DOI: 10.5176/2335-6618_2.1.23

Authors: Jusheng Yu


This study examined the relationships among voters’ attention to TV campaign news, attention to political commercials and voters’ political knowledge. As a result, it was found that voters’ attention to political ads has a significant effect on their political knowledge and the effect is mediated by their attention to political news. This research finding might shed light on the mechanism of integrated political communication with political news and political advertising as the two primary forms.

Keywords: Political news; political advertising; attention; political knowledge; integrated political communication

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