There is very little research about the relative influence of campaign communication forms or venues on normative outcomes concerning the extent to which campaign communication promotes or degrades basic democratic values. This investigation assesses the relative impact of 17 communication forms on three normative outcomes: political expertise, which embodies people’s awareness, knowledge, and interest in politics; attitude about the process used to elect candidates; and likelihood of participating in the political process. Data are based on results of two national surveys conducted in different phases of the 2004 presidential campaign. Hierarchical regression analyses are used to evaluate the relative influence of the 17 communication forms on normative outcomes, controlling for sociodemographic variables.
This message-system and cultivation analysis investigated the influence of local news on the host receptivity of native-born ''Plainstown'' residents toward immigrants. The messagesystem analysis revealed that regional television and newspaper immigration coverage was more pessimistic, while local newspaper immigration coverage was more optimistic. A cultivation analysis confirmed that attention to pessimistic coverage interacted with conversations about immigration to reduce host receptivity. This research contributes to the study of cross-cultural adaptation by constructing and validating a measure of Y. Y. Kim's (2001) concept of host receptivity. By demonstrating that second-order cultivation is the product of on-line cognitive processes, this research provided additional validation of Shrum's (2004) online model of second-order cultivation. Findings suggest that optimistic immigration news frames may facilitate host receptivity.
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