Selective exposure, uses and gratifications of a cyber election campaign: Presidential Election 2000

This dissertation examines factors that determine voters' use of candidates' online campaigning and the Web's possible effects on voting behavior in the Presidential Election 2000 by applying selective exposure and uses and gratifications theories. The specific purpose of this dissertation is five-fold; this study (1) tests whether voters are more likely to log on to a preferred candidate's Web site, (2) investigates whether selective exposure to a preferred candidate's Web site affects the endorsement for the candidate, (3) judges whether Web site use enhances voting turnout, (4) explores why voters log on to online campaign sites, and (5) examines if there are differences in voters' gratifications between online campaigning and other media.; These objectives were accomplished by conducting a two-wave panel survey of college students. Survey questionnaires were administered to 461 college students at Time 1 (September 2000) and 366 at Time 2 (November 2000). Time 1 survey consisted of voting decisions for a candidate, uses and gratifications and demographic profiles. Time 2 survey asked respondents about the frequency of logging on to candidate Web sites, news Web sites and whether and whom they voted for on election day. The survey explored the relationship between voters' preference and exposure to online campaigning over time, as well as the possible effects of online campaigning on voting behavior. It also mapped what gratifications voters sought from campaign Web sites and how they made use of such sites.; The dissertation documented five major findings: (1) a potential for Web sites to enhance the probability of voting turnout, (2) respondents' tendency of selective exposure toward preferred candidate Web sites, (3) third party supporters' dependency on candidate Web sites, (4) the media-specific nature of political uses and gratifications and (5) respondents' tendency to be gratified more by the old media than by the online media.; The first major finding provided empirical evidence contrary to what had been found in the previous studies, i.e., the online media were predictors for voting turnout while the old media were not. This finding allowed me to construct the cyber motivation hypothesis, which posits that (1) selective exposure to consonant messages on a Web site enhances confidence, or self efficacy, (2) the Web site offers a sense of community which enhances self-efficacy, and (3) the obtained and enhanced self-efficacy eventually affects voting behavior, i.e., motivates people to vote.; This dissertation provided new empirical evidence about online election campaigning and cast light on voters' uses and gratifications on candidate Web sites. However, due to the lack of representation and ever changing role of the Internet in politics, it is necessary for researchers to constantly update the roles of the Internet in presidential election campaigns.