Boomers versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations
Abstract
:1. Introduction
2. Baby Boomers, Millennials and Politics
3. Generational Political News Consumption and Media Reliance
4. Political News Consumption and Media Trust and Performance
5. Political News Consumption and Candidate Evaluations
6. Methodology
6.1. Data
6.1.1. Dependent Variables
6.1.2. Independent Variables
7. Results
8. Discussion and Conclusions
Author Contributions
Conflicts of Interest
References
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Millennial Panel | Boomer Panel | |
---|---|---|
Gender (% female) | 69 | 60 |
Mean Age | 19.8 (SD = 2.07) | 59.20 (SD = 3.36) |
Mean Income | $41,000–$60,000 | $61,000–$80,000 |
Education (%) a | ||
38 (First years) | 13 (less than high school; high school/GED) | |
27 (Sophomores) | 30 (some college; Associates degree) | |
22 (Juniors) | 26 (Bachelor’s degree) | |
13 (Seniors) | 30 (Master’s degree; Doctoral degree; professional degree) | |
Party Identification (%) | ||
Republican | 28 | 29 |
Independent/No Preference/Don’t Know | 36 | 31 |
Democrat | 36 | 40 |
Race (% White) | 79 | 82 |
Mean Political Interest | 2.70 (SD = 1.06) | 3.46 (SD = 1.24) |
N | 431 | 360 |
Boomers | Millennials | t-Value | |||||
---|---|---|---|---|---|---|---|
How much attention did you pay to information on ________ about the campaign for President? | % “a great deal” and “quite a bit” | Mean | SD | % “a great deal” and “quite a bit” | Mean | SD | |
Television | 51.1% | 3.50 | 1.22 | 49% | 3.42 | 1.15 | 0.94 |
Hard-copy newspaper | 33.4 | 2.85 | 1.33 | 13.6 | 2.08 | 1.14 | 8.70 * |
Radio | 22.8 | 2.59 | 1.26 | 19.7 | 2.46 | 1.18 | 1.48 |
Online newspaper | 18.4 | 2.31 | 1.26 | 15.6 | 2.17 | 1.20 | 1.58 |
Television network websites | 11.7 | 1.96 | 1.19 | 19.8 | 2.29 | 1.29 | 3.69 * |
Presidential candidate websites | 1.65 | 1.05 | 10.5 | 1.87 | 1.17 | 2.74 * | |
10.6 | 1.80 | 1.16 | 21.8 | 2.51 | 1.23 | 8.24 * | |
YouTube | 3.3 | 1.45 | 0.856 | 15.5 | 2.09 | 1.21 | 8.38 * |
3.1 | 1.25 | 0.773 | 16.3 | 1.99 | 1.29 | 9.50 * | |
Tumblr | 1.4 | 1.12 | 0.506 | 7.5 | 1.50 | 1.02 | 6.39 * |
Political blogs | 7.5 | 1.66 | 1.05 | 7.0 | 1.67 | 1.02 | 0.13 |
N | 360 | 431 |
Media Trust | Media Performance | |||
---|---|---|---|---|
Boomers | Millennials | Boomers | Millennials | |
Television | 0.252 | 0.150 | 0.362 | 0.140 |
(0.264) ** | (0.172) * | (0.380) ** | (0.195) * | |
Hard-copy newspaper | 0.084 | –0.040 | 0.008 | –0.015 |
(0.097) | (–0.110) | (0.009) | (–0.016) | |
Radio | 0.051 | 0.109 | 0.051 | 0.020 |
(0.055) | (0.119) | (0.056) | (0.022) | |
Online newspaper | –0.001 | –0.113 | –0.057 | 0.075 |
(–0.001) | (–0.128) | (–0.064) | (0.084) | |
TV network websites | 0.123 | 0.123 | 0.072 | 0.182 |
(0.127) | (0.158) * | (0.076) | (0.214) ** | |
Presidential candidate websites | 0.042 | 0.143 | 0.046 | –0.062 |
(0.038) | (0.157) | (0.042) | (–0.068) | |
0.026 | –0.067 | 0.122 | –0.094 | |
(0.027) | (–0.077) | (0.126) | (–0.106) | |
YouTube | 0.114 | 0.129 | 0.015 | 0.032 |
(0.083) | (0.144) | (0.011) | (0.036) | |
–0.203 | –0.007 | –0.087 | 0.029 | |
(–0.126) | (–0.009) | (–0.054) | (0.034) | |
Tumblr | 0.281 | –0.004 | 0.230 | –0.130 |
(0.098) | (–0.004) | (0.096) | (–0.119) | |
Blogs | –0.260 | 0.095 | –0.181 | 0.010 |
(–0.232) ** | (0.090) | (–0.164) * | (0.010) | |
