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?:abstract
  • Exposure to cross-cutting versus like-minded political advertising is highly relevant in terms of deliberative democratic theory. However, few efforts have been made to shed light on the effects of such opinion-incongruent and -congruent political advertisements. By analyzing data from a representative panel survey, and hence identifying effects over time, we found that exposure to opinion-congruent advertising enhanced political participation. Opinion-congruent advertising also accelerated the timing of voting decisions when citizens were low in ideological strength. However, contrary to our expectations, exposure to opinion-incongruent political advertising had no effects on political participation and the timing of voting decisions. These findings suggest that opinion-congruent advertising is a strong mobilizer, whereas opinion-hostile advertising is a weak cross-pressure. Implications of these findings for the study of political advertising effects are discussed. (xsd:string)
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  • (GLES) (xsd:string)
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  • GLES-Bibliography (xsd:string)
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  • 3. Fassung, März 2014 (xsd:gyear)
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  • 2015 (xsd:gyear)
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  • 2015 (xsd:gyear)
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  • 134 (xsd:string)
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  • A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements (xsd:string)
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  • article (xsd:string)
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  • Bibsonomy (xsd:string)
  • In Communication Research, 42(1), 134-155, 2015 (xsd:string)
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  • German Longitudinal Election Study (GLES) (xsd:string)
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  • 2015 (xsd:string)
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  • 155 (xsd:string)
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  • 42 (xsd:string)