by Kenneth L. Hacker and Walter R. Zakahi
Department of Communication Studies, New Mexico State University
ABSTRACT
This study tests the traditional candidate image/issue dichotomy
used by political communication researchers. Measures were
taken of voters evaluating George Bush on numerous
issue and personality items. This data set was
analyzed with factor analysis and stepwise multiple regression
procedures.
Findings indicate that personality variables predict level of candidate support for Bush more than do issue variables. However, issues are also significantly to support of the candidate.
While the factor analysis and regression analyses show general orthogonality for persona items, there is some indication that issue items and persona items are not fully independent of each other.
Overall, our data analysis indicates that the image-issue dichotomy is a conceptual one and may not be defensible at an operational level.
If you would like to receive the full text of this paper, send a note to Dr. Hacker at the Department of Communication Studies, New Mexico State University, Las Cruces, NM 88003. The paper was presented at the Western States Communication Association annual conference in San Jose, CA, February, 1994.
This page revised last on August 10, 1997.