標題: Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definitions
作者: Tao, Chen-Chao
Bucy, Erik P.
傳播與科技學系
Department of Communication and Technology
公開日期: 1-十月-2007
摘要: This paper argues for a clearer conceptualization of media stimuli in experimental research and identifies 3 issues impeding our understanding of message processing. (a) assumptions bolstered by manipulation checks about homogeneity of response to media stimuli, (b) conflation of 2 different classes of variables-media attributes and psychological states, and (c) discrepancies between the conceptual model and operational-level hypotheses used to test research questions. To provide a more comprehensive framework for investigating media effects in experimental research, we argue for a clearer conceptual separation between message attributes and user perceptions and apply a mediation model of information processing to overcome the limitations of conventional approaches. Subjected to 2 empirical tests involving the assessment of Web-based media, the model finds an increase in explained variance in each instance.
URI: http://dx.doi.org/10.1111/j.1468-2958.2007.00305.x
http://hdl.handle.net/11536/18264
ISSN: 0360-3989
DOI: 10.1111/j.1468-2958.2007.00305.x
期刊: HUMAN COMMUNICATION RESEARCH
Volume: 33
Issue: 4
起始頁: 397
結束頁: 426
顯示於類別:會議論文