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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—15 Thorson (2002). We relied on reciprocal paths, while they determined causal paths via a modification index. The current study has three main limitations that should be acknowledged. First, the telephone survey was of adults in one Northern urban center. Thus, generalization of findings to other markets should be done only with caution. Second, although SEM suggests causation, it cannot be determined. Third, the reliability coefficients were somewhat low for accuracy of news coverage, which could be related to their limited predictive role in the two models. The current study offers a refined view of the Marketplace Theory of Media Use. It tests the model on two new newspapers in one Northern urban center, with a new credibility measure—news coverage negativity. The findings indicate important differences in how the model can be applied, including population demographics. These findings, as well as the overall conceptualization of the model, can be of importance to media researchers and practitioners. We find here that the model does not graft well to one community in our focal area, while it can be adopted better to a second community. In the second community, there is strong support for the modeling and testing of Beaudoin and Thorson (2002). This is important because it indicates that applicability of a marketing framework and ethnic-specific measures to newspaper readership. Overall, the analyses suggest important ties between locality, news coverage, and the development of perceptions and behaviors. These findings, we contend, should spur news editors to improve their coverage of ethnic groups and affairs, as a means to improving public perceptions and readership of large metropolitan newspapers.

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—15
Thorson (2002). We relied on reciprocal paths, while they determined causal paths via a
modification index.
The current study has three main limitations that should be acknowledged. First, the
telephone survey was of adults in one Northern urban center. Thus, generalization of findings to
other markets should be done only with caution. Second, although SEM suggests causation, it
cannot be determined. Third, the reliability coefficients were somewhat low for accuracy of news
coverage, which could be related to their limited predictive role in the two models.
The current study offers a refined view of the Marketplace Theory of Media Use. It tests
the model on two new newspapers in one Northern urban center, with a new credibility
measure—news coverage negativity. The findings indicate important differences in how the
model can be applied, including population demographics. These findings, as well as the overall
conceptualization of the model, can be of importance to media researchers and practitioners. We
find here that the model does not graft well to one community in our focal area, while it can be
adopted better to a second community. In the second community, there is strong support for the
modeling and testing of Beaudoin and Thorson (2002). This is important because it indicates that
applicability of a marketing framework and ethnic-specific measures to newspaper readership.
Overall, the analyses suggest important ties between locality, news coverage, and the
development of perceptions and behaviors. These findings, we contend, should spur news editors
to improve their coverage of ethnic groups and affairs, as a means to improving public
perceptions and readership of large metropolitan newspapers.


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