The Influences Of Political Values Manifested In Advertisements On Political Participation: Moderating Roles Of Self-Transcendence And Conservation
JOURNAL OF CREATIVE COMMUNICATIONS(2020)
摘要
This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz' basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.
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关键词
Political communications, advertising, political participation, human values, Pakistan
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