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    Title: 政治置入性新聞對新聞可信度之影響
    Other Titles: The Influence of Political Product Placement on News Credibility
    Authors: 彭賢恩;張郁敏
    Peng, Xian-En;Chang, Yuhmiin
    Contributors: 廣告系
    Keywords: 協調理論;置入性行銷;媒體政治偏誤;新聞可信度;閱聽人政黨傾向;歸因理論
    Attribution theory;Congruity theory;Media political bias;News credibility;Party identification;Product placement
    Date: 2008-04
    Issue Date: 2014-01-16 16:00:39 (UTC+8)
    Abstract: 本研究以線上實驗法,探討政治置入性新聞屬性、媒體政治偏誤、與閱聽人政黨傾向,如何影響新聞可信度之評估。研究結果發現,置入政治新聞確實會比無置入新聞產生較低的新聞可信度。在未考慮閱聽人政黨傾向時,「媒體政治偏誤」與「置入性新聞屬性」有顯著的交互作用,但考慮閱聽人政治立場時,兩變項的交互作用卻變得不顯著。研究整體發現「閱聽人政黨傾向」為三變項中影響最大,而協調理論較歸因理論或平衡理論適合解釋此現象。
    This study investigated the influence of the types of political product placement, media political bias, and audiences’ party identification on news credibility through online experiments. The results of the study indicated that political product placements produced significantly lower news credibility. Media political bias interacted with the types of political product placement only when without taking audiences’ party identification was missing. Overall, the results reflected that audiences’ party identification had the greatest impact on the evaluation of news credibility. Congruity Theory outperformed Balance Theory or Attribution Theory on explaining the phenomenon.
    Relation: 新聞學研究, 95, 55-110
    Mass Communication Research, 95, 55-110
    Data Type: article
    Appears in Collections:[新聞學研究 TSSCI] 期刊論文

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