 |
Political Ads, Communication Mediation, and Participation: Modeling Campaign Effects Across Generational Groups
| |
| | Unformatted Document Text:
Political Ads, Communication Mediation, and Participation:
Modeling Campaign Effects Across Generational Groups
In this paper, we contend that youth engagement
both in the form of civic behaviors such as
volunteering and organizational memberships and more overtly political behaviors such as political expression and campaign participation
is critical to early adulthood socialization, and
the accompanying responsibilities of citizenship (McLeod, 2000). However, we question whether media
television, campaign ads, and the Internet
are culprits reducing
participation, contending instead that certain forms of mass media use may be agents of socialization into civic and political engagement. As a robust test of these relationships, we conducted two multi-method studies of campaign communication effects. Our studies merged campaign advertising placement and content data on a community-by-community basis during the 2000 and 2004 presidential election season with two national panel surveys conducted during these elections. We then run separate models of younger and older adults civic and political participation during these two election seasons. Findings reveal that campaign effects on younger and older generations are mediated through information seeking and citizen expression about politics to encourage civic and political engagement.
|
| | Authors: Shah, Dhavan., McLeod, Douglas., Cho, Jaeho., Scholl, Rosanne. and Gotlieb, Melissa. |
|
| |
|
|
Political Ads, Communication Mediation, and Participation:
Modeling Campaign Effects Across Generational Groups
In this paper, we contend that youth engagement
both in the form of civic behaviors such as
volunteering and organizational memberships and more overtly political behaviors such as
political expression and campaign participation
is critical to early adulthood socialization, and
the accompanying responsibilities of citizenship (McLeod, 2000). However, we question
whether media
television, campaign ads, and the Internet
are culprits reducing
participation, contending instead that certain forms of mass media use may be agents of
socialization into civic and political engagement. As a robust test of these relationships, we
conducted two multi-method studies of campaign communication effects. Our studies merged
campaign advertising placement and content data on a community-by-community basis during
the 2000 and 2004 presidential election season with two national panel surveys conducted during
these elections. We then run separate models of younger and older adults civic and political
participation during these two election seasons. Findings reveal that campaign effects on younger
and older generations are mediated through information seeking and citizen expression about
politics to encourage civic and political engagement.
|
|
 Convention | | Need a solution for abstract management? All Academic can help! Contact us today to find out how our system can help your annual meeting. | | Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. | | Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! | | Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! | | Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. | | Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! | | Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! | | Click here for more information. |
|
|
|
| |
|
|
|
Page 1 of 48 
