Tien-Tsung Lee

Why They Don’t Trust the Media: An Examination of Factors Predicting Trust

Political communication literature reveals an ongoing scholarly interest in issues surrounding the credibility of news media. Despite scientific evidence to the contrary, many consumers continue to believe U.S. news media have a political bias and, therefore, are not to be trusted. This study seeks to explain media trust using a new theoretical model. The findings, based on national survey data, suggest that political ideology and partisanship, trust in government and fellow citizens, and one’s view of the economy influence the degree to which audience members trust the news media.

An Analysis of Factors Affecting Attitudes Toward Same-Sex Marriage: Do the Media Matter?

Using a survey of more than 5,000 American consumers, this study examines connections between attitudes toward same-sex marriage and media consumption. A positive attitude is predicted by being liberal and less religious, supporting gender and racial equality, willing to try anything once, considering television the primary form of entertainment, watching political talk shows, and reading blogs. The theoretical and methodological contributions and real-world implications of these findings are discussed.

How Newspaper Readership Affects Political Participation

This analysis reveals that a decrease in newspaper readership among 17- to 24- year olds is associated with their decreasing political participation but not with a decrease in their political knowledge.

Looking Presidential: A Comparison of Newspaper Photographs of Candidates in the United States and Taiwan

News coverage of elections is a popular topic in mass and political communication research. Studies of this tradition usually focus on news articles and neglect another important element of news content: news photographs. In this study, newspaper photographs of presidential candidates in the United States and Taiwan were compared. Generally, US candidates were more likely to be portrayed as a beloved leader, at leisure, from the side or back, looking determined, as a leader and follower, standing or walking, and with cheering crowds. Candidates in Taiwan were more likely to be depicted in a ‘glad-to-see-you’ pose, with a camera angle looking down, with no expression, as an equal to others in the same photograph, and with inattentive people. How political and cultural differences between these two countries may have contributed to such variations was also discussed in this study.

The Effects of Media Usage and Interpersonal Contacts on the Stereotyping of Lesbians and Gay Men in China

Relatively little research has investigated the association of information sources and the stereotyping of homosexuals in other cultures. This study is a survey of 226 Chinese college students about their stereotypes of homosexuals and their sources of information on gays and lesbians. The stereotyping of homosexuals is predicted by the size of community, interest in knowing homosexuals, and in-person contacts. A higher level of negative stereotypes is associated with frequent usage of Chinese media.

Soap Operas as a Matchmaker A Cultivation Analysis of the Effects of South Korean TV Dramas on Vietnamese Women’s Marital Intentions

This cultivation study examined the effects of South Korean soap operas on Vietnamese female audiences. It also assessed cultivation effects in combination with the theory of reasoned action. Based on a survey of 439 female viewers, it explicated the link between South Korean soap opera consumption and the emergent phenomenon of transnational marriages involving Vietnamese women and South Korean men. Cultivation effects were confirmed in an international setting. Results also have important real-world implications.

Gendering Leadership in Vietnamese Media: A Role Congruity Study on News Content and Journalists’ Perception of Female and Male Leaders:

This study combines two research methods to explore how female leaders are portrayed in the news in Vietnam, and Vietnamese journalists’ perception of female and male leaders. Content analysis indicated that female leaders are under- and misrepresented. Female leader sources seldom appear in the news. When they do, they are more likely to be interviewed on traditionally feminine issues. Survey findings demonstrated that gender stereotypes are pervasive among journalists, influencing their perception of news sources. Journalists believe male sources possess stronger work-oriented and agentic traits while female sources are more socially oriented and communal. Results confirmed role congruity theory’s applicability in studying media in a non-Western country.