Operationalizing and Analyzing Exposure: The Foundation of Media Effects Research

1 March 2004

journal article
Published by SAGE Publications in Journalism & Mass Communication Quarterly

Vol. 81 (1) , 168-183
https://doi.org/10.1177/107769900408100112

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

EXPOSURE
OPERATIONALIZATION
INTEREST
MEDIA EFFECTS
FOUNDATION
CAMPAIGNS
MESSAGES
ABILITY OF RESEARCHERS

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