Evening star. [volume] (Washington, D.C.) 1854-1972, 1954-07-25
On the Air
Not So Influential ~
Survey Shows Television Influence
On 1852 Election Wasn't Decisive
BY Horry Macarthur

well address. which was heard
by So per cent of the teleview-
ers. the study indicates. Only
80 per cent watched Gov. Ste
venson welcome the Demo-
cratic convention, while q
mere IS per cent heard his
acceptance speech via Tv.
Gen. Eisenhower, the report
points out, had the indubitable
advantage Of an early-evening
hour, when the most viewers +.
were available. Gov. Steven,
son welcomed the Democrats
in the middle of the day and
accepted the nomination late
at night. A large segment of
his potential audience was at
work or sound asleep.
Timing was a factor in an
other way. The decision of the
electorate in 1852, this survey
indicates. was based far more
on personalities than on is
sues. Gen. Eisenhower, at the
start of the campaign, was, a
widely celebrated war hero.
Gov. Stevenson was, so far as
national politics was con-
cerned, an unknown.
The timing Of the Republic
can telecasts, however, the re-
port says, afforded Gen.
Eisenhower the superior OPP
portunity to become better
acquainted with the American
people, and to indicate to
them the nature of his pro-
posals for a change. Because
OF the larger number Of tele-
vision impressions. he had the
better opportunity for a COM
munication Of his issues and q
projection Of his personal
characteristics. The findings
of the survey show that he
was more successful In the lat
ter than In the former"
Even so, Gov. Stevenson
showed far greater gains In
impressing the viewers during
the campaigns. The panel
was asked at the end of Au-
gust to rate the two candi-
dates on eight personal traits
appearance, intelligence, sin
certify, humor, humility, speak,
ing, friendliness and agrees
siveness. In the last week Of
the campaign, just before the
election, the panel was asked
to repeat the rating.
Sincere and Friendly
Except for humor and speak,
ing ability. Gen. Eisenhower
was rated ahead both times.
In the end, according to the
Miami University survey, his
sincerity. friendliness and hui
mility were Gen. Eisenhower's
/ strong points. Between Au-
gust and November, however.
Gov. Stevenson outgained Gen.
Eisenhower substantially in six
Of the eight personal charac-
teristics. Whether he might
have oyertaken his opponent
had he started sooner on TV
or If the election had been
held a month later, the survey
cannot show, Of course.
Gov. Stevenson did, at any
rate, make his greatest gains
during the last month of the
campaigns. Gen. Eisenhower
was on a Western whistle stop
tour, while Stevenson was
making biweekly TV appear
ances. The Democratic can
didate, according to the survey,
picked up almost a third of his
vote in this period.
This survey was conducted
by the marketing department
Of Miami University. which has
left another one for the Eng
lish department to undertake.
The two Of the eight personal
characteristics in which Gen.
Eisenhower gained ground
while Gov. Stevenson lost were
humility and aggressiveness.
Somebody had better find
out If those panel members
know what these words mean.
The quality of humble ag-
gressiveness is almost as rare
as aggressive humility.