A Model Linking Community Activity and Communication With Political Attitudes and Involvement in Neighborhoods

Although people tend to mobilize around local problems and restrict their political involvement at other times, the political communication literature generally has focused on national politics and elections. This is particularly surprising in investigations of political involvement since it is at the community level that people should feel more efficacious. Also, both mass and interpersonal communication should be more significant locally given their importance in strengthening community ties. The study reported here focuses on these relationships in a community context, with a survey of six inner-city neighborhoods and six suburbs classified on status using location and census data. Results point to a much more positive role for the media in community politics. Those most likely to rely on neighborhood newspapers as sources are less disillusioned with government, suggesting that the most "grassroots" of print media are more efficacious in their impact than the other channels. Also, readership of a daily newspaper is particularly strong as a predictor of both community political involvement and faith in community civic involvement. Results of the macro analysis suggest that urban sprawl may have consequences for how media affect political involvement. In the data here, distance from the center city and stratification are closely tied--the further out the community, the higher its status. Results by neighborhood structure indicate media specialization as well as a greater dependence on media versus interpersonal influence in the political arena. Thus, we see that political involvement and attitudes are more strongly related to reading the daily newspaper in the more distant suburbs than in the center city.