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Proceedings of the Annual Meeting of the Association For DOCUMENT RESUME ED 481 263 CS 512 488 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2,2003) .Communication Theory & Methodology Division. PUB DATE 2003-07-00 NOTE 429p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF01/PC18 Plus Postage. DESCRIPTORS Adolescents; Advertising; Athletics; Community; Higher Education; Interaction; Internet; Interpersonal Communication; *Journalism Education; *Journalism Research; Memory; News Media; *Research Methodology; Self Esteem; Sexually Transmitted Diseases; Television Research; Values; World Wide Web IDENTIFIERS Network Based Approach; New York Times; Organization Theory (Psychology); Political Communication; *Third Person Effect; Unidimensionality (Tests) ABSTRACT The Communication Theory & Methodology Division of the proceedings contains the following 14 papers: "Interaction As a Unit of Analysis for Interactive Media Research: A Conceptualization" (Joo-Hyun Lee and Hairong Li); "Towards a Network Approach of Human Action: Theoretical Concepts and Empirical Observations in Media Organizations" (Thorsten Quandt); "Community & Civic Values, Communication, and Social Capital: 'Bowling Alone' as a Product of Values and Communication" (Leo W. Jeffres, Jae-won Lee, Kimberly Neuendorf, and David Atkin); "None of the Above: Creating Mass Deliberation Without Discussion" (Ray Pingree); "An Amplification of Sensationalism: Comparing the Tonal Values of the 'New York Times' to the 'New York Post' Using Whissell's Dictionary of Affect in Language" (Paul Crandon and John J. Lombardi); "Do Mass Communication Studies Test Measures for Unidimensionality?" (John D. Richardson and Frederick Fico); "Is Herpes Entertaining?: An Application of Entertainment-Education to Text Information Processing Concerning STDs Among Adolescents" (Donna Rouner and Ralf Kracke-Berndorff); "Attributions of Advertising Influence and Negative Stereotypes Among First- and Third-Person Perceptions" (Don Umphrey and Tom Robinson); "Modeling Micro and Macro: A Multilevel Model to Predict Memory for Television Content" (Brian G. Southwell); "Assessing Co- Termination Between Coders in Unitizing Textual Data: A Multi-Response Randomized Blocks Permutation Approach" (Li Cai); "How General Principles of Organization Theory Explain Gatekeeping Decisions About News: A Revised View of the Field" (Hugh J. Martin); "Democratic Realism, Neoconservativism, and the Normative Underpinnings of Political Communication Research" (Erik P. Bucy and Paul D'Angelo); "The World Wide Web of Sports: A Path Model Examining How Online Gratifications and Reliance Predict Credibility of Online Sports Information" (Thomas J. Johnson and Barbara K. Kaye); and "Self-Esteem, Self-Affirmation and Threats to Self-Worth: Testing a Motivational Explanation for the Third-Person Effect" (Patrick C. Meirick). (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass CommunicationQ 86th, Kansas City, MO July 30-August 2, 2003 (.1 00 Communication Theory & Methodology Division 71- Interaction as a Unit of Analysis for Interactive Media Research: A Conceptualization...Joo-Hyun Lee & Hairong Li Towards a Network Approach of Human Action: Theoretical Concepts and Empirical Observations in Media Organizations...Thorsten Quandt Community & Civic Values, Communication, and Social Capital, "Bowling Alone" as a Product of Values and Communication...Leo W. Jeffres, Jae-won Lee, Kimberly Neuendorf, David Atkin None of the Above: Creating Mass Deliberation Without Discussion...Ray Pingree An Amplification of Sensationalism...Paul Crandon, John J. Lombardi Do Mass Communication Studies Test Measures for Unidemensionality?...John D. Richardson, Frederick Fico Is Herpes Entertaining? An Application of Entertainment-Education to Text Information Processing Concerning STDs among Adolescents...Donna Rouner, Ralf Kracke-Berndorff Attributions of Advertising Influence and Negative Stereotypes Among First-and Third-Person Perceptions...Don Umphrey, Tom Robinson Modeling Micro and Macro: A Multilevel Model to Predict Memory for Television Content...Brian G. Southwell Assessing Co-termination Between Coders in Unitizing Textual Data: A Multi-response Randomized Blocks Permutation Approach...Li Cai How General Principles of Organization Theory Explain Gatekeeping Decisions About News: A Revised View of the Field...Hugh J. Martin Democratic Realism, Neoconservativism, and the Normative Underpinnings of Political Communication Research...Erik P. Bucy, Paul D'Angelo The World Wide Web of Sports: A Path Model Examining How Online Gratifications and Reliance Predict