Interpersonal Communication, Media Exposure, Opinion Leadership, and Perceived Credibility of News and Advertising during the December 2012 Parliamentary Election in Kuwait
Date
2015Author
Kononova, Anastasia
Akbar, Mohammad
Type
Journal Article
Peer-Reviewed
Metadata
Show full item recordAbstract
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