Authors : Khaled Abu Fayyad, Mohd Khairie Ahmad and Romlah Ramli
Abstract: The aim of the study was to operationalize and validate the measure construct of media coverage as perceived from the public point of view. Media coverage was measured in connection to public awareness on environmental issues in Malaysia. This empirical work flowed from the need to recognize and fill in the gap related to media coverage measurement from the public perspective. The respondents used for this study were the university students in the Northern region of Malaysia. The measurement developed was content-validated. Statistical validation was accomplished by carrying out Exploratory Factor Analysis (EFA) and Confirmatory Factor Analyses (CFA). While EFA was conducted to identify the underlying structure of media coverage measure, CFA was carried out to validate the measurement model. The findings of validity and reliability of the scale revealed perceived media coverage as a six-factor construct, consisting dimensions of news sufficiency, news prominence, news frequency, news attractiveness, news sources and variety of media role. The operationalization and development of the media coverage scale is hopeful to benefit future research in the area of media coverage generally and those considering media user’s perspective specifically in the quest of mass media communication.
Khaled Abu Fayyad, Mohd Khairie Ahmad and Romlah Ramli, 2017. Measurement of Media Coverage from the Public Perspective: An Exploratory and Confirmatory Approach. The Social Sciences, 12: 1801-1811.