Analysis of Cognition Trends of Political Advertisement Through Mass Media

Abstract

Political campaigns are usually a combination of interpersonal and “Mass” communication with the expectation of positive outcomes by the political representatives. This study is an attempt to give an idea regarding respondent’s ability and trends of processing the political contents of Mass media. Elaboration Likelihood Model is taken as a framework for evaluating the content processing trends. A questionnaire comprising of two parts and consisting the cue list of central and peripheral notations commonly used by political representatives. A sample of 1032 young people was selected by using a combination of stratified and multistage cluster sampling techniques. Results of the study revealed that majority of the youth did not bother to process the political content by effortful cognition, rather they followed attractive slogans and political personalities. Moreover it was found that people used the same approach for decision making in favor of a political party as they use to hate the opponent parties.

Key Words:   Political Content, Mass Media, Elaboration Likelihood Model