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- Title
Dual-Screening the Candidate Image during Presidential Debates: The Moderating Role of Twitter and Need to Evaluate for the Effects on Candidate Perceptions.
- Authors
Camaj, Lindita; Northup, Temple
- Abstract
This study investigates the impact of dual-screening on audiences' perceptions of presidential candidates during the 2016 electoral campaign. The results suggest that dual-screening can exert a significant moderation role, weakening the direct effects of the televised debates on candidate perceptions. The results also imply that the role of dual-screening might be dependent on the audience's need-to-evaluate characteristic. These findings address the pressing societal questions on ways that digital disruption is impacting the role of traditional media in political campaigns and our theoretical understanding of this process.
- Subjects
MULTI-screen computer monitors; UNITED States presidential election, 2016; TWITTER (Web resource); DEBATE in mass media; SENSORY perception
- Publication
Journal of Broadcasting & Electronic Media, 2019, Vol 63, Issue 1, p20
- ISSN
0883-8151
- Publication type
Article
- DOI
10.1080/08838151.2019.1574117