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CONTENTS

73

xiv

VIII. The Activation Effect

The Process of Activation, 75 ; The Four Steps of Activation, 75; Propaganda Arouses Attention, 76; Increased Interest Brings Increased Exposure, 79; Attention is Selective, 80; Votes Crystallize, 82; Some Illustrations of Activation, 84

IX. The Reinforcement Effect 87

Partisanship, Partisan Exposure, Reinforced Partisanship, 89; Reinforcement Described by the Reinforced, 91

X. The Conversion Effect 94

The Conversion Effect Illustrated—The Third Term Issue, 96; Willkie, Champion of the Poor, 98; The "Doubters," 99

XI. The Over-All Effect of the Campaign 101

November 1936-to-May 194.0 as Against May-to-October 1940, IOI; Assessment of Campaign Effects, 103

XII. Anticipation of the Winner 105

Changes in Expectation, 106; The Bandwagon Effect, 107

XIII. What the Voters Were Told 110

Partisanship: How Much Supported Whom?, in; Subject-Matter: Main Emphases and Themes, 115; The Center of the Campaign: Roosevelt, 117; The Ends of the Campaign: History, Money, Security, 117; The Means: The Less Said . . . , 118; Emotional Terms: The Labels of the Campaign, 119

XIV. The Radio and the Printed Page 120

The Concentration of Exposure, 121; Who Read and Listened to Politics, 124; Which is More Influential—Radio or Newspaper? 125; Radio and Newspaper as Sources of Reasons for Change, 127; A Medium for Each Party, 129; The Magazine—Specialized Medium of Communication, 134

XV. The Political Homogeneity of Social Groups 137

Social Stratification and Political Homogeneity, 138; The Political Structure of the Family, 140; The Role of Formal

CONTENTS

Associations, 145; Bringing Opinions Into Line, 147; Vote Decision as a Social Experience, 148

XVI. The Nature of Personal Influence

Personal Contacts Reach the Undecided, 150; The Two-Step Flow of Communications, 151; Non-Purposiveness of Per­sonal Contacts, 152; Flexibility When Countering Resistance, 153; Rewards of Compliance, 154; Trust in an Intimate Source, 155; Persuasion Without Conviction, 157; Practical Implications, 157

Notes

Appendix: Construction of Indices

The Index of Political Predisposition (IPP), 174; The Index of Political Activity, 174; The Index of Breadth of Opinion, 175; The Index of Magazine Reading on the Campaign, 176; The Index of Newspaper Reading on the Campaign, 176; The Index of Radio Listening on the Cam­paign, 176; The Index of General or Over-all Exposure to the Campaign, 176; The Index of Political Exposure Bias, 177; Index of Agreement with Arguments of Either Side, 178

150

159

174

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