Priming Europe. Two perspectives on the European Issues in Poland
Priming Europe. Two perspectives on the European Issues in Poland

Summary/Abstract: The concept of priming is regarded as one of the most prominent approaches concerning media effects. In the current study, we aim to understand how the media message is able toimpact the attitudes concerning European issues. In particular, we intend to find out howthese issues are primed out in the media message, as well as how they are primed in the participants’ minds. When processing this research issue, we assumed that watching TV newswhich presents the pro-European or Euro-sceptic message causes a change of the direction oforiginal attitude towards Europe or the EU. The material under investigation includes bothpro-European and Euro-sceptic content offered by two Polish TV stations. The two-phasesequential mix-methods approach used in the study combines both the thematic analysis(504 news; TVP and TVN, 2016) and experimental design (N=192). The results of the thematic analysis revealed that two super-themes (one pro-European and one Euro-sceptic)organised media communication. The results of the experimental stage showed that theEuro-sceptic message was more effective than the pro-European one.

• Details
• Contents