Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology
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Selective exposure in the context of political advertising : A behavioral approach using eye-tracking methodology. / Marquart, Franziska; Matthes, Jörg; Rapp, Elisabeth.
I: International Journal of Communication, Bind 10, 2016, s. 2576-2595.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Selective exposure in the context of political advertising
T2 - A behavioral approach using eye-tracking methodology
AU - Marquart, Franziska
AU - Matthes, Jörg
AU - Rapp, Elisabeth
PY - 2016
Y1 - 2016
N2 - Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants' selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.
AB - Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants' selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.
KW - Eye-tracking
KW - Political advertising
KW - Political predispositions
KW - Selective exposure
UR - http://www.scopus.com/inward/record.url?scp=85027824888&partnerID=8YFLogxK
M3 - Journal article
AN - SCOPUS:85027824888
VL - 10
SP - 2576
EP - 2595
JO - International Journal of Communication
JF - International Journal of Communication
SN - 1932-8036
ER -
ID: 255169416