Development and Validation of a Multidimensional Perceived Media Convergence Scale: A Classical Test Theory and Item Response Theory Approach

Abstract

Media convergence is considered an effective way to alleviate the decline of traditional media audiences. Although media convergence has nearly swept through the world's foremost traditional media, studies reflecting its effects on individuals at the micro level are lacking. Therefore, this study established a multidimensional perceived media convergence scale to measure the actual perception of media convergence from the audience's perspective. To achieve this, a comprehensive field survey was conducted in a county in southwestern China, yielding a sample of 966 participants. Study 1 used exploratory factor analysis and a multidimensional graded response model (MGRM) to optimize the item pool. Study 2 then tested the reliability and validity of the scale using confirmatory factor analysis and a MGRM. Moreover, the entire sample was tested and analyzed for the measurement accuracy of this scale. The final reliable scale contains 24 items in six dimensions: communication power, influence power, guiding power, credibility power, political propaganda power, and service power. The scale is double validated and has good robustness and extensibility. Based on this scale, future research can provide a deep understanding of which groups of people perceive media convergence in what way and conduct causal inference or mechanism analysis in conjunction with the audience's behaviors.