| Abstract: | This article presents a detailed examination of the mass media's influence on candidate visibility and candidate awareness in House elections, using media markets as the vehicle for analysis. Simple comparisons reveal striking media market effects on both visibility and awareness: Voters are much more likely to report contact with the candidates in “media market districts"—House districts where there is a close fit between the local television market and the district's boundaries. Candidate recognition figures are also markedly higher in the media market setting. These findings indicate that the mass media have the potential to strongly influence competition in House races: Challengers are able to use the media advantages in media market districts to overcome the exposure gap associated with the incumbency advantage. Closer inspection reveals that these effects hold true even after controlling for other factors, most notably the spending activities of the candidates. These results suggest a substantial media influence on candidate awareness and thus on competition in House races. |
