There are two effects in political
campaign advertising which are informing voters about candidates’ positions and
affecting the preferences of the electorate. Voters’ characteristics and the
type of ad they are exposed to can affect the voting results.
Political
advertising is informative and can reduce information gaps between the most and
least aware in society. However, it does not bring large shifts in candidate preference.
The informational benefits of political ads can be defined by the attention it creates.
The most aware would use information in advertisements as a substitute for
other kinds of information seeking, while the least aware would be relatively
unmotivated to seek out new information.
No comments:
Post a Comment