This study utilized a cross-lagged correlational technique to determine the causal relationship among media exposure patterns, political and information level, and degree of interest in the 1972 Presidential campaign. It was hypothesized that exposure to campaign content in newspapers, television, radio, and news magazines would lead to higher levels of knowledge and interest. A reciprocal flow of causation from each variable back to exposure was also predicted. Undergraduate students at Michigan State and Colorado State Universities were administered a questionnaire five weeks before the presidential election, and again the day before the election. The analysis showed that October exposure predicted November knowledge above a "no cause" baseline and that the reverse correlation also exceeded the criterion figure. (Author/RB)