This article attempts to observe Japanese students' perceptions of political figures during an election time, and to examine the factors that most dominantly contribute to such images. Employing a sample collected from more than 1,100 students at four universities in Japan, the discussion focuses on measuring the extent to which the respondents evaluated each of the political figures who were candidates for the premiership, the way they structured their evaluations, and the effects of variables such as political involvement and media exposure on this process. The findings show that, although there were no significant differences in the leadership style of the political figures, negative evaluations as a whole were expressed toward the candidate with the most potential ability to become the premier. Moreover, the respondents clustered their perceptions according to five clear dimensions, most notably in regard to the leaders' performance and contact with others. In addition, it was found that-more than any other factor-the mass media played a crucial role in determining the way the leaders were evaluated.
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