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Abstract

This study explores the relationship between media use and voters' campaign issue knowledge and internal political efficacy. A telephone survey of one thousand voters in Taiwan was conducted to explore this research question. Results indicated that exposure to newspapers and attention to TV news led to enhanced campaign issue knowledge. Moreover, attention to polling news and exposure to televised forums were also significant predictors of voters' campaign issue knowledge. Additionally, the more attention voters paid to TV news, the more useful they perceived TV news to be. Contrary to expectations, media use did not contribute significant variance of voters' internal political efficacy.

Keywords

Political campaign
political advertising
election news
televised forums
call-in shows
campaign issue knowledge
internal political efficacy

Abstract

This study used a national survey of college students in Taiwan to examine the relationship between media perceptions, media behaviors and political consequences, including political participation and internal political efficacy. Findings of this study indicated that college students' perceptions of media utility determines their media use, which in turn affects their political participation and internal political efficacy. Furthermore, college students' media self-efficacy leads to media participation, which further determines their political participation and internal political efficacy.

Keywords

Media utility perception
Media efficacy
Media use
Media participation
Internal political efficacy
Political participation