Milad Minooie

Graduation Semester and Year

2013

Language

English

Document Type

Thesis

Degree Name

Master of Arts in Communications

Department

Communication

First Advisor

Milad Minooie

Abstract

Previous studies have concluded that Web-based get out the vote (GOTV) messages do not impact voting behavior. However, the primary shortcoming of these studies has been the form of GOTV media studied, focusing on lean, text-based internet media, analogous to direct mail. With the advent of Web 2.0, where users are both consumers and generators of content, further research into internet-based GOTV efforts is warranted. To study the effects of richer Internet media, two sets of videos were created, utilizing proximity and peripheral elaboration of messages to positively stimulate voting engagement and intent. Male and female presenters from the same age group as the target audience were used to make the videos. The results indicate that online video messages tailored to be processed via the peripheral route have a positive impact on young viewers' intention to vote.

Disciplines

Communication | Social and Behavioral Sciences

Comments

Degree granted by The University of Texas at Arlington

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