A Unified Measure of Media Brand Personality: Developing A Media Brand Personality Scale for Multiple Media

The macro versus micro debate in the brand personality literature has yielded a variety of micro approach brand personality scales for different media, with both differences and parallels in personality dimensions uncovered. The observed parallels in media brand personality dimensions and the varying media contexts under which empirical tests of selective exposure theories have been conducted suggest some common ground in the way that media product brands of different formats are perceived by individuals prior to selection and that the optimal method of measuring brand personality for media products may be neither broad macro inventories nor highly context-specific micro measures but somewhere in between. This article discusses the construction of a unified scale of media brand personality that can measure the personality of movie, TV show, pop song, news, and video game brands. The results of a two-step study consisting of free-association task (N = 1,440) and factor structure formation survey of selected items (N = 4,967) suggest a three-factor structure consisting of aggression, heroism, and warmth. Communication, media management, and marketing ramifications of this scale and potential directions of future research are discussed.     

Caught in the Act: Measuring Selective Exposure to Experimental Online Stimuli

Several techniques are available to measure an individual's selective exposure to online content, but only a few investigations have examined actual selective exposure to online stimuli experimentally generated and manipulated. We discuss a successfully implemented approach specifically developed for this purpose. By providing researchers with a combined record of observational selective exposure data and self-report data, the approach we describe here offers selective exposure investigators the opportunity to examine the joint impact of media content features and media user characteristics on selective exposure. Its theoretical and methodological foundations, applicability for a wide array of research questions, and the limitations of this approach are discussed.     

Partisan Media Selectivity and Partisan Identity Threat: The Role of Social and Geographic Context

There is growing concern about the polarizing impact of citizens primarily choosing sources of political information consistent with their existing partisan perspective. Although research has begun providing answers about the consequences, questions remain about what factors drive such selective use of political media. This study conceptualizes partisanship as a social identity and the decision to selectively use like-minded political media as a method for maintenance of that identity. Using the logic of the reinforcing spirals model (Slater, 2007, 2015), we investigated partisan media selectivity as a response to identity threat. We argue the partisan composition of one’s geographic locale and the presence of partisan difference in one’s interpersonal network are common causes of identity threat, which we predict will be associated with compensatory use of partisan media. Results from national survey data generally provide support for the assertion that greater partisan media selectivity is associated with the presence of various forms of identity threat, especially for strong partisans.     

The Appeal of Media Populism: The Media Preferences of Citizens with Populist Attitudes

Although a growing body of literature points to the particular media diet of populist voters, we know too little about what specific media preferences characterize citizens with populist attitudes. This article investigates to what extent citizens with antiestablishment and exclusionist populist attitudes are attracted to attitudinal-congruent media content. We collected survey data using a nationally representative sample (N = 809) and found that citizens’ preferences for media content are in sync with their populist attitudes. Beyond having a tabloidized and entertainment-based media diet, populist voters self-select media content that actively articulates the divide between the “innocent” people and “culprit” others. These findings provide new insights into the appeal of different types of media populism among citizens with populist attitudes on different dimensions.     

Challenges to Selective Exposure: Selective Seeking and Avoidance in a Multitasking Media Environment

The present research investigated selective exposure online, treating selective seeking and selective avoidance as independent phenomena. A behavior tracking measure was employed. Study 1 used an online quasi-experiment with voluntary national samples (n = 271). Consistent with early reviews on selective exposure, participants sought out attitude consonant information but did not systematically avoid attitude dissonant information compared to neutral information. Study 2 involved an experiment with student samples (n = 185) to examine the impact of cognitive load on selective behavior. The results revealed that those who were asked to multitask during an information search did not exercise any selectivity in information selection. The implications of information selection behavior in a multitasking media environment are discussed.     

