Abstract:At the time of its inception, "the medium is the message" by Marshall McLuhan (1964) was both prophetic and controversial. A half-century later, with innovative broadcasting technologies leading to a massive scale media market, the concept of a singular "medium" seems too broad to understand theoretical patterns of political communication. This study proposes a new phrase, "the news media outlet is the message," and examines the differing effects of news media outlets for partly-mediated political communicatio… Show more
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