政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48405

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113656/144643 (79%)
Visitors : 51718409 Online Users : 610

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/48405

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48405

Title:	When does gender counts: Further insights into gender schematic processing of female candidates` political advertisements
Authors:	Chang, Chingching 張卿卿
Date:	2004-08
Issue Date:	2010-11-22 20:19:33 (UTC+8)
Abstract:	In this study we explored viewers` responses to advertising by female political candidates. Gender schema theory provided the basis for developing a better understanding of the circumstances when voters evaluate female candidates and how cognitive representations of what women are like influence viewer responses. Results showed general support for the predictions derived from gender schema theory. That is, participants did seem to rely on gender schema in making judgments, a form of inference making known as “default processing,” when information was absent. Results also indicated that participants relied more on gender schematic processing when the advertisement elicited positive emotions and less on gender schematic processing when exposed to an attack ad. For comparison, viewers` responses to male candidates` political advertising were also examined. We conclude with a discussion of the implications of these findings for political campaigns.
Relation:	Sex Roles,51,197-208
Data Type:	article
DOI link:	http://dx.doi.org/10.1023/B:SERS.0000037763.47986.c2
DOI:	10.1023/B:SERS.0000037763.47986.c2
Appears in Collections:	[Department of Advertising] Periodical Articles

Files in This Item:

File	Description	Size	Format
art%3A10.1023%2FB%3ASERS.0000037763.47986.c2.pdf		98Kb	Adobe PDF2	861	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...