Experiencing Political Advertising Through Social Media Logic: A Qualitative Inquiry

نویسندگان

چکیده

<span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: mso-bidi-language: AR-SA;" lang="EN-US">The allocation of political advertising in social media is rising Western campaigns. Yet audiences, unlike those television advertising, are no longer isolated and passive consumers linear discourses from politicians; users can now interact, share, merge with other messages. Literature has dealt the effects such affordances separately, yet not an integrative, holistic way that makes it possible to observe how they interact each other. Hence, this article explores qualitatively experience, engage with, make sense media, its mediate attitudes, responses, meanings bring sponsors. Under lenses theory logic, which points out properties media—popularity, programmability, datafication, connectivity—that structure users’ experiences, we conducted six focus group sessions Mexican (<em>n</em> = 34) during 2021 federal Findings show fuzziness digital for users, blurs formats like infographics or memes, crucial role individual linkages attention attitude formation, a mismatch between platform’s feed citizens’ information needs, tactics perform tame avoid content, disengaging them campaigns.</span>

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ژورنال

عنوان ژورنال: Media and Communication

سال: 2023

ISSN: ['2183-2439']

DOI: https://doi.org/10.17645/mac.v11i2.6412