The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation. (November 2020)

• Record Type: Journal Article
• Authors: Raza, Syed Hassan; Adamu, Adamu Abbas; Ogadimma, Emenyeonu C.; Hasnain, Amna
• Is Part Of: Journal of creative communications. Volume 15:Number 3(2020:Nov.)
• Page Start: 318
• Page End: 341
• Publication Date: 2020-11
• Subjects: Political communications -- advertising -- political participation -- human values -- Pakistan; Communication -- Periodicals; Mass media -- Periodicals; Information theory -- Periodicals; 302.2305
• DOI: 10.1177/0973258620952919
• Languages: English
• ISSNs: 0973-2586

Abstract

This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz' basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.