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Political Science Commons

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Arts and Humanities

Theses/Dissertations

2016

James Madison University

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Full-Text Articles in Political Science

Too Much Television?: Does Watching Political Ads Influence If And How People Vote?, Andrew Haveles May 2016

Too Much Television?: Does Watching Political Ads Influence If And How People Vote?, Andrew Haveles

Senior Honors Projects, 2010-current

The goal of this study was to examine the impact of negative political advertising on a young voters’ emotions and his/her decision to vote in the next election. This was done through the lens of the theory of cultivation analysis. The theory stated that the more television a person watches, the more likely he/she is to believe what he/she sees is reality. Using a cross-sectional survey, 324 participants viewed one of four political ads or a control group ad. Although no significant evidence found that negative political ads would stop people from voting, some significant evidence suggested ...