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Voter Cynicism, Perception of Media Negativism and Voting Behavior in Taiwan's 2001 Election
Unformatted Document Text:  8 traditional and new media use, perceptions of negativism of campaign coverage, and their actual voting and satisfaction toward electoral process and outcome. Research Hypotheses H1: Voter demographics (age, gender, education, and income), political orientation (internal efficacy, external efficacy, political interest, and Party identification), voters’ election news exposure and attention, and perceptions of media negativism can predict their cynicism. H2: Voter demographics (age, gender, education, and income), political orientation (internal efficacy, external efficacy, political interest, and Party identification), voters’ election news exposure and attention, and perceptions of media negativism can predict their satisfaction toward electoral process. H3: Voter demographics (age, gender, education, and income), political orientation (internal efficacy, external efficacy, political interest, and Party identification), voters’ election news exposure and attention, and perceptions of media negativism can predict their satisfaction toward electoral outcome. RQ1: Voter demographics (age, gender, education, and income) can predict their media use and perceptions of media (TV news, newspaper, and TV call-in shows) negativism. Research Method An islandwide telephone interview was conducted by the Mass Communication Research Center at National Chengchi University one week after the Presidential election. According to the population ratio of the cities and counties of Taiwan Province, a systematic random sampling method was adopted. Using interval sampling, the valid sample size for this survey was 1444 people islandwide. Among these, busy lines, fax numbers, company phones, and dormitory phones and the like were eliminated. The remaining eligible voters aged twenty years or above were contacted more than three times by research assistants. Seven hundred and one respondents successfully finished the phone interview. The successful rate was thus 48.5%. The average interview length was thirteen minutes. The survey contained several media exposure and attention measures. The items

Authors: Peng, Wein (Bonnie).
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8
traditional and new media use, perceptions of negativism of campaign coverage, and
their actual voting and satisfaction toward electoral process and outcome.
Research Hypotheses
H1: Voter demographics (age, gender, education, and income), political orientation
(internal efficacy, external efficacy, political interest, and Party identification),
voters’ election news exposure and attention, and perceptions of media
negativism can predict their cynicism.
H2: Voter demographics (age, gender, education, and income), political orientation
(internal efficacy, external efficacy, political interest, and Party identification),
voters’ election news exposure and attention, and perceptions of media
negativism can predict their satisfaction toward electoral process.
H3: Voter demographics (age, gender, education, and income), political orientation
(internal efficacy, external efficacy, political interest, and Party identification),
voters’ election news exposure and attention, and perceptions of media
negativism can predict their satisfaction toward electoral outcome.
RQ1: Voter demographics (age, gender, education, and income) can predict their
media use and perceptions of media (TV news, newspaper, and TV call-in
shows) negativism.
Research Method
An islandwide telephone interview was conducted by the Mass Communication
Research Center at National Chengchi University one week after the Presidential
election. According to the population ratio of the cities and counties of Taiwan
Province, a systematic random sampling method was adopted. Using interval
sampling, the valid sample size for this survey was 1444 people islandwide. Among
these, busy lines, fax numbers, company phones, and dormitory phones and the like
were eliminated. The remaining eligible voters aged twenty years or above were
contacted more than three times by research assistants. Seven hundred and one
respondents successfully finished the phone interview. The successful rate was thus
48.5%. The average interview length was thirteen minutes.
The survey contained several media exposure and attention measures. The items


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