A Method for Political Communication Research.

Autor/inn/en	Barnett, George A.; und weitere
Titel	A Method for Political Communication Research.
Quelle	(1974), (52 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Advertising; Communication (Thought Transfer); Cultural Influences; Higher Education; Media Research; Political Attitudes; Political Issues; Prediction; Publicize; Research Methodology; Social Attitudes + Suchen Sie Ihr Suchwort? Werbung; Communication; thought; Kommunikation; Gedanke; Cultural influence; Kultureinfluss; Hochschulbildung; Hochschulsystem; Hochschulwesen; Medienforschung; Political attitude; Politische Einstellung; Politischer Faktor; Vorhersage; Research method; Forschungsmethode; Social attidude; Soziale Einstellung
Abstract	This paper suggests the applicability of metric multidimensional scaling for research within the political arena. Multidimensional scaling allows the researcher to simultaneously observe change and rates of change within the policy's attitudes toward the candidates and issues in election campaigns. Multidimensional scaling also reveals which dimensions the voters use to differentiate the candidates and their stand on various issues. By observing the trajectories of the candidates' movement through multidimensional space, it becomes possible to accurately predict the outcome of a election. Also included is a study using this technique to measure the variable effects the media have in political advertising. Finally, it reports the results of a study using multidimensional scaling to plot the changes in voters' attitudes toward the major political figures and issues in the 1972 presidential election. A random sample of the voters from Champaign County, Illinois, scaled sixteen concepts at five points in time. At each time three dimensions emerged. The trajectories of the two major candidates suggest a lawful motion through the space, which yields a prediction of the outcome of that election. (Author/RB)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC