Santa Clara County – Political Party and Evening News

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This is a correspondence analysis of a person’s political party with their choice of early evening news source in the San Jose market.

Republicans watch KTVU more and Democrats are more likely to watch KPIX and KNTV.

The graphic was constucted using Correspondence Analysis. This creates a “graphical representatation” of a crosstabulation between two variables. This makes it easier to see relationships in complicated crosstabulations.

Source of data: The Media Audit, San Jose Market, June-July, 2010.

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