The motivation activation measure and media use in Singapore: cross-cultural stability

The purpose of this paper is twofold: First, it tests how the Motivation Activation Measure [MAM; Lang, A., Bradley, S. D., Sparks Jr, J. V., &; Lee, S. (2007). The motivation activation measure (MAM): How well does MAM predict individual differences in physiological indicators of appetitive and aversive activation? Communication Methods and Measures, 1(2), 113–136] applies in a non-American (i.e. Asian) context, in order to provide evidence for the universality asserted through its theoretical underpinnings as an indicator of biologically based motivation systems. It thus investigates cross-cultural variation in the MAM scores and the associations with established measures of theoretically related personality factors. Second, the paper examines how individual differences in motivational system responsiveness correlate with media use and interests in an Asian culture. Eight hundred sixty-five respondents completed MAM, personality measures and self-reported media preference in an online survey. Findings indicate that the MAM values recorded in the Asian sample associate with the measures of theoretically related human traits as expected, and had a similar pattern of scores with those found in American samples. Moreover, results suggest that audience interests in different types of media can be predicted through their variation in motivation systems activation.     

A Cross-cultural Test of the Spiral of Silence Theory in Singapore and the United States1

This study examines the influence of individual-level characteristics on the spiral of silence effect in two countries, Singapore and the United States, making it the first cross-cultural test of the theory and thereby addressing a gap in the literature highlighted by Schefule and Moy (International Journal of Public Opinion Research, 12, 2000, 3–28). In two identical, representative telephone polls of 668 adults conducted in Singapore and 412 adults in Washington, DC, respondents were asked to indicate how likely they would be to discuss publicly two controversial issues: interracial marriage and equal rights for homosexuals. The proposed model for predicting outspokenness adds a variety of new predictors, such as culturally influenced self-concepts, fear of isolation, and communication apprehension, along with other more traditional predictors of outspokenness, such as a person's perception of the opinion climate, media exposure, issue salience, and demographics. The findings provide partial support for the spiral of silence hypothesis in Singapore, but not in the United States. Respondents’ perception of the future opinion climate in Singapore interacted with issue salience to influence their level of outspokenness; American respondents did not exhibit such an interaction effect. In both countries, however, outspokenness was associated with respondents’ perceived importance of the issue and their communication apprehension. Media exposure was not associated with outspokenness in either country.     

Frame Intensity Effects of Television News Stories About a High-Visibility Protest Issue

This study investigated the effects of the intensity of the protest paradigm frame in news stories about social protests. In contrast to previous research, this experiment examined framing effects in the context of a highly visible and familiar issue. The intensity of the application of the protest paradigm frame and its attendant signifying elements and framing devices were manipulated in television news stories about pro-choice and pro-life protests. Specifically, the high-intensity protest paradigm frame conditions were more critical of the protesters. We tested six hypotheses regarding whether this greater frame intensity would lead viewers to be more negative toward the protesters. Results showed significant main effects of frame intensity for some dependent measures but not others. The findings offer more evidence of framing effects but also suggest limitations on their influence.     

The roles of value predispositions,communication, and third person perception on public support for censorship of films with homosexual content

This study aims to examine the roles of value predispositions, communication, and third person perception on public support for censorship of films with homosexual content in Singapore. Findings from a nationally representative telephone survey of adults showed that the majority of Singaporeans supported stricter censorship of films with homosexual characters. Conformity to norms, intrinsic religiosity, and Asian orientation were positively associated with public support for censorship. Media exposure and perceived negative media effects on self were negatively associated with public support for censorship. Our results supported the perceptual component but not the behavioral component of the third person effect.