A channel approach to television influence

Michael William Pfau

51 citations0/0 files storedJournal of Broadcasting & Electronic Media

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Media Studies and Communication Media Influence and Politics Media Influence and Health

Abstract

This investigation compared television with radio, print, interpersonal, and public address communication, examining the manner in which each exercises influence. Respondents were exposed to a commercial, political, or social action persuasive message presented via one of the five communication modalities. The pattern of results revealed that television resembles interpersonal more than the other communication modalities in the manner that it exercises influence, placing greater emphasis on relational as opposed to content messages, source as opposed to content factors, and a warmer, more casual communication style.

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References

1964Understanding Media: The Extensions of Man 2013Experimental Design: Procedures for the Behavioral Sciences 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1956Mass Communication and Para-Social Interaction 1969Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies, and Paradoxes.1981Personal involvement as a determinant of argument-based persuasion.1984The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion.

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