WHY VOTERS FAIL INFORMATION TESTS - CAN THE HURDLES BE OVERCOME

Renowned public opinion scholars have provided solid evidence that average voters generally make rational political choices. If this is correct, why have most recent studies that measured voter knowledge and learning of current information yielded appallingly low scores? The essay sheds light on this intriguing puzzle by showing that current tests of voter knowledge, which focus on rote memorization of names and factual details, underrate voters' election IQ. Moreover, knowledge scores could rise sharply if the mass media information supply were better tailored to the average voter's information needs. Major problems in the election information supply are an overemphasis on isolated facts and inappropriate message framing when it comes to the substance and format of news stories. Furthermore, many election stories are repetitive and uninteresting to voters. The general public's response to the ''new'' media presentations, which became popular during the 1992 presidential campaign, shows that it is possible to make election news more attractive and informative for today's audiences.