One of the basic assumptions in the field of modern communication research is that audience can actively process media messages. However, the activity of audience seems unmeasured by the measurement such as media exposure, media attention or media reliance. This paper would like to explore "information processing strategies", which are designed to touch audience ’s activity. It ’s found that information processing strategies could fit the communication context in Taiwan. And this paper also indicates several research topics might get benefits from using the new tool in measuring media use.
中文關鍵詞
訊息處理策略，媒介可信度，第三者效果，涵化效果
英文關鍵詞
information processing strategies，media credibility，the third-person effect，cultivation theory