This study investigates the complex relationship between the American electorate, the media, and political party affiliation to determine how public opinion is formed and maintained. The authors, drawing on extensive data from the Times Mirror Center for the People and the Press, analyze the shifting landscape of American political identity. They argue that traditional party loyalty is being reshaped by media consumption habits and evolving social attitudes. By categorizing voters into distinct segments, the text provides a framework for understanding the fragmentation of the American political consensus.

Experts frequently cite this work as a foundational text for understanding the demographic shifts in American politics during the late 20th century. Readers note that the prose is highly analytical and serves as a critical reference for students of political science and media studies.