Dual-Screening the Candidate Image during Presidential Debates: The Moderating Role of Twitter and Need to Evaluate for the Effects on Candidate Perceptions

摘要

This study investigates the impact of dual-screening on audiences' perceptions of presidential candidates during the 2016 electoral campaign. The results suggest that dual-screening can exert a significant moderation role, weakening the direct effects of the televised debates on candidate perceptions. The results also imply that the role of dual-screening might be dependent on the audience's need-to-evaluate characteristic. These findings address the pressing societal questions on ways that digital disruption is impacting the role of traditional media in political campaigns and our theoretical understanding of this process.