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Schemer, C (2012). Reinforcing spirals of negative group-related affects and selective attention to advertising in a political campaign. Communication Research, 39(3):413-434.

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The present study investigates self-reinforcing spirals processes between the negative affect toward asylum seekers and the attention to political advertising in a campaign dealing with the issue of the asylum law restriction. Based on data from a three-wave panel survey, the study found evidence of such reciprocal influences. Specifically, the initial attention to political advertising elicited negative affective reactions, such as fear or anxiety toward asylum seekers in the course of the campaign. At the same time, these affective reactions enhanced people’s attention to subsequent political ads. Not only do the findings indicate the presence of reinforcing spirals processes but also do the data suggest that the spirals process is mainly fueled by cues emanating from the political campaign.


10 citations in Web of Science®
6 citations in Scopus®
Google Scholar™


Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Deposited On:24 Jan 2012 12:27
Last Modified:05 Apr 2016 15:18
Publisher:SAGE Publications
Series Name:Communication Research
Funders:Swiss National Science Foundation
Publisher DOI:10.1177/0093650211427141

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