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2015•GSTF Journal on Media & CommunicationsOpen access

Mediated by TV Campaign News: Effects of Political Commercials on Voters’ Political Knowledge

YU Ju-sheng

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Abstract

Abstract This study examined the relationships among voters’ attention to TV campaign news, attention to political commercials and voters’ political knowledge. As a result, it was found that voters’ attention to political ads has a significant effect on their political knowledge and the effect is mediated by their attention to political news. This research finding might shed light on the mechanism of integrated political communication with political news and political advertising as the two primary forms.

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What this paper is about

Abstract This study examined the relationships among voters’ attention to TV campaign news, attention to political commercials and voters’ political knowledge. As a result, it was found that voters’ attention to political ads has a significant effect on their political knowledge and the effect is mediated by their attention to political news. This research finding might shed light on the mechanism of integrated political communication with political news and political advertising as the two primary forms.

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Available abstract

Abstract This study examined the relationships among voters’ attention to TV campaign news, attention to political commercials and voters’ political knowledge. As a result, it was found that voters’ attention to political ads has a significant effect on their political knowledge and the effect is mediated by their attention to political news. This research finding might shed light on the mechanism of integrated political communication with political news and political advertising as the two primary forms.

Key concepts: Politics, Political communication, Political advertising, American political science, Political science, Voting behavior, Advertising, Voting

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