The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation

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 pol...

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Bibliographic Details
Published in:Journal of creative communications 2020-11, Vol.15 (3), p.318-341
Main Authors: Raza, Syed Hassan, Adamu, Adamu Abbas, Ogadimma, Emenyeonu C., Hasnain, Amna
Format: Article
Language:English
Subjects:
Advertisements
Civil law
Civil liberties
Cultural values
Law enforcement
Patriotism
Political advertising
Political behavior
Political participation
Selftranscendence
Structural equation modeling
Transcendence
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Summary: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.
ISSN:0973-2586
0973-2594
DOI:10.1177/0973258620952919