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Pat Robertson: Who Supported His Candidacy for President?

1989; Wiley; Volume: 28; Issue: 4 Linguagem: Inglês

10.2307/1386572

1468-5906

Stephen D. Johnson, Joseph B. Tamney, Ronald S. Burton,

Social and Cultural Dynamics

This research tested a theoretical model of specific factors leading to support for Pat Robertson's presidential candidacy, using data from a survey of Middletown residents (N = 400). We found that Robertson's followers came from those who watched the 700 Club television show, from those who were social traditionalists, from those who were political conservatives, and from those who were less well educated. However, Robertson received support only from a minority of these potential supporters. For the less well educated the immediate social environment played a greater role in support of Robertson; among those who were better educated, political and religious conservatism had a greater impact on political decisions. Resource Mobilization Theory proved inadequate as an explanation of Robertson's appeal. We suggest that his difficulties stemmed not from mistakes in strategy but from the incompatibility of Robertson's program with American culture.