Citation

Slater MD, Goodall CE, Hayes AF. J. Commun. 2009; 59(1): 117-134.

Copyright

(Copyright © 2009, International Communication Association, Publisher John Wiley and Sons)

DOI

10.1111/j.1460-2466.2008.01407.x

PMID

unavailable

Abstract

Evidence for media effects in survey research often depends upon measures of self-reported attention to various types of media content, under the assumption that such attention measures gauge the extent of cognitive processing of content. However, effects associated with self-reports of attention might often be due to reverse causation (the attitude or knowledge tested as the outcome might in fact give rise to self-reports of greater attention) or third variable effects. To better assess whether self-reported attention to content actually measures differential processing of content, an experiment was conducted in the context of media influences on health and safety risk perceptions. A pool of 120 eligible news stories concerning violent crime, car crashes, and other unintentional injuries was randomly selected from a national random sample of such news coverage. These stories were manipulated to contain or not contain reference to alcohol as a contributing factor in the incident. Consistent with predictions and prior cross-sectional survey results, self-reports of attention and the exposure treatment interacted in estimating concern about alcohol-related risks, with the pattern of results suggesting that between-participant differences in self-reports of attention in fact reflected differences in processing of the message. Methodological advantages of using random samples of messages in experiments for inference are also discussed.