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Television News Trust Shapes Political Participative Behavior of Citizens: An Empirical Investigation in a Collectivist Cultural Context

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Author Affiliations

  • 1Loh-Ho-Qalam Institute, Lahore, Pakistan
  • 2Loh-Ho-Qalam Institute, Lahore, Pakistan
  • 3Loh-Ho-Qalam Institute, Lahore, Pakistan
  • 4Loh-Ho-Qalam Institute, Lahore, Pakistan

Res. J. Recent Sci., Volume 5, Issue (6), Pages 50-58, June,2 (2016)

Abstract

Pervasive nature of mass media communications and its effects on citizens’ political participation behavior need deep understanding to general public. This study investigates empirically Theory of Reasoned Action in collectivist cultural context of Pakistan in mass media settings to testify TV News Trust. It presents a profound predictor of political participation behavior of citizens along with behavioral intensions’ traditional predictors. TRA framework was employed to develop questionnaire, data obtained through online survey from 122 political active Pakistani citizens. Data encoded in SPSS and performed numerous data analysis tools to serve study purpose. Results of this study reveal that TV News Trust is a significant predictor of political participation behavioral intentions. Motivation to Comply does not have influence on Subjective Norms while Normative Beliefs and TV News Trust strong predictors of Subjective Norms. Additionally, Trust is value added predictor to traditional TRA framework, presenting direct link with Subjective Norms, Attitude and Behavioral Intentions. Results of this study indicate an appeal for future researches to conceptualize citizens’ political participation behavior in variety of cultures. Current study contributes in understanding media role communications in general and TV News in particular to predict citizens’ behavior. The study provides specific set of suggestions for Political Parties and TV News managers to improve prospective impact of media communications of citizens’ political participative behavior.

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  62. Eytan Gilboa (2000)., Mass Communication and Diplomacy: A Theoretical Framework., Communication Theory, 10, 275-309.
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  72. Matthias Kohring and Jörg Matthes (2007)., Trust in News Media Development and Validation of a Multidimensional Scale., Communication Research, 34, 231-52.
  73. Philip Meyer, (2009)., The Vanishing Newspaper: Saving Journalism in the Information Age (University of Missouri Press).,
  74. Kristin McGrath and Cecilie Gaziano (1986)., Dimensions of Media Credibility: Highlights of the 1985 Asne Survey., Newspaper Research Journal, 7, 55.
  75. Chung Joo Chung, Yoonjae Nam and Michael A Stefanone (2012)., Exploring Online News Credibility: The Relative Influence of Traditional and Technological Factors., Journal of Computer‐Mediated Communication, 17, 171-86.
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  77. Icek Ajzen (2000)., Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes., European review of social psychology, 11, 1-33.
  78. Wi-Suk Kwon and Sharron J Lennon (2009)., Reciprocal Effects between Multichannel Retailers’ Offline and Online Brand Images., Journal of Retailing, 85, 376-90.
  79. Thomas J Madden, Pamela Scholder Ellen and Icek Ajzen (1992)., A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action., Personality and social psychology Bulletin, 18, 3-9.
  80. Richard W Pollay and Banwari Mittal (1993)., Here, The Journal of Marketing, 99-114.
  81. Keith E Thompson, Nikolaos Haziris and Panagiotis J Alekos (1994)., Attitudes and Food Choice Behaviour., British Food Journal, 96, 9-13.