Abstract
Existing research on which citizens are most and least likely to exhibit media priming effects is inconclusive. Using data from the 2006 Canadian election, this study examined the moderating role of voters' political knowledge, interest in politics, news attention, and discussion frequency. Results show priming was not constant across political involvement variables. It was strongest for citizens with moderate levels of knowledge and discussion, but was negatively related to interest. Compared to pessimistic and optimistic accounts of voters' ability to resist media influence, the findings suggest a more nuanced perspective on citizen “competence.”
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