There are many instructional design theories to assist librarians in creating effective instructional modules for student learning. ADDIE is a generic instructional design model that has been in existence for more than 30 years and is known for its flexibility in application (Molenda, 2003). Using instructional design theories such as ADDIE helps…

To engage recipients of Extension science-based video programming involves understanding what behaviors and decisions the recipients may be considering that can be affected by the programming. Such understanding may be developed through interviews, focus groups, and surveys, which should provide guidance for elements of the style and content of…

A significant problem for practitioners of technical communication is to gain the skills to compete in a global, multicultural work environment. Instructors of technical communication can provide future practitioners with the tools to compete and excel in this global environment by introducing heuristics of cultural dimensions into the…

This study investigated what kind of supportive information can be effective in improving the situation where there were severe motivational challenges. Motivational and volitional email messages (MVEM) were constructed based on an integrated model of four theories and methods, which are Keller's ARCS model, Kuhl's action control theory,…

Replies to responses (same issue) to the author's "Relocating the Site of the Audience." (MS)

This paper explores three audience models which have traditionally animated American communications policy: the Effects Model, in which the audience is victim; the Marketplace Model, in which the audience is consumer; and the Commodity Model, in which the audience is a coin of exchange. In separate sections, the models are defined, their varying…

Analyzes the status of the audience as a theoretical construct. Argues against the usefulness of a unified conception of audience effects. Develops an epistemological framework for reconstructive theorizations of the concrete structures and practices studied as audience issues. (MS)

This article examines LibQUAL+[TM]'s instrument, fundamental assumption, and research approach and proposes a functional/technical model of academic library effectiveness. This expanded view of library effectiveness complements LibQUAL+[TM], emphasizing it to be dependent upon users' experience of service delivery, as LibQUAL+[TM] recognizes.…

Noting that many public relations practitioners are increasingly recognizing the value and use of theory and theory building as a foundation for understanding, researching, and writing about organizations, this paper examines the marriage of theory and practice of writing public relations materials for a client. The paper begins with a discussion…

A study constituted the fifth phase of a programmatic research effort designed to develop and test a model of international communications media exposure and appraisal. The model posits that three variables--editorial tone, communication potential, and utility--have positive determinant effects on these dependent variables. Research was carried…

Intended for researchers and students in mass media theory, this paper examines the development of the concept of meaning in media studies. It considers the epistemological and sociological roots of the concept, arguing that such an analysis is pivotal in understanding the differences in current research perspectives. The notion of meaning in…