The Media's Persuasive Effects: The Priming of Leadership in the 1988 Canadian Election

This article examines the effect of the media during the 1988 Canadian election. Using National Election Study data, three questions are investigated: do those with different patterns of media exposure change their vote intentions at different times; do those with higher media exposure remain more stable in their vote intentions, and do the media prime leadership? The article argues that patterns of media exposure have an effect: those with higher exposure to the media lead the opinion of others by about one week, they are more stable in their vote intentions, and they are more likely to vote on the basis of their trust in the leaders than on issue positions (in this case, the Free Trade Agreement) or party identification. However, there were few differences between those who relied on television as opposed to print for their information.