新媒体用户的内容消费特征与媒介使用模式——以百度百家号的调研分析结论为例(2)

本文把视线聚焦在新媒体的媒体语境当中,以百度百家号为例,考察了新媒体用户在内容层面、认知层面和行为层面上的认知与使用模式。基于对百度百家号用户媒介认知与媒介使用情况的网络问卷调查数据,本研究从新媒体用户重点关注的文章类型、内容来源的关注度以及网络内容的信任度三个方面分析了新媒体用户的内容消费特征并提出了优化网络内容平台内容建设机制及信息扩散机制的策略与建议。在用户层面,需重点培养激活核心用户以提升内容生态的活跃度;在平台层面,需纳入优质内容资源,重视品牌建设。     

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.     

Linking Survey and Media Content Data: Opportunities,Considerations, and Pitfalls

In media effects research a fundamental choice is often made between (field) experiments or observational studies that rely on survey data in combination with data about the information environment or media coverage. Such studies linking survey data and media content data are often dubbed “linkage studies.” On the one hand, such designs are the state of the art in our field and on the other hand, they come with a long list of challenges and choices. This article reviews the rationales for linkage studies, outlines different types of linkage studies, reviews the state-of-the-art in this area, discusses which survey and content items to use in an analysis, reviews different types of analyses, outlines considerations for alternative specifications, and provides a step-by-step example.     

Contagious Media Effects: How Media Use and Exposure to Game-Framed News Influence Media Trust

The purpose of this study is to investigate the extent to which trust in media is affected by personal media use and the framing of politics as a strategic game. The study is based on a four-wave panel survey matched with media content data, which allows us to investigate not only correlations but also individual-level effects on media trust. In accordance with previous research, our analyses show that the use of specific media types leads to more trust in those specific media. The results also show that media framing of politics as a strategic game has a negative effect on trust in the media. The more citizens are exposed to game-framed news, the less they tend to trust the media, with the exception of tabloid newspapers. Overall, these results lend support to the assumption of contagious effects of game-framed news. In a concluding section, we sum up our results and discuss the implications of our findings.     

Bridging Service-Learning with Media Literacy: Creating Contexts for Communication Students to Educate Youth on Media Content,Consumption, and Effects

Courses: Mediated Communication Theory; Media Criticism; Media Literacy; Senior Capstone

Objectives: (a) To utilize service-learning to educate youth on media literacy; (b) to apply course materials and witness the connection between theory and practice; and (c) to promote personal and social responsibility through civic engagement     

Boys Will Be Boys and Girls Better Be Prepared: An Analysis of the Rare Sexual Health Messages in Young Adolescents' Media

Despite concerns about high rates of teen pregnancy and sexually transmitted disease in the United States, the mass media adolescents attend to most frequently include little accurate information about sexual health. In this study, a preliminary quantitative analysis of the sexual content in four media (television, magazines, music, and movies) popular among 3,261 Black and White adolescents (12–14 years old) found that less than one half of 1% of the content included information about or depictions of sexually healthy behavior. A qualitative analysis of the relatively rare instances of sexual health content revealed that across all four media the sexual health content was ambiguous and/or inaccurate, reinforced traditional gender stereotypes that males seek sex and females are responsible for protection against pregnancy, and presented puberty as funny and contraception as embarrassing or humiliating. These analyses suggest that significant changes in the media's presentations of sexuality would be required if the media are ever to be considered a healthy part of adolescents' sexual socialization.     

Exposure to HIV/AIDS-Related Media Content and HIV Testing Intention: Applying the Integrative Model of Behavioral Prediction

Despite considerable evidence of an association between mass communication efforts and HIV testing behavior, the mechanisms through which this association may be established have been less extensively studied. Drawing on the integrative model of behavioral prediction, this study assessed the relationship between exposure to HIV/AIDS-related media content, individual intention to be tested for HIV, and the psychosocial variables mediating the relationship among 986 urban and rural residents of northwest Ethiopia. Structural equation modeling revealed that the relationship between exposure to HIV/AIDS-related media content and HIV testing intention was partially mediated by the three psychosocial variables associated with the integrative model (attitude, normative, and self-efficacy beliefs). However, whereas exposure to HIV/AIDS media content was found to be associated most substantially with attitudes toward HIV testing, intention to be tested was found mainly to be influenced by normative beliefs, which suggests that there is a possible mismatch between mass media programming and the prevailing psychosocial processes within the study population. The relationship between exposure to HIV/AIDS-related media content and HIV testing intention was also found to be mediated differently across urban and rural groups. Thus, it appears that the two groups may require different types of intervention to promote the desired behavior.     

