Abstract
The majority of political communication research either studies a single media outlet in isolation of other outlets or focuses on the competing effects of multiple outlets. This study uses 2004 National Annenberg Election Survey data to go beyond these typical approaches to show the moderation-based complementary effects of two-sided messages (e.g., network TV news) relative to one-sided oriented outlets (e.g., FOX News) on attitudinal ambivalence. In addition, this study places ambivalence within a larger communicative process and shows that ambivalence mediates the relationship between consumption of political media and when citizens decide who to support during elections.
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