Uses and perceptions of political media: Political Communication

This chapter integrates literature on both expectations toward and perceptions of media. The author argues that those expectations and perceptions are important explanatory variables for the selection and effects of media. The chapter brings together ideas from the uses-and-gratifications tradition, from research on hostile media and third person perceptions, and from media credibility research in a model of the uses and perceptions of media. In the model audience perceptions are introduced as important antecedents of media use as well as of future expectations toward media. The chapter emphasizes the importance of media perceptions as their effects are not limited to an attitudinal level, but also regard political participation, voting and other behavioral responses. The chapter concludes with a call for more scholarly efforts linking uses and perceptions of media in political communication research.