Priming Effects of Late-Night Comedy |
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| Authors: | Moy Patricia; Xenos Michael A; Hess Verena K |
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| Institution: | Patricia Moy (Ph.D., Wisconsin-Madison) is Associate Professor of Communication at the University of Washington, where she holds the Christy Cressey Endowed Professorship. Her research focuses on the process of public opinion formation, the effects of massinterpersonal communication on various forms of citizenship. |
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| Abstract: | Having become fully integrated into the contemporary politicallandscape, infotainment-oriented media extend Americans’traditional news (e.g. newspaper, radio, and television) toinclude a greater number of sources for political information,and in some cases, political mobilization. Given the increasingprominence of infotainment-oriented media in contemporary politics,this study addresses the effects of one particular type of infotainment—late-nightcomedy—during the 2000 presidential campaign. Specifically,we are interested in whether watching late-night comedy showsinfluences viewers’ evaluations of the candidates whohave appeared on these shows; in particular, we investigatepriming as the mechanism by which such influences occur. Findingsfrom the 2000 National Annenberg Election Survey (N = 11,482)indicate that evaluations of candidates are based in part onrespondents’ sociodemographics, perceptions of candidatesto handle certain issues, and their character traits. Therewas a main effect of watching late-night comedy on evaluationsof candidates; more importantly, viewers were more likely thannonviewers to base their evaluations of George W. Bush on charactertraits after he appeared on The Late Show with David Letterman. |
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