A Study on Uses and Effects of Election News Coverage by College Students Audience : Focusing on the 5th National Regional Election of the year of 2010

Focusing on the 5th National Regional Election held in June 2, 2010, we examined two research questions:(1)the characteristics of motivation for watching television election news coverage of college student audience and (2)an influence of traits, viewing motives, attitudes, and evaluation activity of the audience, respectively, on information learning effect and voting participation effect. Factor analysis revealed seven viewing motives, including ���understanding election,��� ���interest and fun,��� ���conversation with others,��� ���pursuit of expertise,��� ���information about candidates,��� ���quick availability of information���, and ���intimacy with anchors and candidates���. Hierarchical regression analyses revealed that both effects were outcome growing out of active television election news coverage use. Implications of the results and suggestions for future study were discussed