Credibility of Online Sports Information...Thomas J. Johnson, Barbara K. Kaye Self-esteem, Self-affirmation and Threats to Self-worth: Testing a Motivational Explanation for the Third-person Effect...Patrick C. Meirick BESTCOPYAVABLABLE PERMISSION TO REPRODUCE AND U.S. DEPARTMENT OF EDUCATION Office of Educational Research and improvement DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) O This document has been reproduced as received from the person or organization originating it. O Minor changes have been made to improve reproduction quality. TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) Points of view or opinions stated in this 1 document do not necessarily represent 2 official OERI position or policy. Interaction as A Unit of Analysis Running Head: INTERACTION AS A UNIT OF ANALYSIS INTERACTION AS A UNIT OF ANALYSIS FOR INTERACTIVE MEDIA RESEARCH: A CONCEPTUALIZATION Joo-Hyun Lee & Hairong Li [email protected] / [email protected] Michigan State University Department of Advertising, CAS 309 East Lansing, Michigan 48824 phone. 517-214-1051 Prepared for the 2003 Annual Convention of the Association for Education in Journalism and Mass Communication Kansas City, MO July 30 .August 2, 2003 Communication Theory and Methodology Division Keyword: interactivity, interaction Joo-Hyun Lee is doctoral candidate of the Department of Advertising, Michigan State University. Hairong Li is associate professor of the Department of Advertising, Michigan State University. 3 Interaction as A Unit of Analysis 1 Interaction as a Unit of Analysis forInteractive Media Research: A Conceptualization Abstract This conceptual paper proposes interaction as a unit of analysis in interactivemedia research. Ambiguity of interactivity as a core concept has been identified. Witha delineation of the similarities and differences among interactivity, reaction, and interaction, thispaper presents a new definition of interaction. The superiority of theinteraction concept over interactivity is explained, along with the antecedents and consequences. Research propositionsand hypotheses are proposed for use of interaction in futureinteractive media research. 4 Interaction as A Unit of Analysis2 Interaction as a Unit of Analysis for Interactive Media Research: A Conceptualization Academic discussions on interactivity have a short history. Although the construct "interactivity" has not always been clearly labeled as such, the idea existed in traditional communication models that emphasized feedback processes in many communication studies, and it was after the advent of many new media that interactivity becamea widely popular topic for researchers. In particular, the emergence of the Internet and the development of relevant technologies in the late 1990s have brought about a variety of interactivity studiesas the Internet was almost the first medium in history that featured a full range of interactivity with multimedia content. Currently, two popular paths of interactivity definitions exist in communication studies. One path focuses on interactive features (e.g., Massey & Levy 1999; Newhagen & Rafaeli 1996; Rice 1984; Rogers 1986), whereas the other puts more emphasison the individual audience's perception on the interactivity (e.g., McMillan 2000b; Newhagen 1998; Wu 1999). When focusing on the feature-oriented perspectives, it is obvious that the level of interactivity will keep increasing in various media with the rapid deployment of new technologies. It mightpose a problem for interactivity studies because elements or features thatwere once regarded as very interactive could lose their innovativeness although they still might be interactive by definition. Consequently, it would be risky to adhere to certain interactive features in examining the effects of interactivity. Interactivity perception, or perceived interactivity that represents the other path of interactivity definitions would be less affected by improving technologies because it emphasizes on the audience's perspectives rather than the (interactive) features themselves. But taking this path to examine interactivity has its own problemsas well. 5 Interaction as A Unit of Analysis 3 This paper recognizes how interactivity construct might be vulnerable to various elements surrounding the construct (e.g., technological development, audience characteristics), and how it might be limited in explaining different conditions of media and audiences. This paper is an effort to explain those limitations and propose an "interaction" as a complementary construct that could better explain audience responses from various media technologies.
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