Personal Characteristics Influencing Political Party Banner Attitudes and Avoidance
Authors
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Jong Woo Jun
Professor, School of Communications, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do, South Korea 16890
https://orcid.org/0000-0003-3062-1927
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Jungryum Kim
Ph.D. & Public Relations Director (Corresponding Author), Korea Legal Aid Corporation, 26, Hyeoksin 2-ro, Gimcheon-si, Gyeongsangbuk-do, Republic of Korea 39660
https://orcid.org/0009-0009-4731-9952
DOI:
https://doi.org/10.17010/ijom/2026/v56/i6/176016Keywords:
political party banners, political orientation, persuasion knowledge, government trust.Publication Chronology: Paper Submission Date : August 20, 2025 ; Paper sent back for Revision : February 5, 2026 ; Paper Acceptance Date : March 20, 2026 ; Paper Published Online : June 15, 2026
Abstract
Purpose : This study investigated factors influencing attitudes toward and avoidance of political party banners in South Korea following the 2022 legislative deregulation. It examined how persuasion knowledge (PK), government trust, and political orientation acted as cognitive filters during “forced exposure” to these physical messages.
Methodology : An online survey of 300 adults was analyzed using hierarchical regression. This method was specifically selected to measure the incremental variance and unique contribution of each personal characteristic block, providing a precise determination of which factors most significantly influenced attitudes toward political banners and avoidance of them.
Findings : PK negatively impacted attitudes and increased avoidance. Conversely, government trust emerged as the strongest predictor, fostering positive attitudes and reducing avoidance. While progressive orientation correlated with favorable attitudes, it did not significantly affect physical avoidance, suggesting that the medium’s intrusiveness triggers a universal response regardless of ideology.
Practical Implications : To mitigate “civic fatigue,” policy-level interventions like “zoning” and volume control are essential. Political parties should prioritize message quality over quantity, as over-saturation activates PK, leading to a “backfire effect” in which voters actively ignore the intended messages.
Originality : Unlike research focused on skippable digital ads, this study explored the “unavoidable” physical-spatial dimension of political communication. It fills a critical gap by analyzing how legislative changes interact with psychological traits to influence the reception of traditional outdoor media.
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References
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