Political Ads and Citizen Communication  

Oleh:

Cho, Jaeho

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Communication Research vol. 35 no. 4 (Aug. 2008), page 423-451.
Topik: campaign media; political talk; political advertising; deliberation; voter mobilization
Fulltext: Vol 35, no 4, page 423-451.pdf (233.68KB)

Isi artikel

This study explores the role that political advertising plays in the democratic process by examining whether and how political ads encourage citizens to engage in communication activities in the campaign process. To examine this question, political ad tracking data were combined with a national daily survey collected during the 2000 election campaign cycle. The resulting ad volume data and individual communication behavior by geographic location and date allowed examination of how political advertising contexts influenced citizen communication. Results show that, in response to an influx of local political advertising, people sought more political information through television news programs, the Internet, and social networks. Theoretical and methodological implications of these findings are discussed.

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