Multilevel Analysis in Mass Communication Research

Abstract

This article presents an epistemological view of levels of analysis. According to this view, four types of relationships need to be differentiated: macro-macro, macro-micro, micro-micro, and micro-macro. The two within-level relationships are linked by the two cross-level relationships that, in turn, are explicated by various theories of organizational, institutional, and social processes. Mass communication is thus conceived of as a process from production to consumption that occurs at both micro-individual and macro-social levels. The contributions of this multilevel view of mass communications to theoretical development in the field is illustrated by analyzing three prominent theories in our field: the knowledge gap, cultivation, and the spiral of silence. Finally, the article discusses the available research techniques and strategies for dealing with multilevel research questions.