Discussion Factors: How Relevance and Quality Cues in Media Content Promote Media-Stimulated Interpersonal Communication

• In Event: Argument, Engagement, and Persuasion

Abstract

Although plenty of research has been conducted to show that and how news media use promotes discussions, little is known about why media content affects the motivation to talk with others. It is argued that communicatory utility is the driving force to assume that media content promotes media-stimulated interpersonal communication (MSIC). In this line, certain media cues, relevance and quality indicators (e.g. unexpectedness, actuality), were conceptualized as discussion factors, which indicate communicatory utility of media content. Consequently, it is assumed that receiving discussion factors through media content promote MSIC. The effect of discussion factors was tested with data collected via online diaries and content analysis in the context of the German media discourse on the climate change issue (N = 444 subjects). The data showed that only some discussion factors promoted MSIC as predicted. The selected issue and its relatively low media coverage might have possibly hindered stronger media effects.

Author

• Pablo Porten-Chee, U of Zurich