Political Advertising on Social Media: The Impact on Young People’s Political Behavior and Attitudes

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dc.contributor.authorStach, Daniella
dc.date.accessioned2015-08-13T17:59:48Z
dc.date.available2015-08-13T17:59:48Z
dc.date.issued2015-06
dc.description48 pages. A thesis presented to the Department of Political Science and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2015.en_US
dc.description.abstractThis study examined young adults (ages 18–30) political behavior and attitudes and their exposure to and perceptions of political advertisements on social networking sites. Perceptions of and exposure to political advertisements were assessed in relation to political self-efficacy and situational political involvement. Perceptions and exposures were also measured in relation to each other. Data from an Internet survey of young adults who are registered voters of the United States showed significant positive relationships between exposure to political advertisements and perceptions of political advertisements. Political self-efficacy and situational political involvement were not significantly related to exposure or perception of political advertisements. Political self-efficacy was negatively correlated with participants who ignored political advertisements on social media. Implications are discussed for political advertising’s impact on young adults’ political behavior and attitudes.en_US
dc.identifier.urihttps://hdl.handle.net/1794/19113
dc.language.isoen_USen_US
dc.publisherUniversity of Oregonen_US
dc.rightsCreative Commons BY-NC-ND 4.0-USen_US
dc.subjectPolitical Advertisingen_US
dc.subjectPoliticsen_US
dc.subjectAdvertisingen_US
dc.subjectSocial mediaen_US
dc.subjectPolitical behavioren_US
dc.subjectBig dataen_US
dc.subjectYoung adulten_US
dc.titlePolitical Advertising on Social Media: The Impact on Young People’s Political Behavior and Attitudesen_US
dc.typeThesis / Dissertationen_US

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