Michael E. Huge

Attention Cycles and Frames in the Plant Biotechnology Debate: Managing Power and Participation through the Press/Policy Connection

Power in policy making revolves in part around the ability to control media attention to an issue while framing an issue in favorable terms. These two characteristics of media coverage both reflect and shape where an issue is decided,by whom,and with what outcomes. In understanding this process, a number of studies have observed cyclical waves in media attention and historical shifts in how an issue is framed,linking these features to policy decisions. Yet there has been little theoretical specification and testing of the social mechanisms that drive these cycles. With this in mind, this study outlines a model for understanding “mediated issue development.” The theoretical components of the model include the type of policy arena where debate takes place,the media lobbying activities of strategic actors,the journalistic need for narrative structure,and the competition from other issues for attention across policy and media environments.Related factors include the type of journalist assigned coverage and the level of attention from opinion pages. Using data from a content analysis of twenty-five years of coverage at the New York Times and Washington Post,the model is applied and tested against the issue of plant biotechnology. Generalizability of the model is the primary goal,and the authors conclude with comparisons to other issues such as the Human Genome Project and intelligent design. Understanding, however, why plant biotechnology remains at low levels of controversy in the United States compared to the rest of the world remains the object of considerable curiosity, and the focus of this study posits several explanations.

All the news that's fit to post: A profile of news use on social networking sites

Facebook and other social networking sites (SNSs) are altering the way individuals communicate. These online environments allow users to keep up with friends, network with colleagues, and share their personal views and observations with others. Previous work describes typical social networking site users as young, extroverted, and technologically savvy. Little research exists, however, on the emerging role of news in the social network environment. With over 500 million global Facebook users, both print and television based media outlets are making concerted efforts to become part of this important and increasingly ubiquitous virtual world. The present study uses a sample of students, faculty, and staff from a large university to investigate the factors that are related to news use on Facebook. Findings indicate that while news use is still a minor component of overall social network site activity, certain key variables, such as gender and life satisfaction, have a significant impact on how Facebook is used for news-related purposes. Future implications for news in the social networking world are presented and discussed.

The Matilda Effect in Science Communication An Experiment on Gender Bias in Publication Quality Perceptions and Collaboration Interest

An experiment with 243 young communication scholars tested hypotheses derived from role congruity theory regarding impacts of author gender and gender typing of research topics on perceived quality of scientific publications and collaboration interest. Participants rated conference abstracts ostensibly authored by females or males, with author associations rotated. The abstracts fell into research areas perceived as gender-typed or gender-neutral to ascertain impacts from gender typing of topics. Publications from male authors were associated with greater scientific quality, in particular if the topic was male-typed. Collaboration interest was highest for male authors working on male-typed topics. Respondent sex did not influence these patterns.

Cautions Regarding the Interpretation of Regression Coefficients and Hypothesis Tests in Linear Models with Interactions

Manuscripts submitted to Communication Methods and Measures and most empirical journals in the field of communication frequently rely on some kind of linear model in the data analysis. Most of the more popular statistical methods can be framed in terms of a linear model, including the independent and dependent groups t tests, analysis of variance and covariance, multiple regression, multilevel modeling, and structural equation modeling. Of these methods, multiple regression and its special cases, such as analysis of variance and covariance (Cohen, 1968), are by far the most frequently used. It is safe to say that in order to understand and publish in the empirical communication literature, familiarity with the basic principles of linear modeling is a necessity. While the use and interpretation of a linear model is standard curriculum in research-oriented graduate programs in communication, a solid understanding of the versatility and subtle complexities of linear modeling requires more than just a week or two devoted to the topic in an introductory data analysis course. The ability for variables in a linear model to influence each other’s effects is a case in point. When two variables are allowed to influence each other’s effects, meaning that two variables interact, the interpretations of some of the coefficients in a linear model are quite different compared to when interaction effects are not included. The additional complexities and potential for misinterpretation are so great that whole chapters of statistical methods texts (e.g., Cohen, Cohen, West, & Aiken, 2003, chapters 7 and 9; Darlington, 1990, chapter 13; Hayes, 2005, chapter 16) and even entire books are devoted to the topic of interactions in multiple regression (e.g., Aguinis, 2003; Aiken & West, 1991; Jaccard & Turrisi, 2003; Kam & Franzese, 2007).

