Exploring Relationships Among Media Use Frequency, Perceived Media Importance, and Media Satisfaction in Political Disaffection and Efficacy

The results of a telephone survey of registered voters in Washington state explored the ways in which citizens' media exposure, perceptions of media importance, and media performance satisfaction associate with political disaffection and efficacy. The study tested 2 alternate models, 1 that included media satisfaction measures to predict citizens' levels of political disaffection and efficacy, and 1 that included only media use frequency and perceived media importance. Satisfaction measures were more useful predictors of cynicism and of negativism toward the media than were media use frequency or perceived media importance measures. Media use frequency and importance measures predicted only negativism, primarily toward campaigns. The findings indicate that social scientists should focus on citizens' satisfaction with media performance to understand the role of the media in political decision making.

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