This study uses the theory of planned behavior to predict individuals’ intentions to quit social media. Attitude, subjective norms, and perceived behavioral control significantly predicted intentions to quit social media, accounting for 68 percent of variance among participants (N = 525) representing the US census data. Political partisanship and belief in misinformation also slightly increased the predictability of the TPB, suggesting that they can be used as moderators or antecedents of subjective norms in the future.
{"title":"Political Partisanship and Belief in Misinformation: Operationalizing Theory of Planned Behavior to Predict Intentions to Quit Social Media","authors":"Ali Zain, Carl A. Ciccarelli","doi":"10.58997/smc.v39i1.111","DOIUrl":"https://doi.org/10.58997/smc.v39i1.111","url":null,"abstract":"This study uses the theory of planned behavior to predict individuals’ intentions to quit social media. Attitude, subjective norms, and perceived behavioral control significantly predicted intentions to quit social media, accounting for 68 percent of variance among participants (N = 525) representing the US census data. Political partisanship and belief in misinformation also slightly increased the predictability of the TPB, suggesting that they can be used as moderators or antecedents of subjective norms in the future.","PeriodicalId":486074,"journal":{"name":"Southwestern Mass Communication Journal","volume":"1 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138966505","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although direct linkages between sponsor brands and sports viewers were widely investigated in the context of athlete endorsement, few studies examined the effect of parasocial identification (PSI) on how sports viewers would perceive brands endorsed by athletes of color. A two (Black vs Asian athletes) by two (Black vs Asian viewers) mixed factorial experiment was designed to examine the role of viewers’ PSI with athletes of color in interaction effects between viewers’ ethnicities and athletes’ ethnicities on their perceptions of athlete-endorsed brands. Results found that athletes’ ethnicities generated a main effect on viewers’ perceptions of athlete-endorsed brands. Although viewers’ ethnicities did not yield any significant impact, an interaction between viewers’ ethnicities and athletes’ ethnicities affected viewers’ perceptions of athlete-endorsed brands. Moreover, viewers’ PSI with athletes intervened this interaction effect on their perceptions of athlete-endorsed brands. The practical application of ethnic similarities was also discussed in response to athlete endorsement.
{"title":"Impact of Ethnicity Match on Athlete Endorsement","authors":"Po-Lin Pan, Li Zeng","doi":"10.58997/smc.v39i1.114","DOIUrl":"https://doi.org/10.58997/smc.v39i1.114","url":null,"abstract":"Although direct linkages between sponsor brands and sports viewers were widely investigated in the context of athlete endorsement, few studies examined the effect of parasocial identification (PSI) on how sports viewers would perceive brands endorsed by athletes of color. A two (Black vs Asian athletes) by two (Black vs Asian viewers) mixed factorial experiment was designed to examine the role of viewers’ PSI with athletes of color in interaction effects between viewers’ ethnicities and athletes’ ethnicities on their perceptions of athlete-endorsed brands. Results found that athletes’ ethnicities generated a main effect on viewers’ perceptions of athlete-endorsed brands. Although viewers’ ethnicities did not yield any significant impact, an interaction between viewers’ ethnicities and athletes’ ethnicities affected viewers’ perceptions of athlete-endorsed brands. Moreover, viewers’ PSI with athletes intervened this interaction effect on their perceptions of athlete-endorsed brands. The practical application of ethnic similarities was also discussed in response to athlete endorsement. ","PeriodicalId":486074,"journal":{"name":"Southwestern Mass Communication Journal","volume":"13 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138965732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Riva Brown, Timothy Edwards, Adriian Gardner, Sandra Combs, Ann White
In September 2021, two White male television personalities wore Afro wigs during a newscast as part of a gag dubbed “return to the 70s,” referring to the change in weather temperatures. A local activist and a professional media group called the prank disrespectful and inappropriate. Television station officials suspended the anchors from on-air duties and fired the station’s news director. These events generated headlines locally, nationally, and internationally. This paper is a case study centered on media coverage and grounded in framing theory. This multimethod approach includes a qualitative content analysis of articles and videos from newspapers, television stations, magazines, YouTube, websites, and blogs to identify news frames used by media outlets that covered the Afro wig incident.
{"title":"No Laughing Matter: Media Framing a Local TV News Stunt Gone Wrong","authors":"Riva Brown, Timothy Edwards, Adriian Gardner, Sandra Combs, Ann White","doi":"10.58997/smc.v39i1.115","DOIUrl":"https://doi.org/10.58997/smc.v39i1.115","url":null,"abstract":"In September 2021, two White male television personalities wore Afro wigs during a newscast as part of a gag dubbed “return to the 70s,” referring to the change in weather temperatures. A local activist and a professional media group called the prank disrespectful and inappropriate. Television station officials suspended the anchors from on-air duties and fired the station’s news director. These events generated headlines locally, nationally, and internationally. This paper is a case study centered on media coverage and grounded in framing theory. This multimethod approach includes a qualitative content analysis of articles and videos from newspapers, television stations, magazines, YouTube, websites, and blogs to identify news frames used by media outlets that covered the Afro wig incident. \u0000 ","PeriodicalId":486074,"journal":{"name":"Southwestern Mass Communication Journal","volume":"22 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138966244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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