Campaigning in a Digital Age
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Uploaded by uwjschool on Nov 3, 2008
Modern political campaigns involve candidate advertising and digital media. Research within the University of Wisconsin-Madison's School of Journalism & Mass Communication explores campaign ad effects within the complex digital communication environment.
Two datasets were merged for this inquiry: (1) content-coded ad-buy data on the placement of campaign messages on a market-by-market and program-by-program basis, and (2) a national panel study concerning patterns of traditional and digital media consumption and levels of civic and campaign participation. Using these data, we estimated exposure to political advertising and modeled campaign effects.
We find that political ad exposure drives online news use in ways that complement conventional news influences on face-to-face political discussion and online political messaging. However, campaign exposure emphasizing attack messages appears to diminish information seeking motivations via broadcast and print media, yet only indirectly and weakly suppresses participation in civic and political life. In modern campaigns, ads and the Internet work in tandem.
To learn more about Dr. Dhavan Shah's research and the University of Wisconsin-Madison's School of Journalism & Mass Communication, please visit http://www.journalism.wisc.edu/.
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