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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—12 correlations. We begin with SEM. As depicted in Figure 3, there is support for this mediation effect in terms of Newspaper B. The associations from the three primary antecedents to newspaper readership are nonsignificant, while those from news coverage accuracy and financial aspects of journalism appear to be mediated. In contrast, in the Newspaper A model, there is no support for mediation. As depicted in Figure 2, the three primary antecedents do not have significant paths to news readership, while two of the measures (news coverage accuracy and financial aspects of journalism) have significant ties to A N . The mediation effect, however, does not continue on to newspaper readership. As depicted, the path from A N to newspaper readership is nonsignificant (-.01). The mediation role that A N plays in the Newspaper B model can be more closely examined via partial correlations. We examine this role for both news coverage accuracy and financial aspects of journalism. As depicted in Table 3, there is little support for mediation via partial-order correlations. Eveland (2001, 2002) contended that a decrease in the partial correlation between set 1 (controlling for demographics) and set 2 (controlling for demographics, as well as A N ) would suggest a mediation effect. As depicted in Table 2, the correlations do decrease from set 1 to set 2. For example, the correlation between news coverage accuracy and newspaper readership deceases (from .0276 to -.0202) after A N is added to the control group. It should be noted, however, that the correlations are not significant in any of the cases depicted in Table 3. DISCUSSION In the current study, we attempted to retest the conceptual framework of Lutz, MacKenzie and Belch’s (1983) and MacKenzie and Lutz (1989) and the news media-specific model of Beaudoin and Thorson (2002). In doing so, we had three main aims. First, we attempted to test the Marketplace Theory of Media Use. Second, we used the model as a means to predicting readership of two newspapers from a region of the United States with greatly different

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—12
correlations. We begin with SEM. As depicted in Figure 3, there is support for this mediation
effect in terms of Newspaper B. The associations from the three primary antecedents to
newspaper readership are nonsignificant, while those from news coverage accuracy and financial
aspects of journalism appear to be mediated. In contrast, in the Newspaper A model, there is no
support for mediation. As depicted in Figure 2, the three primary antecedents do not have
significant paths to news readership, while two of the measures (news coverage accuracy and
financial aspects of journalism) have significant ties to A
N
. The mediation effect, however, does
not continue on to newspaper readership. As depicted, the path from A
N
to newspaper readership
is nonsignificant (-.01).
The mediation role that A
N
plays in the Newspaper B model can be more closely
examined via partial correlations. We examine this role for both news coverage accuracy and
financial aspects of journalism. As depicted in Table 3, there is little support for mediation via
partial-order correlations. Eveland (2001, 2002) contended that a decrease in the partial
correlation between set 1 (controlling for demographics) and set 2 (controlling for demographics,
as well as A
N
) would suggest a mediation effect. As depicted in Table 2, the correlations do
decrease from set 1 to set 2. For example, the correlation between news coverage accuracy and
newspaper readership deceases (from .0276 to -.0202) after A
N
is added to the control group. It
should be noted, however, that the correlations are not significant in any of the cases depicted in
Table 3.
DISCUSSION
In the current study, we attempted to retest the conceptual framework of Lutz,
MacKenzie and Belch’s (1983) and MacKenzie and Lutz (1989) and the news media-specific
model of Beaudoin and Thorson (2002). In doing so, we had three main aims. First, we attempted
to test the Marketplace Theory of Media Use. Second, we used the model as a means to
predicting readership of two newspapers from a region of the United States with greatly different


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