2005 年 56 巻 1 号 p. 106-134,351
This article examines the influence of personal communication and the media on partisanship and voting behavior in the 1996 general election based on an analysis of the JEDS96 survey data.
Among the main constituents of social network including spouses, other family members, colleagues, and friends, the study finds that spouses' influence is by far the greatest. The influence of colleagues and friends is negligible unless they have a frequent political conversation with voters. In contrast, spouses and other family members influence on the voters regardless of the frequency of political talks.
As for the role of the media, the main source of influence for the Liberal Democratic Party supporters came from television news, whereas those who supported the New Frontier Party were influenced by TV commercials. This implies that the LDP was unable to make effective use of mass media campaigns through election broadcasts or commercials, while the New Frontier Party's reliance on commercials means that substantial political messages were overshadowed by the presentation of superficial images.
Lastly, even if voters got something good impression about a party from mass media, voters without political talks would not come to support the party.