Interpersonal Communication, Media Exposure, Opinion Leadership, and Perceived Credibility of News and Advertising During December 2012 Parliamentary Election in Kuwait

Authors

  • Anastasia Kononova Assistant Professor Department of Advertising + Public Relations Michigan State University 404 Wilson Rd., Room 319 East Lansing, MI 48824 517-432-5129 kononova@msu.edu
  • Mohammad Akbar Assistant Professor Department of Communication and MEdia American University of Kuwait P.O. Box 3323 Safat 13034 Kuwait 1802040 makbar@auk.edu.kw

Keywords:

opinion leadership, interpersonal communication, social media, Internet, traditional media, media exposure, perceived credibility, modernization, Kuwait, parliamentary election

Abstract

This study investigates how a sample of Kuwaiti citizens engaged in interpersonal communication and used traditional and new media during the December 2012 parliamentary election in Kuwait. Hypotheses were developed based on an analysis of macro-level politico-economic and sociocultural factors that affect communication flows in the country and using a two-step flow of information framework. Consistent with predictions, respondents spent more time in interpersonal political discussions than using traditional media. Time spent in face-to-face conversations and on social media to obtain and exchange political information was equal, indicating that social media is an important channel of communication in the region. Newspaper and Internet ads were perceived as the most credible forms of advertising. Opinion leadership positively predicted news and advertising exposure, and perceived credibility mediated these effects.  

Author Biographies

Anastasia Kononova, Assistant Professor Department of Advertising + Public Relations Michigan State University 404 Wilson Rd., Room 319 East Lansing, MI 48824 517-432-5129 kononova@msu.edu

Assistant Professor of AdvertisingDepartment of Advertising + Public RelationsMichigan State UniversityPhone: 573 825 2851; 517 432 5129Anastasia Kononova studies media use behaviors and effects in persuasive communication. Anastasia takes interdisciplinary and international approaches to study the phenomenon and effects of media use. Before joining the Department of Advertising + Public Relations at Michigan State University, Anastasia worked as an assistant professor of communication and media at the American University of Kuwait. She earned a doctoral degree at the University of Missouri’s School of Journalism and a master’s degree at Oklahoma State University. Before graduate school, Anastasia studied in Rostov State University (Southern Federal University since 2006) in Russia, where she also worked as a corporate communication specialist.  

Mohammad Akbar, Assistant Professor Department of Communication and MEdia American University of Kuwait P.O. Box 3323 Safat 13034 Kuwait 1802040 makbar@auk.edu.kw

Dr Mohammad Akbar is an Assistant Professor at the American University of Kuwait. He has worked in the field of media and translation for over 30 years. His publications include TV Translations, Identity Crisis and Globalization, and the Effect of Children's TV Cartoon Translation on Education. During the Iraqi invasion of Kuwait, Dr Akbar established a Media Centre in Wales, Cardiff. Moreover, Dr Akbar is currently associated with the advancement of women issues and empowerment in Kuwait.

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Published

2015-04-15

Issue

Vol. 9 (2015)

Section

Articles

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