Information, please? Information seeking, mass media, and the undecided voter

Abstract

This study investigated the relationship of information seeking with recognition of public figures, opinions on current issues, and vote decision. The participants were 535 registered voters in New Orleans who responded to a telephone survey in the weeks before a statewide election. Respondents were identified in terms of whether they had made a voting decision. Responses were also obtained that measured participants' recognition of public figures, opinions on current issues, and information seeking. The results indicated that information seeking had an impact on political knowledge, but not on the voters' willingness to take an issue position or to make a voting decision.