The purpose of this thesis is to examine the voting trends in Mobile, Alabama, which have developed since 1948; particular emphasis is placed upon the role of the Negro vote in Mobile politics before and after the Voting Rights Act of 1965.

Early voting studies before television predominance determined that mass media had a "limited effect" on American voting behavior. This work reassesses the limited-effects notion. The thesis is that the mass media do have significant impact on voting decisions. A trend study, the work utilizes the Center for Political Studies national presidential election surveys 1952-1976, and multiple regression analysis to examine the impact of media, social, and political variables on the dependent variable, time of voting decision.