ERIC Number: ED219758
Record Type: RIE
Publication Date: 1982-May
Reference Count: 0
A Test of a Model of Media Exposure and Appraisal on Two Magazines in Nigeria.
Johnson, J. David
A study was conducted to test the validity of a media exposure model that posits that editorial tone, communication potential, and utility determine the linkage between an individual's medium assessments and choices. A personal interview readership survey of Nigerian elites who read two high quality magazines distributed by the United States International Communication Agency provided the data. "Topic," a general interest magazine circulated throughout Africa, was read by 242 of the primarily older, educated, male elites, while "Interlink," a magazine that focuses on United States-Nigerian relations and circulates only in Nigeria, was read by 237 similar subjects. Computer analysis of the data indicated that the model provided an acceptable fit for the data of both magazines; however, effects for the three dimensions were sometimes negative, although only positive effects had been predicted. The fact that "Topic" faces direct competition from other magazines may explain some of these anomalies. Results imply that future research needs to differentiate explicitly even somewhat similar magazines, and should also take into account the importance of situational factors in constraining readers' predispositions. Still, the model does provide a general framework for the analysis of magazine exposure and appraisal. (JL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Appraisal; Media Exposure; Nigeria
Note: Paper presented at the Annual Meeting of the International Communication Association (Boston, MA, May 2-5, 1982).