Does Media Matter?
This study determined the direct effect and mediating effect of the presidential candidate’s perceived image, attitude towards voting and perceived image of the political party on the relationship between digital media exposure and voting intention. A quantitative research approach was utilised. Of...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1504 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593730724429824 |
|---|---|
| author | Rejoice Tobias-Mamina Eugine Tafadzwa Maziriri Norman Chiliya |
| author_facet | Rejoice Tobias-Mamina Eugine Tafadzwa Maziriri Norman Chiliya |
| author_sort | Rejoice Tobias-Mamina |
| collection | DOAJ |
| description |
This study determined the direct effect and mediating effect of the presidential candidate’s perceived image, attitude towards voting and perceived image of the political party on the relationship between digital media exposure and voting intention. A quantitative research approach was utilised. Of the 350 questionnaires distributed, 302 usable self-administered questionnaires were retrieved for the final data analysis, representing a response rate of 87 percent. Partial least Squares Structural Equation Modeling (PLS-SEM) was employed in the data analysis. Significant relationships were found between the presidential candidate’s perceived image and attitude towards voting and between attitude towards voting and voting intention. Important to note about the study findings is that the mediating variables perceived image of the presidential candidate, perceived image of the political party and attitude towards voting partially mediates digital media exposure and voting intention relationship. This study contributes new knowledge to the existing body of digital media literature in Africa - a context that is often most neglected by some researchers in developing countries.
|
| format | Article |
| id | doaj-art-6b02d798b77d4b1a827527e9abd4c957 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-6b02d798b77d4b1a827527e9abd4c9572025-01-20T08:57:10ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0140110.36615/jcsa.v40i1.1504Does Media Matter? Rejoice Tobias-Mamina0https://orcid.org/0000-0002-0965-8170Eugine Tafadzwa Maziriri1https://orcid.org/0000-0002-8047-4702Norman Chiliya2https://orcid.org/0000-0003-1900-7248University of the WitwatersrandUniversity of JohannesburgUniversity of Johannesburg This study determined the direct effect and mediating effect of the presidential candidate’s perceived image, attitude towards voting and perceived image of the political party on the relationship between digital media exposure and voting intention. A quantitative research approach was utilised. Of the 350 questionnaires distributed, 302 usable self-administered questionnaires were retrieved for the final data analysis, representing a response rate of 87 percent. Partial least Squares Structural Equation Modeling (PLS-SEM) was employed in the data analysis. Significant relationships were found between the presidential candidate’s perceived image and attitude towards voting and between attitude towards voting and voting intention. Important to note about the study findings is that the mediating variables perceived image of the presidential candidate, perceived image of the political party and attitude towards voting partially mediates digital media exposure and voting intention relationship. This study contributes new knowledge to the existing body of digital media literature in Africa - a context that is often most neglected by some researchers in developing countries. https://journals.uj.ac.za/index.php/jcsa/article/view/1504Digital media exposureperceived imageattitude towards votingvoting intention |
| spellingShingle | Rejoice Tobias-Mamina Eugine Tafadzwa Maziriri Norman Chiliya Does Media Matter? Communicare Digital media exposure perceived image attitude towards voting voting intention |
| title | Does Media Matter? |
| title_full | Does Media Matter? |
| title_fullStr | Does Media Matter? |
| title_full_unstemmed | Does Media Matter? |
| title_short | Does Media Matter? |
| title_sort | does media matter |
| topic | Digital media exposure perceived image attitude towards voting voting intention |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1504 |
| work_keys_str_mv | AT rejoicetobiasmamina doesmediamatter AT euginetafadzwamaziriri doesmediamatter AT normanchiliya doesmediamatter |