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Beyond Political Knowledge: Predicting Voting From the Multiplicative Effect of Media Evaluation and Exposure

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Abstract:

Intramedia relationship is an under-studied area in political communication research. This study extends the notion of intramedia interaction to the interaction between media evaluation and media use or exposure. Drawing on two probability-based data sets, this paper investigates the interaction between media enjoyment and media exposure, and between media usefulness and attention to media. Consistent with active audience perspectives, this study found that media evaluations play an important role in individualsÂ’ media exposure. More importantly, this study found that evaluation or response to media interacts with media exposure and can predict voting likelihood strongly in one of the data sets. Thus, this study argues that political communication researchers should pay more attention to interrelationship between media use and media evaluations. Finally, implications for the findings are explicated and future directions are suggested.

Most Common Document Word Stems:

media (255), polit (180), vote (143), use (103), news (84), communic (73), research (56), evalu (54), predict (54), enjoy (46), differ (42), studi (42), effect (41), knowledg (41), inform (39), attent (39), public (37), m (36), journal (35), televis (35), exposur (33),
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Association:
Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p405167_index.html
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MLA Citation:

Fu, Hanlong. and Mou, Yi. "Beyond Political Knowledge: Predicting Voting From the Multiplicative Effect of Media Evaluation and Exposure" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p405167_index.html>

APA Citation:

Fu, H. and Mou, Y. , 2010-06-22 "Beyond Political Knowledge: Predicting Voting From the Multiplicative Effect of Media Evaluation and Exposure" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p405167_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Intramedia relationship is an under-studied area in political communication research. This study extends the notion of intramedia interaction to the interaction between media evaluation and media use or exposure. Drawing on two probability-based data sets, this paper investigates the interaction between media enjoyment and media exposure, and between media usefulness and attention to media. Consistent with active audience perspectives, this study found that media evaluations play an important role in individualsÂ’ media exposure. More importantly, this study found that evaluation or response to media interacts with media exposure and can predict voting likelihood strongly in one of the data sets. Thus, this study argues that political communication researchers should pay more attention to interrelationship between media use and media evaluations. Finally, implications for the findings are explicated and future directions are suggested.


Similar Titles:
Choice, Attention, and Reception in Political Communication Research: The Experimental Study of Selective Exposure

Soft News and Political Cynicism: How Exposure to Political Information Genres Affects Public Cynicism About Politics


 
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