Citation

Boundary Setting: How Polysemy Affects Media Effects Theory

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Abstract:

Reception studies of media texts suggest that individual viewers differ
greatly in their interpretation of television messages. Quantitative approaches of
media effects, on the other hand, assume that heavy viewers of television share
aggregated perceptions and views. Both approaches can be integrated by assuming that while media texts can be interpreted in many ways, certain interpretations are unlikely. Heavier viewing narrows the boundaries within which viewers produce meaning. Heavy viewing of TV violence, for instance, may lead to many different interpretations, but it is unlikely to lead to the conclusion that the world is safe. Empirically, boundary setting assumes heteroscedasticity in regression: there will be less variance in the estimates and beliefs of heavy viewers than in those of light viewers. Alternatively it assumes that in a logistic regression the odds of heavy viewers offering an answer from outside the boundaries are smaller than for lighter viewers. Empirical examples of both approaches are discussed.
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p402851_index.html
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MLA Citation:

Van den Bulck, Jan. "Boundary Setting: How Polysemy Affects Media Effects Theory" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p402851_index.html>

APA Citation:

Van den Bulck, J. "Boundary Setting: How Polysemy Affects Media Effects Theory" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p402851_index.html

Publication Type: Session Paper
Abstract: Reception studies of media texts suggest that individual viewers differ
greatly in their interpretation of television messages. Quantitative approaches of
media effects, on the other hand, assume that heavy viewers of television share
aggregated perceptions and views. Both approaches can be integrated by assuming that while media texts can be interpreted in many ways, certain interpretations are unlikely. Heavier viewing narrows the boundaries within which viewers produce meaning. Heavy viewing of TV violence, for instance, may lead to many different interpretations, but it is unlikely to lead to the conclusion that the world is safe. Empirically, boundary setting assumes heteroscedasticity in regression: there will be less variance in the estimates and beliefs of heavy viewers than in those of light viewers. Alternatively it assumes that in a logistic regression the odds of heavy viewers offering an answer from outside the boundaries are smaller than for lighter viewers. Empirical examples of both approaches are discussed.


Similar Titles:
A Burkean Theory of Media Effects: Toward a Non-Salience Theory of Framing

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The Effects of Affect on Information Processing Following Exposure to Media Frames

How Media Bias Affects Attitude Change: Studying Individual-Level Effects of Political Commentary on Changing Party Evaluations during the UK Election Campaign in 2005


 
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