Titel: | A New Look at Campaign Advertising and Political Engagement : Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements; Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements |
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Beteiligte: | , |
In: | Communication Research, 42, 2015, 1, S. 134-155 |
veröffentlicht: |
SAGE Publications
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Medientyp: | Artikel, E-Artikel |
Umfang: | 134-155 |
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ISSN: |
1552-3810
0093-6502 |
DOI: | 10.1177/0093650213514600 |
veröffentlicht in: | Communication Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> 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. </jats:p> |