Media Rich , Media Poor : Two Studies of Diversity in Agenda - Holding
نویسندگان
چکیده
,Studies of the effects of mass communication normally work from a model of content-specific directional attitudinal influence on individuals. That is, the typical study examines changes in the opinions of a person that correspond to the arguments made in a message t o which he has been exposed. Innovative formulations in media effects analysis consist of deviations from this model. For instance, agenda-setting research involves the traditional content-specific influence of community news sources on individuals, but it does not inquire into the attitudinal direction of that influence.1 Recent conflict and consensus studies are novel in their concern with effects on the local community as a system rather than on specific individuals, although they necessarily build upon a content-specific directional attitudinal influence model.2 Research on the "information gap" is non-attitudinal and concerns an effect of mass communica-
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