Political talk radio: Actions speak louder than words

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Abstract
This study examined differences among groups of listeners to political talk radio using data from a sample survey of adults in San Diego, California (N=583) from the perspective of Grunig's situational involvement model. More involved political talk radio listeners were characterized by greater political and social participation than less involved. The political talk radio audience was found to be higher in social economic status, more socially and politically integrated in society, and more attentive to political issues. Differences in political variables remained after statistical controls for education, age, political interest, and general exposure to television, newspapers, and radio were applied. Among more active audience members, limited motivational data suggest that political talk radio served a mix of needs, including seeking political information, interpreting reality, or companionship through parasocial interaction. Thus, more active listeners may also be less susceptible to potentially propagandistic appeals of political talk since they are less dependent on the medium for information. While this interpretation does not preclude considerable political talk radio influence on cognition and behavior, multiple participatory linkages to society among the more active audience members may constrain the arbitrary influence of political talk radio hosts.

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