Abstract
This study situates the theory of reasoned action (TRA) as a viable method for studying the impact of the news media on attitudes and behaviors. Specifically, the TRA is analyzed using structural equation modeling to determine the influence of a news story about the potential building of an Islamic community center on nearby media consumers. Results show the TRA, in combination with structural equation modeling, provides an acceptable model for examining the influence of news stories in an experimental context. The news media were found to significantly impact perceptions of the climate of opinion, as well as beliefs about how the news story content would affect the community. Moreover, prior attitudes toward the news story's subject (in this case, Islam) moderated the story's influence and may prove useful in future use of the TRA.
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