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Political Ads and the Campaign Trail: Media Richness, Campaign War News Consumption and the Impact on Political Participation and Opinion

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Abstract:

Drawing from media richness theory, certain forms of media, such as television, have greater informational impact on viewers and subsequent viewer cognitive information and action than other forms, such as newspapers. Through the use of the American National Election Survey Panel Study: 1990-1992, this longitudinal study examines two forms of media, newspaper and television, as well as war news to determine the influence on political opinion and voter participation. Results indicate that reading the newspaper or attention to campaign material in newspapers has no effect on subsequent political opinion, ideology, or turnout. Increased attention to television news campaign coverage yields a greater likelihood of voting as well as negative feelings about political leaders; however, too much attention to television campaigns creates media saturation level for voter participation and opinions about leaders, suggesting quality, not quantity is an important factor for political reasoning and action.
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Name: Southern Political Science Association
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http://www.spsa.net


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URL: http://citation.allacademic.com/meta/p229195_index.html
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MLA Citation:

Sisco, Tauna. and Newcamp, Julie. "Political Ads and the Campaign Trail: Media Richness, Campaign War News Consumption and the Impact on Political Participation and Opinion" Paper presented at the annual meeting of the Southern Political Science Association, Hotel Intercontinental, New Orleans, LA, <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p229195_index.html>

APA Citation:

Sisco, T. S. and Newcamp, J. "Political Ads and the Campaign Trail: Media Richness, Campaign War News Consumption and the Impact on Political Participation and Opinion" Paper presented at the annual meeting of the Southern Political Science Association, Hotel Intercontinental, New Orleans, LA <Not Available>. 2013-12-15 from http://citation.allacademic.com/meta/p229195_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Drawing from media richness theory, certain forms of media, such as television, have greater informational impact on viewers and subsequent viewer cognitive information and action than other forms, such as newspapers. Through the use of the American National Election Survey Panel Study: 1990-1992, this longitudinal study examines two forms of media, newspaper and television, as well as war news to determine the influence on political opinion and voter participation. Results indicate that reading the newspaper or attention to campaign material in newspapers has no effect on subsequent political opinion, ideology, or turnout. Increased attention to television news campaign coverage yields a greater likelihood of voting as well as negative feelings about political leaders; however, too much attention to television campaigns creates media saturation level for voter participation and opinions about leaders, suggesting quality, not quantity is an important factor for political reasoning and action.

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Associated Document Available Southern Political Science Association
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