Attention to and attitudes toward alternative media in the 1996 presidential campaign

This study used exit interviewing to survey voters at the election polls regarding their attention to alternative and traditional media, and their attitudes toward the role of alternative media in the 1996 presidential campaign. The way this study conceptualized alternative media was exhaustive and, thus, unique. Cross-tabulations and t tests compared the dependent variables – media attention and attitudes – by the independent variables – media reliance and demographic characteristics.

Findings support the notion that alternative media play an increasingly important role in political campaigns as a source from which voters gather candidate information. Especially respondents aged 18-34 and political conservatives showed a preference for alternative media over traditional media.

Nonetheless, most survey respondents continue to look to the traditional media for their primary source of candidate information in a presidential campaign. When media are compared individually, respondents paid the most attention by far to the evening television newscasts and daily newspapers. However, morning news/talk shows and political talk shows on television were not far behind. When respondents were asked which one media source they relied on the most for candidate information, television talk shows were mentioned the third most often just behind the evening news and newspaper articles. Additionally, other alternative media, such as the Internet and talk radio, grab the attention of certain segments of voters. Among Internet users, for example, those interested in minor or third-party candidates were most likely to find the Internet very useful.