Assessing reception and individual responses to media messages: relevance, computer techniques, quality and analysis of Real-Time Response Measurements (RTR–M)
| Titel: | Assessing reception and individual responses to media messages: relevance, computer techniques, quality and analysis of Real-Time Response Measurements (RTR–M) |
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| Veröffentlicht: | Mannheim : SSOAR, 2013 |
| Umfang: | Online-Ressource |
| Format: | E-Book |
| Sprache: | Deutsch |
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Veröffentlichungsversion
begutachtet (peer reviewed) In: ESSACHESS - Journal for Communication Studies ; 6 (2013) 1 ; 169-184 |
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| Zusammenfassung: |
Abstract: Media messages have an important impact on political attitudes and behavior. Hence, the question arises - how is media content received at an individual level? This question is difficult to investigate with the social science research methods currently available. Measuring an individual’s real-time reaction to auditory or visual media content using computers, i.e. real-time response (RTR) measurement, can be a fruitful approach to address the question. This article describes various RTR techniques, discusses the reliability and validity of RTR measurements and outlines strategies on how to analyze RTR data |
