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The relationship between cognitive orientation, media usage, political activism, and political deviance from the perspective of context theory

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dc.contributor.author Ahmed A en
dc.date.accessioned 2016-09-22T11:05:37Z
dc.date.available 2016-09-22T11:05:37Z
dc.date.created 1994 en
dc.date.submitted 1996 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/105079
dc.description.abstract The purpose of the present study was to examine and replicate some of the predictions of context regarding the relationships between media usage, cognitive orientation, political activism, and political deviance. The present study extended the model by including a behavioural aspect, namely, political activism. It was found that cognitive was a significant predictor of both mass media usage (newspapers, radio, television and pamphlets) and alternative media usage (academic articles, periodicals, books, and political discussion and debates). It was also found that political deviance (modal deviance) was a significant predictor of media usage (both mass and alternative media) which indicates that, not only are deviants more likely to be better informed than political moderates, but that they also actively seek information about socio-political issues. To determine whether political deviance would be a significant predictor of media usage while controlling for the effect of cognitive orientation, multiple regression analysis was conducted. When both cognitive orientation and political deviance was in the regression equation, political deviance did not emerge as a significant predictor of media usage. However, political (modal) deviance and cognitive orientation were both significant predictors of alternative media usage. The implications of this result has been dealt with in the study. Political deviance (modal deviance) was also found to be a significant predictor of political activism. Additional correlational analysis indicated that political deviants were more likely to engage in certain types of political activities and less likely to engage in othes. The results reported in the present study suggest that political activism can be built into the context theory model. The way in which knowledge and information about political issues mediates in the relationship between political activism and political deviance must also be examined. The present study should be seen as an exploratory one, as a first attempt to test the applicability of the context theory model with a South African sample. en
dc.language English en
dc.subject Psychology en
dc.subject Intellectual processes en
dc.title The relationship between cognitive orientation, media usage, political activism, and political deviance from the perspective of context theory en
dc.type Masters degree en
dc.description.degree MA en


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