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This study extends priming research in political communication by focusing on an alternative political information source (i.e., Michael Moore's Fahrenheit 9-11), affect rather than cognitions, and the existence of intra-affective ambivalence. In addition, two moderator variables are analyzed: political party identification and need for closure. There is a statically significant three-way interaction between the viewing of F 9-11, political party identification, and need for closure relative to the dependent variable of affective ambivalence toward George W. Bush. High need for closure Republicans who viewed F 9-11 exhibited pronounced levels of Bush-affective ambivalence. In addition, high need for closure Independents who viewed F 9-11 exhibited far lower ambivalence toward Bush relative to their control group peers. The findings are discussed relative to the roles performed by emerging alternative political media and the expansion of the theory of priming within the context of political communication.

Uses priming as a theoretical basis to investigate potential effects of NBC's television program "The West Wing" on individual-level perceptions of the U.S. presidency among a group of undergraduate students. Finds the program primed more positive images of the U.S. Presidency that subsequently influenced individual-level perceptions. Extends political communication-based priming research to entertainment television content. Makes theoretical connections to previous work on role display and trust in democratic institutions. (SG)

Examines the influence of soft-money-sponsored issue-advocacy advertising in U.S. House and Senate campaigns, comparing its effects against candidate-sponsored positive advertising and contrast advertising on viewers' candidate preferences and on their attitude that reflect democratic values. Reveals no main effects for advertising approach on candidate preference. (SG)

Notes that structural equation modeling (SEM) is a viable multivariate tool used by communication researchers for the past quarter century. Summarizes the use of this technique from 1995-2000 in 37 communication-based academic journals. Identifies and critically assesses 3 unique methods for testing structural relationships via SEM in terms of the specification, estimation, and evaluation of their respective structural equation models. Provides general guidelines for the use of SEM. (SG)

Uses a pretest/posttest design to assess more subtle effects of watching a 2000 presidential debate on attitudes and vote intention among undergraduate students. Notes that leadership and overall policy stance became more important factors in vote choice after watching the debate. Demonstrates a variety of potentially important effects of watching presidential debates. (SG)