Late-Night Comedy as a Gateway to Traditional News: An Analysis of Time Trends in News Attention Among Late-Night Comedy Viewers During the 2004 Presidential Primaries

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Abstract
Recent reports published by the Pew Research Center for the People and the Press (2000 Pew Research Center for the People and the Press. (2000). Audiences fragmented and skeptical: The tough job of communicating with voters. http://people-press.org/reports/display.php3?ReportID=46 [Google Scholar] , 2004 Pew Research Center for the People and the Press. (2004). Cable and Internet loom large in fragmented political news universe. http://people-press.org/reports/display.php3?ReportID=200 [Google Scholar] ) propose that young audiences are abandoning traditional news as a source of election information in favor of late-night comedy programs. However, additional evidence ( Young & Tisinger, 2006 Young, D. G. and Tisinger, R. 2006. Dispelling late-night myths: News consumption among late-night comedy viewers and the predictors of exposure to various late-night shows. Harvard International Journal of Press/Politics, 11(3): 113–134. [Crossref], [Web of Science ®] [Google Scholar] ) suggests that exposure to late-night comedy programming is positively correlated with traditional news exposure. This study extends this body of research by offering evidence that exposure to late-night comedy is associated with increases in attention paid to the presidential campaign in national network and cable news. The analysis uses data collected via the National Annenberg Election Survey during the 2004 National Annenberg Election Survey (2004). Daily Show viewers knowledgeable about presidential campaign. http://www.annenbergpublicpolicycenter.org/Downloads/Political_Communication/naes/2004_03_late-night-knowledge-2_9-21_pr.pdf (Accessed: 7 February 2008). [Google Scholar] presidential primary season, between October 30, 2003, and June 4, 2004. Cross-sectional results demonstrate that viewers of late-night comedy programs—specifically viewers of The Tonight Show with Jay Leno and The Late Show with David Letterman, as well as Comedy Central's The Daily Show with Jon Stewart—pay more attention to the campaign in national network and cable news than nonviewers, controlling for a variety of factors. An analysis of time trends also reveals that the rate of increase in news attention over the course of the primary season is greater for viewers of Leno or Letterman than for those who do not watch any late-night comedy.

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