"How does media influence beliefs, attitudes, and behaviors? We know surprisingly little about this influence and I argue that two mechanisms account for its impact. Media provides new information that persuades individuals to accept it (individual channel), but also, media informs listeners about w
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hat others learn, thus facilitating coordination (social channel). Using a field experiment in Mexico, I disentangle these effects and analyze norms surrounding violence against women. I examine the effect of a radio program when it is transmitted privately versus when it is transmitted through public outlets. Although I find no evidence supporting the individual mechanism, the social channel increased rejection of violence against women, support for gender equality, and unexpectedly, increased pessimism regarding the future decline of violence." (Abstract)
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"Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cogni
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tive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical models. Instructive concrete examples illustrate applications of the concepts in such settings as health promotion, political campaigns, the courtroom, and advertising." (Publisher description)
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"The aim of this article is to further knowledge of the explanatory processes of narrative persuasion in the field of health communication, using data obtained in a research study of entertainment-education based on audiovisual fiction. Participating in the study were 208 young persons between the a
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ges of 14 and 20, randomly distributed to three different groups. Each of the groups was exposed to a different episode of the Colombian television series Revelados, desde todas as posiciones. The results showed that greater identification with the main character of the episode transmitting a prevention message was associated with greater cognitive elaboration, which in turn led to more favorable attitudes toward the topics addressed. However, counterarguing was not observed to play a significant mediating role. The findings of this study allow us to conclude that getting people to think and reflect can help persuade them, which suggests that narrative persuasion models and dual models of rhetorical persuasion can be compatible in certain contexts, such as when messages are designed in such a way that characters make explicit arguments that endorse a prosocial message through dialogues." (Abstract)
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"The survey indicates that radio remains the most widely accessed broadcast platform in Sierra Leone. In all, eight out of 10 (81%) Sierra Leoneans have access to radio, and 47% listen to it daily. Radio listenership is fractured, however, with no single station able to reach a national audience. Ar
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ound 50 radio stations are currently broadcasting, with many of these having limited, local broadcast reach. This is reflected in patterns of listenership, with different stations popular in different parts of the country. Overall in the country, no station reaches more than one-third of adult Sierra Leoneans. Reaching a national audience through radio, therefore, requires working with a large number of broadcast partners. In contrast to radio access, just under half of Sierra Leoneans (45%) can access TV or DVD content and 13% can access newspapers. Access to mobile phones is high, now achieving a similar reach to radio: 83% of people report having access to a mobile phone. There is significant potential for leveraging this reach and the opportunity offered by 2G and 3G mobile phone platforms as a means of distributing media content to audiences. More than half of mobile phone owners (52%) have a basic feature phone."
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"This study contributes to the limited literature on race and crime in a multicultural Asian context. Based on a survey in Singapore, where multiracialism is a fundamental political pillar and yet discourse about race is mostly shunned, the findings suggest a relationship between media consumption a
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nd racial perceptions. Respondents who consume more race-specific media have less negative racial perceptions of their own race, and more negative racial perceptions about other races. Respondents who consume more crime-related media content on TV, newspapers, and social networking sites tend to be more racially prejudiced against other races. Those who pay more attention to crime-related media content hold more negative racial perceptions of other races, and have harsher criminal culpability judgments of other races while holding a diminished culpability judgment of one’s own race." (Abstract)
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"Having spent some time in the living rooms of 12 families across Greater Jakarta, West Java and East Nusa Tenggara, we found that audience has their own ways of consuming media and capacity to reflect on the content they are served. This capacity differs varyingly, fundamentally depending on three
