This theory can provide insight within small groups, meetings, lectures and speeches, but it provides a greater use of assessing effects within the media. It is most heavily used within political campaigns. In the 1976 campaign, the investigators included the relationship between the media messages and the audience effects in their study. These studies analyzed the extent to which actual voting behavior can be anticipated by participation. By being able to predict the voting behaviors, political representatives could carefully craft their messages for different groups of people before giving their speeches and lectures to best benefit themselves.