What determines how audiences evaluate media performance? Will they judge according to a set of journalistic standards like professionalism and credibility? Or they simply like what they want. This research elaborates the established dichotomy of “Uses and Gratifications” to have an additional scrutiny on the role of news frames --- the source of influence, and the corresponding psychological patterns of news processing in affecting evaluation criteria. Contextualized in Hong Kong, a large‐scale content analysis was conducted with a sample of 14217 pieces of valid news, followed up with an audience telephone survey. We found that readers with utilitarian purpose differ from those with hedonic purpose in media exposure, and frames of news influence audiences’ final judgment of media performance mediated by the type of information processing. A more integrative model of U&G is developed, as we call it the Elaboration Model of Uses & Gratifications.
|Published - May 2012
|62nd Annual International Communication Association Conference, ICA 2012: Communication and Community - Phoenix, United States
Duration: 24 May 2012 → 28 May 2012
https://convention2.allacademic.com/one/ica/ica12/ (Link to conference online programme)
|62nd Annual International Communication Association Conference, ICA 2012
|24/05/12 → 28/05/12