Whether media use affects civic participation is an everlasting debate in political communication. Especially for emergent digital medium, its two-way communication and popularity in the young generation open new possibilities for media effects. The goal of this paper is to investigate whether the incidental exposure to political messages when browsing social media will lead to mere exposure effects (MEEs), which in turn increase political participation. In addition, people with different political efficacy may have different tendencies: social media use will motivate people with low political efficacy, but have no effect for people with high political efficacy. The experimental findings support the about two hypotheses.
中文關鍵詞
社群網站、政治參與、政治功\效意識、單純曝光效果
英文關鍵詞
Social network site, Political participant, Political efficacy, Mere exposure effect