A Relationship-Based Approach to Understanding Third-Person Perceptions

The present study examines third-person perceptions using an integrated model which takes into account the relationship between oneself and media messages, oneself and a comparison group, and the perception of the relationship between the comparison group and the message. Respondents were asked to estimate media effects on themselves, as well as perceived media effects on others regarding news coverage of sex scandals concerning priests in the Roman Catholic church. Results suggest that the integrated model can be used to better understand the perceptual component of third-person effects by simultaneously examining issue interest, group categorization, and issue relevance for comparison targets as factors contributing to overall third-person perceptions.

Opinions as Norms: Applying a Return Potential Model to the Study of Communication Behaviors

This research investigates the impact of normative intensity (i.e., strength of feeling) and crystallization (i.e., level of agreement) regarding communication behaviors and perceptions of social sanctions. By adapting the return potential model originally set forth by Jay Jackson, the authors examine perceptions of communication behaviors as a normative opinion process. Telephone survey respondents were asked to offer their own personal opinions regarding several communicative behaviors. By calculating the normative power (NP = Normative Intensity × Crystallization) associated with each of these behaviors, predictions were made regarding the frequency of behavior. The authors also connect normative power with the social costs ascribed to acts falling outside the accepted realm of behavior. Results indicate that public opinion can be seen as a normative process in which the intensity and crystallization of the climate of opinion exert influence on behavior in various communication situations.

Hesitation Blues: Does Minority Opinion Status Lead to Delayed Responses?

Research in public opinion and political communication indicates that those who hold viewpoints that are in the minority may be more hesitant to express their opinion when compared to those in the majority. Gauging hesitation through response latencies has been put forth as a measure of the internalization of majority pressure. In a laboratory setting, participants are asked to offer simple judgments (e.g., “like” or “dislike”) for various digitized images of both political and nonpolitical persons, things, and ideas. Responses are recorded and categorized according to majority or minority status and then analyzed at both the subject and the object level in an attempt to better understand the link between the climate of opinion and response hesitancy. Overall, those in the minority take longer to offer “like” or “dislike” responses when compared to those in the majority. This relationship is positively correlated with the size of the majority. Furthermore, individual differences are found to moderate the minority slowness effect (MSE). The effect is also found to be stronger for political objects when compared to nonpolitical objects.

Applying channel complementarity theory to new and traditional economic media usage patterns of U.S. investors

The role communication processes within the realm of economic and financial activity is an important, yet relatively unexplored phenomenon. We define economic communication as the purposeful exchange of financial and economic ideas and messages by citizens, media, lawmakers and economic professionals intended to shape national, local, or personal finances. We use channel complementarity theory to examine the choices and combinations of communication outlets utilized by individuals seeking economic information, especially the differences between online and offline economic communication. Results indicate a high degree of complementarity across several modes of economic communication, including traditional and new media, interpersonal discussion, and professional communication.

Perceiving Penn State The Formative Role of Interpersonal Discussion in Third-Person Perceptions in the Wake of a Sexual Abuse Scandal

We examine the role of interpersonal discussion in an attempt to better understand talk’s contribution to perceived media impacts related to the sexual abuse scandal at Penn State University. Through the use of a survey conducted both in the state of Pennsylvania and nationally, we analyze how interpersonal discussion, issue involvement, media exposure, and affinity for the Penn State football team influence third-person perceptions (TPPs) related to the Penn State case. By examining a dynamic and polarizing social issue involving a previously well-regarded athletic program facing intense social and criminal scrutiny, we are able to better understand how TPPs are formed in the midst of an ongoing scandal. Results reveal the influence of interpersonal discussion—and especially interpersonal disagreement—as a key moderating variable in forming these perceptions of media influence.