Original Articles
THE EFFECTS OF INCIVILITY IN POLITICAL CAMPAIGN ADS ON FACEBOOK ON AFFECTIVE POLARIZATION AND MOBILIZATION
Published 2023-09-05
Keywords
- Political incivility,
- Affective polarization,
- Campaign videos,
- Social media
How to Cite
Wei, L. J., Xuan, T. W., & Ting , N. Y. (2023). THE EFFECTS OF INCIVILITY IN POLITICAL CAMPAIGN ADS ON FACEBOOK ON AFFECTIVE POLARIZATION AND MOBILIZATION . American Journal of Arts and Communication, 7(1), 1–23. Retrieved from http://topjournals.org/index.php/AJAC/article/view/217
Abstract
The rise of political incivility and affective polarization has been a growing concern in recent years. This study examines the effects of incivility in campaign videos on social media on political participation and affective polarization. We find that exposure to uncivil campaign videos can lead to decreased political participation and increased affective polarization, especially among partisans. These effects are stronger for individuals who are more exposed to social media and who have stronger partisan identities