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Media as Educator, Media as Disruptor: Conceptualizing the Role of Social Context in Media Effects

机译:媒体作为教育者,媒体作为颠覆者:概念化社会语境在媒体效果中的作用

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摘要

We document how social contexts serve to refract media effects. We theorized the relationship between media use and individual-level knowledge (and attitude) would be stronger when community-level knowledge (and attitude) was low than when it was high. Data come from a national survey (N = 12,608 women and 1,237 men) conducted in Nepal. Knowledge and stigma toward people living with HIV were the 2 dependent variables. Hypotheses were tested 12 times: across the use of 3 media (newspaper, radio, television) x 2 study outcomes (knowledge and attitudes) x 2 genders. Predicted interactions were supported in 9 of the 12 tests. Findings point to the need to take into account the role of community factors in theorizing about media effects.
机译:我们记录了社会背景如何折射媒体效果。我们认为,社区水平的知识(和态度)低时,媒体使用与个人水平的知识(和态度)之间的关系会强于社区水平的知识(和态度)。数据来自在尼泊尔进行的一项全国调查(N = 12608名女性和1,237名男性)。对艾滋病毒携带者的知识和污名是两个因变量。对假设进行了12次测试:使用3种媒体(报纸,广播,电视)x 2个研究结果(知识和态度)x 2个性别。 12个测试中的9个支持了预期的交互。研究结果表明有必要考虑社区因素在理论上影响媒体的作用。

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