Page 250 - Media Effects Advances in Theory and Research

9. POLITICAL COMMUNICATION EFFECTS 239

They represent the person’s subjective reactions to the objective conditions
of the community and world in which he or she lives. These subjective
orientations may alter effects either by directing the extent of use (dosage)
of the messages or though interactions with message content magnifying
or diminishing the strength (potency) of effect. In the former case, media
use may mediate the effects of the orientations on some dependent vari-
able. In the latter case, the orientation is said to act as a moderator of media
effects (Baron & Kenny, 1986).
The second O denotes various ways audiences may deal with media
messages and indicates which is likely to happen between the reception of
messages and the subsequent response (R) or outcome. Activity is the
label given to various intervening orientations (Hawkins & Pingree,
1986). As is true for the first O, activities may be conceptualized at various
levels ranging from short-term physiological responses to more enduring
complex behaviors after the reception.

Prereception Orientations

Political Sophistication and Involvement. Educational and other
status factors have produced large differences in how much citizens know
and care about politics. Since the UN campaign study more than a half-
century ago (Star & Hughes, 1950), evidence has consistently shown that
those already informed are more likely to learn new information. Such
sophistication also provides more-complex schema for interpretation of
ambiguous political campaign events (Graber, 1988). Although enhancing
learning, sophistication may moderate other campaign effects such as
agenda setting (Iyengar & Kinder, 1987; McLeod et al., 1974; Weaver,
Graber, McCombs, & Eyal, 1981). More-involved citizens may have
already formed their own agendas.

Partisanship. Political partisanship serves as a moderator of media
effects. Where supportive sources of information are available, say Rush
Limbaugh’s radio show attracting gun owners, de facto selectivity is
likely (Katz, 1987). Partisanship may act to minimize the effects of the
media agenda (Iyengar & Kinder, 1987; McLeod et al., 1974). Priming is
reduced among partisans when the primed news story is inconsistent
with their predispositions (Iyengar & Kinder, 1987).

Worldviews and Values. Basic beliefs that seem to have little to do
directly with political behavior may nonetheless have important implica-
tions for citizen activity. Worldviews, for example, are persons’ lay theo-
ries about the world around them. Those who believe the world is fair
and just, as well as those who are fatalistic in outlook, are less active