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Please use this identifier to cite or link to this item: http://hdl.handle.net/2031/5713

Title: Determinants of message salience in blogosphere : an examination of the framing effects in Web2.0 context
Other Titles: Bo ke kong jian zhong xun xi xian zhu xing jue ding yin su de yan jiu : dui Web2.0 huan jing zhong jia gou xiao guo de kao cha
博客空間中訊息顯著性決定因素的研究 : 對 Web2.0 環境中架構效果的考察
Authors: Li, Linbo (李林波)
Department: Department of Media and Communication
Degree: Master of Philosophy
Issue Date: 2009
Publisher: City University of Hong Kong
Subjects: Blogs -- Design.
Web 2.0.
Notes: CityU Call Number: TK5105.8884 .L5 2009
ii, vii, 142 leaves 30 cm.
Thesis (M.Phil.)--City University of Hong Kong, 2009.
Includes bibliographical references (leaves 98-109)
Type: thesis
Abstract: The rapid development of blog service and prevalence of blogging behavior give rise to the new social convention of public discussion online. In virtue of the new media for public deliberation featured by high accessibility, usability, interactivity and wild connectivity, the viewing pattern of audience is shifting from the "first-come-first-serve" principle in the traditional media use context to the keywords-navigation and random-walk-through-weblinks fashions in the online world. The change of audience behavior inevitably brings about the changes in the mechanism of agenda-setting, the prominent function of media that has interested researchers all the time. The research question has always been in what capacity the media agenda is likely to influence on public agenda. Message salience, as the direct reflection of audiences' selective attention to the media contents, is an intuitive observation on the public agenda online. Thereby this thesis provides an integrative investigation on the determinants of message salience or the public agenda online, which in particular emphasizes on the impact of attributes of blog contents on message salience instead of merely the role of temporal or spatial unit in which the contents are presented. The key proposition of the thesis is that attribute matters in determining the public agenda online. In light of the previous studies on framing effect, this thesis re-examines the agenda-setting mechanism in an The rapid development of blog service and prevalence of blogging behavior give rise to the new social convention of public discussion online. In virtue of the new media for public deliberation featured by high accessibility, usability, interactivity and wild connectivity, the viewing pattern of audience is shifting from the "first-come-first-serve" principle in the traditional media use context to the keywords-navigation and random-walk-through-weblinks fashions in the online world. The change of audience behavior inevitably brings about the changes in the mechanism of agenda-setting, the prominent function of media that has interested researchers all the time. The research question has always been in what capacity the media agenda is likely to influence on public agenda. Message salience, as the direct reflection of audiences' selective attention to the media contents, is an intuitive observation on the public agenda online. Thereby this thesis provides an integrative investigation on the determinants of message salience or the public agenda online, which in particular emphasizes on the impact of attributes of blog contents on message salience instead of merely the role of temporal or spatial unit in which the contents are presented. The key proposition of the thesis is that attribute matters in determining the public agenda online. In light of the previous studies on framing effect, this thesis re-examines the agenda-setting mechanism in an including the impact of external media agenda is conducted, finding that the current path model retains sufficient explanatory power. The independent variables in the path model altogether have explained 34.2% of the variance in the dependent variable.
Online Catalog Link: http://lib.cityu.edu.hk/record=b2374879
Appears in Collections:COM – Master of Philosophy

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