See Spot Run: The Rise ofAdvertising, the Decline of News, and the American Public’sPerceptions of Presidential Candidates, 1952-2000.

In this paper we challenge convention wisdom that bemoans the perceived deterioration of the presidential election information environment in the U.S. We begin by acknowledging the much lamented decline in both news quality and news viewership, but argue that the rise in paid political advertising has served as a substitute information source for many Americans. As a consequence, presidential voting decisions are as firmly based on the candidates’ policy stances and personal characteristics today as they were 50 years ago. Moreover (and also contrary to conventional wisdom) the shift toward paid advertising as an information source has led to an increase in the extent to which Americans draw upon policy-related as opposed to character-related considerations in making their presidential vote decisions. The proposed paper will be our first presentation of findings form this ongoing project. Our analyses combine three kinds of data: measures of the public’s knowledge and perceptions of presidential candidates from the National Election Studies, records of political advertising by media market from the CMAG data, and our own coding of presidential election news coverage, candidate speeches, and paid advertising. To date, our analyses show that (1) the total number of reasons Americans offer to vote for or against the major party candidates (their candidate likes and dislikes) as been remarkably steady over the pat 50 years; (2) there is a slight trend toward more policy-oriented and less character-oriented likes and dislikes; (3) the variation from election to election in the ratio of policy- to character-oriented likes and dislikes tracks quite closely with the ratio of policy- to character-oriented content in candidates’ paid advertising but not with the ratio of policy- to character-oriented content in news coverage of the elections; and (4) NES respondents living in media markets with more presidential campaign advertising offer more policy-oriented likes and dislikes than those living in media markets with less advertising (net of education, partisan identification, etc.). [ABSTRACT FROM AUTHOR]