A Comparative Content Analysis of Anti- and Prosocial Rap Lyrical Themes Found on Traditional and New Media Outlets

Previous studies investigated the content of rap music within the context of traditional media and found that rap often contains antisocial themes associated with negative effects. The current content analysis investigates whether rap’s lyrical themes consumed and shared online are more diverse and less anti-social than rap aired on traditional outlets. The analysis revealed that songs shared on Facebook were less antisocial and more prosocial than the songs that made the Billboard charts. Additionally, online lyrical themes were more diverse than traditionally distributed lyrics. Rap consumption and sharing behaviors will be discussed in light of the theory of selective exposure     

A Meta-Analytical Review of Selective Exposure to and the Enjoyment of Media Violence

A primary argument for the widespread production of media violence is that audiences want to watch violent content. This assumption is examined in this meta-analytic review of existing research on both selective exposure to and enjoyment of violence. The results show that violence has a significant effect on both selective exposure and enjoyment, but in different directions. Specifically, violence increases selective exposure but decreases enjoyment of content. Potential explanations for these effects and moderators that could influence the results (e.g., sex, aggressive personality traits, type of content) are considered, and the practical implications of these findings are discussed.     

Linking Exposure to Outcomes: Early Adolescents' Consumption of Sexual Content in Six Media

A media-use questionnaire was completed by 3,261 7th and 8th graders and a subsample of 1,074 respondents was interviewed about their sexual attitudes and behaviors. Based on results from the media survey, respondents' top television shows, movies, music, Internet sites, and newspapers were content analyzed for portrayals or references to pubertal development, romantic relationships, body exposure or nudity, sexual innuendo, touching and kissing, and sexual intercourse. Overall, 11% of the media used by respondents contained sexual content. A measure called the Sexual Media Diet (SMD) was developed to assess each individual's exposure to sexual content in the media, based on the combination of media consumption and content. The SMD measure showed a statistically significant association with adolescents' sexual activity and future intentions to be sexually active, with measures of movie and music exposure showing the strongest associations.     

Print Media Standardisation and Professionalism

The independence of the media under Ghana’s Fourth Republic is assessed from the perspective of standards and professionalism. Using a qualitative method, the study shows that unethical practices are evident in the print media landscape in Ghana, and argues that this can be traced to four major spheres: educational qualification, existence of several professional associations, a weak regulatory body and “money matters”. Overall, the study argues that legalities form a minimal part of the independence of the Ghanaian media but concerns about freedom seem to be self-inflicted by the very media practitioners through their actions and sometimes questionable reportage.     

传媒与政治信任之关系的研究现状及展望

国外对于传媒与政治信任的关系有不少重要的研究,其研究的焦点集中在传媒是否对公众的政治信任有负面影响上,不少学者持"媒体抑郁论"的观点。但这种观点不断被检验,研究者发现不同传媒变量对不同层次政治信任的影响各不相同。国内在传媒与政治信任方面的研究比较缺乏。该领域的研究可以考虑综合运用质化、量化的研究方法、关注新媒体与政治信任之关系,以及探讨中国传媒与政治信任的关系。     

我国青年的媒介使用与主观幸福感——基于CGSS2015的经验证据

本文通过CGSS2015的调查数据,将人口统计因素、经济控制因素及媒介使用因素作为测量青年主观幸福感的三个维度,建立有序回归模型后得出结论:青年的教育程度、社会保障、婚姻与工作状况、年龄、社会阶层自我评价及健康状况等人口统计因素差异会影响主观幸福感;经济控制因素中的人均文体支出对主观幸福感具有显著的正相关作用,人均医疗卫生支出会减少其主观幸福感;衡量主观幸福感的媒介使用因素中,手机定制消息的使用对青年主观幸福感的提升与促进作用最为显著且稳健,其它媒体使用与主观幸福感的关系受到经济与人口因素的影响。     

Voices and Choices: Critical Information/Media Literacy and Behrman’s Practices

ABSTRACT

Studies on information and media literacy focus on describing activities and frameworks individually, and most of the time, connect within the field of library science. However, other frameworks and practices can be used. This case study presents the application of Behrman’s Critical Literacy Practices to information and media literacy to engage students to think critically about information within their field of study. The purpose of this research is to model the information behavior of education students through the perspective of constructivist learning. The study used a qualitative method with six upper-level undergraduate education majors. Activities that comprise practices and theories in both education and library sciences are presented to form a continuous exposure to critical thinking. Factors that influenced how students perceived the validity of information came from personal, educational, and societal factors. This research contributes to the ongoing discussion about critical thinking skills in undergraduate students, presenting a model that describes how practices from other fields can be used and incorporated with information and media literacy.     

