The Influence of Personality on Commnications Media Effect on Political Behaviour

Abstract

<p>The thesis attempts to construct a theory of the influence of personality on the effect of media on political attitudes and behaviour. Since the media are considered to be part of the environment, the theory is based on assumptlons about personality-environmental interaction. Although the main scope of the thesis is theoretical, a link with the "real world" is established through the use of data which are employed in the construction of three personality types and in the development of a suggested methodological prooedure for testing the theory. This notion of types is the pivotal point of the thesis. It represents an attempt to steer the study of media influence in a new dlrection which emphasises the whole man rather than just one aspect of him, either "social" or psychological.</p>