Short-term Influences On Political Orientation
Short-term factors also affect voting behavior; the media and the impact of individual election issues are among these factors. These factors differ from the long-term factors as they are often short-lived. However, they can be just as crucial in modifying political orientation. The ways in which these two sources are interpreted often relies on the individuals specific political ideology formed by the long-term factors.
Most political scientists agree that the mass media have a profound impact on voting behavior. One author asserts that "few would argue with the notion that the institutions of the mass media are important to contemporary politics ... in the transition to liberal democratic politics in the Soviet Union and Eastern Europe the media was a key battleground."
Second, there are election issues. These include campaign issues, debates and commercials. Election years and political campaigns can shift certain political behaviors based on the candidates involved, which have different degrees of effectiveness in influencing voters.
Read more about this topic: Theories Of Political Behavior
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“Every orientation presupposes a disorientation.”
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