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aspects: 1) the differing degrees of access and infrastructure available around the area, 2) the knowledgeability of the person in question and 3) the societal values that tie their ways of living. Across the demographics, despite their heterogenous profile, audience has common reflections about the quality of television content. As they are aware that their identities and worldview are strongly constructed by television, their criticisms and utterance are abound but find no way of channelling to the industry. Direct means of feedback to content producers are scarce, which impedes the production of a more diverse content needed to represent the heterogeneity of audience." (Executive summary)
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"Based on an extensive ethnographic study of television and audiences in class-divided Philippines, this is the first book to take a bottom-up approach in considering how people respond to images and narratives of suffering and poverty on television. Arguing for an anthropological ethics of media, t
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his book challenges existing work in media studies and sociology that focuses solely on textual analysis and philosophical approaches to the question of representing vulnerable others. Current questions in media ethics, such as whether to portray sufferers as humane and empowered individuals or show them ‘at their worst’ have so far used textual and visual analyses to convey the researcher’s own moral position on the matter. In contrast, this book, inspired by the anthropology of moralities, accounts for the different interpretations and moral positions of audiences, who are positioned in various degrees of social and moral proximity to those they see and hear on television. Winner of the 2016 Philippine Social Science Council Excellence in Research Award." (Publisher description)
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"Dieses Lehrbuch bietet einen kompakten und theoretisch fundierten Einstieg in die wichtigsten Ansätze der kommunikationswissenschaftlichen Rezeptionsforschung. Im Mittelpunkt steht das Individuum, das sich einem Medium zuwendet und es nutzt – die dabei ablaufenden kognitiven, emotionalen und ver
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haltensbezogenen Aspekte werden systematisiert und anhand von Beispielen dargestellt. Der Rezeptionsprozess wird umfassend beleuchtet – von der Medienselektion bis hin zur Verarbeitung medialer Informationen und der Rolle der Interaktivität. Ein weiteres wichtiges Feld sind die konkreten Formen des Rezeptionserlebens, z. B. Emotionen und Stimmung, Spannung und Interesse, Identifikation und parasoziale Interaktion sowie Realismus und Unterhaltungserleben." (Verlagsbeschreibung)
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"Radio und Fernsehen sind unverändert die Leitmedien in allen Lebenswelten. Sie bleiben die meistgenutzten Medien in allen Milieus. Das Internet hat in den avantgardistischen Milieus der Performer und des expeditiven Milieus die höchste Reichweite. Tageszeitungen erreichen diese Milieus nur noch i
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n geringem Maße und werden vor allem von den konservativen und traditionellen Milieus gelesen. Die Gesamtnutzungsdauer der Medien unterscheidet sich zwischen den Milieus nur wenig und liegt netto bei ca. 8,5 Stunden täglich. Fernsehen und Radio haben wie in der Reichweite die größten Anteile an der Nutzungsdauer. Das Internet kann im expeditiven Milieu die Werte von Fernsehen und Radio übertreffen, bleibt aber vor allem in den traditionellen Milieus deutlich dahinter. Die Tageszeitung spielt mit einer täglichen Nutzungsdauer von 23 Minuten hier nur eine geringe Rolle. Die Nutzungsmotive für die einzelnen Medien sind in allen Milieus ähnlich. Information ist für alle tagesaktuellen Medien außer Radio das am häufigsten genannte Nutzungsmotiv, bei Radio steht der Spaß noch vor dem Informationsbedürfnis. Spaß steht für das Internet und das Fernsehen an zweiter, für die Tageszeitung erst an vierter Stelle. Beim Direktvergleich der Medien belegt Fernsehen in der Gesamtbevölkerung für alle Motive die erste Stelle („trifft am meisten/an zweiter Stelle zu auf...“). Die modernen Milieus erfüllen ihre Informationsbedürfnisse (Denkanstöße, Information und nützliche Alltagsdinge) aber immer mehr im Internet. Radio kann sich in fast allen Milieus bei Entspannung und Spaß an die zweite Stelle setzen." (Fazit, Seite 440-441)
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"[...] technological changes in the media sector have opened up a range of new analytical opportunities for understanding the impact that media can have across a range of relevant criteria. Thus, the field of media impact assessment is in a period of rapid innovation and change, in which new approac
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hes to defining and measuring impact are being developed and adopted. The goal of this report is to provide a comprehensive overview and assessment of the approaches being employed in this formative period of assessing media impact, with a focus on what is termed here a social value perspective. Social value in this context refers to analytical approaches that extend beyond financial measures of success to take into account criteria such as improving the well-being of individuals and communities across a wide range of dimensions that are central goals of most public interest media initiatives. This report seeks to identify relevant analytical approaches, methodologies, and metrics for assessing media impact in an effort to develop a baseline inventory of analytical tools, methods, and metrics that can inform further work in this area; and to identify approaches that appear particularly promising. The key themes that emerge from the media impact literature include: 1. The importance of media impact assessment maintaining a high degree of methodological flexibility and diversity [...] 2. The availability of a broad range of performance metrics [...] 3. The centrality of audience engagement to impact assessment." (Executive summary, page 4-5)
