Workshop on the Influence of Presumed Media Influence

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Methods Conceptualization I

• Workshop on the Influence of Presumed Media
  Influence
• University of Haifa
• June 23, 2005l

Akiba Cohen,Cindy Hoffner, Al Gunther, Oren
Livio, Vince Price
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The charge

• How to measure TPE

Difference scores, others only, multiple items

• Pros Cons of different measures

• Implications for theory research

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The alternatives

• Difference score (others-self)

Continuous measure Comparative measure Accounts
for individual rating tendencies Doesnt reflect
degree of influence Doesnt reflect direction
(e.g., pro-con) of influence Unclear which
component responsible for effects
Conservatives more skeptical
Supporters of losers less positive
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The alternatives

• Difference score (others-self)

• Categorical measure (e.g., 1shows TPE)

Identifies respondents who display particular
pattern Takes direction into account, but not
degree Useful for modeling interactions Potentiall
y arbitrary cut points (e.g., with rating scales)
Conservatives more skeptical
Supporters of losers less positive
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The alternatives

• Difference score (others-self)

• Categorical measure (e.g., 1shows TPE)

• Others rating alone

Simplicity, not a comparative measure Seems
theoretically relevant to many phenomena Confounde
d with individual use of rating scale Perceived
influence on self may be more critical
Conservatives more skeptical
Supporters of losers less positive
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General issues
Lack of specificity
Nature of media stimulus Nature of
effect Direction of effect Target other
Why are people influenced?
Perceived message characteristics Perceived
levels of exposure Perceived characteristics of
audience
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Other options
Multi-items scales (e.g., different influences of
same media stimulus)
Cumulative scales
Ranking tasks (e.g., different sources of
influence)
Rank, then rate
Vignettes
Experimental variations in context, exposure, etc.
Test-retest reliability assessment
Stop-and-think probes
Introspective reports, certainty estimates, etc.
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Possible ventures

Replications of method Extensions of perceived
others Media exposure Attention to different
topics Personal characteristics
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