How media diet,partisan frames,candidate traits,and political organization-public relationship communication drive party reputation |
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| Institution: | 1. Indiana University, The Media School, Franklin Hall, Room M130F, 601 E. Kirkwood Ave., Bloomington, IN 47405, United States;2. San Diego State University, School of Journalism & Media Studies, 5500 Campanile Dr., San Diego, CA 92182-4561, United States;1. School of Advertising, Marketing and Public Relations, Queensland University of Technology, 2 George Street, Brisbane, QLD, 4000, Australia;2. School of Communication, University of Technology Sydney, 15 Broadway, Ultimo, NSW, 2007, Australia;1. College of Communication, Boston University, United States;2. School of Communication, University of Technology Sydney, Australia;1. University of Colorado-Boulder, United States;2. University of Colorado Boulder, Armory 103, Boulder, CO, 80301, United States |
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| Abstract: | This study examined the ability of antecedents such as media diet and candidate traits to impact political organization-public relationships (POPRs), in turn affecting views on party reputation. As expected, survey respondents reported greater levels of relationship-focused communication and higher reputation assessments of their own parties, additionally rating their party’s candidate higher in authenticity and character. Connecting media diet and reputation, heavier use of partisan, traditional media (e.g., talk radio and cable news) indicated increased partisan divides, suggesting young and often inexperienced voters engage in motivated reasoning, seeking out information from sources that cater to their existing ideologies. This pattern was less pronounced for infotainment and social media sources, suggesting promising agenda-building opportunities for political PR practitioners. SEM analyses demonstrated the significant influence of candidate traits and POPR on party reputation, though manifestations of effects differed among Democrats and Republicans, the implications of which are discussed. |
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| Keywords: | Political public relations Political organization-public relationship (POPR) Framing Agenda setting Agenda building 2016 election |
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