Exposure Measures and Content Analysis in Media Effects Studies

Jennifer Jerit and Jason Barabas

in The Oxford Handbook of American Public Opinion and the Media

Published in print May 2011 | ISBN: 9780199545636
Published online September 2011 | | DOI:

Series: Oxford Handbooks of American Politics

 Exposure Measures and Content Analysis in Media Effects Studies

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This chapter looks at how media exposure has been studied. It focuses on the criticisms of media use measures as well as the primary alternative to this approach, which is the inclusion of media content into the empirical analyses of public opinion data. The chapter also discusses several practical considerations about content analysis and the analytical challenges that are connected to the estimation of causal effects of media messages on public opinion.

Keywords: media exposure; media use measures; media content; public opinion data; content analysis; analytical challenges; causal effects; media messages

Article.  7431 words. 

Subjects: Politics ; US Politics ; Political Behaviour

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