Assessing reception and individual responses to media messages: relevance, computer techniques, quality and analysis of Real-Time Response Measurements (RTR–M)
Journal Title: ESSACHESS - Journal for Communication Studies - Year 2013, Vol 6, Issue 1
Abstract
Media messages have an important impact on political attitudes and behavior. Hence, the question arises - how is media content received at an individual level? This question is difficult to investigate with the social science research methods currently available. Measuring an individual’s real-time reaction to auditory or visual media content using computers, i.e. real-time response (RTR) measurement, can be a fruitful approach to address the question. This article describes various RTR techniques, discusses the reliability and validity of RTR measurements and outlines strategies on how to analyze RTR data.
Authors and Affiliations
Jürgen MAIER| Professor, Universität Koblenz-Landau, GERMANY
Keywords
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