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Communication Mediation Model of Late-Night Comedy
Unformatted Document Text:  COMMUNICATION MEDIATION MODEL OF LATE-NIGHT COMEDY 20 decreased participation (RQ2a). However, the additional assessments of conditional relationships inspired by RQ2b suggested that poorly educated citizens were vulnerable to demobilization, whereas savvy counterparts seemed to participate even more. Although the present study failed to show a significant mediating role of heterogeneous discussion, findings above provide a couple of important implications regarding RQ3. First and broadly, combined results highlight multifaceted nature of interpersonal communication, and thus, suggest that the communication mediation model should now extend the scope of investigation to incorporate more diverse dimensions of talk. Research in the communication mediation model so far has principally revolved around how the quantity of discussion augments the effects of the news media. However, the examination of discussion heterogeneity illustrated that it is not just the amount of conversation that could shift the influence of mass mediated messages; what they do when they discuss is an equally critical factor either to attenuate or reinforce the impact. The second and more specific implication from the investigation of heterogeneity combines findings of the experiment as to who is more likely to engage in heterogeneous discussion following comedy viewing (RQ1b) and the survey results concerning who tends to participate more, given exposure to different views (RQ2b). First, the experimental data showed that given all else is the same, individuals whose views resonated well with the perceived framing of late-night humor were more likely to engage in discussion with non-likeminded others. Second, results of the survey suggested that when engagement in heterogeneous discussion is assumed, well-educated experts seemed to extract greater benefits from exposure to dissimilar perspectives. Taken together, findings suggest that late-night comedy can draw a higher level of political involvement from the liberals (by virtue of greater inclination for

Authors: Lee, Hoon.
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COMMUNICATION MEDIATION MODEL OF LATE-NIGHT COMEDY
  20
decreased participation (RQ2a).  However, the additional assessments of conditional 
relationships inspired by RQ2b suggested that poorly educated citizens were vulnerable to 
demobilization, whereas savvy counterparts seemed to participate even more. 
Although the present study failed to show a significant mediating role of heterogeneous 
discussion, findings above provide a couple of important implications regarding RQ3.  First and 
broadly, combined results highlight multifaceted nature of interpersonal communication, and 
thus, suggest that the communication mediation model should now extend the scope of 
investigation to incorporate more diverse dimensions of talk.  Research in the communication 
mediation model so far has principally revolved around how the quantity of discussion augments 
the effects of the news media.  However, the examination of discussion heterogeneity illustrated 
that it is not just the amount of conversation that could shift the influence of mass mediated 
messages; what they do when they discuss is an equally critical factor either to attenuate or 
reinforce the impact.  
The second and more specific implication from the investigation of heterogeneity 
combines findings of the experiment as to who is more likely to engage in heterogeneous 
discussion following comedy viewing (RQ1b) and the survey results concerning who tends to 
participate more, given exposure to different views (RQ2b).  First, the experimental data showed 
that given all else is the same, individuals whose views resonated well with the perceived 
framing of late-night humor were more likely to engage in discussion with non-likeminded 
others.  Second, results of the survey suggested that when engagement in heterogeneous 
discussion is assumed, well-educated experts seemed to extract greater benefits from exposure to 
dissimilar perspectives.  Taken together, findings suggest that late-night comedy can draw a 
higher level of political involvement from the liberals (by virtue of greater inclination for 


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