Schema theory: An application to political communication

Abstract

Political schema research (Kinder, Peters, Abelson, & Fiske, 1980; Miller, Wattenberg, & Malanchuk, 1986) has centered on the schemas voters use to select presidents. Unfortunately, political researchers have all but neglected the state and local level. Consequently, this thesis focuses on the schemas voters use to select governors to determine if these schemas differ from schemas used to select presidents. This thesis also tests the relationship between political sophistication and the use of certain schemas to select a governor. Surveys were administered to 563 adults waiting for jury duty. Results indicate the schemas voters use to select governors differ from those used to select presidents. Political sophistication is positively related to usage of issues and performance schemas. Further research should explore political schemas at state and local levels.