| Abstract: | Regarding formal, linguistic and content-related characteristics, tabloid newspapers have a relatively high potential to emotionally arouse readers, whereas broadsheets present news in a more factual style. In the present study it is argued that the usage of the different types of newspapers affects attitude structures. Specifically, it is assumed that the frequency of usage and expected gratifications during usage have an effect on the affective-cognitive attitude basis. Results of a survey (N = 505) support the hypotheses on the emotion gap: Heavy users of broadsheets base their attitudes on cognitions, regardless of their expected gratifications. For heavy users of tabloid newspapers, expected gratifications moderate the effect of usage on attitude bases: Information-oriented tabloid recipients hold cognition-based attitudes; entertainment-oriented tabloid recipients hold affect-based attitudes. |
