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| Journalism Quarterly | 1 |
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| Walker, James R. | 6 |
| Davis, Donald M. | 1 |
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Peer reviewedWalker, James R. – Journalism Quarterly, 1989
Uses a quasi-experimental design to test the effects of exposure to the miniseries "Amerika" on attitudes about communism and United States/Soviet relations. Finds that viewers of the miniseries believe that Americans should guard against a very real communist threat by supporting a strong military defense, including the development of…
Descriptors: Attitude Change, Audience Analysis, Mass Media Effects, Political Attitudes
Walker, James R. – 1988
Evaluating the impact of the changing media environment on television programming, a study examined inheritance effects--the percentage of one television program's audience that also watches the program immediately following--in network prime time programming between 1976 and 1985. Inheritance effect was calculated as the correlation between a…
Descriptors: Audience Analysis, Cable Television, Popular Culture, Programing (Broadcast)
Davis, Donald M.; Walker, James R. – 1989
A study examined the impact of remote control devices, videocassette recorders, and cable television on inheritance effects (the tendency for viewers to continue watching a channel at the conclusion of a program). Inheritance effects were measured by calculating the correlation between program share and lead-in program share for all primetime…
Descriptors: Audience Analysis, Audience Response, Cable Television, Popular Culture
Walker, James R. – 1988
The 1987 NFL players' strike provided an opportunity to evaluate the importance of media gratification and viewing involvement in the development of audience reactions to a major sports labor conflict that produced gratification denial. Two groups of viewers of professional football--183 adult males in the Memphis, Tennessee area, interviewed by…
Descriptors: Athletics, Audience Analysis, Broadcast Television, Mass Media Effects
Walker, James R. – 1987
A study examined attitude change for viewers of "Amerika," an ABC television miniseries about the takeover of the United States by Soviet forces. Subjects, 267 undergraduates in communication courses at Memphis State University, completed a pretest a week prior to the airing of "Amerika" and a posttest a week after. The…
Descriptors: Attitude Change, Audience Analysis, Foreign Countries, Higher Education
Walker, James R. – 1986
The purpose of a mass media study was to (l) identify mass media types (patterns of exposure to mass media content) among seventh graders, high school juniors, and adults in a given geographic area; (2) show similarities and differences in the mass media types isolated for these three age groups; (3) pinpoint demographic variables most strongly…
Descriptors: Adults, Audience Analysis, Audiences, Communications
