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Public opinion in context: a multilevel model of media effects on perceptions of public opinion and political behavior

Hoffman, Lindsay Helene

Abstract Details

2007, Doctor of Philosophy, Ohio State University, Communication.
Individuals do not live in an environment free of social and structural influences. Communication theorists have called for an assessment of multiple levels of analysis in order to build theory-in particular, media-effects theory-yet few have heeded that call and many continue to examine only micro- or macro-level effects or study both at the same level of analysis. This study will examine overall media effects on individual perceptions and behavior in a presidential campaign. An examination of such influences as media context can provide deeper theoretical insights into the analysis of media effects, and perceptual processes such as the persuasive press inference, false consensus, and social projection. This research addresses the relevance of context to the study of media effects on individual cognitions—specifically, perceptions of public opinion—and political behavior. I argue that citizens are variably influenced by information flow depending on their physical location within a media market. This approach applies advanced methodology in order to tap into previously unelaborated relationships. The 2004 American National Election Studies (ANES) face-to-face pre- and post-election surveys were utilized to explore these relationships. I included geographic data in order to place individuals within Designated Market Areas (DMAs). I then conducted a computerized content analysis of newspaper coverage in the communities of respondents from two weeks before the survey was administered, September 7, to the last day the survey was administered, November 1, 2004. Cross-level relationships among the contextual (content) and individual variables from the survey were assessed using multilevel modeling. Results showed that perceived public opinion varied significantly across media markets, and newspaper use as well as personal candidate preference had a significant effect on the likelihood of perceiving Kerry to be the state-winning candidate. The second model, predicting political behavior, revealed that newspaper use had a significant effect on rates of political participation, as has been supported in other research. Implications for the study of media content within a multilevel model and media-effects theory are discussed. Interpretations of the results are provided, along with limitations of the present study and suggestions for future research.
William Eveland (Advisor)
204 p.

Recommended Citations

Citations

  • Hoffman, L. H. (2007). Public opinion in context: a multilevel model of media effects on perceptions of public opinion and political behavior [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1186670126

    APA Style (7th edition)

  • Hoffman, Lindsay. Public opinion in context: a multilevel model of media effects on perceptions of public opinion and political behavior. 2007. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1186670126.

    MLA Style (8th edition)

  • Hoffman, Lindsay. "Public opinion in context: a multilevel model of media effects on perceptions of public opinion and political behavior." Doctoral dissertation, Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=osu1186670126

    Chicago Manual of Style (17th edition)