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Title
The effects of on-screen messages on viewer perceptions of source credibility and issue valence
Date of Award
2006
Document Type
Thesis - Pacific Access Restricted
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
Jon F. Schamber
First Committee Member
Qingwen Dong
Second Committee Member
Carol Ann Hackley
Abstract
The present study investigates the effects of on-screen messages on viewer perceptions of source credibility and issue valence. Previous research has found that elites utilize framing in order to alter viewer perceptions and change public opinion. An experiment was conducted, which examined whether on-screen messages displayed during a presidential-news conference had any effect on the viewers' perception of sound credibility and issue valence. The results of the study indicate that on-screen messages have no effect on individuals' perceptions of source credibility and issue valence. The study also found that an individual's· political ideology plays a major role in influencing perceptions of source credibility and issue valence.
Pages
45
Recommended Citation
Aden, Timothy. (2006). The effects of on-screen messages on viewer perceptions of source credibility and issue valence. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/645
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