Contents

Acknowledgments ix

Foreword xi
Keith R. Sanders

Introduction and Overview of the Field xiii

Lynda Lee Kaid

PART I Theories and Approaches to Political Communication

1 Theoretical Diversity in Political Communication 3
Everett M. Rogers
2 Political Marketing: Theory, Research, and Applications 17
Bruce I. Newman and Richard M. Perloff
3 Methodological Developments in Political
Communication Research 45
Doris A. Graber
4 Fragmentation of the Structure of Political Communication
Research: Diversification or Isolation? 69
Yang Lin
5 Design and Creation of a Controlled Vocabulary for
Political Communication 109
Kathleen J. M. Haynes

PART II Political Messages

6 Rhetoric and Politics 135
Bruce E. Gronbeck
7 Political Advertising 155
Lynda Lee Kaid
8 Political Campaign Debates 203
Mitchell S. McKinney and Diana B. Carlin

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viii CONTENTS

PART III News Media Coverage of Politics, Political Issues, and

Political Institutions
9 News Coverage of Political Campaigns 237
Girish J. Gulati, Marion R. Just, and Ann N. Crigler
10 Agenda-Setting Research: Issues, Attributes, and Influences 257
David Weaver, Maxwell McCombs, and Donald L. Shaw
11 Gatekeeping and Press–Government Relations: A Multigated Model
of News Construction 283
W. Lance Bennett
12 The Presidency and the Media 315
Amy McKay and David L. Paletz

PART IV Political Communication and Public Opinion

13 The Spiral of Silence and the Social Nature of Man 339
Elisabeth Noelle-Neumann and Thomas Petersen
14 Knowledge as Understanding: The Information Processing
Approach to Political Learning 357
Mira Sotirovic and Jack M. McLeod
15 Mediating Democratic Engagement: The Impact of
Communications on Citizens’ Involvement in Political and Civic Life 395
Michael X. Delli Carpini
16 Women as Political Communication Sources and Audiences 435
Dianne G. Bystrom

PART V International Perspectives on Political Communication

17 Political Communication Research Abroad: Europe 463
Christina Holtz-Bacha
18 Political Communication in Asia: Challenges and Opportunities 479
Lars Willnat and Annette J. Aw

PART VI New Trends in Political Communication Channels

and Messages
19 Changing the Channel: Use of the Internet for Communicating
About Politics 507
John C. Tedesco

About the Authors 533

Index 539