ABSTRACT

The measurement of media exposure is essential to not only traditional audience research, but also media effects research which relies on accurate estimates of media exposure. Even in the age of digital trace data and passive audience measurement, the workhorse of basically all communication research is self-report data. This article presents a meta-analysis of the reliability and temporal stability of media exposure self-reports in 33 panel studies. Results from a Bayesian multilevel analysis show that self-reported media exposure was moderately reliable (0.69, 90% HDI: 0.65, 0.72) and highly stable (0.90, 90% HDI: 0.88, 0.92). In line with previous studies, the reliability of media exposure measures was higher in adult samples (0.72, 90% HDI: 0.69, 0.76) compared to adolescents (0.60, 90% HDI: 0.53, 0.66). Rank-order stability of media exposure was comparable in adult (0.91, 90% HDI: 0.89, 0.93) and adolescent samples (0.85, 90% HDI: 0.81, 0.90). Moderation analyses showed that self-reported exposure to specific outlets was more reliable than general media use in adult samples. Media-specific differences in reliability were only found in adolescent samples. Overall, moderate reliability in combination with high temporal stability poses important challenges for scholars investigating causes and consequences of media exposure.

摘要

媒体曝光度的测量不仅对传统的受众研究至关重要，而且对于依赖媒体曝光度准确估算的媒体效果研究也至关重要。即使在数字跟踪数据和被动受众测量的时代，基本上所有传播研究的主力军都是自我报告数据。本文对33个小组研究中媒体暴露自我报告的可靠性和时间稳定性进行了荟萃分析。贝叶斯多级分析的结果表明，自我报告的媒体暴露中等可靠（0.69，90％HDI：0.65，0.72）和高度稳定（0.90，90％HDI：0.88，0.92）。与以前的研究一致，与青少年（0.60，90％HDI：0.53，0.66）相比，成人样本（0.72，90％HDI：0.69，0.76）中的介质暴露测量的可靠性更高。在成人（0.91、90％HDI：0.89、0.93）和青少年样本（0.85、90％HDI：0.81、0.90）中，媒体暴露的等级稳定性相当。适度分析显示，自我报告的特定网点暴露比成人样本中使用的一般媒体更可靠。仅在青少年样本中发现了媒体特定的可靠性差异。总体而言，适度的可靠性与较高的时间稳定性相结合，对研究媒介暴露的原因和后果的学者构成了重大挑战。