How Do Information Sources Shape Voters’ Political Views?

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-05-09 DOI:10.2501/jar-2022-009

A. Mathur, G. Moschis

引用次数: 4

Abstract

The study assesses the extent to which the various sources of political information may influence the beliefs and values held by three groups of potential voters in the United States (Democrats, Republicans, and undecided). It interprets findings regarding the efficacy of the various sources of political information in the context of communication theories to explain the emerged group differences and suggests political marketing strategies to influence potential voters. The study findings suggest the possible powerful effects of social media relative to other sources in affecting the political views of undecided potential voters.

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信息来源如何影响选民的政治观点?

该研究评估了各种政治信息来源可能在多大程度上影响美国三组潜在选民（民主党人、共和党人和犹豫不决的人）的信仰和价值观。它在传播理论的背景下解释了各种政治信息来源的功效，以解释出现的群体差异，并提出了影响潜在选民的政治营销策略。研究结果表明，相对于其他来源，社交媒体可能会对尚未决定的潜在选民的政治观点产生强大影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.