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Stealth soapboxes: political information efficacy, cynicism and uses of celebrity weblogs among readers

University of Georgia, USA, sweetser{at}uga.edu

Lynda Lee Kaid

University of Florida, USA, lkaid{at}jou.ufl.edu

This study tests the effects of personalized and `stealth' political discourse on weblogs (or blogs) and the repercussions on levels of political trust, information efficacy and political uses/gratifications. By surveying readers of three different blogs (N=1838), this study identified significant effects as a result of exposure to political statements on blogs. Indeed, there were differences in the levels of political cynicism depending on how political statements were communicated. Readers of non-political blogs were more confident in their level of political information and their ability to participate in politics. Finally, political uses/approaches and avoidances were examined, as were differences based on gender and age.

Key Words: blog • celebrity • cynicism • internet • online • political information efficacy • uses and gratifications

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