Male | –0.082 | –0.064 | 0.052 | –0.106 |
(–0.034) | (–0.028) | (0.022) | (–0.047) | |
Race (1 = white) | 0.045 | –0.028 | 0.205 | 0.056 |
(0.015) | (–0.010) | (0.067) | (0.021) | |
Education a | –0.111 | 0.020 | –0.060 | –0.025 |
(–0.146) * | (0.019) | (–0.079) | (–0.025) | |
Party ID (1 = Republican) | 0.382 | –0.024 | 0.363 | 0.004 |
(0.274) ** | (–0.018) | (0.264) ** | (0.062) | |
Interest | –0.142 | –0.216 | –0.232 | –0.203 |
(–0.151) * | (–0.215) ** | (–0.245) ** | (–0.202) ** | |
Income | 0.014 | –0.032 | 0.022 | –0.091 |
(0.022) | (–0.056) | (0.034) | (–0.156) * | |
Log likelihood | –417.77 | –339.64 | –356.89 | –294.70 |
Pseudo R2 | 0.09 | 0.04 | 0.09 | 0.05 |
N | 326 | 279 | 320 | 271 |
Boomer Candidate Evaluations | Millennial Candidate Evaluations | |||
---|---|---|---|---|
Romney | Obama | Romney | Obama | |
Television | 0.379 | –0.170 | 0.244 | 0.345 |
(0.125) * | (–0.054) | (0.086) | (0.124) | |
Hard-copy newspaper | –0.281 | 0.310 | 0.015 | 0.138 |
(0.102) | (0.110) * | (0.005) | (0.051) | |
Radio | 0.404 | –0.338 | 0.001 | –0.003 |
(0.138) ** | (–0.112) * | (0.000) | (–0.001) | |
Online newspaper | –0.376 | 0.268 | –0.241 | –0.032 |
(–0.129) * | (0.090) | (–0.098) | (–0.123) | |
TV network | 0.341 | –0.162 | –0.009 | –0.112 |
(0.110) | (–0.051) | (–0.003) | (–0.047) | |
Presidential cand. websites | –0.055 | 0.280 | 0.390 | 0.214 |
(0.015) | (0.077) | (0.151) ** | (0.083) | |
0.408 | –0.162 | –0.131 | 0.222 | |
(0.129) * | (–0.050) | (–0.052) * | (0.090) * | |
YouTube | –0.244 | 0.137 | 0.100 | –0.006 |
(–0.055) | (0.030) | (0.040) | (–0.002) | |
0.069 | –0.260 | –0.089 | –0.095 | |
(0.013) | (–0.049) | (–0.039) | (–0.041) | |
Tumblr | –0.148 | 0.555 | –0.263 | 0.268 |
(–0.019) | (0.069) | (–0.085) | (0.087) | |
Blogs | 0.223 | –0.375 | –0.069 | –0.382 |
(0.062) | (–0.102) | (–0.023) | (–0.129) | |
Male | 0.295 | 0.079 | 0.558 | 0.634 |
(0.039) | (0.010) | (0.088) | (0.101) * | |
Race | 0.759 | –1.26 | 0.403 | –0.671 |
(1 = white) | (0.077) | (–0.125) ** | (0.053) | (–0.092) |
Education a | –0.170 | 0.393 | –0.048 | –0.101 |
(–0.070) | (0.159) ** | (–0.017) | (-0.035) | |
Party ID | –2.32 | 2.49 | –2.45 | 2.38 |
(1 = Republican) | (–0.523) ** | (0.546) ** | (–0.656) ** | (0.608) ** |
Interest | –0.340 | 0.382 | 0.203 | –0.142 |
(–0.113) * | (0.123) * | (0.071) | (–0.049) | |
Income | 0.367 | –0.194 | 0.048 | –0.030 |
(0.174) ** | (–0.090) | (0.030) | (–0.018) | |
Constant | 7.10 ** | –1.29 | 8.04 ** | –0.265 |
R2 | 0.37 | 0.40 | 0.52 | 0.45 |
N | 329 | 329 | 235 | 251 |
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Towner, T.; Lego Munoz, C. Boomers versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations. Soc. Sci. 2016, 5, 56. https://doi.org/10.3390/socsci5040056
Towner T, Lego Munoz C. Boomers versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations. Social Sciences. 2016; 5(4):56. https://doi.org/10.3390/socsci5040056
Chicago/Turabian StyleTowner, Terri, and Caroline Lego Munoz. 2016. "Boomers versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations" Social Sciences 5, no. 4: 56. https://doi.org/10.3390/socsci5040056
APA StyleTowner, T., & Lego Munoz, C. (2016). Boomers versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations. Social Sciences, 5(4), 56. https://doi.org/10.3390/socsci5040056