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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Political Efficacy And The Use Of Local And National News Media Among Undecided Voters In A Swing State: A Study Of General Population Voters And First-Time College Student Voters, Louisa Ha, Fang Wang, Ling Fang, Chen Yang, Xiao Hu, Liu Yang, Fang Yang, Ying Xu
Political Efficacy And The Use Of Local And National News Media Among Undecided Voters In A Swing State: A Study Of General Population Voters And First-Time College Student Voters, Louisa Ha, Fang Wang, Ling Fang, Chen Yang, Xiao Hu, Liu Yang, Fang Yang, Ying Xu
School of Media and Communication Faculty Publications
News media play a crucial role in democracy by serving as the watchdog of government and a distributor of political information and campaign messages to the general public. In the U.S., commercial media dominate the market, and they receive monetary support during the electoral campaign season via political advertising. In the 2012 presidential campaign, U.S. television media received 75% of the $1.1 billion dedicated to campaign advertising (Wilner, 2012). So much money is spent because the votes of undecided citizens in swing states are crucial to winning presidential elections. Most recently, the Democratic Party successfully targeted and won key swing …