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

There were differences in the levels of political cynicism depending on how political statements were communicated, and readers of non-political blogs were more confident in their level of political information and their ability to participate in politics.

Abstract

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.