A New Look at Campaign Advertising and Political Engagement
- Autor(en)
- Jörg Matthes, Franziska Marquart
- Abstrakt
Exposure to cross-cutting versus like-minded political advertising is highly relevant in terms of deliberative democratic theory. However, few efforts have been made to shed light on the effects of such opinion-incongruent and -congruent political advertisements. By analyzing data from a representative panel survey, and hence identifying effects over time, we found that exposure to opinion-congruent advertising enhanced political participation. Opinion-congruent advertising also accelerated the timing of voting decisions when citizens were low in ideological strength. However, contrary to our expectations, exposure to opinion-incongruent political advertising had no effects on political participation and the timing of voting decisions. These findings suggest that opinion-congruent advertising is a strong mobilizer, whereas opinion-hostile advertising is a weak cross-pressure. Implications of these findings for the study of political advertising effects are discussed.
- Organisation(en)
- Institut für Publizistik- und Kommunikationswissenschaft
- Journal
- Communication Research (CR)
- Band
- 42
- Seiten
- 134-155
- Anzahl der Seiten
- 22
- ISSN
- 0093-6502
- DOI
- https://doi.org/10.1177/0093650213514600
- Publikationsdatum
- 02-2015
- Peer-reviewed
- Ja
- ÖFOS 2012
- 508007 Kommunikationswissenschaft
- Schlagwörter
- ASJC Scopus Sachgebiete
- Communication, Language and Linguistics, Linguistics and Language
- Link zum Portal
- https://ucris.univie.ac.at/portal/de/publications/a-new-look-at-campaign-advertising-and-political-engagement(63de8d80-23a9-43fa-99f3-17592b956832).html