Person-Effects and Heuristic-Systematic Processing  

Oleh:

Neuwirth, Kurt ; Frederick, Edward ; Mayo, Charles

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Communication Research vol. 29 no. 3 (Jun. 2002), page 320-359.
Fulltext: Vol. 29, No. 3, page 320-359.pdf (199.16KB)

Isi artikel

The study explores the relationship between heuristic and systematic processing and first-, second-, and third-person effects. Controversy surrounding a referendum over the Confederate battle emblem appearing on the Mississippi state flag served as a backdrop for a survey of residents (N = 520) concerning the perceptions of the media’s influence on self and others. Results suggest that accuracy-motivatedheuristic and systematic processing shows a limited relationship to third- and first-person effects while at the same time demonstrating a robust relationship with transpersonal (second-person) effects. The study revealed that inferred attention of others to the flag issue accounted for additional variance beyond inferred exposure. In addition, systematic processing and second-person effects emerged as significant predictors of indicators of civic participation, discussion and voting , and media censorship. Implications of using the heuristic-systematic model in areas such as political campaigns, social capital and trust, agenda-setting, framing, and the spiral of silence are discussed.

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