Political Persuasion and Attitude Change. University of Michigan Press, 1996.

Political Persuasion; Mutz
Editors: Diana C. Mutz, Richard A. Brody, and Paul M. Sniderman
Research Area: 

Political Persuasion and Attitude Change defines and introduces a new field of research, one that investigates the alteration of people's attitudes: when people can be moved, and when they cannot.

Each chapter synopsizes a major area of political persuasion and provides an update on the latest findings as well as overviews of past research in each area. Whole sections of the book center on the three major agents involved in the political persuasion process: the mass media, political elites, and individual citizens themselves.

Political Persuasion and Attitude Change boldly contradicts the received wisdom on the extent of mass media's influence on political attitudes and argues that the media's effects are indeed massive, rather than limited. It explores the impact of political elites on the persuasion process, and focuses on individual control over the persuasion process.

This volume is unique in that chapters address theoretical as well as methodological issues, simultaneously combining reviews of literature with the latest research findings. It will appeal to scholars and students interested in the study of political persuasion in contemporary politics across the disciplines of political science, psychology, sociology, and communications.

Part I. Mass Media and Political Persuasion.
Contributors: Steven Ansolabehere and Shanto Iyengar; Joanne M. Miller and Jon A. Krosnick; and John Zaller

Part II. Persuasion by Political Elites.
Contributors: James H. Kuklinski and Norman L. Hurley; Kathleen M. McGraw and Clark Hubbard; Lee Sigelman and Alan Rosenblatt

Part III. Individual Control of the Political Persuasion Process.
Contributors: Steven H. Chaffee and Rajiv Rimal; Dennis Chong; Gregory Andrade Diamond and Michael D. Cobb; Jeffrey Mondak, Diana C. Mutz, and Robert Huckfeldt