Expectation-evaluation gap: How public perceptions of media influence reaction to fake news in Hong Kong
Author(s)
Date Issued
2022
Citation
Guo, Z., & Wang, D. (2022 Jul 11-15). Expectation-evaluation gap: How public perceptions of media influence reaction to fake news in Hong Kong. Annual International Association of Communication and Media Research (IAMCR) 2022 Online Conference, Online.
Type
Conference Paper
Abstract
This study advances a research model that conceptually connects media use, preference for own media, the gap between public normative perception of journalism and evaluation of journalists’ actual performance, and reaction to fake news. Although journalism studies have generally acknowledged the existence of this discrepancy (Baker, 2001; Willnat, Weaver, & Wilhoit, 2019), scholarly attention is primarily paid to its effect on journalists’ role perceptions at the message production end (for evidence, see the body of academic work on media sociology, e.g., Lewis, 2010; Schudson, 2011) rather than on audience per-ceptions at the reception end.
Guided by the epistemic-deontic theory of expectations and self-bias theory of supe-riority complex, our main argument is that the expectation-evaluation gap affects rational, emotional and behavioral responses to fake news. While the epistemic component of ex-pectations relies on patterns and rules individuals have inferred from personal experiences and the deontic attribute of expectations points to aspirations of normative and rather utopic ideals of how things ought to be (Miceli and Castelfranchi, 2002). This gap particu-larly exists among the media audience due to the dilemma of the cultural legitimacy of journalism as an institution and the profit-oriented nature of journalism as a product (Tong, 2018). In addition, in the field of communication studies, selective exposure as the mecha-nism of influence in the age-cherished two-step flow theory affords supremacy to “my choice” over other social forces, treating an individual’s belief and value systems as an a priori determinant of media consumption (Katz & Lazarsfeld, 2017[1955]).
Contextualized in Hong Kong during the public health crisis Covid-19 period, we con-ducted a random sample survey of 1221 local residents in 2020. Results of analyses sup-ported all hypotheses: 1) a striking expectation-evaluation gap exists; 2) “my media” bias mediates the relationship between media use and the expectation-evaluation gap; 3) and the gap significantly predicts reactions to fake news. Theoretical implications of the model were discussed. Implications of the study are at least in threefolds. First, we extend the discussion of the ongoing normative-practical gap in journalism to the audience level. Sec-ond, we connect classic media effects theories into the study of the gap. Third, we contrib-ute to knowledge about how HK society responds to the mediated reality (fake news inclu-sive) during a public health crisis.
Guided by the epistemic-deontic theory of expectations and self-bias theory of supe-riority complex, our main argument is that the expectation-evaluation gap affects rational, emotional and behavioral responses to fake news. While the epistemic component of ex-pectations relies on patterns and rules individuals have inferred from personal experiences and the deontic attribute of expectations points to aspirations of normative and rather utopic ideals of how things ought to be (Miceli and Castelfranchi, 2002). This gap particu-larly exists among the media audience due to the dilemma of the cultural legitimacy of journalism as an institution and the profit-oriented nature of journalism as a product (Tong, 2018). In addition, in the field of communication studies, selective exposure as the mecha-nism of influence in the age-cherished two-step flow theory affords supremacy to “my choice” over other social forces, treating an individual’s belief and value systems as an a priori determinant of media consumption (Katz & Lazarsfeld, 2017[1955]).
Contextualized in Hong Kong during the public health crisis Covid-19 period, we con-ducted a random sample survey of 1221 local residents in 2020. Results of analyses sup-ported all hypotheses: 1) a striking expectation-evaluation gap exists; 2) “my media” bias mediates the relationship between media use and the expectation-evaluation gap; 3) and the gap significantly predicts reactions to fake news. Theoretical implications of the model were discussed. Implications of the study are at least in threefolds. First, we extend the discussion of the ongoing normative-practical gap in journalism to the audience level. Sec-ond, we connect classic media effects theories into the study of the gap. Third, we contrib-ute to knowledge about how HK society responds to the mediated reality (fake news inclu-sive) during a public health crisis.
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