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Signo y Pensamiento

Print version ISSN 0120-4823


DENEGRI G, Marianela et al. University Students' Beliefs and Attitudes towards the Media in Southern Chile. Signo pensam. [online]. 2015, vol.34, n.67, pp.114-131. ISSN 0120-4823.

The present investigation aimed to assess the attitudes and beliefs towards five types of mass media. An instrument was composed by beliefs towards the mass media (ECM) and attitudes towards the mass media (EAM) scales, to evaluate beliefs and attitudes towards the mass media, which was tested in a pilot version. The sample consisted of 187 college students from the city of Temuco, Chile. The scale was submitted to an Exploratory Factor Analysis, being made up of two sub-scales: beliefs about the media (ECM) and attitudes towards the media (EAM). As findings, we emphasize each evaluated mass-media has a pattern of beliefs associated with attitudes, emphasizing that affective beliefs are relevant in shaping attitudes toward the media, and the individuals only consciously recognize their impact when considering the positive influence.

Keywords : assessment; beliefs; attitudes; media; students.

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