Shaping the Same Sex Marriage Discussion: Mass Media, Government Action,
Social Demographic Factors, and Public Opinion in the States
Erikson, Wright and McIver (1993) argue that public opinion in the states
reflects the demographic characteristics of their residents. But they do not address the
possibility that opinion may be shaped by other actors, including the mass media. Using a
measure of media support (or opposition) to same-sex marriage in key newspapers in 8
states over the period from 1990 through 2004, we seek to explain the relative influence
of mass media on the divergent and changing public opinion found in each state on the
issue of same-sex marriage. We use a cross-sectional time series regression model as one
means to consider the direction of influence of media coverage, as well as social
demographic factors and the religious configurations of the state, on public opinion in
each state. We find that the position of the print media, as indicated by editorials and op-
ed columns, have a significant effect on the level of public support for lesbian and gay
rights, even after taking into account social demographic factors and the religious
configuration of the state. Moreover, it appears that print media shaped public opinion
rather than was shaped by it as evidence shows that the dominant newspapers in the 8
states were much more supportive of same sex marriage and gay rights than the public.
And, public support can be seen to have moved in the direction of newspaper opinion
over time.
Convention