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Claims about the superiority of news over advertising are a cornerstone of public relations practice. Drawing on the dual processing models in social cognition (Chaiken, 1980, 1987; Petty & Cacioppo, 1986), this study defines the difference between news and advertising in terms of content class,...
This case study explored how the 1996 Democratic and Republican parties' presidential candidates used the World Wide Web to communicate to voters during the general election. The study found that the campaigns were able to present more in-depth issue information through this new communication...
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