Winnipeg Free Press

Winnipeg Free Press (Newspaper) - November 7, 2006, Winnipeg, Manitoba a4 Winnipeg free press tuesday november 7, 2006 . Mid terms Road to High office is through lowbrow to by Shannon Proudfoot As americans head to the polls today a new study reveals that Oprah Winfrey and her talk show competitors will have an Impact on their viewers choices in the voting Booth. A new study from the University of California at los Angeles finds that politically inattentive voters who watch daytime talk show coverage of election issues and candidates ? no matter How glib ? Are More Likely to vote for the candidate Best aligned with their views than those who did to. The phenomenon dubbed the Oprah effect is reported in the current Issue of the journal of politics and flies in the face of the Long held belief soft news shows Are nothing but fluff says political science professor and study co author Matthew Baum. They make jokes and ask the politicians about their families and person Al lives but they also communicate real information along with it he says. You can have a huge effect by showing up on Oprah or Leno or in the study a panel of american political experts characterized where the 2000 presidential candidates stood on a Range of issues and the american National election study was used to determine whether a Sample group of voters had picked the candidate who Best matched their positions on the issues most important to them. The study then compared politically inattentive voters who watched daytime talk shows with those who did not and found that Oprah fans were 25 per cent More Likely to pick the candidate whose stance was closest to their own. The watershed moment for this phenomenon was Bill Clinton a Saxo phone performance on the Arsenio Hall show during the 1992 presidential race Baum says. Clinton was scorned for the move at the time but it marked a positive turning Point in his Public image Baum says and the practice has since become commonplace. The Oprah Winfrey show is an Ideal Campaign forum in the . Because extreme sincerity scores political Points but Canadian political attitudes Call for a different approach says Michael Adams president of Environ is group and author of fire and ice the United states Canada and the myth of converging values. The Canadian equivalents to Earnest talk shows Are biting satires like the Rick Mercer report this hour has 22 minutes and Royal Canadian air farce he says. Canadians ? in this More egalitarian questioning of authority culture ? desperately want to get on a show where they can be teased Adams says. In Canada the currency is irony Humour and self deprecation. 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