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Content analysis has been included In political communication research less often than would seem useful. Typically, when It is employed manifest content is measured alone, to the exclusion of other varieties of content. This paper advocates more extended treatment of content data. It develops a fourfold scheme for classifying communication content, both verbal and nonverbal, and it illustrates the utility of the scheme in political communication research. Two dimensions underlie the classification scheme: (1) message consciousness and (2) message ambiguity. Illustrative data-gathering and analyses are based on the first 1960 and 1976 televised presidential debates, and on American National Election Study data. Findings suggest a diversity of political communication research hypotheses to be tested and derived from an expanded perspective on content analysis of communication events. On a more general level, the benefits of content analysis in mass communication research are brought to life.

Little support is found for the view that televised presidential debates address the public's primary political concerns. Though candidates speak directly to the public, & the public is represented by journalists who question the candidates, the research suggests that never the 'three shall meet.' Based on (1) content analysis of the first 1960 & 1976 presidential debates & (2) secondary analysis of survey data (Gallup & Center for Political Studies), candidates, journalists, & public appear to have their own separate issue agendas. Journalists ask questions during the debates, but those questions bear little relevance to viewer concerns. Candidates 'answer' the questions, but usually raise many new issues in their answers, & generally succeed in molding questions to their own purposes. Since viewers of debates seldom hear a discussion of issues that concern them, & since the questions of journalists are often turned to the candidates' advantage, debates are actually held for the benefit of the candidates, who are provided with a low-cost opportunity to address the nation. The value of debates should be questioned, & their format open to change. Their true function may be to provide not information, but spectacle. 4 Tables. Modified AA.