The Effect of Political Advertising on Perceived Bias and Credibility of Online News Stories

• Main Author: Ayad, Salma M
• Format: Others
• Published: Digital Commons @ East Tennessee State University 2013
• Subjects: online news; news credibility; news bias; context effects; political advertising; Journalism Studies; Mass Communication; Public Relations and Advertising; Social Influence and Political Communication
• Online Access: https://dc.etsu.edu/etd/1141; https://dc.etsu.edu/cgi/viewcontent.cgi?article=2333&context=etd

This study was an investigation of the effect of political advertising on readers’ perceived bias and credibility of an online news article based on participants’ political leanings. Media priming and the hostile media effect were the theoretical underpinnings. Participants were asked to read an unbiased news article placed alongside 3 advertisements. Participants were put into 1 of 3 conditions — right-leaning advertisements, left-leaning advertisements, or neutral advertisements. They then answered questions about the perceived bias and credibility of the article and their own political affiliation. The researchers hypothesized that left-leaning individuals would perceive the article with right-leaning advertisements as biased and less credible and the opposite would be true of right-leaning individuals. Results were not consistent with hypotheses but trended in the expected directions.