Political Efficacy and the Use of Local and National News Media Among Undecided Voters in a Swing State

Abstract

This survey examined undecided voters’ local and national news media use in relation to political efficacy. Results suggest that online media use was the strongest predictor for political efficacy, creating a self-selection polarized trend of political use of media. Local election efficacy was higher than national election efficacy. Over one half of the first-time voters and general population voters believed their vote could change the outcome of the election. Social media only had an impact on first-time voters’ political efficacy. No liberals could be found in undecided voters among the general population voters. Television was the most important medium for campaign information for the general population, while the internet was the most important medium for first-time voters. The result signified the diminishing role of newspapers as an important source of campaign information.