選擇性接觸、擴展性接觸、旁導性接觸: 互聯網時代媒體信息接觸理論分析

This article analyzes the process of information access and media exposure within the Internet context and situations in which selective exposure occurs. It also discusses how the need for cognitive closure and Internet search self-efficacy affect selective exposure and how extended and sidetracked exposures interact with selective exposure to produce potential persuasion effects. We propose several theoretical propositions on media exposure in online settings. We conclude that people are exposed to information far beyond what they initially seek on the Internet. The reinforcement effect of selective exposure in online settings will be modified or significantly weakened if multiple media exposures occur. The full spectrum of persuasion of media messages—attitude formation, reinforcement, and change—may occur due to extended and side-tracked exposure, rather than only reinforcement of pre-existing beliefs and opinions.