Publication: Selective exposure and selective perception behavior on E-san cultural negotiation
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Issued Date
2020
Resource Type
File Type
application/pdf
ISSN
22011315
Other identifier(s)
2-s2.0-85083050520
Rights Holder(s)
Scopus
Bibliographic Citation
International Journal of Innovation, Creativity and Change. Vol 11, No.10 (2020), p.558-574
Suggested Citation
Suvannapoo S., Nedpogaeo A. Selective exposure and selective perception behavior on E-san cultural negotiation. International Journal of Innovation, Creativity and Change. Vol 11, No.10 (2020), p.558-574. Retrieved from: https://hdl.handle.net/20.500.14740/4778
Author(s)
Abstract
This research is aimed at studying the density of negotiation in E-san culture through the content of messages and investigating message receivers' perceptions of E-san cultural negotiation by using a mixed method. This current study employed a qualitative approach using a textual and content analysis; also, questionnaires were used for the quantitative approach. The results show that the communication in cultural negotiation can be divided into five levels. With regard to the impact factors on selective exposure behaviour on E-san cultural negotiation, most respondents expose themselves to the E-san media because they are fond of E-San culture. The impact factors on selective perception behaviour on E-san cultural negotiation indicated no mean difference in the perception of cultural negotiation among the different genders, occupations, ages, and incomes. There was a significant difference in the perception of cultural negotiation in terms of levels of education, native habitat, and experience/understanding about E-San culture. © 2020 Primrose Hall Publishing Group.