Abstract
This article examines numerically the influence of personal communication and the media on the political attitudes and voting behavior in the 1993 general election based on an analysis of the CNEP survey data. Because this election was epoch-making in that it made a dent of parties' promotion through the media, it is of service to scrutinize the media effect. In addition, now that the social capital has been in the picture, we cannot be too sensitive to the influence of personal communication. Thus, this article also goes it over. The regression analyses with voting behavior and the emotional thermometer on each party as the dependent variables prove the consistent influence of personal communication as the independent variable regarding the Liberal Democratic Party and the Socialist Party of Japan, whereas few influences of it can be detected regarding the Japan Renewal Party and the Japan New Party, on which the media has certain effects.
