The influence of mass media coverage to ones level of conformity and persuasion

• Main Authors: Fong, Joyce Anne A., Fu, Katrina Coleen T., Olivarez, Christine Anne A.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Mass media > Influence; Mass media > Social aspects.; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10490
• Institution: De La Salle University

The researchers study the influence of mass media coverage to ones level of persuasion and conformity when moderated by social identity. The independent variable will be the mass media coverage in three conditions (Positive, Negative and Neutral), while the dependent variable will be persuasion and conformity, as these will be moderated by social identity. The statistical analysis used was the Multivariate Analysis in a form of between subjects design (pre-test post-test) under experimental design. The experiment was conducted by having the participants answer a national identity scale followed by the persuasion and conformity scale, and after which, the participants were asked to watch a video containing three parts, a government media coverage in one of three conditions, a distraction clip and a video that encourage voting for change. Results show that mass media coverage does affect the level of persuasion and conformity although it is not moderated by social identity.