Abraham 3/2004

Sociologie Românească, Vol. II, no. 3/2004, pp. 26-49. 



SR 3 2004 coperta

Influența media asupra comportamentului civic și electoral. Raport de cercetare final

Assessing the impact of mass media on civic and voting behaviour

Dorel Abraham


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Abstract (Rezumat în limba engleză): The report includes the results of the survey conducted by CURS in March 2004, based on the winning of a tender organized for CNA by SECTOR and Media Advertising French agencies. The Project title in which this study takes part is Adaptation and implementation of the aquis communitaire in the audiovisual field, Europe Aid/113542/D/SV/RO. We decided to publish this Report because, on the one hand, it is one of the models by which the Public Opinion Survey Agencies release their survey data. The survey was released by CNA at a press conference in May 2004. Generally speaking there are three models to publish data surveys and is to publish the answers as percentages (sometimes as charts) for each question, without any comments, except some methodology notes. The second is this model, in which the data are published together with some methodology issues, short comments of the results, in order to avoid mistakes in data comments and some data analysis as market segmentation or factorial or multi-regression analysis. The third model is that in which the surveys results are analyzed by experts in order to explain the studied phenomenon. In this type one can be included some Public Opinion Barometers and sociological studies based on surveys as those on poverty, social structure, voting behavior etc. On another hand, we published this survey because it brings some methodological improvements in Public Opinion Surveys in Romania. Thus, on civic attitude, it is for the first time in Romania when an adapted Moriarty's Domains Scale is used in order to assess the impact of media social campaigns upon civic behavior. A civic mindedness scale was adapted and used for the first time in a national Survey as well. Regarding the media influence upon electoral behavior two other hypotheses have been tested. Some experimental questions were asked in order to assess the impact of media release of public opinion polls as bandwagon and underdog effects and two-step follow of communication were tested using other questions about the way the population gets political information. Besides, the assessment of the main TV moderators notoriety, familiarity and performance scores, using an adapted scale of the Marketing Evaluation Inc. Institute was carried out as well.