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The Influence of Late-Night TV Comedy Viewing on Political Talk: A Moderated-Mediation Model

The Influence of Late-Night TV Comedy Viewing on Political Talk: A Moderated-Mediation Model,10.1177/1940161210371506,International Journal of Press-p

The Influence of Late-Night TV Comedy Viewing on Political Talk: A Moderated-Mediation Model  
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This study is focused on the influence of late-night TV comedy viewing on political talk. It is posited that debate viewing serves as a mediator of this relationship, and age is argued to be a moderator of the association between late-night TV comedy viewing and debate viewing. More specific to age, it is hypothesized that the predictive value of late-night TV comedy for political debate consumption will be greater for those audience members who are younger. A secondary analysis of 2004 national Annenberg debate panel data provides evidence of a positive indirect effect of late-night TV comedy viewing on political talk through debate viewing, and the moderator of age functioned as predicted. Thus, this study details a series of positive unintended consequences of late-night TV comedy viewing on what are defined normatively as positive democratic communicative activities (i.e., debate viewing, political discussion), and these media effects are stronger the younger the voter.
Journal: International Journal of Press-politics - INT J PRESS-POLIT , vol. 15, no. 4, pp. 482-498, 2010
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