Article

GSTF Journal on Media & Communications (JMC)

, 2:1

First online:

Open Access This content is freely available online to anyone, anywhere at any time.

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

  • Jusheng YuAffiliated withDepartment of Mass Communications, Southern Illinois UniversityUniversity of NorthUniversity of TexasZhejiang University

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.

Keywords-

Political news political advertising attention political knowledge integrated political communication