Political advertising effectiveness in war-time Syria

IF 1.7 Q2 COMMUNICATION

Media War and Conflict Pub Date : 2020-12-01 DOI:10.1177/1750635219841356

A. Mahmoud, Nicholas Grigoriou, Leonora Fuxman, W. Reisel

{"title":"Political advertising effectiveness in war-time Syria","authors":"A. Mahmoud, Nicholas Grigoriou, Leonora Fuxman, W. Reisel","doi":"10.1177/1750635219841356","DOIUrl":null,"url":null,"abstract":"This study addresses the effectiveness of political advertising in an extreme context, during war-time. A self-administered cross-sectional survey was used to collect data during the 2016 parliamentary elections in Syria. Structural equation modelling was utilized to test the hypothetical model and its invariance related to political involvement. The results indicated that beliefs are a four-dimensional structure consisting of information, veracity, sarcasm, and cynicism. Furthermore, war-time perceptions were found to negatively affect attitude towards political advertising via sarcasm among less politically involved voters. Negative attitude was found to be linked to lower levels of veracity among such voters and to higher levels of cynicism for those who are highly involved in politics. Negative attitudes regarding political advertising were found for lowering the chances for watching advertisements, for supporting a candidate, and for willingness to vote. The results also revealed that paying attention to political advertising does not relate to voters’ intention to vote. This study is the first of its kind to empirically validate a conceptual model predicting voters’ turnout behaviour based on voters’ war-time perceptions, beliefs and attitudes regarding political advertising in an authoritarian setting. In addition, this study investigates whether the effects of the proposed model may be moderated by voters’ political involvement.","PeriodicalId":45719,"journal":{"name":"Media War and Conflict","volume":"13 1","pages":"375 - 398"},"PeriodicalIF":1.7000,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1750635219841356","citationCount":"10","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Media War and Conflict","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1750635219841356","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}

引用次数: 10

Abstract

This study addresses the effectiveness of political advertising in an extreme context, during war-time. A self-administered cross-sectional survey was used to collect data during the 2016 parliamentary elections in Syria. Structural equation modelling was utilized to test the hypothetical model and its invariance related to political involvement. The results indicated that beliefs are a four-dimensional structure consisting of information, veracity, sarcasm, and cynicism. Furthermore, war-time perceptions were found to negatively affect attitude towards political advertising via sarcasm among less politically involved voters. Negative attitude was found to be linked to lower levels of veracity among such voters and to higher levels of cynicism for those who are highly involved in politics. Negative attitudes regarding political advertising were found for lowering the chances for watching advertisements, for supporting a candidate, and for willingness to vote. The results also revealed that paying attention to political advertising does not relate to voters’ intention to vote. This study is the first of its kind to empirically validate a conceptual model predicting voters’ turnout behaviour based on voters’ war-time perceptions, beliefs and attitudes regarding political advertising in an authoritarian setting. In addition, this study investigates whether the effects of the proposed model may be moderated by voters’ political involvement.

查看原文本刊更多论文

战争时期叙利亚的政治广告效果

这项研究探讨了战争时期极端背景下政治广告的有效性。2016年叙利亚议会选举期间，使用了一项自行管理的横断面调查来收集数据。结构方程模型被用来检验假设模型及其与政治参与相关的不变性。结果表明，信仰是一个由信息、真实、讽刺和愤世嫉俗组成的四维结构。此外，在政治参与度较低的选民中，战争时期的看法通过讽刺对政治广告的态度产生了负面影响。研究发现，消极态度与这些选民的真实性较低有关，与那些高度参与政治的人的愤世嫉俗程度较高有关。对政治广告的负面态度降低了观看广告、支持候选人和投票意愿的机会。研究结果还表明，关注政治广告与选民的投票意愿无关。这项研究首次实证验证了一个概念模型，该模型基于选民在战争时期对威权环境下政治广告的看法、信念和态度来预测选民的投票行为。此外，本研究还调查了拟议模式的效果是否会受到选民政治参与的调节。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Media War and Conflict COMMUNICATION-

CiteScore

3.60

自引率

15.40%

发文量

期刊介绍： Media, War & Conflict is a major new international, peer-reviewed journal that maps the shifting arena of war, conflict and terrorism in an intensively and extensively mediated age. It will explore cultural, political and technological transformations in media-military relations, journalistic practices, and new media, and their impact on policy, publics, and outcomes of warfare. Media, War & Conflict is the first journal to be dedicated to this field. It will publish substantial research articles, shorter pieces, book reviews, letters and commentary, and will include an images section devoted to visual aspects of war and conflict.