1972 Presidential Campaign Investigation Based on Attitude Measurements of Candidate Images

The relationship of attitude measurement with the political campaign process provides the problem area that this study considers. The purpose of this political communication study is to explore in detail and describe various "attitude" profiles of voters and resulting candidate "images" of the 1972 presidential election. These "attitudes" and "images" are determined through the use of three primary research instruments: the semantic differential scale, the Method of Ordered Alternatives, and the political philosophy continuum. In addition to these, a record of actual voting behavior serves as validating support of the measured attitudes. This study deals with "attitudes" toward and candidate "images" of George McGovern, R. Sargent Shriver, Richard M. Nixon, and Spiro T. Agnew, the Democratic and Republican candidates for President and Vice-President in 1972. This descriptive investigation unfolds into three major problem areas: 1. to report and describe "panoramic images" of Nixon,. McGovern, Agnew, and Shriver, as measured by the semantic differential scale. 2. to give an account of voter preferred positions A through I as measured by the Method of Ordered Alternatives in connection with "attitude" as measured by the evaluative factor of the semantic differential scale, and subsequently aligned with actual voting behavior. 3. to determine the relationship between voters' own political philosophies and their perceived political philosophies of the four candidates as measured by the political philosophy continuum. The remainder of this chapter overviews the historical mileau of the 1972 presidential campaign, explains the research design and procedures, and offers an organizational preview of the remaining five chapters