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Efficacy constructs in media use and effects: organizing and appraising the literature

Efficacy constructs in media use and effects: organizing and appraising the literature Efficacy constructs play central roles in health, political, computer-mediated, environmental, and mass communication research. In this review, we sought to organize and evaluate the efficacy concepts that have accumulated in media effects scholarship. First, we characterize how media effects researchers have studied efficacy constructs, both as perceptions and as message features. We discuss key conceptual and methodological issues for each efficacy construct. Second, we offer a conceptual matrix that puts prominent efficacy constructs in conversation with one another. We conclude with recommendations for media scholars studying efficacy. Ultimately, our review underscores the need for greater clarity and consistency in the study of efficacy as a predictor, outcome, mechanism, and moderator of media use and exposure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Annals of the International Communication Association Taylor & Francis

Efficacy constructs in media use and effects: organizing and appraising the literature

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Publisher
Taylor & Francis
Copyright
© 2022 International Communication Association
ISSN
2380-8977
eISSN
2380-8985
DOI
10.1080/23808985.2022.2142150
Publisher site
See Article on Publisher Site

Abstract

Efficacy constructs play central roles in health, political, computer-mediated, environmental, and mass communication research. In this review, we sought to organize and evaluate the efficacy concepts that have accumulated in media effects scholarship. First, we characterize how media effects researchers have studied efficacy constructs, both as perceptions and as message features. We discuss key conceptual and methodological issues for each efficacy construct. Second, we offer a conceptual matrix that puts prominent efficacy constructs in conversation with one another. We conclude with recommendations for media scholars studying efficacy. Ultimately, our review underscores the need for greater clarity and consistency in the study of efficacy as a predictor, outcome, mechanism, and moderator of media use and exposure.

Journal

Annals of the International Communication Association – Taylor & Francis

Published: Jan 2, 2023

Keywords: Efficacy; measurement; media effects; jingle fallacy; jangle fallacy

References

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