The pulpit in time of crisis: 1865 and 1963

Researchers have ignored the role of mass communication in the process of political socialization. Research on the media's influence in the election process stem from classical studies largely reported prior to the political use of television. Recent evidence suggests that mass communication may have direct effects on political behavior. Though the literature fails to resolve the question of media's influence in the election process, previous pronouncements of “limited effects” need to be re‐assessed. Suggested hypotheses for that assessment are presented.