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Moderation of Media Issue Salience: Retesting the Agenda Setting Effect Within the Elaboration Likelihood Model

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Abstract:

This study, grounded on the Elaboration Likelihood Model (ELM), examines why the individuals impose more salience on one issue instead of other ones, which is beyond the Agenda Setting effects. Using NES 2004 data and multivariate analysis, the results suggest that some routine issues, such as the job and standard living issues, were viewed as salient because the individuals’ pertinence for and involvement in them keep the issue in their central information-processing route, regardless of the media coverage’s intensity on the issue. The study implies that individuals’ responsibility of thinking is also related to the perceived salience of the issue.
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Elaboration Likelihood Model, Agenda Setting, Responsibility of thinking, involvement
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Name: International Communication Association
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MLA Citation:

Liu, Xudong. "Moderation of Media Issue Salience: Retesting the Agenda Setting Effect Within the Elaboration Likelihood Model" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008 <Not Available>. 2009-05-23 <http://www.allacademic.com/meta/p230243_index.html>

APA Citation:

Liu, X. , 2008-05-21 "Moderation of Media Issue Salience: Retesting the Agenda Setting Effect Within the Elaboration Likelihood Model" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada Online <APPLICATION/PDF>. 2009-05-23 from http://www.allacademic.com/meta/p230243_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study, grounded on the Elaboration Likelihood Model (ELM), examines why the individuals impose more salience on one issue instead of other ones, which is beyond the Agenda Setting effects. Using NES 2004 data and multivariate analysis, the results suggest that some routine issues, such as the job and standard living issues, were viewed as salient because the individuals’ pertinence for and involvement in them keep the issue in their central information-processing route, regardless of the media coverage’s intensity on the issue. The study implies that individuals’ responsibility of thinking is also related to the perceived salience of the issue.

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