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date: 19 October 2019

Abstract and Keywords

This chapter looks at how media exposure has been studied. It focuses on the criticisms of media use measures as well as the primary alternative to this approach, which is the inclusion of media content into the empirical analyses of public opinion data. The chapter also discusses several practical considerations about content analysis and the analytical challenges that are connected to the estimation of causal effects of media messages on public opinion.

Keywords: media exposure, media use measures, media content, public opinion data, content analysis, analytical challenges, causal effects, media messages

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