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…

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

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)

Surveys the field of audience studies, noting common concerns. Identifies models of the audience: audience as mass, audience as outcome, and audience as agent. Recommends exploiting the interdisciplinary potential, employing an enlightened empiricism, considering audiences as collectives as well as individuals, abandoning the active/passive…

Information processing theories have been very useful in psychology. The application of information processing literature to communication, however, requires definitions of audiences and definitions of messages relevant to information-processing theories. In order to establish the relevant aspect of audiences, a multiple-stage model of audiences…

The goal of this paper is to describe how one classroom teacher uses the Sender-Receiver Communications Model to illustrate for students in a lively and memorable way the process of "targeting your audience" with medium and message. Students are used as examples of Receivers, or target audience, illustrating the potential range of…

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…

Researchers have been slow to acknowledge the salient role communication can play in motivating people to adopt more healthy lifestyles. Because persuasive messages increase awareness and can increase health promoting behaviors, it is important to determine the most effective health promoting messages in various health contexts. Thus, the primary…

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…