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The effect of partisan media and news slant on Americans' perception of China and Chinese products: an experimental study in an online news environment

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2016, Doctor of Philosophy (Ph.D.), Bowling Green State University, Media and Communication.
Research in country image has received both kudos and questioning in the field of international marketing. China’s country image is one of the most intriguing and controversial topics. Based on the three components (i.e., cognitive, affective, and conative) of country image, this study analyzed China’s image in terms of country beliefs, people affect, desired interaction as well as product beliefs and purchase intention. By integrating priming with the Heuristic-Systematic Model, this research used a 2×2 pretest-posttest experimental factorial design to measure changes in Americans’ perception of China’s image after their exposure to the news stimuli about China from a partisan news website. Two manipulated factors were media partisanship (congruent or incongruent partisan media) and news slant (positive or negative coverage of China). The results did not demonstrate any priming effect of news coverage. However, media partisanship had a significant influence on country beliefs and purchase intention related to China. Significant interaction effects between news slant and media partisanship on country beliefs and desired interaction were also found. In addition, people perceived a congruent partisan media source as more credible than an incongruent source, but are more willing to like and share a positive news article about China than a negative one on social media. The results advocated a multidimensional approach to country image research and a refined view of news priming effects by taking the heuristic of media source into account. Implications on news media and international marketing were also discussed.
Gi Woong Yun (Advisor)
Louisa Ha (Committee Member)
Sung-Yeon Park (Committee Member)
Neil Englehart (Other)
222 p.

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Citations

  • Yang, C. (2016). The effect of partisan media and news slant on Americans' perception of China and Chinese products: an experimental study in an online news environment [Doctoral dissertation, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1464455723

    APA Style (7th edition)

  • Yang, Chen. The effect of partisan media and news slant on Americans' perception of China and Chinese products: an experimental study in an online news environment . 2016. Bowling Green State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1464455723.

    MLA Style (8th edition)

  • Yang, Chen. "The effect of partisan media and news slant on Americans' perception of China and Chinese products: an experimental study in an online news environment ." Doctoral dissertation, Bowling Green State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1464455723

    Chicago Manual of Style (17th edition)