How Does Media Influence Elections?――A Media Psychology Perspective on the Effects of Political Reporting and Advertising

Abstract

　This paper examines the impact of political news coverage and advertising on voter cognition, attitudes, and behavior from a media psychology perspective. Drawing on theories of agenda-setting, priming, and framing, it examines how political information is disseminated through both traditional and digital media and how it shapes election outcomes. While online political advertising has gained prominence in recent elections, its effectiveness remains controversial. Research suggests that digital advertising primarily mobilizes supporters and amplifies campaign messages rather than changing voter preferences. However, the increased reliance on targeted advertising has raised concerns about selective exposure, filter bubbles, and political polarization, which may limit access to diverse viewpoints and reinforce ideological divides. In addition, privacy concerns and the lack of transparency in data-driven political advertising pose significant regulatory challenges. The rise of generative AI further complicates the electoral landscape, enabling highly personalized campaign strategies while increasing the risks of misinformation, algorithmic bias, and manipulation. These developments underscore the need for a balanced and ethical approach to digital political communication that safeguards democratic integrity. By analyzing these trends, this paper contributes to a broader understanding of media influence on elections and offers policy recommendations to enhance transparency, accountability, and voter awareness in the evolving information ecosystem.