Zusammenfassung
Diese Studie untersucht Determinanten der selektiven Zuwendung zu Medieninhalten. Frühere Forschungsarbeiten zeigten, dass die im Informational-Utility-Modell spezifizierten Nützlichkeitsdimensionen von Nachrichten — das Ausmaß von Chancen oder Gefahren (Magnitude), die Wahrscheinlichkeit ihres Eintretens (Likelihood) und die zeitliche Nähe (Immediacy) — die Auswahl der Rezipienten leiten. Die aktuelle Untersuchung übernimmt aus der Persuasionsforschung die wahrgenommene Selbstwirksamkeit (Efficacy) als weitere Dimension und integriert sie in das Modell. In einem Experiment (n = 309) wurden zwei Online-Nachrichtenmagazine präsentiert, die entweder positive oder negative Nachrichten enthielten. Mit einem 2×3×2-Design wurden Efficacy (niedrig vs. hoch) sowie die bisherigen Dimensionen (Magnitude, Likelihood und Immediacy) und deren jeweilige Ausprägung variiert. Die Ergebnisse zeigen, dass eine hohe Selbstwirksamkeit ebenso wie die bereits etablierten Nützlichkeitsdimensionen die Informationsselektion begünstigt. Die Utility-Dimensionen wirken additiv und bei positiven und negativen Nachrichten gleichermaßen.
Abstract
The experiment examined factors that influence the selective exposure to media information. Earlier research has shown that dimensions of the informational utility model — magnitude of perceived consequences, perceived likelihood of their materialization, and perceived immediacy — govern selective news exposure. This approach is extended by the dimension of efficacy to predict the recipients’ selection of information. In an experimental procedure, two online newsmagazines with either positive or negative news only were presented. The 2x3x2 design varied efficacy (low vs. high), the established information utility dimensions (magnitude, likelihood, and immediacy) and the level of their intensity (low vs. high). Findings show that efficacy, as well as the established utility dimensions, foster the selection of news in recipients. The impacts of the dimensions is additive and applies to both positive and negative news.
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Dr. Silvia Knobloch-Westerwick ist Assistant Professor an der School of Communication der Ohio State University, Columbus, Ohio, USA. Matthias R. Hastall ist Lehrkraft für besondere Aufgaben an der Universität Erfurt, Seminar für Medien- und Kommunikationswissenschaft. Daniela Grimm (M.A.) hat Kommunikationswissenschaft an der TU Dresden studiert. Julia Brück studiert Kommunikationswissenschaft im Magisternebenfach an der TU Dresden.
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Knobloch-Westerwick, S., Hastall, M.R., Grimmer, D. et al. »Informational Utility«. Pub 50, 462–474 (2005). https://doi.org/10.1007/s11616-005-0144-2
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DOI: https://doi.org/10.1007/s11616-005-0144-2