Abstract: This study looked at the construction social identity has on media consumption and how it leads to social identity and media dependency via the uses and gratifications framework. More recent studies have examined identity performance in less anonymous online settings such as Internet dating sites and reported different findings. This research addresses the relevance of context to the study of media effects on individual cognitions-specifically, perceptions of public opinion and political behavior the mass media plays an influential role on individual viewers. Television viewing patterns may have a connection with affective orientation. However, the findings suggest that affective orientation may be more uniquely influenced by media program type viewed. Results showed that perceived public opinion varied significantly across media markets and newspaper use as well as personal candidate preference had a significant effect on construction social identity. An examination of such influences as media context can provide deeper theoretical insights into the analysis of media effects and perceptual processes such as the persuasive press inference, false consensus and social projection.
Shahrooz Ebrahibmi, Reza Mahmoodoghli, Mahmoodreza Rahbargazi and Ammad Abaszadeh, 2012. Investigating the Formation of Virtual Identity in Media Discourse. Research Journal of Applied Sciences, 7: 500-504.