Media Effects: How Media Influence Voters

Abstract

In their daily routine, all citizens partake, albeit not always consciously, in mass communication. This communication takes place in various channels, such as newspapers, magazines, television, billboards, and social media sites. It even occurs indirectly via discussions with other media users. Extensive research over the past decades has shown that these contacts with media content may have effects on the cognitive, affective, behavioral, and even physiological level (Potter 2012: 35ff). Such media effects are of special significance where they are intended by political or social stakeholders, aiming to alter public opinion or influence and mobilize voters