Political Advertising on Social Media: The Impact on Young People’s Political Behavior and Attitudes
Loading...
Date
2015-06
Authors
Stach, Daniella
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This 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.
Description
48 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.
Keywords
Political Advertising, Politics, Advertising, Social media, Political behavior, Big data, Young adult