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Political campaigning 2.0: The influence of online news and social networking sites on attitudes and behavior
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.ORCID iD: 0000-0002-9740-2609
Kristianstad University.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
2014 (English)In: eJournal of eDemocracy & Open Government, ISSN 2075-9517, Vol. 6, no 3, 231-247 p.Article in journal (Refereed) Published
Abstract [en]

This study aimed to examine differences in influence between online news (e.g., New York Times) and social networking sites (e.g., Facebook and Twitter) on attitudes in political campaigns. In a web-based experiment, campaign, polls and election between two fictitious candidates were simulated. Participants’ explicit and implicit attitudes as well as voting behavior were assessed using self-report items and the Implicit Association Test (IAT). The results reveal that information emanating from online news had a significant influence on explicit and implicit attitudes while that of social networking sites did not. Overall, negative items had a stronger impact than positive ones, more so in online news compared to social networking sites. Negative information from either type of media was more likely to change participants’ explicit attitudes in a negative direction and as a consequence also change their vote. Practical implications of the findings and limitations of the study are discussed.

Place, publisher, year, edition, pages
JeDEM Open Access Online: JeDEM , 2014. Vol. 6, no 3, 231-247 p.
Keyword [en]
online news; social networking sites; attitudes; political campaign; Implicit Association Test; Facebook; Twitter
National Category
Human Aspects of ICT
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URN: urn:nbn:se:sh:diva-25653OAI: diva2:774447
Available from: 2014-12-23 Created: 2014-12-23 Last updated: 2015-01-07Bibliographically approved

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Faraon, MontatharKaipainen, Mauri
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