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Improving Public Opinion SurveysInterdisciplinary Innovation and the American National Election Studies$
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John H. Aldrich and Kathleen M. McGraw

Print publication date: 2011

Print ISBN-13: 9780691151458

Published to Princeton Scholarship Online: October 2017

DOI: 10.23943/princeton/9780691151458.001.0001

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Do We Still Need Media Use Measures at All?

Do We Still Need Media Use Measures at All?

(p.158) Chapter 10 Do We Still Need Media Use Measures at All?
Improving Public Opinion Surveys

Scott L. Althaus

David H. Tewksbury

Princeton University Press

This chapter argues that while the ANES media exposure measures used in 2004 and before may have been problematic on methodological grounds, it is important to continue asking questions about the process of information acquisition. A measurement strategy based on information retention, this chapter contends, requires survey instrumentation that is election-specific and unlikely to be valid over long stretches of time. The resulting problems of longitudinal continuity make this approach unsuitable as a stand-alone measurement strategy for the ANES. The chapter suggests that an expanded set of retooled media exposure measures can provide researchers with the variables needed to better understand the predictors of campaign knowledge, political attitudes, and voter turnout.

Keywords:   media exposure measures, information acquisition, information retention, media exposure, information retention, campaign knowledge, political attitudes, voter turnout

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