A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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A New Look at Campaign Advertising and Political Engagement : Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. / Matthes, Jörg; Marquart, Franziska.
I: Communication Research, Bind 42, Nr. 1, 05.02.2015, s. 134-155.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - A New Look at Campaign Advertising and Political Engagement
T2 - Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements
AU - Matthes, Jörg
AU - Marquart, Franziska
PY - 2015/2/5
Y1 - 2015/2/5
N2 - 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.
AB - 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.
KW - campaigns
KW - cross-cutting advertising
KW - participation
KW - timing of voting decisions
UR - http://www.scopus.com/inward/record.url?scp=84922238133&partnerID=8YFLogxK
U2 - 10.1177/0093650213514600
DO - 10.1177/0093650213514600
M3 - Journal article
AN - SCOPUS:84922238133
VL - 42
SP - 134
EP - 155
JO - Communication Research
JF - Communication Research
SN - 0093-6502
IS - 1
ER -
ID: 255169666