Online Journal of Communication and Media Technologies

The News Media Outlet is the Message
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2017 - Volume 7 Issue December 2017 - Special Issue, pp. 106-121
  • Published Online: 01 Dec 2017
  • Article Views: 47 | Article Download: 15
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Yun HJ, Farrar B. The News Media Outlet is the Message. Online Journal of Communication and Media Technologies. 2017;7(December 2017 - Special Issue), 106-121.
APA 6th edition
In-text citation: (Yun & Farrar, 2017)
Reference: Yun, H. J., & Farrar, B. (2017). The News Media Outlet is the Message. Online Journal of Communication and Media Technologies, 7(December 2017 - Special Issue), 106-121.
Chicago
In-text citation: (Yun and Farrar, 2017)
Reference: Yun, Hyun Jung, and Blake Farrar. "The News Media Outlet is the Message". Online Journal of Communication and Media Technologies 2017 7 no. December 2017 - Special Issue (2017): 106-121.
Harvard
In-text citation: (Yun and Farrar, 2017)
Reference: Yun, H. J., and Farrar, B. (2017). The News Media Outlet is the Message. Online Journal of Communication and Media Technologies, 7(December 2017 - Special Issue), pp. 106-121.
MLA
In-text citation: (Yun and Farrar, 2017)
Reference: Yun, Hyun Jung et al. "The News Media Outlet is the Message". Online Journal of Communication and Media Technologies, vol. 7, no. December 2017 - Special Issue, 2017, pp. 106-121.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Yun HJ, Farrar B. The News Media Outlet is the Message. Online Journal of Communication and Media Technologies. 2017;7(December 2017 - Special Issue):106-21.

Abstract

At the time of its inception, “the medium is the message” by Marshall McLuhan (1964) was both prophetic and controversial. A half-century later, with innovative broadcasting technologies leading to a massive scale media market, the concept of a singular “medium” seems too broad to understand theoretical patterns of political communication. This study proposes a new phrase, “the news media outlet is the message,” and examines the differing effects of news media outlets for partly-mediated political communication. The experimental study measured changes in voters’ candidate evaluations before and after watching each of the three real-time televised debates in the 2012 American presidential election. The participants, who were randomly assigned to and viewed the debates via one of the five different news media outlets, showed a clear media channel effect on their evaluations of political candidates in partly-mediated forms of political discourse, and it confirmed that the news media outlet was indeed the message.

References

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.