Media use habits, audience expectations and media effects in Hong Kong's first legislative council election

Steve Z S GUO*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

12 Citations (Scopus)

Abstract

This research investigates the origin of audience expectations and their subsequent role in the media use-to-effects process. It argues that a significant portion of perceptions of media is couched in people's media habits and these perceptions in turn mediate political effects attributable to mass media. Contextualized in the first Legislative Council election in Hong Kong, our analysis of data from a survey of 503 local residents yielded several revelations. First, audience expectations of campaign media performance have distinct dimensions stemming from different social structural backgrounds. Second, various dimensions of audience expectations are also associated with unique patterns of media use habits. And third, media's effects on campaign political knowledge and participation are to some extent mediated by what audience members expect from media coverage.

Original languageEnglish
Pages (from-to)133-151
Number of pages19
JournalGazette
Volume62
Issue number2
DOIs
Publication statusPublished - Apr 2000

Scopus Subject Areas

  • Social Sciences (miscellaneous)

User-Defined Keywords

  • audience expectations
  • election campaign
  • Hong Kong
  • media effects
  • uses and gratifications

Fingerprint

Dive into the research topics of 'Media use habits, audience expectations and media effects in Hong Kong's first legislative council election'. Together they form a unique fingerprint.

Cite this