TalkShow Exposure as an Opinion Activity

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Abstract
By analyzing data from a national probability sample, this study shows that call-in talk shows on television and radio reach a significant segment of the mass audience. The audiences for these shows are more conservative in their self-reported ideological orientations. Exposure to these call-in talk shows is found to be an empirically distinct dimension of media exposure behavior. This dimension overlaps with exposure to other forms of news and public affairs information, and is also associated with certain modes of political participation, namely contacting elected officials and contributing to or being affiliated with political organiz ations for specific causes. This article argues that exposure to call-in talk shows is more than media exposure per se. It is also a type of opinion activity. Because of the participatory and interactive features, call-in talk shows constitute an important venue for viewers and listeners to be politically energized and to participate in the construction of public discourse concerning important issues.

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