BEYOND SIMPLE EXPOSURE

Abstract

This study adopts a broad approach to problems associated with confusion in the literature on media orientations and political processes. Three different dependent variables representing cognition, attitude and behavior are examined in relation to multiple measures of media dependence: time spent, reliance, exposure to content, level of attention and gratifications sought. Results suggest complex relationships between media use and the dependent variables and again confirm an integrative role for television that is often hidden in analyses based on simple exposure time.