The effects of on-screen messages on viewer perceptions of source credibility and issue valence

<p>The present study investigates the effects of on-screen messages on viewer perceptions of source credibility and issue valence. Previous research has found that elites utilize framing in order to alter viewer perceptions and change public opinion. An experiment was conducted, which examined whether on-screen messages displayed during a presidential-news conference had any effect on the viewers' perception of sound credibility and issue valence. The results of the study indicate that on-screen messages have no effect on individuals' perceptions of source credibility and issue valence. The study also found that an individual's· political ideology plays a major role in influencing perceptions of source credibility and issue valence.</p>

Name thesis:degree_name

Master of Arts (M.A.)

Level thesis:degree_level

Thesis - Pacific Access Restricted

Discipline thesis:degree_discipline

Communication

Year dc:date.available

2006

Author dc:creator

• Aden, Timothy

Contributors dc:contributor

• Jon F. Schamber

• Television
• Broadcasting
• News
• Objectivity
• United States
• Mass media
• Political aspects
• American Politics
• Broadcast and Video Studies
• Communication
• Communication Technology and New Media
• Critical and Cultural Studies
• Mass Communication
• Political Science
• Social Influence and Political Communication

Licence

• http://rightsstatements.org/vocab/InC/1.0/

Repository record dc:identifier

https://scholarlycommons.pacific.edu/uop_etds/645

OAI identifier oai:identifier

oai:scholarlycommons.pacific.edu:uop_etds-1644