Band 33, Heft 2

This article investigates how voters made sense of the Dutch EU constitutional referendum. Based on a series of focus group interviews, it identifies what information people based their understandings on, and traces the relations they draw between concepts in their own accounts of their vote choices. Applying a cognitive connectionist perspective on the construction of meaning, it models people's considerations as paths across semantic networks. It finds that people shared considerable parts of the knowledge underlying their constructions, but used this information quite differently. They strategically selected frames from their information environment, and reframed contrary arguments to fit their constructions. Yes- and No-voters drew in systematically different additional information, while simultaneously engaging idiosyncratic concerns to personalize their accounts. People's understandings are thus informed and constrained, but by no means determined, by public discourse. Highlighting people's activity and creativity, this paper calls for a stronger audience perspective in political communication research.

The terms ‘interactivity’ and ‘interactive media’ became significant buzzwords during the late 1980s and early 1990s when the multi-media euphoria fascinated politicians, economists, and researchers alike. However, right from the beginning of the scientific debate, the inconsistent usage of the term ‘interactivity’ massively complicated the comparability of numerous empirical studies. This is where this article joins the discussion. First, the article sheds light on the terminological origins of ‘interactivity’ and distinguishes the term from cognate expressions. Further, it restructures and extends existing findings on the basis of a new analysis framework which considers three levels of interactive communication (action level, level of subjective situation evaluation, and level of meaning exchange). Finally, it delivers a systematic overview of specific criteria of interactive communication.

This study examined 153 foodstuff commercials on a popular British television channel. Eighty ‘Daytime’ and 73 ‘Evening’ commercials were separately coded for 11 content categories; constituting attributes pertaining to central advertised figures (gender, presentation-mode, credibility-basis, role, age, location, arguments, background, reward-type, product-appeal, end-comment). Although both sexes were portrayed stereotypically for eight daytime and nine evening content analytic categories, daytime advertisements tended to reveal advertisers' awareness of a female audience which tended to be reflected in greater proportions of non-stereotyped female depictions rather than a salience of female stereotypes. Results are discussed with respect to implicated gender ideologies and their accuracy against the wider sex-role climate in society.

The WWW is increasingly used as a tool and platform for survey research. Several principles have been developed to deal with the new challenges posed to researchers conducting online surveys. In this paper, we discuss some of the challenges we encountered in all phases of our Web based survey conducted in 2004/2005 among nearly 10,000 respondents in six European countries. We argue how and to what extent we applied the principles and methodologies of online surveys to meet the challenges, ranging from composing sampling frames, questionnaire construction, addressing potential respondents, questionnaire distribution, response rate improvement, to data cleaning and data processing. When relevant, we discuss the differences between the six countries involved. It is concluded that many if not most of the problems encountered in online surveys are solved when taking into account the principles that guide the conduct of conventional surveys.

Although interpretation is often considered a vital factor in the effects of news, its conceptualization and operationalization have been problematic. In this study, interpretation is defined in terms of the structural attribute of complexity. In a previous contribution, one aspect of interpretive complexity, differentiation, was operationalized and measured to test the usefulness of the concept in news research. This follow-up study introduces a method for measuring and analyzing a second aspect of interpretive complexity: Integration. Whereas differentiation represents the broadness of interpretations, integration refers to the cohesiveness of interpretations. This contribution describes two dimensions of integration, called micro-integration and macro-integration, and attempts to test their utility by operationalizing and measuring them in a small-scale study (N = 19). Results illustrate that the method yields data that are helpful in systematically exploring and comparing how viewers interpret television news by assessing differences in cohesiveness. The merits of the concept and method and their use for the study of news effects are evaluated.

For decades, scholars have been interested in the relationship between community integration and local media use. Some have argued that the use of the local media furthers integration. Others have seen integration into a community as a prerequisite for attention to the media. In this study, a survey explored whether a relationship between the two dimensions actually exists and whether personal conversations about media topics could link both phenomena. The results show that social integration is not only related to media use, but also to conversations specifically about media content. Thus, the media's contribution to community integration could be an indirect one, by facilitating conversations and by helping integrate individuals socially through conversational topics.

Recent empirical evidence suggests that the so-called ‘digital divide’ persists in both Europe and North America. The purpose of this (follow-up) study is to establish whether the digital divide persists in Flanders and, if so, to examine its extent and main contours. The results suggest that, although showing signs of diminishing, the digital divide is still very much in place and is still structured along classic socio-demographic lines such as gender, age, level of education, and occupational status.