Abstract: Abstract: The Medium Is The Medium Is NotNot the Message the Message

Hypotheses: Hypotheses: Viewers, Listeners ‘See’ Same DebateViewers, Listeners ‘See’ Same Debate

Results: Results: Data Support 5 of 6 HypothesesData Support 5 of 6 Hypotheses

Mike Dorsher, Ph.D., assistant professor University of Wisconsin-Eau ClaireMike Dorsher, Ph.D., assistant professor University of Wisconsin-Eau Claire

Quasi-experimental study, inspired by the 1960 Kennedy-Nixon “Great Debate”

175 participants watched the 2004 debates on TV or listened without the video

Few significant differences in the reactions of viewers and listeners

Both groups selected their winner based mainly on who was most “presidential” and most eloquent

1. Viewers’ ratings on who “won” will not differ significantly from listeners’

For viewers and listeners, high overall candidate ratings will depend on high ratings for:

2. Seeming “presidential”

3. Good looks

4. Not seeming nervous

5. Good opening and closing statements

6. Eloquence

In line with subsequent national surveys, most of this study’s participants said Kerry beat Bush both times and Cheney bettered Edwards.

H1: Supported -- The only significant difference between viewers and listeners was that viewers, surprisingly, rated Cheney even higher than listeners did.

H2: Supported --The “presidential” variable had the highest correlations with the candidates’ overall debate ratings, and it accounted for 77% of the variance in a hierarchical multiple regression, both p<.01

H3: Not supported – Edwards rated 50% higher than Cheney on looks yet lost the debate; relatively low correlations between candidates’ looks and overall ratings.

H4: Supported – Low perceived nervousness correlated with high ratings, p<.01

H5: Supported – Highly rated opening and closing statements correlated with high overall ratings, p<.01

H6: Supported – High eloquence ratings correlated with high overall ratings, and eloquence ranked second in the multiple regression, explaining 7% of the variance in overall ratings, both p<.01

Is Seeing — or Hearing — Believing?Reactions to Listening to the 2004 Presidential Debates With and Without Video

Is Seeing — or Hearing — Believing?Reactions to Listening to the 2004 Presidential Debates With and Without Video

Literature Review: Literature Review: Form Wins Over SubstanceForm Wins Over Substance

Surveys of viewers all showed Kennedy upstaged Nixon in the first televised presidential debate in 1960.

Nixon, however, claimed that most radio listeners thought he won, implying he won on substance if not form.

Televised presidential debates change few voters’ minds.

But especially strong or weak performances sometimes make a crucial marginal difference on election outcomes.

Apart from party and candidate biases, the best predictor of the debate winner has been how “presidential” each candidate appeared.

In two studies where students watched or listened to videotape of the Kennedy-Nixon debate, similar majorities of listeners and viewers thought Kennedy won.

Kraus (1996) concluded that Nixon probably did win among radio listeners but said more research was needed on form vs. substance in televised presidential debates.

Method: Method: Quasi-ExperimentalQuasi-Experimental

Experiment conducted synchronously during first and third Bush-Kerry debates and the Cheney-Edwards vice presidential debate.

Total of 175 participants during the three debates, randomly assigned to watch a debate or listen to the telecast without video.

Participants surveyed for biases before debate and reactions immediately after each debate, before hearing any commentary.

Conclusion: Conclusion: Look and Sound PresidentialLook and Sound Presidential Candidates are more likely to win debates if they’re “presidential” and eloquent. This study strengthened previous findings that presidential debate viewers and

listeners draw similar conclusions, because it: Controlled for pre-debate biases Controlled for sound quality differences between TV and radio Surveyed right after each debate, eliminating commentators’ influence

For future studies: Scale the “presidential” variable; include a video-only group. This is a further bit of evidence that Kennedy beat Nixon on radio, too.

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Presid'tial Looks Nerves Open/Close Eloquence

Bush-Cheney Kerry-Edwards