Research on Opinion Formation During Covid Era: Media Dependency Model Revisited

• In Event: Media in the Time of COVID

Abstract

The aim of this paper is to revisit the Dependency Model of Mass-Media Effects to explore how media, demographic characteristics of audience and social context interact with each other when it comes to opinion on an issue. To do that, this study investigates the effect of each variable both separately and with the other variables. With Covid-19 at hand, this model can be thoroughly tested to build a theory on how audience psyche in general and opinions in particular are influenced by the three components. I first conceptualize the three components using theories of group psychology, affective polarization and science communication to form research questions and hypotheses. To test the Dependency Model of Mass-Media Effects, I used a survey to collect and measure three components as well as opinions on Covid-19 related issues among respondents. Regression modeling was used to test the model in terms of its ability to predict opinions about the importance of mask usage. I evaluated the interactions between the three components in more detail and discussed the results in terms of the strengths and weaknesses of the model.
Based on the multiple regression modelling, the only variable that has a significant impact on opinions about mask usage is the party identity. Even after controlling for party identity, the effects of other variables are not significant. These results point to the importance of which issue is at hand when testing the model. Opinions on different issues will be influenced by each variable at a different rate. For future studies, a mixed method approach is suggested to improve theory building.

Author

• Furkan Cakmak, Washington State University