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Retesting the Marketplace Theory of Media Use

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Abstract:

Relying on literature from mass communication and marketing, the current study reconceptualizes and retests the Marketplace Theory of Media Use. The theory suggests that news can be viewed as a commodity, product or brand that can be purchased, traded and consumed. News consumption, thus, is expected to develop as does product purchase. We retest a model that suggests that primary antecedents, such as perceived news accuracy and perceived financial aspects of journalism, affect attitude toward newspaper (AN), which then affects newspaper readership. In retesting the model via structural equation modeling and partial correlations, we find that the process appears to differ by newspaper and newspaper community. With data from a 2000 telephone survey of a large Northern urban center, we find support for the model in terms of readership of one of the two focal newspapers.

Most Common Document Word Stems:

newspap (153), news (110), media (87), use (80), attitud (64), journal (63), toward (62), model (55), 1 (53), readership (52), coverag (50), measur (50), credibl (41), theori (39), marketplac (37), anteced (37), b (37), 2002 (35), differ (32), retest (32), thorson (31),

Author's Keywords:

media effects, news use, news consumption
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p111723_index.html
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MLA Citation:

Beaudoin, Christopher. and Thorson, Esther. "Retesting the Marketplace Theory of Media Use" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111723_index.html>

APA Citation:

Beaudoin, C. E. and Thorson, E. , 2003-05-27 "Retesting the Marketplace Theory of Media Use" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111723_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Relying on literature from mass communication and marketing, the current study reconceptualizes and retests the Marketplace Theory of Media Use. The theory suggests that news can be viewed as a commodity, product or brand that can be purchased, traded and consumed. News consumption, thus, is expected to develop as does product purchase. We retest a model that suggests that primary antecedents, such as perceived news accuracy and perceived financial aspects of journalism, affect attitude toward newspaper (AN), which then affects newspaper readership. In retesting the model via structural equation modeling and partial correlations, we find that the process appears to differ by newspaper and newspaper community. With data from a 2000 telephone survey of a large Northern urban center, we find support for the model in terms of readership of one of the two focal newspapers.

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Document Type: .PDF
Page count: 27
Word count: 7198
Text sample:
Retesting the Marketplace Theory of Media Use—1 Retesting the Marketplace Theory of Media Use Determining who uses the news media and why has been a common theme in mass communication research over the past 50 years. Some scholars have posited that news use is related to people’s perceptions of whether a news outlet or news medium is credible trustworthy or fair (e.g. Carter & Greenberg 1965; Greenberg 1966; Shaw 1973 1985; Westley & Severin 1964). Specifically perceived credibility of
A/B’s coverage of Caucasians/African Americans/Native Americans/New Immigrants? Coverage Negativity When you think about all the news about Caucasians/African Americans/Native Americans/New Immigrants that you read in the newspaper on a scale of one to seven where one is overly negative and seven is overly positive how would you rate Newspaper A/B’s coverage? Attitude toward the Newspaper • Newspaper A/B is an excellent newspaper • I think people are proud if their children grow up to be loyal readers of Newspaper


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