Does Culture Matter?

Author:

• Gennadi Gevorgyan (Louisiana State University)

Abstract:

With our general question "Does Culture Matter?" we investigate the persuasive effects of culturally oriented online political ads. In doing so, we lay the foundation for a framework that can be used to bridge the cultural gap through making online political information more appealing to the country's ethnically diverse citizens. The results of the study reveal that culture has a significant role in Chinese American voters' attitudes toward persuasive political messages.