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The Role of Interpersonal Political Communication in the Process of Media Effects

人际政治传播在媒体效应过程中的作用

基本信息

批准号：
256231860
负责人：
Dr. Nicole Podschuweit
金额：
--
依托单位：
依托单位国家：
德国
项目类别：
Research Grants
财政年份：
2014
资助国家：
德国
起止时间：
2013-12-31 至 2017-12-31
项目状态：
已结题

来源：
https://gepris.dfg.de/gepris/projekt/256231860?language=en
关键词：
Role Interpersonal Political Communication Process

项目摘要

The groundbreaking People's Choice Study (Lazarsfeld, Berelson, and Gaudet, 1944) led to the conclusions that (1) interpersonal communication is used more intensively for political information than mass communication and (2) that its effects on voting decisions are stronger. In the meantime mass media have replaced political conversation as citizens' most important political information source. However, the stronger persuasive power is still attributed to interpersonal communication. Though, interpersonal communication would only hinder persuasion effects of media coverage if interpersonal and mass communication usually diverged. Vice versa, it can be assumed, that interpersonal communication enforces persuasion effects of mass media, if interpersonal and mass communication were usually consonant. The following research project addresses this issue. The project aims for (1) developing a theoretical approach that explains effects of interpersonal political communication on media effects and (2) for empirically answering the question if interpersonal communication enforces or hinders effects of media coverage on political opinions, attitudes and behavior. Enforcing effects are due to a high accordance of used and referred media contents as well as to affirmative responses to media references by conversational partners. Hindering effects are due to a high dissonance of used and referred media contents or to dismissive responses to media references by others. To what extent media contents are modified within political conversations depends on their functions. If someone aims to brief a conversational partner on facts, for example, he or she will presumably modify the referred media contents less than someone who aims to convince a conversational partner of a certain view on an issue and therefore exploits only particular arguments of the media coverage. In turn, the functions of media contents depend on characteristics of media coverage, characteristics of the conversational partners, and of the group as a whole. The research project will be empirically realized by the combination of a non-participant and hidden field observation of political talk, a following survey of the observed conversational partners and a content analysis of the media contents they used in the run-up to the conversation.

开创性的人民选择研究（Lazarsfeld、Berelson和Gaudet，1944年）得出的结论是：（1）人际传播比大众传播更频繁地用于政治信息;（2）它对投票决定的影响更强。与此同时，大众传媒已经取代政治对话，成为公民最重要的政治信息来源。然而，更强的说服力仍然归因于人际沟通。然而，人际传播只会在人际传播和大众传播通常出现分歧的情况下阻碍媒体报道的说服效果。反之亦然，它可以假设，人际传播强制大众媒体的说服效果，如果人际和大众传播通常是和谐的。以下研究项目将解决这一问题。该项目旨在（1）开发一种理论方法，解释人际政治传播对媒体效果的影响，（2）实证回答人际传播是否会加强或阻碍媒体报道对政治观点，态度和行为的影响。强制执行的效果是由于一个高度一致的使用和引用的媒体内容，以及肯定的反应，媒体引用会话伙伴。阻碍效应是由于所使用的媒体内容和所提及的媒体内容之间的高度不协调，或者是由于对其他人提及的媒体内容的不屑一顾。媒体内容在政治对话中被修改的程度取决于它们的功能。例如，如果某人旨在向对话伙伴简要介绍事实，那么他或她将可能比旨在说服对话伙伴对某个问题的某种观点并因此仅利用媒体报道的特定论点的人更少地修改所提及的媒体内容。反过来，媒体内容的功能取决于媒体报道的特点，对话伙伴的特点，以及整个群体的特点。该研究项目将通过对政治谈话的非参与者和隐藏现场观察、对观察到的对话伙伴的后续调查以及对他们在对话前使用的媒体内容的内容分析相结合来经验性地实现。