Assessing reception and individual responses to media messages: relevance, computer techniques, quality and analysis of Real-Time Response Measurements (RTR–M)

Maier, Jürgen

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%T Assessing reception and individual responses to media messages: relevance, computer techniques, quality and analysis of Real-Time Response Measurements (RTR–M)
%A Maier, Jürgen
%J ESSACHESS - Journal for Communication Studies
%N 1
%P 169-184
%V 6
%D 2013
%K impact of media messages; real-time response (RTR) measurement; RTR techniques
%@ 1775-352X
%> https://nbn-resolving.org/urn:nbn:de:0168-ssoar-377579
%X Media messages have an important impact on political attitudes and behavior. Hence, the question arises - how is media content received at an individual level? This question is difficult to investigate with the social science research methods currently available. Measuring an individual’s real-time reaction to auditory or visual media content using computers, i.e. real-time response (RTR) measurement, can be a fruitful approach to address the question. This article describes various RTR techniques, discusses the reliability and validity of RTR measurements and outlines strategies on how to analyze RTR data.
%C FRA
%G de
%9 journal article
%W GESIS - http://www.gesis.org
%~ SSOAR - http://www.ssoar.info