Abstract:Abstract. This article focuses on how political attitudes of voters are shaped and affected during election campaigns. The study is constructed on the third person effect paradigm that posits that negative messages will have a greater impact not on 'me' or 'you' but on 'them'. Concurrently, perceived positive messages will have a greater influence on themselves compared to others, often referred to as the first-person effect or reversethird person effect (Duck, Terry & Hogg, 1995;Perloff 1999). The present stu… Show more
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