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Article

Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender

1
Department of Communication Studies, Bahauddin Zakariya University, Multan 66000, Pakistan
2
Endicott College of International Studies, Woosong University, Daejeon 34606, Korea
3
Department of Mass Communication, Lahore College for Women University, Lahore 54000, Pakistan
*
Author to whom correspondence should be addressed.
Information 2021, 12(1), 35; https://doi.org/10.3390/info12010035
Received: 23 December 2020 / Revised: 12 January 2021 / Accepted: 13 January 2021 / Published: 16 January 2021
There is a long-standing debate about the effects of media-generated stereotypes on receivers’ trust and attitude. However, there is insufficient consensus about their influence on the media receiver’s ecological perspective in determining their extent of trust and attitudes. Drawing an analogy from Differential Susceptibility to Media Effect Model (hereafter DSMM) notion that media effects are conditional and are contingent on differential-susceptibility, this study examines the influence of dispositional and social susceptibility to media. To do so, the study validates the influence of media user’s gender (dispositional susceptibility) and ethnicity (social susceptibility) in determining the outcomes of media-generated stereotypes, media trust (MT), and attitude towards media organization (AO). The survey method has been employed to collect data through a self-administered questionnaire from 1061 university students in public sector institutions in Pakistan. The results provide empirical evidence that media-generated stereotypes are a substantially negative predictor of media trust and attitudes towards the media organization. The results also validate that the influence of the stereotyping manifested by the receiver’s ecological perspective such as ethnicity and gender are crucial determinants of the receiver’s trust and attitudes. Managerially, the study urges that journalistic practices must be more ethnoculturally inclusive, to cope with the contemporary media landscape. View Full-Text
Keywords: differential susceptibility to media effect model; stereotyping; media trust; attitude; ethnicity; gender differential susceptibility to media effect model; stereotyping; media trust; attitude; ethnicity; gender
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MDPI and ACS Style

Raza, S.H.; Zaman, U.; Iftikhar, M. Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender. Information 2021, 12, 35. https://doi.org/10.3390/info12010035

AMA Style

Raza SH, Zaman U, Iftikhar M. Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender. Information. 2021; 12(1):35. https://doi.org/10.3390/info12010035

Chicago/Turabian Style

Raza, Syed H., Umer Zaman, and Moneeba Iftikhar. 2021. "Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender" Information 12, no. 1: 35. https://doi.org/10.3390/info12010035

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