October 24, 2000

BIRMINGHAM, AL — Alabama voters say they will be paying little attention to political campaign ads. But they will rely heavily on news coverage from both television and newspapers to help them decide which candidates to vote for in the upcoming presidential and Alabama Supreme Court races. That’s according to the latest IssueScope poll of a random sample of 400 Alabama voters by the University of Alabama at Birmingham’s Department of Communication Studies.

Sixty-four percent of voters polled said they will rely on television news while 60 percent said they will rely on newspapers “a lot” or “some” for information about the presidential race. Voters also expect to use news coverage for information about the state court races. Fifty-four percent, in fact, said they will rely on newspapers while 49 percent will seek information from television news.

But only 30 percent of those polled said they would rely on presidential campaign ads. And only 34 percent said they would seek “a lot” or “some” information from campaign ads for the state Supreme Court races.

“The voters are giving more credibility to newspapers and television news coverage than to the candidates’ campaign ads, particularly voters who have already decided who they will vote for,” says pollster Larry Powell, Ph.D., a UAB associate professor of communication studies.

“That’s because they view the news sources as objective,” he said. “On the other hand, voters view political ads as one-sided and biased. Still, a lot of people who don’t follow the news use the campaign ads as their only source of information about the races.

The message for candidates is that they must have a campaign message important enough to make it worthy of news coverage, as opposed to relying solely on ads. It doesn't mean they shouldn’t use political ads, but the ads need to be supplemented with news coverage.”

Those polled were also asked about their impressions of the presidential candidates. Texas governor George W. Bush commands a 15-point lead over Vice President Al Gore in Alabama. Fifty percent of voters polled support Bush over Gore, who trails at 35 percent. Bush’s popularity is steady with 64 percent giving him a “very favorable” or “somewhat favorable” rating. Thirty-three percent give Bush negative ratings of “unfavorable” or “very unfavorable.”

While about 50 percent of Alabamians give Gore favorable ratings of “very favorable” or “somewhat favorable,” his negative ratings are also high. Nearly half, 48 percent, give Gore negative ratings of “unfavorable” or very unfavorable.”

The survey was conducted October 16-19, 2000. It had a margin of error of ± 4.9 percentage points.

RESPONSES TO INDIVIDUAL QUESTIONS

On Image:

Vice President Al Gore

Very favorable - 23 percent

Somewhat favorable - 27 percent

Somewhat unfavorable - 26 percent

Very unfavorable - 22 percent

Don’t know - 2 percent

Texas Gov. George W. Bush

Very favorable - 30 percent

Somewhat favorable - 34 percent

Somewhat unfavorable - 20 percent

Very unfavorable - 13 percent

Don’t know - 3 percent

If the presidential election were held today, would you vote for …

Democrat Al Gore - 35 percent

Republican George Bush - 50 percent

Undecided - 15 percent

If the election for chief justice of the Alabama Supreme Court were held today, would you vote for …

Democrat Sharon Yates - 24 percent

Republican Roy Moore - 43 percent

Undecided - 33 percent

If the election for associate justice of the Alabama Supreme Court were held today, would you vote for in Place One …

Democrat Ralph Cook - 25 percent

Republican Lyn Stuart - 27 percent

Undecided - 49 percent

If the election for associate justice of the Alabama Supreme Court were held today, would you vote for in Place Three …

Democrat John England Jr. - 17 percent

Republican Tom Woodall - 31 percent

Undecided - 52 percent

If the election for associate justice of the Alabama Supreme Court were held today, would you vote for in Place Four …

Democrat Joel Laird, Jr. - 19 percent

Republican Bernard Harwood - 25 percent

Undecided - 55 percent

How much do you expect to rely on television news coverage for your information on the presidential election?

A lot - 35 percent

Some - 29 percent

Not very much - 17 percent

Little or none - 16 percent

Unsure - 3 percent

How much will you rely on television ads for your information about the presidential election?

A lot - 12 percent

Some - 18 percent

Not very much - 32 percent

Little or none - 34 percent

Unsure - 3 percent

How much will you rely on newspaper coverage for information about the presidential election?

A lot - 24 percent

Some - 36 percent

Not very much - 16 percent

Little or none - 20 percent

Unsure - 4 percent

How much will you rely on television news coverage for deciding which candidate will get your vote in the state elections for the Alabama Supreme Court?

A lot - 24 percent

Some - 25 percent

Not very much - 22 percent

Little or none - 22 percent

Unsure - 7 percent

How much will you rely on television ads for deciding which candidate to vote for?

A lot - 13 percent

Some - 21 percent

Not very much - 23 percent

Little or none - 37 percent

Unsure - 6 percent

How much will you rely on newspaper coverage?

A lot - 22 percent

Some - 34 percent

Not very much - 14 percent

Little or none - 24 percent

Unsure - 6 percent

Election 2000 Experts

It’s Guns and the Economy, Stupid

The economy and gun control could become the make-or-break issues in the presidential race, says UAB pollster Larry Powell, Ph.D. Historically, a good economy helps incumbents, but Gore trails Bush in the polls, mainly because of the public’s negative opinions about President Clinton, says Powell. “But as we get closer to November, economic issues will become more important to voters. It will boil down to who voters trust most with the economy for the next four years. Gun control, on the other hand, is the one issue in which the Republicans are at odds with the general public, particularly among women, who view gun control as a safety issue. Gore will likely use it to drive a wedge between Bush and women voters.” Contact Gail Short, Media Relations, at (205) 934-8931.

Voters Seek Do-Nothing President

The next president of the United States may be a man who will do the least, says UAB associate professor of communication studies and political pollster Larry Powell, Ph.D. Powell says that with the booming economy, record unemployment, and a stock market that continues to do well, “what voters want out of this election is someone who will leave them alone.” Voters fear anyone who would make the good economic times disappear. Republicans are focusing on what they see as a decline in moral values. But as the election draws near, “swing voters will focus on economic issues, which will benefit Gore and the Democrats, and this will increase the pressure for a president who will keep the system on the current track.” Contact Gail Short, Media Relations, (205) 934-8931.

Voting for Excitement

It’s all so boring. The party conventions were boring. The presidential debates were boring and the presidential race is boring. And even Vice President Gore has been called stiff and unexciting. “We now want drama and excitement in our candidates,” says public relations professor John Wittig, Ph.D. “This need for excitement comes from the reporters assigned to cover the race who hear the same stuff all the time. They therefore focus more on things like how the campaigns are run and inside analysis.” But voter attitudes are shaped by the press, and given the present voter apathy, press comments about boring races may give the public justification for not voting. Wittig is available after October 24. Contact Gail Short, UAB Media Relations, (205) 934-8931.