TY - JOUR
T1 - The Effects of HDTV on Perceptions of Obama and McCain in a 2008 Presidential Debate
AU - Bos, Angela L.
AU - van Doorn, Bas W.
AU - Smanik, Abbey C.
PY - 2012/4
Y1 - 2012/4
N2 - As high-definition television (HDTV) becomes more prevalent, it may affect how people perceive politicians. This study experimentally tests the effects of HD on people's perceptions of John McCain and Barack Obama during their second presidential debate, hypothesizing that the HD format will hurt McCain. Consistent with the authors' expectations, it was found that the HD format negatively influenced global evaluations toward McCain. In addition, HDTV viewers free-listed more negative responses to McCain, including several pertaining to his age. This report discusses why these findings were observed, and implications for candidate strategy and the study of media effects are discussed.
AB - As high-definition television (HDTV) becomes more prevalent, it may affect how people perceive politicians. This study experimentally tests the effects of HD on people's perceptions of John McCain and Barack Obama during their second presidential debate, hypothesizing that the HD format will hurt McCain. Consistent with the authors' expectations, it was found that the HD format negatively influenced global evaluations toward McCain. In addition, HDTV viewers free-listed more negative responses to McCain, including several pertaining to his age. This report discusses why these findings were observed, and implications for candidate strategy and the study of media effects are discussed.
KW - Debate
KW - HDTV
KW - Political Campaign
UR - http://www.scopus.com/inward/record.url?scp=84860766268&partnerID=8YFLogxK
UR - https://openworks.wooster.edu/facpub/72
U2 - 10.1080/08824096.2012.666769
DO - 10.1080/08824096.2012.666769
M3 - Article
AN - SCOPUS:84860766268
SN - 0882-4096
VL - 29
SP - 161
EP - 168
JO - Communication Research Reports
JF - Communication Research Reports
IS - 2
ER -