Mass Media Flow and Differential Growth in Knowledge

Tichenor, Phillip J.; Donohue, George A.; Olien, Clarice N.

doi:10.1086/267786

Cited by 1,213 publications

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“…Chaffee and Berger (1987) argued that most bona fide theories involve third variables. Indeed, some well known mass communication theories directly integrate the effect of third variables: with the Knowledge Gap Hypothesis, the relationship between media exposure and knowledge acquisition varies at the level of education (Tichenor, Donohue, & Olien, 1970); with Agenda Setting, the relationship between news issues and perceptions of issue importance varies with the "need for orientation" (McCombs, 1994); with the Elaboration Likelihood Model, the relationship between argument quality and attitude strength varies at the level of personal involvement (Petty & Cacioppo, 1984), or may be affected by message cognitions (Mongeau & Stiff, 1993). Although there are some notable exceptions, the contribution of third variables, widely discussed in social psychology, is seldom elucidated in the field of communication (Eveland, 1997;O'Keefe, 2003).…”

Section: What Interactivity Does: Modeling Third Variablesmentioning

confidence: 99%

The Mediated Moderation Model of Interactivity

2007

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This paper argues for enhanced consideration of third variables in interactivity research and proposes a "mediated moderation" model to bring increased sophistication to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly intrigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptualize interactivity as technological attributes of mediated environments that enable reciprocal communication or information exchange, which afford interaction between communication technology and users, or between users through technology. Specifying roles for mediator and moderator variables, this paper proposes a model that incorporates interactive attributes, user perceptions (mediators such as perceived interactivity), individual differences (moderators such as Internet self-efficacy), and media effects measures to systematically examine the definition, process, and consequences of interactivity on users. Lastly, statistical procedures for testing mediated moderation are described.An enduring question and major inconsistency in interactivity research is how to best isolate the concept for systematic investigation. Various definitions and multi-dimensional models have been proposed but current approaches attempt to either mix structural characteristics of media systems, message exchanges, and user perceptions into a single multidimensional construct, or identify one of these factors as the central locus of interactivity (Sundar, 2004). Not surprisingly, the empirical research on interactivity has yielded scattered findings and has been unable to ascertain consistent patterns of effects on users. After three decades of analysis and investigation, we scarcely know what interactivity really is, let alone what MEDIA PSYCHOLOGY, 9,

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Section: What Interactivity Does: Modeling Third Variablesmentioning

confidence: 99%

The Mediated Moderation Model of Interactivity

2007

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“…The study presented here was based on knowledge gap theory proposed by Tichenor, Donohue, and Olien (1970). Knowledge gap theory posits there are two groups when it comes to understanding social, political, or other publically relevant content: a group with higher levels of knowledge and a group with lower levels of knowledge.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Knowledge gap theory posits there are two groups when it comes to understanding social, political, or other publically relevant content: a group with higher levels of knowledge and a group with lower levels of knowledge. The theory assumes that as a topic is given more exposure, those parts of the population with higher socio-economic status (SES) will acquire information at a faster rate than the lower SES population (Tichenor et al, 1970).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…High status individuals also tend to hold public office more than their low status counterparts and state legislators tend to be far more educated than their constituents (Domhoff, 2014) This level of higher education indicates an expanded and more differentiated life space, including a greater number of reference groups, more interest in, and awareness of science and other public issues, and more exposure to content in these areas (Tichenor et al, 1970).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Specifically, decision makers are expected to have a higher level of involvement due to their unique access to decision-making power on matters related to environmental policy (Domhoff, 2014). Higher levels of involvement should therefore lead to more knowledge related to water issues (Tichenor et al, 1970).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Mass Media Flow and Differential Growth in Knowledge

Cited by 1,213 publications

References 0 publications

The Mediated Moderation Model of Interactivity

The Mediated Moderation Model of Interactivity

Using Perceived Differences in Views of Agricultural Water Use to Inform Practice

Science and Ethics of “Curing” Misinformation

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