Legitimation in the 1976 U.S. Election Campaign

Abstract

Two related propositions about legitimation as a function of an election were tested with data from a panel study of Wisconsin residents during the fall 1976 presidential campaign. The hypothesis that public confidence in governmental institutions would increase during the campaign period was supported, and these increases were associated with heavier exposure to the campaign and to the Ford-Carter debates. No support was found for the hypothesis that the candidate the person was not voting for would become more favorably evaluated as a function of the campaign. Evaluations of the candidate voted for improved over time; this change was associated most strongly with interpersonal discussion rather than with exposure to the campaign via media.