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"This cultivation study examined the effects of South Korean soap operas on Vietnamese female audiences. It also assessed cultivation effects in combination with the theory of reasoned action. Based on a survey of 439 female viewers, it explicated the link between South Korean soap opera consumption
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and the emergent phenomenon of transnational marriages involving Vietnamese women and South Korean men. Cultivation effects were confirmed in an international setting. Results also have important real-world implications." (Abstract)
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"As academia, development experts and policy-makers have continued to search for the right mix of technology, methodology, easy-to-use and understandable scientific elements and infrastructure that would suit the nation’s peculiar circumstances towards meeting her developmental needs. This situati
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on, no doubt, calls for adaptation of social media’s unique opportunities and adjustment of its weaknesses to aptly blend with the forces of innovation and ability of cultural and behavioural changes. Concerted efforts are required of the Nigerian government and its agencies in awakening the consciousness of the citizenry to integrate social media culture into the mainstream of Nigerian culture so as to produce positive changes that are evidences of sustainability." (Abstract)
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"The Internet is one of the few remaining platforms where Iranians can practice some level of open debate, less susceptible to social and political limitations. Research on Internet use in Iran sheds light on a large online community engaged in a diversity of activities and expanding at a significan
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t pace. This study seeks to complement standard online research techniques by providing a richer picture of Iranian Internet users. The novel research method utilized in this study features 'archetypes' whose characteristics are described in vignettes, and who are defined based on their relationship with the Internet. Taking this approach, our study considers the Internet as an ecosystem, and works toward providing a more realistic narration of the diversity of Iranian Internet users and online environments." (Iran Media Program website)
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"This pioneering study examines television’s impact on an Amazonian river town from the first broadcasts in Gurupá, in 1983, to the present." (Publisher website)
"Entertainment-education interventions frequently include an explicit persuasive appeal, such as an epilogue, at their conclusion. This may help to overcome potential limitations of narrative persuasion by highlighting and clarifying the underlying message. Despite this potential, an explicit persua
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sive appeal may also undermine the subtle approach that distinguishes narrative persuasion and thereby induce reactance and/or counterarguing. The purpose of this study was to experimentally test these two possible outcomes. In particular, the effect of an explicit persuasive appeal in the context of a dramatic television program about the dangers of drinking and driving was examined. Overall, results revealed that the narrative and explicit persuasive appeal interact to influence drinking-and-driving attitudes. Theoretical and practical implications are discussed." (Abstract)
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"Using a controversial issue in South Korea, a government plan to relocate the administrative capital, this study examines attribute agenda setting. Linking survey data to an analysis of news coverage, more specifically, the article explores how television news has influenced the way the public eval
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uates the plan and its various attributes, i.e. potential benefits and problems of the relocation. Findings support the idea that the media could increase public salience of certain attributes by placing them more prominently in news coverage. An important outcome of attribute agenda setting was its priming effect. Issue attributes emphasized in the media were functioning as important standards by which the audience evaluated the plan. These findings, taken together, enhance the intercultural validity of attribute agenda setting by demonstrating that the theory can be applied to South Korea, a country with a unique cultural tradition." (Abstract)
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"El valor de este trabajo radica en la visión global que nos ofrecen los distintos equipos de trabajo de los paÃses sobre los diferentes y complejos escenarios en los que se dan la relación audiencia-medios, lo que sucede antes y después de esa relación, el aporte de los contenidos que ofrecen
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los medios, la visión que las audiencias tienen de sus propios medios y, en fin, una serie de conceptos que dejan planteadas dudas que incentivan a la discusión en torno a este tema que tiene varias implicaciones." (Descripción de la casa editorial)
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