chapter  11
20 Pages

Does ‘Trust’ Mean Attention, Comprehension and Acceptance? paradoxes of Russian Viewers' News Processing

The shaping of media institutions and the messages they produce-the varying degrees of dependence on political power and commerce-are increasingly understood as critical to the functioning of democratic polities. Even though new technologies have dramatically expanded both information and interactivity, it remains true that most people depend on mediated information: their personal experiences and observations are bounded. However, without probing how messages are received-what consumers make of the news and information they get-it is impossible to determine whether or not at least some of the assumptions of those who control the message are being met. It is a matter of framing: are the frames of the broadcaster and the viewer congruent?