Demand for and Use of Political News by Youth Groups: The Mediating and Moderating Role of Media Impressions (71525)

Session Information: Media Studies
Session Chair: Rachel Marie Abreu

Saturday, 23 September 2023 09:05
Session: Session 1
Room: Room B (Live Stream)
Presentation Type:Live-Stream Presentation

All presentation times are UTC + 2 (Europe/Madrid)

Extant studies have explored the influence of media content on political perceptions and behavior from a media effect perspective, which essentially treats individuals as homogenized atoms. In addition, individuals are proactive and dynamic in their choice of media. Therefore, this study examines the relationship between the political news needs of young people and their use of such news from the perspective of "how individual needs influence media use." It also investigates the mechanisms by which media impressions play a role in this process. Based on the uses and satisfactions theory, this study classifies political news needs into immediate needs and demand experiences and uses data from the "2019 Internet Users' Social Awareness Survey." The results show that the youth’s demand for political news influences their use of such news, media impressions play a negative mediating role between the group's immediate demand and use of political news, and the impressions play both a positive mediating role and a negative moderating role between youth’s demand experience and use of political news. Clarifying these relationships will help to increase the visibility and dissemination of political news among young people.

Zhiye Li, Chang’an University, China

About the Presenter(s)
Zhiye Li a graduate student in the School of Humanities, Chang 'an University,majoring in journalism and communication.

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00