Empowerment through media literacy: From interpersonal discussion to media participation intention

Ye Lu, Steve Z S GUO*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

The media literacy's interest in media participation centers on the notion of empowerment. This research investigates the impact of patterns of interpersonal discussion and media use on media participation intention. We also examine the role of media production knowledge and media participation efficacy as mediators in the flow of influence. Data collected from face-to-face interviews taken from a random sample of 600 Beijing residents show that media production knowledge has little effect on media participation intention. The media uses habits and interpersonal discussion as a multi-dimensional concept exerts direct influence on efficacy and behavioral intention, more so for reflective speakers than discussion followers. However, the relationships are significantly reduced or even eliminated after media efficacy is controlled.

Original languageEnglish
Pages (from-to)1-36
Number of pages36
JournalMass Communication Research
Issue number92
Publication statusPublished - Jul 2007

Scopus Subject Areas

  • Communication

User-Defined Keywords

  • Interpersonal discussion
  • Media literacy
  • Media participation efficacy
  • Media participation intention
  • Media production knowledge

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