Multiplicities and the subject: Rethinking a mix-of-attributes approach in the digital world

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dc.citation.volume9
dc.contributor.authorPearson EE
dc.contributor.authorElliot G
dc.date.available2015
dc.date.issued1/01/2015
dc.description.abstractIt has been 30 years since Clark made his call to focus on fundamental structures of media rather than media formats (such as radio or television) and more than 10 years since Eveland proposed a mix-of-attributes approach to media effects. This article suggests that it is time for a reevaluation of the mix-of-attributes approach, noting that there is a continued focus on format when studying media content. We argue for rethinking the assumptions that preempt a mix-of-attributes approach. As a way of accounting for the complexities of how messages move in the digital media ecology, beyond the constraints of singular media formats, we first invoke the concept of multiplicities (concurrent engagement with multiple information sources) and then propose that the role of the subject be foregrounded within a revised mix-of-attributes approach to studying media effects in the digital age.
dc.description.publication-statusPublished
dc.format.extent694 - 709
dc.identifierhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000361977300004&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=c5bb3b2499afac691c2e3c1a83ef6fef
dc.identifier.citationINTERNATIONAL JOURNAL OF COMMUNICATION, 2015, 9 pp. 694 - 709
dc.identifier.elements-id270230
dc.identifier.harvestedMassey_Dark
dc.identifier.issn1932-8036
dc.identifier.urihttps://hdl.handle.net/10179/8414
dc.publisherUniversity of Southern California, Annenberg School for Communication & Journalism
dc.relation.isPartOfINTERNATIONAL JOURNAL OF COMMUNICATION
dc.subjectmix-of-attributes
dc.subjectMoA
dc.subjectdigitization
dc.subjectform
dc.subjectcontent
dc.subjectsubject
dc.subjectmultiplicities
dc.subjectmethod
dc.subject.anzsrc1902 Film, Television and Digital Media
dc.subject.anzsrc1903 Journalism and Professional Writing
dc.subject.anzsrc2001 Communication and Media Studies
dc.titleMultiplicities and the subject: Rethinking a mix-of-attributes approach in the digital world
dc.typeJournal article
pubs.notesNot known
pubs.organisational-group/Massey University
pubs.organisational-group/Massey University/Massey Business School
pubs.organisational-group/Massey University/Massey Business School/School of Communication, Journalism and Marketing
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