Does media matter? The effect of digital media Exposure, perceptions and attitudes towards voting.
This study determined the direct effect and mediating effect of the presidential candidate's perceived image, attitude towards voting and perceived image of the political party on the relationship between digital media exposure and voting intention. A quantitative research approach was utilised. Of...
| Publicado en: | Communicare Vol. 40; no. 1; pp. 1 - 23 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Communicare, Journal for Communication Sciences in South Africa
Jul2021
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=152343531&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 152343531 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 02590069 U17 jtl: Communicare issn: 02590069 maglogo: N pubinfo: dt: Jul2021 vid: 40 iid: 1 pid: 74236 pub: Communicare, Journal for Communication Sciences in South Africa artinfo: ui: 152343531 ppf: 1 ppct: 22 formats: fmt: @attributes: type: P size: 1.2MB tig: atl: Does media matter? The effect of digital media Exposure, perceptions and attitudes towards voting. aug: au: Tobias-Mamina, R. Maziriri, E. T. Chiliya, N. affil: Senior Lecturer in the Department of Marketing Management at the University of Pretoria Senior Lecturer in the Department of Business Management within the Faculty of Economic and Management Sciences at University of the Free State Associate Professor at the University of Venda su: Digital media Political parties Voting sug: subj: Digital media Political parties Voting keyword: attitude towards voting Digital media exposure perceived image voting intention ab: This study determined the direct effect and mediating effect of the presidential candidate's perceived image, attitude towards voting and perceived image of the political party on the relationship between digital media exposure and voting intention. A quantitative research approach was utilised. Of the 350 questionnaires distributed, 302 usable self-administered questionnaires were retrieved for the final data analysis, representing a response rate of 87 percent. Partial least Squares Structural Equation Modeling (PLS-SEM) was employed in the data analysis. Significant relationships were found between the presidential candidate's perceived image and attitude towards voting and between attitude towards voting and voting intention. Important to note about the study findings is that the mediating variables perceived image of the presidential candidate, perceived image of the political party and attitude towards voting partially mediates digital media exposure and voting intention relationship. This study contributes new knowledge to the existing body of digital media literature in Africa - a context that is often most neglected by some researchers in developing countries. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Communicare is the property of Communicare, Journal for Communication Sciences in South Africa and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Communicare holder: Communicare, Journal for Communication Sciences in South Africa dt: @attributes: year: 2021 holdings: @attributes: islocal: N |
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