International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Witty or wicked? The predictors and impact of agreement with user-generated political satires

  • Received : 2016.06.10
  • Accepted : 2016.07.12
  • Published : 2016.08.31
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Abstract

User-generated content (UGC) satirizing the presidential candidates was widespread during the 2016 election in Taiwan. Using an experimental design, this study explored the predictors of viewer agreement to satirical UGC, and its influence on viewer attitudes towards candidates after watching the satirical videos from YouTube. Results showed that participants' agreement with the satirical UGC was predicted by their political cynicism and political information efficacy, but not by candidate favorability. Watching the UGC satirizing the presidential candidates effected the favorability toward the male candidates but not the female candidate. In addition, the evidence suggested that the frequency of exposure to satirical UGC is related to political information efficacy, but not with political cynicism or candidate favorability.

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