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    Measuring Exposure and Attention to Media and Communication

    Solutions to Wicked Problems

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    Author(s)
    Neijens, Peter
    Araujo, Theo
    Möller, Judith
    de Vreese, Claes
    Language
    English
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    Abstract
    Valid and reliable measurement of media and communication exposure is crucial for communication science, psychology, political science, sociology, pedagogy, economics, and law, and the practitioners in media, communication, and information. At the same time, this is a wicked problem for which there are no simple solutions. That was never the case, but in today's digital and abundant media landscape it is even more difficult. The book discusses the ways in which media and communication exposure can be conceptualized, operationalized, and measured. Methods examined include self-reports, recall, recognition, ecological momentary assessment, think aloud, digital traces, data donation, human observation, eye-tracking, EEG, fMRI, heart rate, and skin conductance, their pros and cons, complexities, and performance. The book concludes with recommendations for the application and further development of these methods, as well as an extensive bibliography with references to in-depth insights into specific aspects of media exposure measurement.
    URI
    https://library.oapen.org/handle/20.500.12657/92632
    Keywords
    exposure and attention, media and social media, advertising, health and political campaigns
    DOI
    10.5117/9789463723176
    ISBN
    9789463723176, 9789048555468
    Publisher
    Amsterdam University Press
    Publisher website
    https://www.aup.nl/
    Publication date and place
    Amsterdam, 2024
    Classification
    Media studies: internet, digital media and society
    Media, entertainment, information and communication industries
    Digital Lifestyle and online world: consumer and user guides
    Pages
    165
    Rights
    https://creativecommons.org/licenses/by-nc-nd/4.0/
    • Imported or submitted locally

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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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