The Impact of Media Use and Cultural Exposure on the Mutual Perception of Koreans and Japanese1 The present research has been conducted by the Research Grant of Kwangwoon University in 2004

This study examines how the use of a foreign country's media and culture influences perceptions of that country. A total of 315 Korean and 290 Japanese college students were surveyed in 2002 to facilitate the author's analysis of the flow of cultural products between Korea and Japan and the impact of their use. Between countries cultural products flow in one direction because of differences in market size and cultural competitiveness. This paper aims to reconfirm the asymmetric flow of cultural products between Korea and Japan. Its results reveal that Korean college students spend 25.40% of their media usage time consuming Japanese media products, whereas only 1.79% of Japanese students devote any time at all to Korean products. Next, studying both domestic and foreign media use, the author examined the effects of asymmetric cultural consumption on how Koreans and the Japanese perceive each other. Perception of a country is described in terms of three variables: cultural affinity, product purchase intention, and preference for the country. Use levels of foreign media, cultural exposure to the foreign country, and social demographics were hypothesized to influence these variables. Traveling experience to the counterpart country and preference for that country's food were measured to represent cultural exposure. Gender was a significant variable influencing cross-cultural perception. For Japanese students, first-hand exposure to Korean culture affected their perception of Korea significantly, whereas Korean students were more strongly affected by media use. Interestingly, Korean students’ domestic media use negatively affected their cultural proximity to Japan, while Japanese students’ domestic media use positively affected their intentions to purchase Korean products.     

Shaping the Corporate Perimeter in a Changing Media Industry

ABSTRACT

A constant theme in strategic media management literature is the transformational impact that digital media technologies and deregulation have had on shaping media firms’ corporate strategies. Whilst the role of corporate strategy is to encapsulate a firm’s long-term direction and scope of activities, it will also give a strong indication of how the firm will compete and be positioned in an industry. However, the transformative effects of a highly technological media environment have changed our traditional view of how the media industry is defined, and so developing a strategic recipe for competing in an ill-defined industry becomes more challenging. This paper examines a single media firm’s corporate strategy and perimeter and considers this in the context of a changing media industry. The paper takes a practice-led approach by undertaking a longitudinal analysis of a firm’s acquisition and divestment activities in order to understand its corporate perimeter and by implication the industry or industries where it competes. We argue that by exploring a media firm’s corporate strategy and perimeter over time, scholars will not only be able to better understand the dynamics of media practice and strategy, but also gain an insight into the changing nature of the media industry. The paper concludes that the 'five forces framework' on industry structure, profitability and attractiveness remains a relevant form of strategic analysis that can help media management researchers to conceptualize and understand the evolution of media firm corporate perimeter and the industries in which they compete.     

Using Open-Source Tools to Measure Online Selective Exposure in Naturalistic Settings

Measuring audiences’ selective exposure to media content in naturalistic settings constitutes a methodological challenge that has only partly been resolved. We present a new methodological approach that is based on the open-source web analytics software Piwik. This method allows for the tracking of selective exposure and facilitates the integration of selective exposure data with online survey data. To ease data handling, we created a plug-in turning Piwik into a scientific research tool. After discussing the theoretical and methodological background of collecting data on user selections, we provide step-by-step instructions on the integration of Piwik with online content, survey software, and the merging of tracking and survey data. Finally, we discuss research applications, advantages, and limitations of the new research tool.     

