Page 258 - Culture Society and the Media

248 POLITICAL EFFECTS
When, moreover, the sample was divided according to the amount of exposure to
political broadcasts on television, it was found that the rate of shift in favour of
the Liberals progressively increased as levels of exposure to Liberal Party
broadcasts increased.
Next, strength of motivation to follow the campaign was injected into the
analysis. Its effect is shown in Figure 1 (p. 252), which deals separately with
those who were rated strong in motivation to follow the campaign, and those

Figure 1a In the sample as a whole, high exposure to Liberal election broadcasts went
with attitude change in favour of the Liberal Party

Figure 1b The association between pro-Liberal shift and exposure to Liberal broadcasts
was confined to those respondents whose motivation for following the campaign was
medium or weak