Influence of Use of Different Media on Political Attitude and Political Participation

Authors

  •   Manpreet Kaur Assistant Professor, GNA Business School, GNA University, Phagwara-Hoshiarpur Rd, Sri Hargobindgarh - 144 401, Punjab
  •   Rajesh Verma Professor & Dean, Mittal School of Business, Lovely Professional University, GT Road, Phagwara - 144 411, Punjab

DOI:

https://doi.org/10.17010/ijom/2022/v52/i3/168656

Keywords:

Different Media

, Political Attitude, Political Interest, Political Efficacy, Political Knowledge, Political Participation.

Paper Submission Date

, April 10, 2021, Paper Sent Back for Revision, December 8, Paper Acceptance Date, December 28, Paper Published Online, March 15, 2022.

Abstract

Information dissemination is not limited to conventional media as the advent of new media has transformed the entire political scenario. In a democratic country like India, people prefer to have information from different media like print media, broadcasting media, outdoor media, and new media, etc., which may impact their political attitude and participation. Therefore, the focus was to study the relative influence of different media on political attitude and political participation. A cross-sectional descriptive research design having a sample of 497 eligible voters was used. OLS regression analysis was used, and it was observed that media use for political information was a significant influencer for political participation, followed by political attitude, political knowledge, interest, and efficacy. Among all, social media was found to have a relatively higher significant positive influence, but traditional media cannot be ignored. The study results will contribute to the conceptualization of media behavior while considering multiple media for political information.

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Author Biographies

Manpreet Kaur, Assistant Professor, GNA Business School, GNA University, Phagwara-Hoshiarpur Rd, Sri Hargobindgarh - 144 401, Punjab

ORCID iD : https://orcid.org/0000-0001-8646-9616

Rajesh Verma, Professor & Dean, Mittal School of Business, Lovely Professional University, GT Road, Phagwara - 144 411, Punjab

ORCID iD : https://orcid.org/0000-0003-2363-552X

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Published

2022-03-15

How to Cite

Kaur, M., & Verma, R. (2022). Influence of Use of Different Media on Political Attitude and Political Participation. Indian Journal of Marketing, 52(3), 36–49. https://doi.org/10.17010/ijom/2022/v52/i3/168656

Issue

Volume 52, Issue 3, March 2022

Section

Articles
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Europe PMC

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