Measuring Exposure to Media with Antisocial and Prosocial Content: An Extended Version of the Content-based Media Exposure Scale (C-ME2)

The present research developed a measure for exposure to both antisocial and prosocial media content by revising and extending a previous Content-based Media Exposure Scale (C-ME). The validity and reliability of the C-ME2 was tested in two independent samples (N = 678), among young adults (Study 1) and adolescents (Study 2). Results of Confirmatory Factor Analyses showed good fit, in both studies, for both antisocial and prosocial dimensions of media content, and for both males and females. Furthermore, the C-ME2 explains unique variance beyond previous measures of violent and general media exposure. Evidence is presented of reliability, discriminant and predictive validity of the C-ME2, measuring both frequency and exposure to specific content of media. The C-ME2 covers all media platforms, is easy to use in all research designs, and allows for standardization and systematic comparisons across studies.     

Antecedents of Incidental News Exposure: The Role of Media Preference,Use and Trust

ABSTRACT

The online environment has radically changed the way in which users consume, discover and manipulate news. The growing relevance of social media platforms and digital intermediaries for news sharing and consumption increase the likelihood of citizens to be exposed to online news even when they are not seeking it. This digital transformation fundamentally challenges the way online news use and exposure have been conceptualized and measured, affecting also to citizens’ knowledge about public affairs and politics. This article examines the factors that predict the probability to be an “incidentally exposed news user” online. Specifically, based on a representative US sample from the Pew Research Centre, this study analyses the role of media preference, use and trust. Findings indicate that beyond users’ demographics and loyalty, readers’ news preferences, uses and trust, specially of social media platforms, affect their probability to be incidentally exposed to news online. These results have important empirical and theoretical implications for understanding the connection between readers’ news consumption patterns and online exposure, intentional or incidental.     

The Role of Political Identity and Media Selection on Perceptions of Hostile Media Bias During the 2012 Presidential Campaign

Viewing a hostile media bias against one’s group (e.g., political party) is a perceptual effect of media use. When it comes to the portrayal of political parties in the United States, prior research suggests that both Democrats and Republicans see mainstream media coverage as favoring the other side, regardless of the orientation of the political news coverage. Although prior research has not identified all factors that make this perceptual bias more likely, or at explaining how or why this perceptual effect occurs, we do know that it is related to one’s group identity. In this study, we examined salient predictors of hostile media bias during the 2012 presidential campaign. Individual (i.e., political cynicism) and group identity related (i.e., group status, intergroup bias, political ideology) differences of media users predicted such perceptions. But, the medium selected for political information about the campaign also mattered. The use of two media in particular—TV and social networking sites—appear to have blunted hostile media bias perceptions, whereas the use of two other media—radio and video sharing sites—appear to have accentuated perceptions that the media were biased against one’s party     

Media Effects on Acculturation and Biculturalism: A Case Study of Korean Immigrants in Los Angeles' Koreatown

Given the assumption that mass media reflect the cultural values of a society, this study investigates the effects of American and Korean mass media on Korean immigrants' acculturation process. Structural equation modeling and hierarchical regression modeling were used to evaluate how exposure to mass media is related to the acculturation process. The survey results from the two different analyses were consistent with each other, in that exposure to American mass media was a significant positive predictor for the acceptance of American cultural values and a significant negative predictor of the affinity for Korean cultural identity. However, exposure to Korean mass media was related to neither immigrant's affinity for Korean cultural identity nor acceptance of American cultural values. Thus, we surmise that even though Korean immigrants are frequently exposed to both American and Korean mass media, they tend to be Americanized instead of bicultural due to the strong effects of the American media.     

Mirroring the Media: The Relationship Between Media Consumption,Media Internalization,and Profile Picture Characteristics on Facebook

Social cognitive theory suggests that stereotypes of attractiveness from mainstream media may function as models for online profile pictures. The present study explores the relationship between media consumption, internalization, and body-ism, clothing, and gaze through a content analysis of the Facebook profile pictures of 288 students, and a survey to assess their media consumption and internalization. The relationship between magazine exposure and pictures was mediated by internalization: magazine readers who internalized media ideals were more likely to select pictures showing their body in revealing clothing. Television viewing had a direct effect on picture selection, but was not mediated by internalization.