Exposure Measures and Content Analysis in Media Effects Studies

Jennifer Jerit · Jason Barabas

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Media Studies and Communication Media Influence and Politics Communication and COVID-19 Impact

Abstract

Abstract This chapter looks at how media exposure has been studied. It focuses on the criticisms of media use measures as well as the primary alternative to this approach, which is the inclusion of media content into the empirical analyses of public opinion data. The chapter also discusses several practical considerations about content analysis and the analytical challenges that are connected to the estimation of causal effects of media messages on public opinion.

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2019Content Analysis: An Introduction to Its Methodology 2017The Content Analysis Guidebook 1987News that matters : television and American opinion 1956Personal Influence: The Part Played by People in the Flow of Mass Communications 1986College sophomores in the laboratory: Influences of a narrow data base on social psychology's view of human nature.2008A New Era of Minimal Effects? The Changing Foundations of Political Communication 2003Extracting Policy Positions from Political Texts Using Words as Data 2007Framing Public Opinion in Competitive Democracies

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