campaign coverage. The perceived availability of substantive news was the most important factor behind satisfaction with news media coverage of the campaign.

These results raised the possibility that the current quality of news media coverage could actually discourage some people from using the news media to inform themselves and participate more fully in the democratic process. Contrary to the conventional wisdom, the news media might be able to provide more substantive campaign coverage without jeopardizing audience interest and attention, and the revenue they represent.