The Effects of Sports Media Exposure on College Students' Rape Myth Beliefs and Intentions to Intervene in a Sexual Assault

An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gender traits. Given that prior research suggests men and women differ in their beliefs about sexual assault, analyses were performed on male (n = 111) and female (n = 241) respondents separately. Among women, exposure to sports media was positively associated with rape myth acceptance, which in turn was negatively associated with intentions to intervene in sexual assault situations. Among men, consuming sports media was negatively associated with intentions to intervene in a sexual assault. The findings suggest that exposure to some sports media may be negatively associated to individuals' intentions to intervene in a sexual assault.     

Linking to Online Content Becomes Copyright Infringement: Lessons from Aereo

Although many Internet users presume linking to online content is permissible, copyright owners have long complained that it constitutes copyright infringement. The Supreme Court recently resolved this issue in ABC v. Aereo, holding that pursuant to the Copyright Act’s “Transmit Clause,” an Internet transmission of a copyrighted work is a performance of it. Therefore, inasmuch as transmission occurs by inserting and clicking on a link, the link performs the copyrighted work, and may infringe. This article analyzes linking as a species of copyright infringement, and details which types of links infringe, who faces liability, and what defenses exist.     

Children's Exposure to Negative Internet Content: Effects of Family Context

Concerned that inappropriate Internet content may jeopardize the health or safety of children, this study is designed to provide insights into children's exposure to negative Internet content by building a hypothesized theoretical model that examines the effect of family context factors (family cohesion, shared Web activities, parents' Internet skill, and parents' perceived control) on children's exposure to negative Internet content. Findings from the 178 participating families who completed the survey demonstrate that children are more exposed to negative Internet content than what most parents expect. Parents' perceived control, obtained through shared Web activities and family cohesion, was determined to actually reduce children's exposure to negative Internet content.     

Media Exposure or Media Hype: Evidence from Initial Public Offering Stocks in Taiwan

It is frequently observed that the price at which a firm's stock is listed for its initial public offering (IPO) is considerably less than the price at which it trades at the end of its first day of trading, a phenomenon known as underpricing. This article examines how media-provided information affects IPO underpricing and trading turnover. The empirical findings show that the more media coverage a firm receives over a substantial period of time prior to its IPO, the smaller the degree to which its stock is underpriced. However, more media coverage immediately prior to the IPO date increases the degree of underpricing. It is also shown that the tenor of media coverage affects the relations between the volume of near-term, pre-IPO information provided by media and both underpricing and trading turnover.     

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.     

从仪式到消费:大众传媒与节日意义之生产

本文以《扬子晚报》1997至2007年十年间节日报道为分析文本,观察传媒对节日形象的呈现,进而从理论上探讨大众媒介对节日意义变化的影响机制。研究发现,消费类议题的报道数量持续增长,而大众传媒则通过替代、建构节日两种方式完成对节日意义的再生产。     

Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability

This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest–posttest quasi-experiments with control groups (N₁ = 922, M = 14.13, SD = 1.07; N₂ = 1,098, M = 14.26, SD = 1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants’ attitudes, reduced the effect of message desirability on participants’ expectancies, and reduced the effect of message desirability on participants’ efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents’ decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable.     

Evaluation of Sexual Content in Teen-Centered Films From 1980 to 2007

Film has become a popular form of entertainment among teenagers and provides images from which teens model behaviors and form attitudes. This study addresses the understudied area of the portrayal of teen and adult sexual behaviors over nearly three decades in the top-grossing teen-centered films from 1980 to 2007. This study analyzes the frequency, nature, character portrayals, and consequences of sexual behavior. The results show that teen-centered films are replete with passionate kissing and sexual dialogue yet contain a modicum of implied intercourse and intimate touching. Moreover, the frequency of such occurrences has remained surprisingly constant over the last three decades. This research also reveals that teen-centered films, as a source for sexual socialization, are relatively impoverished when it comes to responsible messages dealing with abstinence, safe sex practices, and the health risks associated with sex.     

Expanding the Scope of Selective Exposure: An Objective Approach to Measurement of Media Ideology

The literature on selective exposure has made inestimable advances in our understanding of media and its effect on politics and the general public. However, much of the research on this topic has relied on potentially inaccurate assumptions. In our paper we apply an open-source, publicly available, high-dimensional measurement of meaning through word co-occurrence context (Shaoul & Westbury, 2010), which has historically been applied to questions of semantic relationships between words. This method allows scholars to avoid pitfalls from previous assumptions and determine previously unknown ideological positions of previously unknown sources. We demonstrate the validity and range of this method and provide a series of best practices for scholars who wish to employ this tool in their own research. Our method will ultimately expand the variety of research questions available as well as improving inferences, opening up new lines of research for scholars studying media consumption and political behavior.