政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57094
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57094


    Title: 政治置入性新聞對新聞可信度之影響
    Authors: 彭賢恩;張郁敏
    Contributors: 政大廣告系
    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
    Date: 2008
    Issue Date: 2013-03-08 13:50:19 (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。
    Relation: 新聞學研究,95,55-110
    Data Type: article
    Appears in Collections:[Department of Advertising] Periodical Articles

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