Publication Type
Book Chapter
Version
submittedVersion
Publication Date
6-2019
Abstract
Despite the substantial development of media effects research, one critical dimension, cultures, has not been actively examined. Most of the theoretical accounts have been derived from Western thought systems, and relevant empirical studies have been conducted mostly in the U.S. or Western Europe. Except for the areas of advertising and health campaigning, very little media effects research has used a cross-cultural framework. In this chapter, we review scholarly work that compares and contrasts portrayals of media messages and their uses/effects/processes of one culture with those from a different culture. Cultures are often equated with national groups, but concept of cultures are diverse, and ambiguities are inevitable. With these caveats in mind, we first introduce three central theoretical frameworks that have guided cross-cultural research, then overview the pertinent prior research on media effects. Subsequently, we point out key challenges to be addressed and suggest new directions. We hope this chapter provides general guidelines that will facilitate cultural inquiry in media effects research.
Keywords
Mass media, United States, cross-cultural research
Discipline
Applied Behavior Analysis | Mass Communication | Multicultural Psychology
Research Areas
School of Social Sciences (SOSS)
Publication
Media effects: Advances in theory and research
Editor
M. B. Oliver, A. A. Raney, & J. Bryant
First Page
419
Last Page
434
ISBN
9780429491146
Identifier
10.4324/9780429491146-27
Publisher
Routledge
City or Country
New York
Citation
KIM, Jinhee, & EOM, Kimin. (2019). Cross-cultural media effects research. In Media effects: Advances in theory and research (pp. 419-434). New York: Routledge.
Available at: https://ink.library.smu.edu.sg/soss_research/3116
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.4324/9780429491146-27
Included in
Applied Behavior Analysis Commons, Mass Communication Commons, Multicultural Psychology Commons