ABSTRACT Political communication scholarship has investigated the mobilization effect of citizens’ political discursive behaviors during elections. With the recent advent of SNSs Social Networking Sites (SNSs) in the political communication environment, citizens’ discursive behaviors on SNSs have received increasing academic attention. This study examines (1) whether offline political talk mediates the relationship between political self-efficacy and election campaign activity (a type of political participation); (2) whether its mediation effect differs from that of SNS political talk; and (3) how those mediation effects vary according to citizens’ endorsed political ideologies. The results reveal that the effects of both offline and SNS political talk are statistically significant among conservatives, liberals, and moderates. Interestingly, the mediation effect of SNS political talk was substantially larger among liberals than among conservatives or moderates (i.e. a moderated mediation effect), while the effect of offline political talk was consistent across all three ideological groups. This study demonstrates that the electoral mobilization effect of SNSs is ideology-dependent, and is particularly based on the mismatch between SNS users’ political ideology and the current government's political orientation. Implications and limitations of the study are also discussed.

中文翻译：

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政治谈话的力量：它如何以及何时在选举期间动员具有政治效力的公民的竞选活动

摘要 政治传播学研究了选举期间公民政治话语行为的动员效应。随着最近政治传播环境中SNS社交网站（SNS）的出现，公民在SNS上的话语行为越来越受到学术界的关注。本研究考察（1）线下政治谈话是否在政治自我效能感和竞选活动（一种政治参与）之间起到中介作用；(2)其中介作用是否与SNS政治谈话的中介作用不同；(3) 这些调解效果如何根据公民认可的政治意识形态而变化。结果表明，线下和 SNS 政治谈话的影响在保守派、自由派和温和派中具有统计学意义。有趣的是，SNS 政治谈话的中介效应在自由派中远大于保守派或温和派（即温和的中介效应），而线下政治谈话的影响在所有三个意识形态群体中都是一致的。本研究表明，SNS 的选举动员效应具有意识形态依赖性，尤其是基于 SNS 用户的政治意识形态与当前政府政治取向的不匹配。还讨论了该研究的意义和局限性。本研究表明，SNS 的选举动员效应具有意识形态依赖性，尤其是基于 SNS 用户的政治意识形态与当前政府政治取向的不匹配。还讨论了该研究的意义和局限性。本研究表明，SNS 的选举动员效应具有意识形态依赖性，尤其是基于 SNS 用户的政治意识形态与当前政府政治取向的不匹配。还讨论了该研究的意义和局限性。