When Others' Reactions to News Media Messages are Visible: The Influence of News User Comments on Presumed Media Influence

The presumed media influence framework (IPI) theorizes how mass media influence perceptions and behaviors. The present study uses an online experiment to test the hypotheses deriving from the IPI in the context of interactive news websites. We manipulated the congruency and incongruency between the e-cigarette use prevalence information provided in the news stories and information emanated from user-generated comments to examine how exposure to such congruency and incongruency would extend our understanding of the IPI. Results show that compared to participants reading low prevalence news only, those who read low prevalence news and low prevalence comments perceive significantly higher presumed media influence. Results also reveal that compared to participants reading high prevalence news only, those who read high prevalence news and low prevalence comments perceive significantly lower presumed media influence, which in turn decreases intentions to use e-cigarettes. Theoretical and practical implications are discussed.