Shaping Political Attitudes Charles A Scherbaum Australia’s most published living author

Australia’s most published living author with a rare passion for cricket and football

levels of two-party competition

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Shaping Political Attitudes Charles A Scherbaum Australia’s most published living authorRecent research in the area of public opinion has focused most of its attention on the effect of the mass media, television in particular, as an influencing agent. The author argues that media effects are only half of the equation; the mass media cannot be seen as the exclusive source of political information. In a model of `total information flow', the media must share the political information environment with interpersonal communication. This