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Post-Debate Analysis and Media Reliance: Influences on Candidate Image and Voting Probabilities

This study of 798 potential voters interviewed beginning three days before the September 25, 1988, presidential candidate debate and ending four days later analyzed the influence of exposure to television post-debate analysis and television and newspaper reliance on evaluations of candidate debate performance, candidate image, and voting preferences. Exposure to the debate and to post-debate television analysis had measurable and consistent influences on the evaluation of Dukakis as a debater (Dukakis was the consensus post-debate analysis winner), on Dukakis's image, and on the probability of voting for both candidates. Television news reliance for debate information was significantly related to debater ratings and the candidates' images for both candidates. There was a slight relationship between television news reliance and the probability of voting for Dukakis.