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dc.contributor.authorPearson, Erika
dc.contributor.authorElliot, Gillian
dc.date.available2015-09-27T20:25:19Z
dc.date.copyright2015
dc.identifier.citationPearson, E., & Elliot, G. (2015). Multiplicities and the Subject: Rethinking a Mix-of-Attributes Approach in the Digital World. International Journal of Communication, 9, 694–709.en
dc.identifier.issn1932–8036
dc.identifier.urihttp://hdl.handle.net/10523/5902
dc.description.abstractIt has been 30 years since Clark made his call to focus on fundamental structures of media rather than media formats (such as radio or television) and more than 10 years since Eveland proposed a mix-of-attributes approach to media effects. This article suggests that it is time for a reevaluation of the mix-of-attributes approach, noting that there is a continued focus on format when studying media content. We argue for rethinking the assumptions that preempt a mix-of-attributes approach. As a way of accounting for the complexities of how messages move in the digital media ecology, beyond the constraints of singular media formats, we first invoke the concept of multiplicities (concurrent engagement with multiple information sources) and then propose that the role of the subject be foregrounded within a revised mix-of-attributes approach to studying media effects in the digital age.en_NZ
dc.format.mimetypeapplication/pdf
dc.language.isoenen_NZ
dc.publisherUniversity of Southern California, Annenberg School for Communication and Journalismen_NZ
dc.relation.ispartofInternational Journal of Communicationen_NZ
dc.relation.urihttp://ijoc.org/index.php/ijoc/article/view/3220en_NZ
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectmix-of-attributesen_NZ
dc.subjectMoAen_NZ
dc.subjectdigitizationen_NZ
dc.subjectformen_NZ
dc.subjectcontenten_NZ
dc.subjectsubjecten_NZ
dc.subjectmultiplicitiesen_NZ
dc.subjectmethoden_NZ
dc.titleMultiplicities and the Subject: Rethinking a Mix-of-Attributes Approach in the Digital Worlden_NZ
dc.typeJournal Articleen_NZ
dc.date.updated2015-09-27T20:15:28Z
otago.schoolMedia, Film and Communication Studiesen_NZ
otago.relation.volume9en_NZ
otago.bitstream.endpage709en_NZ
otago.bitstream.startpage694en_NZ
otago.openaccessOpenen_NZ
dc.rights.statementOpen Access Policy: Open Access enables authors to obtain the maximum possible exposure for their work. Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd). Available at http://ijoc.orgen_NZ
dc.description.refereedPeer Revieweden_NZ
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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's licence is described as Attribution-NonCommercial-NoDerivatives 4.0 International