Points out that formalization of cognitive grammar is difficult to achieve within the present formulation of the grammar. Introduces a modification that will allow modeling the process of similarity. Suggests using analogical modeling. Indicates some consequences of the proposition for the practice of communication. (PA)

Tests a complex model of how audience members assess source credibility. Hypothesizes that (1) message quality has direct effects and mediates partially the effects of initial credibility assessments on subsequent source credibility assessments and on belief change; and (2) subsequent credibility assessments mediate effects of initial credibility…

States that recently a new operational perspective on language has emerged, and as a result, a specific, analogical solution within such an approach is being developed. Describes that position briefly and sketches how such a perspective can lead to a theoretical justification of selected elements of established technical writing practice. (PA)

With $1M, faculty support, and their reputation at risk, Eastern Kentucky University (EKU) sought a distance learning partner to assess the MS in Loss Prevention & Safety opportunity, and then market the program to qualified students ready to learn. This compelling case study demonstrates how marketplace demand and competitive advantage can…

Examines the "benefit segmentation model," a marketing strategy for local news media which is capable of sorting consumers into discrete segments interested in similar salient product attributes or benefits. Concludes that benefit segmentation may provide a means by which news programmers may respond to their audience. (RS)

A study tested a causal model of international communication media appraisal using audience evaluations of tests of two films conducted in the Philippines. It was the fourth in a series of tests of the model in both developed and developing countries. In general the model posited determinative relationships between three exogenous variables…

This paper critiques the methodology used for television audience research by David Morley for his study, "The Nationwide Audience," in which he attempts to systematically determine relationships between the various ways in which different audience groups make sense of television programs and the social relations that define their material…

Motivational design, a major component of the ARCS (Attention, Relevance, Confidence, Satisfaction) model that describes how to understand the motivation to learn, is described in this second article of a two-part series. Topics addressed include audience analysis; motivational objectives, measures, and motivational strategy design; and…

Investigating the nature of parasocial interaction (relationship of friendship or intimacy of the television viewer with a remote media personality). Developed a model to measure parasocial interaction and tested news-viewing motives and patterns. (PD)

Three successive models were developed to test the existence of a need that leads individuals to select one mass medium over another and also to examine the idea of audience activity. Since it has been noted that uses and gratifications research has focused excessively on habitual media behaviors, the focus instead was on a medium where choice…

Many current models of television viewing regard viewers either as passive receptors, active participants, or addled dupes. A study proposed a more flexible model for television viewing research. The study used the television program "St. Elsewhere," an example of "meta-television" (television programming which contains hidden…

To determine people's use of media during the 1984 presidential campaign, telephone interviews were conducted with 630 heads of households in Dane County, Wisconsin. It was hypothesized that persons with different political orientations would have significantly different media use and attention patterns. The data analysis proceeded in two stages.…

Finds that current pedagogical emphases on audience analysis and adaptation in the field of technical writing are based largely on classical conceptions of audience and society. Traces the influences of rhetoricians who challenge the classical model as inadequate or inappropriate for contemporary rhetorical situations. (SKC)

An interpretation model focusing on audience characteristics guided development of an ecosystem-management interpretive program targeting military leaders and planners at Eglin Air Force Base (Florida). Of five interpretative media tested, print mass media were most successful in increasing ecosystem knowledge and enhancing attitudes of both…

Discusses the importance of including evaluation as part of training programs. Topics discussed include the CIPP (Context, Input, Process, Product) Training Program Development and Evaluation Model; audience analysis; modularized course development procedures; instructors' guides; and checkpoints to observe during the course development process.…