Differential Media Evaluation and Satisfaction With Election Results

Abstract

The hypothesis that the media (radio, television, and newspaper) would be rated more positively by people who rated themselves as satisfied with the results of an election and who had received the news over one or more of the media was tested. A sample of 70 subjects was taken from people who had written a letter in support of a candidate to the Editor's Mailbox of the local newspaper. These subjects were called either before and after the election or after the election only, and asked questions about the election and the various media. Analysis of the data indicated that the hypothesis was supported. Those subjects who rated themselves as satisfied with the election results did rate the media more positively than subjects who rated themselves as dissatisfied. In addition, this was shown not to be due to perceived media influence on the election outcome.