Impact of Communication Media Characteristics on Information Acquisition and Favorability of Attitudes Toward the Navy

摘要

This study investigated the impact of media characteristics on receiver's acquisition of recruiting information, the favorability of receiver's attitudes toward the Navy and joining the Navy. The study use a 4x2x2 experimental design which manipulated media (Face-to-face, video, audio only, and text modes), message content (objective and subjective), and length (1 minute and 3 minutes). After controlling for content, length, and receiver gender and experience, media characteristics associated with media richness and channel types accounted for significant portions of variance in perceived media characteristics, receiver outcomes including ambiguity credibility, comprehension, media satisfaction and judgments of communication effectiveness. These variables accounted for significant variance in attitudes toward the Navy, joining the Navy, intentions to join, and a behavioral measure. In general, richer media (i.e., media with greater channel capacity) were more effective for conveying emotionally oriented subjective messages. Results suggest media differ in ways that are important for communicating with potential applicants.