Learning About the Candidates: The 1976 Presidential Debates

In this study of the 1976 televised Carter-Ford debates, theauthors find that the debates produced a heightened politicalawareness in viewers in the critical days just prior to theelection. The information obtained from the debates focusedlargely on candidate competence, performance and personalityattributes rather than on issues, but some increase in informationon issues and policies can be linked to the debates. The majorimpact of the debates may have been to reinforce partisan predispositions.Arthur H. Miller is a Senior Study Director at the Center forPolitical Studies, Institute for Social Research, and AssociateProfessor of Political Science, University of Michigan. MichaelMacKuen is an Assistant Professor of Political Science, WashingtonUniversity in St. Louis, Missouri.