ABSTRACT

The presumed media influence framework (IPI) theorizes how mass media influence perceptions and behaviors. The present study uses an online experiment to test the hypotheses deriving from the IPI in the context of interactive news websites. We manipulated the congruency and incongruency between the e-cigarette use prevalence information provided in the news stories and information emanated from user-generated comments to examine how exposure to such congruency and incongruency would extend our understanding of the IPI. Results show that compared to participants reading low prevalence news only, those who read low prevalence news and low prevalence comments perceive significantly higher presumed media influence. Results also reveal that compared to participants reading high prevalence news only, those who read high prevalence news and low prevalence comments perceive significantly lower presumed media influence, which in turn decreases intentions to use e-cigarettes. Theoretical and practical implications are discussed.

摘要

假定的媒体影响框架 (IPI) 将大众媒体如何影响认知和行为理论化。本研究使用在线实验在交互式新闻网站的背景下测试源自 IPI 的假设。我们操纵了新闻报道中提供的电子烟使用流行信息与用户生成的评论中的信息之间的一致性和不一致，以研究暴露于这种一致和不一致将如何扩展我们对 IPI 的理解。结果表明，与仅阅读低流行新闻的参与者相比，阅读低流行新闻和低流行评论的参与者感知到的推定媒体影响显着更高。结果还显示，与仅阅读高流行度新闻的参与者相比，那些阅读高流行度新闻和低流行性评论的人感知到的假定媒体影响显着降低，这反过来又降低了使用电子烟的意图。讨论了理论和实践意义。