A Hierarchical Regression Analysis of the Relationship Between Blog Reading, Online Political Activity, and Voting During the 2008 Presidential Campaign
Description: The advent of the Internet has increased access to information and impacted many aspects of life, including politics. The present study utilized Pew Internet & American Life survey data from the November 2008 presidential election time period to investigate the degree to which political blog reading predicted online political discussion, online political participation, whether or not a person voted, and voting choice, over and above the predication that could be explained by demographic measures of age, education level, gender, income, marital status, race/ethnicity, and region. Ordinary least squares hierarchical regression revealed that political blog reading was positively and statistically significantly related to online political discussion and online political participation. Hierarchical logistic regression analysis indicated that the odds of a political blog reader voting were 1.98 the odds of a nonreader voting, but vote choice was not predicted by reading political blogs. These results are interpreted within the uses and gratifications framework and the understanding that blogs add an interpersonal communication aspect to a mass medium. As more people use blogs and the nature of the blog-reading audience shifts, continuing to track and describe the blog audience with valid measures will be important for researchers and practitioners alike. Subsequent potential effects of political blog reading on engagement, discussion, and participation will be important to understand as these effects could impact the political landscape of this country and, therefore, the world.
Date: December 2010
Creator: Lewis, Mitzi
Partner: UNT Libraries