Great expectations? A taxonomy for expectancy research in journalism studies

Abstract

Expectancy research in journalism studies is characterized by a heterogeneous use of terms related to expectations, reflecting the complexity and ambiguity of the expectation construct. To enable a systematization and classification of different expectation concepts, we develop a taxonomy comprising seven criteria: Whereas the (1) dimension specifies the content of expectations and (2) dimensionality indicates the degree of complexity of the concept, the criteria (3) perspective and (4) object specify whose expectations are being addressed and to whom they are directed. The (5) level of expectation distinguishes between first- and second-order expectations. The (6) level of analysis helps locating expectation concepts, either at the micro, meso, or macro level. Finally, the (7) mode allows for classifying expectations as prescriptive, probabilistic, or valuative. An exemplary application of the taxonomy to the expectation concept of journalistic roles reveals the focus points of previous research and research gaps. Besides, the taxonomy can be used in further theory building and in developing measures of expectation concepts.