共查询到20条相似文献，搜索用时 31 毫秒
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The basis of this study was an experiment conducted, incorporating lead-in and lead-out scheduling techniques, to explore the impact of context effects on the evaluation of a new show. Results indicate that contrast effect or assimilation effect occurred, dependent on whether the show adjacent to the show targeted for evaluation was of the same or a different genre. That is, viewers tended to evaluate the target program more favorably when they watched it in conjunction with a program of a different genre (i.e., assimilation occurs). Conversely, audiences gave a lower evaluation to the target show when the adjacent program was of the same genre (i.e., contrast occurs). This pattern of context effects occurred regardless of whether viewers watched the target show prior to (i.e., lead-out), or after (i.e., lead-in), the context show. This study also found that the assimilation effect was greater in the lead-out and different-genre condition, and contrast effect was enhanced in the lead-in and same-genre condition. Implications concerning context effects on scheduling strategies for the introduction of a new series are presented. 相似文献
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An experiment examined effects of increasing the number of advertising pods in radio. With the number of commercials kept constant, participants heard ads in 1 or 3 pods. Those exposed to the cluttered condition (i.e., 3 pods) reported the ads as more excessive and the commercial breaks more disruptive than those exposed to 1 pod. Clutter participants self-reported greater irritation than those hearing only 1 pod. This was supported by more frequent skin conductance responses in the clutter condition. However, other physiological measures suggested more cognitive resources were applied during the cluttered condition. Free recall and recognition were greater in the cluttered condition, although the latter not significantly so. Results are discussed in terms of the trade-offs management must make in deciding how to schedule advertising breaks in today's competitive radio marketplace. 相似文献
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《Journal of Media Economics》2013,26(4):31-48
I studied the development of advertising within the national economy. Contrary to the relative constancy hypothesis, time-series analysis of aggregate-level data generally support my hypotheses that expenditures on advertising as a proportion of the national income increased from the 19th to the 20th century and that structural pluralism, not just national income, predicts absolute changes in advertising expenditures. I argue that the need for information and advertising grows as a social system becomes more structurally pluralistic and that general economic conditions (i.e., national income) alone are insufficient to explain changes in relative and absolute spending. 相似文献
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To explore the influence of e-book format and reading device on users’ reading experience, this paper studied a group of graduate students’ reading speed and comprehension. The participants were asked to read same length content from the same monograph chapter in both fixed layout format file (PDF) and fluid format file (EPUB) on four different reading devices: laptop, tablet, dedicated e-reader and smart phone. Their reading process, speed and comprehension were recorded and compared. Through the experiment and depth interviews, this study found that e-book format and reading devices have influence on reading speed and reading comprehension level. Generally speaking, people read EPUB files faster than PDF files. For smart phone, dedicated e-reader and tablet, participants’ average reading comprehension is higher when reading EPUB file, while most participants read PDF file faster when they use laptops. 相似文献
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Carmen D. Stavrositu 《Mass Communication and Society》2014,17(1):148-171
The purpose of this article was to explore the cultivation effects of television viewing on meritocratic belief systems (particularly, system justification) and ultimately on perceived life satisfaction. Results of a cross-sectional survey (N = 276) reveal that genre-specific TV viewing cultivates system-justifying beliefs. More specifically, findings suggest that heavy viewing of competition-based reality TV viewing shapes viewers' economic system-justifying beliefs (i.e., the belief that the economic system is fair and legitimate, rewarding those who put in the effort and hard work). Economic system justifying beliefs, in turn, were shown to enhance viewers' perceived life satisfaction. 相似文献
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Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the article as advertising, recognition was most likely among younger, more educated consumers who engaged with news media for informational purposes. Recognition led to greater counterarguing, and higher levels of informational motivation also led to less favorable evaluations of the content among recognizers. News consumers were most receptive to native advertising in a digital news context when publishers were more transparent about its commercial nature. Beyond theoretical insights into the covert persuasion process, this study offers practical utility to the advertisers, publishers, and policymakers who wish to better understand who is more likely to be confused by this type of advertising so that they can take steps to minimize deception. 相似文献
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Recent research has shown that exposure to entertainment media depicting moral beauty may not only influence viewers' affective responses, but also lead to altruistic behavior. Although the process has been tied to a set of feelings commonly referred to as elevation, the mechanisms by which the effects take place have not been examined. This experiment (N = 107) showed that participants who watched a clip portraying moral beauty were more likely to help with an unrelated volunteer task after viewing than those who watched a non-meaningful clip. The effect of the clip was mediated by the degree to which the clip produced mixed affective response in participants. Although the clip portraying moral beauty led to increased empathy with the character and increased feelings of elevation, neither of these predicted helping behavior after controlling for clip content. Helping behavior also increased when the help recipient was less similar to the participants (age, race, and university affiliation). 相似文献
