Affect, Perceptual Bias, and Public Support for Regulation of Negative Political Advertising in the 1996 Taiwan Presidential Election

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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:	[Graduate Institute & Department of Mass Communication] Monograph

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