Determines the relationship between degree of authoritarianism exhibited by an advertising executive and his desire to use black models in his ads. The hypothesis states that high authoritarian advertising executives will report less use of black models in their ads than will lesser authoritarians. (Author/AM)

Professionals staffing the advertising industry have a double role to fulfill. They must perform in a manner which will maximize their clients' economic goals as well as maintain a sense of social responsibility which is entrusted with any and every mass media decision-maker. Little research has been done, to date, on which personal qualities…

This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions…

Reference group theory suggests that a perceived similarity between interacting individuals leads to future interaction, increased source credibility, and more frequent agreement on specific issues. This study shows how the reference group theory applies to the authoritarian television character Archie Bunker and television viewers that watch…

Some critics of broadcasting assert that the authoritarian dimension of entertainment television encourages viewer passivity and the uncritical acceptance of negative social values on the part of some viewers. This paper reviews the research on this topic and presents two new studies that tested the authoritarian impact of entertainment…

The nature of incidental social learning in television viewers of "All in the Family" and "Sanford and Son" was the focus of this investigation. Seven hundred and eight-one racially and economically mixed respondents from Chicago and Atlanta provided the data source. Telephone interviews attempted to assess viewer opinions of…

Analysis of a questionnaire administered to 168 Jamaican college students reveals that they seem to reflect a societal profile of high authoritarianism. Respondents who do not share this antidemocratic personality perspective exhibit an attitude of powerlessness and alienation, yearn for societal change, and adopt a higher level of…