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《Communication monographs》2012,79(2):216-241
Two studies examined the effects of repeated viewing on children's comprehension of videos. In Study 1, 72 children aged 6–8 watched The Sword in the Stone. Afterwards, children who had seen the film before were compared with those for whom the film was novel. In Study 2, 291 children aged 4–8, watched one of two versions of a short story in which the main character's appearance was incongruous with her behavior. Children were tested after one or four exposures. Results of both studies indicated that repetition reduced initial developmental differences in comprehension and helped younger children inhibit the perceptual salience of characters’ appearance. However, children's understanding of the more complex causal sequences and the moral of the film in Study 1 remained low, despite prior exposure. 相似文献
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This study sought to expand knowledge on instructional dissent by establishing the relationship between student attributions of instructor behavior (attribution theory) and their own communicative behavior following a difference of opinion with an instructor. Student participants (N = 244) completed survey questionnaires regarding their perceptions of instructor's internality for a perceived disagreement and their own communicative behavior following the incident (i.e., expressive, rhetorical, or vengeful dissent). Results indicate that students’ attributions of internality are positively related to all three forms of dissent. 相似文献
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As the world embraces the Internet for media consumption, the concept of a hybrid newspaper—a printed newspaper with a companion Web site—is becoming more prevalent. Many hope that online advertising revenue (OAR) will help newspapers make up for losses in print (offline) revenue. However, there is little research that has empirically investigated whether and how investment in the “bricks” (i.e., the newsroom staff and resources that produce news content) will help to build “clicks” (i.e., more online visitors and, subsequently, OAR). This article examines the issue via an econometric analysis of 12 years of longitudinal data from a hybrid newspaper. The results show that the basic success of the clicks model depends on the investment in the bricks of the newspaper (i.e., its newsroom). Specifically, although news gathering is a very expensive part of the news business, it is also a creator of value and directly brings in OAR in addition to print advertising revenue. Therefore, as newspapers seek to capture more OAR, they may need to increase, rather than decrease, investment levels in the newsroom. 相似文献
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Abstract Primo Analytics from two campuses of the California State University system has revealed that a dramatically low proportion of Primo searches originate from mobile devices. The current study focuses on usability concerns as one area that may be preventing students from searching the Primo mobile interface. The sample for this study includes students from two campuses with a variety of experience with library instruction and searching the library’s discovery system. Participants were given the same set of six common academic tasks to complete. Both mobile and desktop participants found three tasks relatively easy to complete. When there were differences in completion rates between the mobile and desktop users, the desktop users were overall more successful. No task was consistently difficult for desktop users to complete, while mobile users found two of the tasks very challenging to complete. Based on the findings, the authors make recommendations for improving the experience of mobile users. 相似文献
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Viewing a hostile media bias against one’s group (e.g., political party) is a perceptual effect of media use. When it comes to the portrayal of political parties in the United States, prior research suggests that both Democrats and Republicans see mainstream media coverage as favoring the other side, regardless of the orientation of the political news coverage. Although prior research has not identified all factors that make this perceptual bias more likely, or at explaining how or why this perceptual effect occurs, we do know that it is related to one’s group identity. In this study, we examined salient predictors of hostile media bias during the 2012 presidential campaign. Individual (i.e., political cynicism) and group identity related (i.e., group status, intergroup bias, political ideology) differences of media users predicted such perceptions. But, the medium selected for political information about the campaign also mattered. The use of two media in particular—TV and social networking sites—appear to have blunted hostile media bias perceptions, whereas the use of two other media—radio and video sharing sites—appear to have accentuated perceptions that the media were biased against one’s party 相似文献
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《Mass Communication and Society》2013,16(3):265-281
