Operationalizing and Analyzing Exposure: The Foundation of Media Effects Research
Journalism & Mass Communication QuarterlyPublished 1 March 2004
Michael D. Slater
Citations289
SJR quartileQ1
SJR score1.33
SNIP1.69
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Abstract
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.
Keywords
Social Sciences