Comparing Theories of Media Learning: Cognitive Mediation, Information Utility, and Knowledge Acquisition From Cancer News

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Determining what factors predict media learning is an important avenue of research for the field of mass communication. The present study provides a comparative investigation of two models of media learning: the cognitive mediation model and the information utility model. Participants (N = 1076) read one of four news articles related to scientific discoveries relevant to cancer prevention and responded to all constructs of the two models. Recognition and comprehension were used to measure knowledge acquisition. Results generally support previous predictions of each model, with the information utility model having a slight predictive advantage over the cognitive mediation model. Following model testing, a potential synthesis of the models was examined to determine the possibility of a theoretical modification with greater predictive power. The results of the new model provided little to no benefit in enhancing the predictive power of either model.

Authors

• Andy J King, Texas Tech University

• Jakob D. Jensen, U of Utah

• Nick Carcioppolo, U of Miami

• Melinda Krakow, U of Utah

• Ye Sun, U of Utah