Mediating Effect of Political Involvement Model on the Impact of Televised Presidential Debate: Based on the analysis of Taiwan and Mainland College Students Watching the 2012 Taiwan Presidential Debate

Chen Jingchao Yang Hong

Chinese Journal of Journalism & Communication ›› 2013, Vol. 35 ›› Issue (10) : 104-116.

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PDF(1766 KB)
Chinese Journal of Journalism & Communication ›› 2013, Vol. 35 ›› Issue (10) : 104-116.

  Mediating Effect of Political Involvement Model on the Impact of Televised Presidential Debate: Based on the analysis of Taiwan and Mainland College Students Watching the 2012 Taiwan Presidential Debate

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Abstract

  This study aims to examine the mediating effect of political involvement variables on the impact of the presidential debate based upon the political psychology model ,We also set the two groups of students into comparison to explore the instinct influence between Taiwan and Mainland college students by considering the social and political context. It is found that the political knowledge, partisanship, and discussion play significant roles in mediating the effect of the presidential debate. In terms of the mainland group, political knowledge played the most significant part. Those who know less about Taiwan politics are more easily persuasive to the presidential debate. Meanwhile, political discussion and partisanship show their notable impacts on the Taiwan group. For the ones who are lack of political participation or political discussion, they are more easily affected to change their votes since they are more vulnerable to the debate.

Key words

political involvement / presidential debate / election / political communication / communication effect

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Chen Jingchao Yang Hong.   Mediating Effect of Political Involvement Model on the Impact of Televised Presidential Debate: Based on the analysis of Taiwan and Mainland College Students Watching the 2012 Taiwan Presidential Debate[J]. Chinese Journal of Journalism & Communication. 2013, 35(10): 104-116

Funding

  This paper is the periodical study item of the Ministry of Education, Huminities and Social Sciences Research Youth Foundation Project “Beyond the Institutional Determinism: A Comparative Study on Online Political Participation between Mainland

and Taiwan (No.13YJC860015).
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