SOCIAL SCIENCE RESEARCH COUNCIL
VOLUME 29 NUMBER 2 JUNE 1975 605 THIRD AVENUE· NEW YORK, N.Y. 10016
MASS COMMUNICATIONS AND THE 1976 PRESIDENTIAL ELECTION by Thomas E. Patterson and Ronald P. Abeles·
MAJOR CHANGES ARE SWEEPING the American political system, and the mass media are a powerful force behind many of them. Elections are now waged through the mass media, which have supplanted political parties as the major intermediary between office seekers and the electorate. Greatly increased campaign costs and more frequent and direct exposure of the public to its potential leaders have accompanied this development. Activists have turned more and more to the media, and less to traditional grass roots organizations, to mobilize support for their causes. From the stance of the Indians at Wounded Knee to the pleas of antiwar demonstrators in the streets to the demands of organized labor in the factories, the media are increasingly a major instrument of advocacy. Public policy is also being created more and more through the media. Elected officials have increasingly turned to the media to mold and activate public opinion and, by this means, to gain support for their policy goals both from the mass public and from elites in the public and private sectors. The increasing reliance of political elites on the media has accompanied an increasing concentration of media in fewer hands. This trend is most noticeable in the corporate giants that dominate the broadcast industry, • Thomas E. Patterson is on the faculty of the Department of Political Science at Syracuse University and a member of the Committee on Mass Communications and Political Behavior. For the three· year period. 1972-1975. he has been researching the mass media and voters under a grant from the National Science Foundation. Several publications have resulted from this research and additional publications. including two books. are forthcoming. Ronald P. Abeles is a social psychologist who serves as staff for the Committee on Mass Communications and Political Behavior. He has published papers in the areas of attitude change and political behavior. and is preparing a text on psychology and political behavior.
but is evident as well in the increasing proportion of chain-owned newspapers, and the growing national reputations of a few independent newspapers such as the New York Times and the Washington "Post. Decisions about what the public will know rest increasingly on the beliefs of a small elite which determines what the public should know. . Despite the clear and significant changes wrought by the media, and the hopes and fears accompanying these changes. not much is known about how the media operate, how political elites interact with media elites to affect the media agenda, or what effect this agenda has on the American people. Systematic research on the mass media has lagged far behind the media's rapid growth as a political instrument. Most of our knowledge about the mass media comes from particularistic and unsystematic observations by media and political elites and from scholarly research conducted, in the main, some
CONTENTS OF THIS ISSUE 13
MASS COMMUNICATIONS AND THE 1976 PRESIDENTIAL ELECTION by Thomas E. Patterson and Ronald P. Abeles
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COMMITTEE BRIEF: Summer Training InstituteBiological Bases of Social Behavior
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FELLOWSHIPS AND GRANTS
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NEW PUBLICATION: Ezra F. Vogel (editor). Modern Japanese Organization and Decision-Making
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RESOLUTION IN HONOR OF ELEANOR ISBELL
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