A path model of political cognitions and attitudes, communication and voting behavior in a congressional election

Abstract

A path model was developed to assess the effects of early campaign cognitions and attitudes on media use and interpersonal communication, subsequent cognitions, attitudes, and vote. Two interpretations of possible outcomes were postulated—agenda‐setting and uses and gratifications. It was argued that an agenda‐setting interpretation would be typified by a predominant effect of the cognitive elements in the model while a uses and gratifications interpretation would follow from a strong effect of the attitudinal components which would indicate the functioning of selective processes in the communication channels. The findings indicate a uses and gratifications interpretation best fits the data. Relatively stronger effects of attitudinal components on both interpersonal communication and media use and subsequent effect of attitude on vote suggest the functioning of selective processes.