The media, the medium, and malaise: Assessing the effects of campaign media exposure with panel data

L. Marvin Overby, Jay Barth

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

In this article we extend recent work on exposure to campaign advertisements, comparing the effects of television ads, radio ads, and campaign-related e-mails using an unusual panel data set that provides information on multiple media sources. Our findings, which control for the endogeneity problem that has plagued much work in political communications, confirm that media exposure does affect citizen attitudes. We also find additional evidence that the medium matters, with exposure to television ads tending to undermine system-supporting attitudes, whereas exposure to radio ads has an overall positive effect; contrary to expectations, the "new medium" of campaign e-mails had no discernible effect.

Original languageEnglish (US)
Pages (from-to)271-290
Number of pages20
JournalMass Communication and Society
Volume12
Issue number3
DOIs
StatePublished - Jul 1 2009

All Science Journal Classification (ASJC) codes

  • Communication

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