Politically Mobilizing vs. Demobilizing Media: A Mediation Model

Abstract

This study examined the role of time spent on media in predicting political participation (active and election participation). On the basis of type and content of media, media uses were categorized as either politically mobilizing (TV news, newspapers, magazines, and Internet for work) or demobilizing (TV non-news, radio, and Internet for pleasure). It was hypothesized that the positive relationship between mobilizing media and political participation would be mediated by political interest. On the other hand, the negative relationship between demobilizing media and political participation would be mediated by political cynicism. Findings provided general support for the proposed mediation models.