Political Communication Theory and Research: An Overview 1978–1979

Abstract

The authors analyze 90 articles published during 1978 and the first half of 1979. All major journals in human communication, mass communication, and political science were canvassed for titles linking communication and politics. Analysis was completed in two phases, one quantitative, the other qualitative. The following characteristics of each article were noted and ultimately compiled to yield a systematic profile of contemporary political communication theory and research: focus of inquiry; interest area; study variables; methods used; channels analyzed; sample referents; and quantification routines. Qualitative judgments were made also to identify the five most valuable recent articles and the principles currently guiding the field. Analysis reveals predominant interest in psychological effects of communication. The most influential channels of influence are seen to be television and newspapers. Methods of study generally are simple and nonpredictive. Qualitatively, the field of political communication is shown to be distinctive in its adherence to a belief that audiences are crucially affected by messages and media. A concern with “captive” audiences emerges from the literature, in juxtaposition to enduring concern about audience vitality. Conclusions are that the present interdisciplinary approach to political communication is rich and promising.