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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/108464

    Title: Affect, Perceptual Bias, and Public Support for Regulation of Negative Political Advertising in the 1996 Taiwan Presidential Election
    Authors: Hong, Yah-Huei
    Date: 1996-01-01
    Issue Date: 2016-11-25 02:12:58 (UTC+8)
    Abstract: This study has three major goals. The first is to investigate
    Taiwanese attitudes toward support for independent monitoring of
    negative political ads and to examine whether their support for this
    policy was due to the third-person effect; second, to discover
    whether people's affect toward the candidates has any impact on
    their support for regulation of negative commercials, and on the
    third-person and first-person effects; third, to explicate whether
    attack ad appeals--issue vs. image--funtion differently on people's
    support for regulation and on their perceived effects of those ads
    on themselves and on others.
    We are a.lso interested in exammmg the question of whether
    the third-person perception has an impact in the behavioral
    dimension--that is, whether people will take action instead of just
    holding attitudes in support of regulation of negative political
    advertising. The data analyzed were collected from a cross-sectional
    sample survey conducted during the campaign period of the 1996
    first-ever Presidential election in Taiwan.
    The results showed that people's affect toward the candidates
    did have significant impact on the first- and third-person effect,
    and on their support for regulation of negative political
    commercials. However, the third-person effect had no significant
    impact on either people's attitudes or behaviors in support of
    independent monitoring of the negative political ads. Instead, it
    was people's "perceived effects on self" that inf1uenced their
    attitudes toward censorship. And, people's attitude toward the
    idea of free speech also had significant impact on people's support
    for regulation. In addition, the findings showed that people
    exhibited a greater third-person effect for image-attack ads than
    for issue-attack appeals; however, the effect of people's exposure to
    image-attack ads on support for regulation of negative political ads
    was not greater than the effect of exposure to issue-attack ads .
    Similarly, the effect for people's exposure and attention on their
    . support for independent monitoring of the negative political
    advertising was not greater for TV than for than NP.
    Appears in Collections:[大眾傳播學系暨研究所] 專書

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