Doctor of Philosophy, The Ohio State University, 2005, Communication
The purpose of this study was to examine the 2004 Presidential election, both the “top-down” and “bottom-up” processes, by integrating the research areas of media framing, social identity, political discussion, and opinion leadership. In addition to replicating prior research, this study extended these areas of research to consider the possible differential effects that these “top down” and “bottom up” processes may have had on political efficacy and mobilization based on partisan identity. I conducted a quantitative content analysis of media with some qualitative observations, a secondary analysis of the National Election Studies 2004 time-series data, and a field study of the volunteer opinion leaders for the political campaigns in the battleground state of Ohio. Examining the media content during the two months prior to the election, I found that the polarization frame was used quite frequently across two different types of media, newspapers and television. While the use of the polarization frame did not seem to vary over time during those two months, certain key words and phrases indicating the presence of the polarization frame were more prominent in news coverage. The campaign media at times portrayed the United States as consisting of blue states, red states, and battleground states; as a nation sharply divided; as a nation consisting of a polarized electorate, split 50/50; as a nation of clashing cultures; as a nation filled with bitter, angry people. The survey results indicate that attention to media coverage of the campaign, frequency of political discussion with family and friends, and opinion leadership are all significant predictors of political efficacy and mobilization. In addition to these main effects, the survey results suggest that the effects of media attention, political discussion, and contact with an opinion leader are sometimes moderated by partisan identity. Replicating prior work on the functional role of opinion leadership, opinion leader (open full item for complete abstract)
Committee: Gerald Kosicki (Advisor)
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