A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements

Research output: Contribution to journal › Journal article › Research › peer-review

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A New Look at Campaign Advertising and Political Engagement : Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. / Matthes, Jörg; Marquart, Franziska.

In: Communication Research, Vol. 42, No. 1, 05.02.2015, p. 134-155.

Research output: Contribution to journal › Journal article › Research › peer-review

Harvard

Matthes, J & Marquart, F 2015, 'A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements', Communication Research, vol. 42, no. 1, pp. 134-155. https://doi.org/10.1177/0093650213514600

APA

Matthes, J., & Marquart, F. (2015). A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. Communication Research, 42(1), 134-155. https://doi.org/10.1177/0093650213514600

Vancouver

Matthes J, Marquart F. A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. Communication Research. 2015 Feb 5;42(1):134-155. https://doi.org/10.1177/0093650213514600

Author

Matthes, Jörg ; Marquart, Franziska. / A New Look at Campaign Advertising and Political Engagement : Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements. In: Communication Research. 2015 ; Vol. 42, No. 1. pp. 134-155.

Bibtex

@article{b0b7d8ba860b4d15a8f33c2c2b0d5257,
title = "A New Look at Campaign Advertising and Political Engagement: Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements",
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.",
keywords = "campaigns, cross-cutting advertising, participation, timing of voting decisions",
author = "J{\"o}rg Matthes and Franziska Marquart",
year = "2015",
month = feb,
day = "5",
doi = "10.1177/0093650213514600",
language = "English",
volume = "42",
pages = "134--155",
journal = "Communication Research",
issn = "0093-6502",
publisher = "SAGE Publications",
number = "1",

}

RIS

TY - JOUR

T1 - A New Look at Campaign Advertising and Political Engagement

T2 - Exploring the Effects of Opinion-Congruent and -Incongruent Political Advertisements

AU - Matthes, Jörg

AU - Marquart, Franziska

PY - 2015/2/5

Y1 - 2015/2/5

N2 - 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.

AB - 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.

KW - campaigns

KW - cross-cutting advertising

KW - participation

KW - timing of voting decisions

UR - http://www.scopus.com/inward/record.url?scp=84922238133&partnerID=8YFLogxK

U2 - 10.1177/0093650213514600

DO - 10.1177/0093650213514600

M3 - Journal article

AN - SCOPUS:84922238133

VL - 42

SP - 134

EP - 155

JO - Communication Research

JF - Communication Research

SN - 0093-6502

IS - 1

ER -

ID: 255169666