alexa Operationalizing and Analyzing Exposure: The Foundation of Media Effects Research
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Michael D Slater

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The ability of researchers to empirically test theories of media effects and to assess impact of communication campaigns depends on their ability to identify levels of exposure to the media or messages of interest. This paper critically examines exposure operationalization and analysis strategies, including some not yet widely used in the communication field.

This article was published in Journalism & Mass Communication Quarterly and referenced in Journal of Mass Communication & Journalism

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