This experiment investigates the effects of an advertorial message on 4 dimensions of reader involvement. The use of the advertorial format was found to have increased participants' perceived message relevance, attention to written message, message elaboration, and message recall over the use of a standard advertisement format. Responses to labeled and unlabeled versions of the same advertorial did not vary significantly. Although participants perceived both labeled and unlabeled advertorials to be advertisements, rather than editorial material, more than two thirds of the participants who were exposed to a labeled advertorial failed to recall the presence of the label. Our findings indicate that the advertorial format fools readers into greater involvement with the advertising message and that the presence of advertorial labels may not be particularly effective in alerting consumers to the true nature of the message. 相似文献
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John C. Teleha Iyanna Sims Octavious Spruill Arneice Bowen Tiffany Russell Nina Exner 《Public Services Quarterly》2017,13(3):139-151
Academic libraries are spending considerable time and study on redesigning spaces. The use of technology is often an important part of these redesigned spaces. The space redesign goals at F.D. Bluford Library focus on creating open, activity-promoting, colorful spaces that are designed to be attractive to students. The goals also focus on implementing hybrid spaces that allow students to work alone or in groups, with support for mobile technologies like laptops or tablets. The space redesign goals focus on upgrading the quality of desktops available but reducing the number of desktops. This study examines the question “Does our library renovation significantly change computer use in the redesigned area?” Key findings include that, in defiance of expectations, there is no significant decrease in desktop usage despite the decreased number of computers. However, findings show there is a significant difference in tablet use, despite tablet-friendly spaces and charging options. Surprisingly, our students use fewer tablets. Laptop usage shows no significant difference. In summary, our research shows desktop computing—especially high-quality desktop computing—appears to still have a role in academic libraries even in the mobile technology age. 相似文献
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In recent years beauty companies have produced advertising campaigns purporting to make women feel better about their bodies and reverse the damage of thin-ideal media (e.g., The Dove Campaign for Real Beauty). Despite being celebrated in the popular press for the effort, little is known about how effective these advertisements are at healing issues of poor body image. In addition, little work has been done to explore the relationship between discrete emotions and body image. The present study was an experiment aimed at capturing the different discrete emotions experienced in a body-positive advertisement compared to traditional beauty ad. Findings assert that participants reported experiencing positive (e.g., elevation and hope) and negative (e.g., guilt and pride) discrete emotions significantly more than their counterparts in the traditional beauty ad condition. Results also show no significant difference in postexposure thin-ideal internalization between the two conditions. 相似文献
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This study examined the effect of program-induced moods on subsequent processing of an antismoking ad. Participants were induced to experience a happy/sad mood by watching a 5-minute segment of a sitcom/crime drama. They were then shown an antismoking ad and asked about their processing of the ad and attitude toward the ad. Results found those who watched the sitcom report greater heuristic and less cognitive processing of the ad than those who watched the crime drama. All participants reported a positive attitude toward the ad. Findings were consistent with previous research and highlight the importance of appropriate ad placement. 相似文献
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Moniek Buijzen Ph.D. Esther Rozendaal MSc. Ph.D. Marjolein Moorman Ph.D. Martin Tanis Ph.D. 《广播与电子媒介杂志》2013,57(4):509-525
In a survey among 360 parent-child dyads (children aged 8–12 years), parent and child reports of parental advertising mediation activities were examined. The first aim was to investigate how parent-child agreement in reporting mediation differed by family and child factors. Results showed that agreement was highest in communication-oriented families and between parents and girls. The second aim was to examine the role of agreement in predicting the mediation outcome (i.e., reduced materialism). Both measures predicted the mediation outcome, but its effectiveness was contingent on parent-child agreement. Mediation was most effective when parents and children both reported that parents often discussed advertising. 相似文献
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Dorian Stoilescu 《Health information and libraries journal》2009,26(2):143-150
Objective: This paper presents the design of the Virtual Olympic Games Framework (VOGF), a computer application designated for athletics, health care, general well‐being, nutrition and fitness, which offers multiple benefits for its participants. Background: A special interest in starting the design of the framework was in exploring how people can connect and participate together using existing computer technologies (i.e. gaming consoles, exercise equipment with computer interfaces, devices of measuring health, speed, force and distance and Web 2.0 applications). Method: A stationary bike set‐up offering information to users about their individual health and athletic performances has been considered as a starting model. Conclusions: While this model is in the design stage, some preliminary findings are encouraging, suggesting the potential for various fields: sports, medicine, theories of learning, technologies and cybercultural studies. First, this framework would allow participants to perform a variety of sports and improve their health. Second, this would involve creating an online environment able to store health information and sport performances correlated with accessing multi‐media data and research about performing sports. Third, participants could share experiences with other athletes, coaches and researchers. Fourth, this framework also provides support for the research community in their future investigations. 相似文献