Iyengar S, Simon A F
Department of Communication, Stanford University, California 94305-2050, USA.
Annu Rev Psychol. 2000;51:149-69. doi: 10.1146/annurev.psych.51.1.149.
We review recent empirical evidence that shows political campaigns are more potent than widely believed, focusing on the conceptual and methodological advances that have produced these findings. Conceptually, a broader definition of effects--that includes learning and agenda-control, as well as vote choice--characterizes contemporary research. This research also features two kinds of interactive models that are more complex than the traditional hypodermic (message-based) approach. The resonance model considers the relationship between message content and receivers' predispositions, while the strategic model highlights the interactions between competing messages. Finally, we attribute the emergence of stronger evidence in favor of campaign effects to the use of new methodologies including experimentation and content analysis, as well as the more sophisticated use of sample surveys.
我们回顾了近期的实证证据，这些证据表明政治竞选活动比人们普遍认为的更具影响力，重点关注产生这些研究结果的概念和方法上的进展。从概念上讲，对竞选活动效果的更广泛定义——包括学习、议程控制以及投票选择——是当代研究的特点。这项研究还具有两种比传统的皮下注射式（基于信息）方法更复杂的互动模型。共鸣模型考虑了信息内容与受众倾向之间的关系，而战略模型则突出了相互竞争的信息之间的互动。最后，我们将支持竞选活动效果的更有力证据的出现归因于新方法的使用，包括实验和内容分析，以及样本调查的更复杂运用。
