2016 Volume 4 Issue 3 Pages 1-13
Since 1990's, decreasing voting rate and increasing Independents, “New Independents” or “Contingent Voters” has been appeared in Japan. On the premise that revision of “the Public Officers Election Act” has been permitted to use Internet in election campaign in 2013, I analyzed information behavior differences in political attitude on exploratory.
I divided political attitude into four category. Independent and low political interest called “traditional independents,” Independent and high political interest called “new independents,” “only single party affirmative,” and “multiple party affirmative.” I analyzed how media usage differ in ordinary period and election period by four political attitudes. As result, “new independents” were less Internet use than others, and “multiple party affirmative” were more newspaper use and more Internet use than others. Thus “multiple party affirmative” were most adaptive by Internet election campaign. And “new independents” used media passively, and “multiple party affirmative” used media aggressively.
