Interpretation of Issues and Voter Decision-Making Strategies: A New Perspective on “Issue-Oriented” Election Coverage
- 1 March 1995
- journal article
- research article
- Published by SAGE Publications in Journalism & Mass Communication Quarterly
- Vol. 72 (1) , 45-71
- https://doi.org/10.1177/107769909507200105
Abstract
This study investigated the relationship between ethical and societal interpretations of issues and voters' decision-making strategies within systematically varied electoral issue environments. Analysis across two issue milieus using two measures of the decision-making process found that individuals who ascribed an ethical interpretation to issues were more likely to use a noncompensatory strategy, which focuses on one or two key issues in the decision-making process, than individuals who ascribed a societal interpretation to issues. This relationship held when the number of issues considered important and the importance placed on “social-moral” issues each were controlled.Keywords
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