Kristofer Jäntti blogs about his findings from the Knowledge Gap literature and suggests future avenues for further enquiries. This text is the fourth part of a serialised review of the Knowledge Gap. The full report will be published after the final entry of the series.
In conclusion, the research literature suggests that there are differences between countries when it comes to the media effects. This makes it difficult to make generalized accounts on the efficacy of different mediums that would hold across different countries. Moreover, methodologically trying to discern interaction effects between different variables is difficult at best. Even asking the right survey questions is difficult, trying to devise ‘objective’ questions that do not ‘trigger’ guessing, and to differentiate between generalized knowledge and campaign specific knowledge.