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From a panel of 104 persons in the New York area, interviewed 3 times on their images of the 2 candidates in the 1960 US Presidential election, it was concluded that the televised debates benefitted Kennedy more than Nixon. This conclusion is qualified by reference to the pol'al background of the S's. The vast majority of vote changes were crystallizations of Kennedy votes among voters with Democratic backgrounds. Kennedy probably benefitted less in areas with diff pol'al tradition. Ways in which isolation, selective perception, & personalization operated among most pro-Nixon viewers, helping them maintain their electoral choice even while certain pre-debate conceptions on which choice had been based were undermined is illustrated. Because viewers relied for interpretations on non-TV sources congruent with their views, images of the candidates, once firmed up after the first debate, changed very little thereafter. AA.

The 'television personality' (TV-P) has increasingly become the focus of discussions of the.pol'al usess of video, TV-P is described as the 'image of a public figure that is'projected' over the airwaves.' 3 aspects of the TV-P are analyzed: performance, pol'al role, & personal image as they emerged in a study of the televised 1954 pol'al conventions. A sample drawn on a quota basis from 5 census tracts in Chicago with a wide range of occup's was used. Data based on 38 interviews after the Republican telecast, & 47 after the Democratic telecast. Telecasts were monitored by 2 persons: one each for audio & video. Some findings include: (1) the TV performance of a public figure may have great immediate impact but he may not be perceived as a 'person' or as a politician; (2) where there Is no clear explanation of his pol'al role he will be perceived in terms of popular stereotypes; (3) a public figure, known for his pol'al functions, will be perceived in that pol'al role; (4) where there are personal responses shown, a public figure will more likely appear as a 'person'; (5) the potency of a 'personal image' is greatest when the issues do not involve 'class' or 'interest'; (6) a TV-P is rarely the result of his TV appearances themselves. There is further need to investigate the ways in which the appearance of a public figure may be experienced over TV, & the process by which imagery is translated into pol'ly meaningful activity. The belief in the intimacy of TV, though such intimacy was not substantiated in this study, has real consequences since the viewer may believe that he has apprehended the personality of the public figure & act accordingly. T. L. Blair.