Entertaining debates reinforce voter opinions

By Ben Bohall

(This column represents the views of the author and not the views of the UNO School of Communication.)

With all the fuss over the presidential and vice presidential debates this election season, some people ask whether it makes a difference now or whether it's simply much ado about nothing. To answer this question, consider history.

When someone thinks back to many of the nation's televised presidential/vice presidential debates, an entire slue of allegations, witty come-backs and wonderfully awkward moments come to mind. Remember Richard Nixon, sans makeup, sweating bullets during a debate with John Kennedy and Ronald Reagan continually calling Jimmy Carter out on what could be perceived as a crumbling administration.

And, of course, the all-too-famous remarks of Democratic vice presidential candidate Lloyd Bentsen to Republican vice presidential candidate Dan Quayle. "I served with Jack Kennedy. I knew Jack Kennedy. Senator, you're no Jack Kennedy," he said.

No matter what side of the aisle you're on, these jabs are still entertaining. But can they change the tide of an election?

Over the course of all 13 televised presidential debates since 1988, the effects on viewers have been slim. A study conducted by Tom Holbrook, a professor of political science at the University of Wisconsin at Milwaukee, found that polls after the debates showed public opinion changed very little -- on average only around 1 percentage point.

So, are candidates able to influence or change how someone may vote?

"These debates tend to reinforce positions people already have and provides more insight into their chosen candidate," said Lynnette Leonard, a professor of communication at UNO.

Leonard said many viewers perceive a debate with the same feeling they have during a candidate's stump speech. Most people watching have already made up their minds, one way or another. It's possible for a debate to change a person's opinion of a candidate.

"The way a candidate behaves in a debate can be important, what they say or do will play to different stereotypes," Leonard said. Sarah Palin's "folksy" demeanor appealed to her base. Still, Leonard said others may think "you can't wink your way to the White House."