An integrated model of communication influence on beliefs

Abstract

How do people develop and maintain their beliefs about science? Decades of social science research exist to help us answer this question. The Integrated Model of Communication Influence on Beliefs presented here combines multiple theories that have considered aspects of this process into a comprehensive model to explain how individuals arrive at their scientific beliefs. In this article, we (i) summarize what is known about how science is presented in various news and entertainment media forms; (ii) describe how individuals differ in their choices to be exposed to various forms and sources of communication; (iii) discuss the implications of how individuals mentally process information on the effects of communication; (iv) consider how communication effects can be altered depending on background characteristics and motivations of individuals; and (v) emphasize that the process of belief formation is not unidirectional but rather, feeds back on itself over time. We conclude by applying the Integrated Model of Communication Influence on Beliefs to the complex issue of beliefs about climate change.knowledge | learning D ecades of scholarship in communication and related fields have examined the role of mass and interpersonal communication as means by which members of the public acquire information or beliefs about a variety of important topics (1, 2). However, there are several properties of this literature that make it less than ideal for succinctly answering the larger question of how scientific beliefs are formed. First, there is a tendency to focus research on a particular form of communication in isolation from others (e.g., news rather than entertainment or media rather than interpersonal discussion), with an emphasis on media effects. Second, most empirical models offer snapshots of associations among variables (3, 4) rather than consideration of how feedback processes connect communication and beliefs in both causal directions. Third, the models tested often seem to have been developed on the basis of the data available in a particular study rather than on a broader consideration of the theoretical processes involved. In those cases in which the models do seem more comprehensive, they usually eschew formal prediction in favor of offering more abstract frameworks and encouraging data exploration (5). Overall, although there is a wealth of insight and evidence relating communication and beliefs, it tends to be scattered because of emphasis on particular subprocesses rather than emphasis on the whole.Sociologist Robert Merton [ref. 6, pp. 52-53 (emphasis in original)] argued that "theories of the middle range hold the largest promise, provided that the search for them is coupled with a pervasive concern with consolidating special theories into more general sets of concepts and mutually consistent propositions" (6). The current body of research on media selection and impact on beliefs, which has, to date, been relatively circumscribed by focusing attention on subprocesses, would seem to be ripe for a comprehens...

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