Political Communication and the Young Voter, 1974: 4th and 5th Rounds

<p>Abstract copyright UK Data Service and data collection copyright owner.</p>The purpose of this study was to collect data about the first-time elector, whose attitudes towards, exposure to and response to the flow of campaign communications during the 1970 and the 1974 General Election were examined in the context of political outlook, role and social situation.<br><i>4th and 5th Rounds</i><br> The 4th and 5th rounds were undertaken to trace the evolution of the beliefs and opinion of young voters in their second general election, noting particularly any major areas of change and maturation. To examine the impact of a number of external influences on the panel's political thinking, comparing and contrasting their early and later roles. To identify influences of the first election experience (1970) on respondents' attitudes and behaviour at their second election. To compare orientations towards and exposure to political communications of identical respondents in two successive campaigns. To shed light on aspects of the present surge of increasing electoral volatility.<B>Main Topics</B>:<br> Attitudinal/Behavioural Questions<br> Voting intention, actual vote, attitudes to political parties before and after the campaign. Orientations to the political and electoral system, political interest, duty to vote, importance of outcome, opinion on efficacy of election process, perceptions of the choice offered voters by the parties. Assessment of political knowledge, issue salience, respondent's reasons for following and avoiding the campaign on television. Exposure to the campaign in diverse media: television, radio, newspapers, discussion with friends and family members. Post-election assessment of the quality of the campaign equivalent in wording to the index of pre-campaign reasons for following and avoiding the election.<br> Background Variables<br> Marital status, number of children, occupation, trade union membership, type of residence