Shaping Political Attitudes : The Impact of Interpersonal Communication and Mass Media

Recent research in the area of public opinion has focused most of its attention on the effect of the mass media, television in particular, as an influencing agent. The author argues that media effects are only half of the equation; the mass media cannot be seen as the exclusive source of political information. In a model of `total information flow′, the media must share the political information environment with interpersonal communication. This volume bridges the gap between media and interpersonal communication and their combined effect on political attitudes and cognition.

In recent years, research in the area of public opinion has focused most of its attention on the effects of the media. Television, in particular, has been the object of attention as a primary influencing agent. Shaping Political Attitudes argues that media effects are only half the equation when it comes to forming public opinions. In a model of "total information flow," author Silvo Lenart shows that mass media cannot be seen as the exclusive source of political information, and that the media must share the political information environment with interpersonal communication. This volume bridges the gap between media and interpersonal communication and examines their combined effect on political attitudes and cognition. Students and professionals in political science, communication, media studies, sociology, and psychology will find this volume an invaluable resource.