In Media We Distrust

Abstract

The internet allows politicians to deliver controlled messages via campaign websites, but citizens often turn to other sources (e.g., news websites) for political information. Using the cognitive response model as a framework, this article considers how varying contexts may affect the way citizens process candidate messages. We experimentally test the interaction of media trust, media context, and message content on evaluation of and support for a candidate. A national adult sample viewed a candidate profile on either the candidate’s website or CNN.com, and the profile contained either subtle or vivid religious cues. Those high in media trust who saw the CNN profile rated the candidate highest, but only when it contained subtle religious cues. Our findings suggest that while message source and media trust can condition message effects, these factors have less influence in the presence of strong message cues.

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