Media Do Make a Difference: The Differential Impact of Mass Media in the 1976 Presidential Race
Media Do Make a Difference: The Differential Impact of Mass Media in the 1976 Presidential Race
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媒体确实有所作为：大众媒体在 1976 年总统竞选中的不同影响
DOI：
10.2307/2110978
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发表时间：
1983
影响因子：
4.2
通讯作者：
Joseph Wagner
中科院分区：
文献类型：
--
作者：
Joseph Wagner
对大众媒体影响的研究经常得出这样的结论，即媒体的影响是有限的，甚至可以忽略不计。最近的研究承认不存在全面的媒体效应，但认为当特定类型的条件存在时，媒体可以对可识别的群体产生局部影响。这种转变的最明显迹象出现在对议程设置的研究中。相反，这项研究通过联合测量媒体使用的种类和强度，关注那些最容易受到媒体影响的感知，并应用马诺瓦分析，展示了广泛的媒体效应。结果表明，不同的媒体曝光会产生一致的、系统的舆论差异，即使在考虑到教育、阶层和对公共事务的兴趣等因素后，这种差异也会持续存在。
Studies of the effects of mass media have regularly produced the conclusion that media's impact is limited and perhaps negligible. Most recent research concedes the absence of blanket media effects, but argues that when particular kinds of conditions exist, media can have localized impact on identifiable groups. The clearest indication of this shift occurs in studies of agenda setting. In contrast, this study demonstrates broad-based media effects by jointly measuring the kind and intensity of media use, focusing on those perceptions most susceptible to media influence, and applying MANOVA analysis. Results show that different media exposure produces consistent and systematic differences in public opinion that persist even after factors such as education, class, and interest in public affairs are taken into account.