How Measurement Error in Content Analysis and Self-Reported Media Use Leads to Minimal Media Effect Findings in Linkage Analyses: A Simulation Study. (3rd July 2017)

• Record Type: Journal Article
• Authors: Scharkow, Michael; Bachl, Marko
• Is Part Of: Political communication. Volume 34:Number 3(2017)
• Page Start: 323
• Page End: 343
• Publication Date: 2017-07-03
• Subjects: content analysis -- linkage analysis -- media effects -- media use -- Monte Carlo simulation -- reliability; Communication -- Political aspects -- Periodicals; Communication in politics -- Periodicals; 306.205
• DOI: 10.1080/10584609.2016.1235640
• Languages: English
• ISSNs: 1058-4609

Abstract

Abstract : In the debate on minimal media effects and their causes, methodological concerns about measurement are rarely discussed. We argue that even in state-of-the-art media-effects studies that combine measures of media messages and media use (i.e., linkage analyses), measurement error in both the media content analysis and the media use self-reports will typically lead to severely downward-biased effect estimates. We demonstrate this phenomenon using a large Monte Carlo simulation with varying parameters of the content analysis and the survey study. Results show that measurement error in the content analysis and media use variables does indeed lead to smaller effect estimates, especially when the media messages of interest are relatively rare. We discuss these findings as well as possible remedies and implications for future research.