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Multilevel Analysis in Mass Communication Research

JACK M. McLEOD

This article presents an epistemological view of levels of analysis. According to this view, four types of relationships need to be differentiated: macro-macro, macro-micro, micro-micro, and micro-macro. The two within-level relationships are linked by the two cross-level relationships that, in turn, are explicated by various theories of organizational, institutional, and social processes. Mass communication is thus conceived of as a process from production to consumption that occurs at both micro-individual and macro-social levels. The contributions of this multilevel view of mass communications to theoretical development in the field is illustrated by analyzing three prominent theories in our field: the knowledge gap, cultivation, and the spiral of silence. Finally, the article discusses the available research techniques and strategies for dealing with multilevel research questions.

Communication Research, Vol. 18, No. 2, 140-173 (1991)
DOI: 10.1177/009365091018002002


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