지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Researchers have typically defined voters’ partisanship as their belonging to a particular party. Alternatively, however, recent researchers have viewed voters’ partisanship as their attitudes toward a party that can range in magnitude. Accordingly, this study examined (1) whether South Korean college students’ attitudes toward political ads can be affected by their attitudes toward the parties and (2) whether the relationship can be moderated by their expectations of the election outcome for the parties and perceived importance of the issues addressed in the ads. Several hypotheses were proposed based on literature review and tested through a survey in the context of the 2012 general election in South Korea. It was found from the test that South Korean college students tended to have positive attitudes toward the political ads of the parties toward which they have positive attitudes as hypothesized. Different from the hypothesis, however, such an impact was not moderated by their expectations of the election outcome, with an exception of those who supported a progressive party but had positive expectations of a conservative party. Lastly, the hypothesis that the impact would be moderated by their importance perception of the issues addressed in the political ads showed a mixed outcome. Based on the result, suggestions were made for more effective use of political ads and future studies.
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참고문헌 (29)
참고문헌 신청
Alesina, A. / 1988 / Credibility and policy convergence in a two-party system with rational voters / American Economic Review 78 : 796 ~ 805
Allport, G. W. / 1935 / A handbook of social psychology / Clark University Press : 798 ~ 844
Ansolabehere, S. / 1995 / Going negative: How political advertisements shrink and polarize the electorate / Free Press
Babad, E. / 1993 / Wish and reality in voters’ predictions of election outcomes / Political Psychology 14 (1) : 37 ~ 54
Bandura, A. / 1977 / Self-efficacy : Toward a unifying theory of behavioral change / Psychological Review 84 (2) : 191 ~ 215
Allport, G. W. / 1935 / A handbook of social psychology / Clark University Press : 798 ~ 844
Ansolabehere, S. / 1995 / Going negative: How political advertisements shrink and polarize the electorate / Free Press
Babad, E. / 1993 / Wish and reality in voters’ predictions of election outcomes / Political Psychology 14 (1) : 37 ~ 54
Bandura, A. / 1977 / Self-efficacy : Toward a unifying theory of behavioral change / Psychological Review 84 (2) : 191 ~ 215
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