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TitleInternet Pornography and Teen Sexual Attitudes and Behavior
Creator吳筱玫
Contributor政大新聞系
Date2010-07
Date Issued13-Jan-2009 09:37:41 (UTC+8)
SummaryIn this study we explored viewers` responses to advertising by female political candidates. Gender schema theory provided the basis for developing a better understanding of the circumstances when voters evaluate female candidates and how cognitive representations of what women are like influence viewer responses. Results showed general support for the predictions derived from gender schema theory. That is, participants did seem to rely on gender schema in making judgments, a form of inference making known as “default processing,” when information was absent. Results also indicated that participants relied more on gender schematic processing when the advertisement elicited positive emotions and less on gender schematic processing when exposed to an attack ad. For comparison, viewers` responses to male candidates` political advertising were also examined. We conclude with a discussion of the implications of these findings for political campaigns.
RelationChina Media Research,6(3),66-75
Typearticle
dc.contributor 政大新聞系en_US
dc.creator (作者) 吳筱玫zh_TW
dc.date (日期) 2010-07en_US
dc.date.accessioned 13-Jan-2009 09:37:41 (UTC+8)-
dc.date.available 13-Jan-2009 09:37:41 (UTC+8)-
dc.date.issued (上傳時間) 13-Jan-2009 09:37:41 (UTC+8)-
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/24360-
dc.description.abstract (摘要) In this study we explored viewers` responses to advertising by female political candidates. Gender schema theory provided the basis for developing a better understanding of the circumstances when voters evaluate female candidates and how cognitive representations of what women are like influence viewer responses. Results showed general support for the predictions derived from gender schema theory. That is, participants did seem to rely on gender schema in making judgments, a form of inference making known as “default processing,” when information was absent. Results also indicated that participants relied more on gender schematic processing when the advertisement elicited positive emotions and less on gender schematic processing when exposed to an attack ad. For comparison, viewers` responses to male candidates` political advertising were also examined. We conclude with a discussion of the implications of these findings for political campaigns.-
dc.format application/pdfen_US
dc.format.extent 440219 bytes-
dc.format.mimetype application/pdf-
dc.language enen_US
dc.language en-USen_US
dc.language.iso en_US-
dc.relation (關聯) China Media Research,6(3),66-75en_US
dc.title (題名) Internet Pornography and Teen Sexual Attitudes and Behavioren_US
dc.type (資料類型) articleen