EFFECTS OF ATTENTION TO CAMPAIGN COVERAGE ON POLITICAL TRUST |
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| Authors: | Chan Sophia |
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| Institution: | Sophia Chan is a doctoral candidate at the School of Journalism and Mass Communication, University of Wisconsin, Madison. Her area is political communication. |
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| Abstract: | This study examines whether or not attention to campaign newsinfluences political trust. It also explores whether politicaltrust predicts attention to campaign news, and whether the mechanismof influence between attention to campaign news and politicaltrust differs across educational levels. Political trust wasoperationalized as trust in government. The 1992 American NationalElection Survey data were used. Results of two-stage least squaresanalysis show that attention to television campaign coveragereduced trust in government, while a low level of trust in governmentincreased attention to newspaper campaign coverage. More importantly,the mechanism of influence between political trust and attentionto campaign coverage differed across educational levels. Amongthe less educated, attention to campaign coverage on televisionled to lower levels of trust. Among the more educated, a lowlevel of trust in government increased attention to campaigncoverage. The findings also indicate that the types of media(television vs. newspapers) matter when it comes to media effectson political trust, Implications of findings on the relationshipsbetween the concepts of political trust, vigilant skepticism,education, and media use are discussed. |
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