Examines four models of a two-step flow of the agenda-setting process, highlighting the role played by certain individuals (early recognizers) in mediating between the public and the media. Highlights the role of early recognizers, not only in identifying emerging issues in the media and diffusing them among the public but also in affecting the…

Explores the potential role of mental imagery for media effects in emotional responses to frightening mass media, and in the effects of the media on beliefs in UFOs. Finds that individual differences in vividness of mental imagery may play a crucial role in moderating both types of media impact. (SR)

Explores how synergy and related strategies have become major building blocks of the global mass media system, used to optimize their presence across many media channels as possible, and to organize cross-media activities across national borders. Discusses synergy and media fragmentation, making synergy work, synergy beyond advertising, and…

Assesses the nature of the relationship between experienced loneliness and media gratifications. Finds that chronically lonely college students rely less on media for escape than do others and that they reported the least motivation for watching their favorite soap opera. (SR)

Examines the influence of mass media, interpersonal channels, and self-efficacy on risk judgment. Confirms that mass media channels influence social-level risk judgments. Finds that personal-level risk was influenced to some degree by mass media channels and that interpersonal channels and self-efficacy account for some variance on social-level…

Discusses developments which have helped erode U.S. media's competitive advantage in the global media marketplace. Argues that, to reclaim dominance, firms need to adopt cooperative business strategies, such as the formation of joint alliances. Gives examples of successful alliances. (SR)

Investigates whether the intensity and scope of media system dependency (MSD) relations are positively related to perceptions of threats in the environment. Finds that higher perceptions of threat are associated with more intense MSD relations; threat perceptions are strong predictors of the intensity of MSD relations when demographic variables…

Indicates that (1) both younger (four-five years) and older (seven-eight years) children were significantly less likely to discriminate commercial from program content when the host-selling format was viewed, and (2) older children are more favorably influenced by the same commercial content when it is seen in a host-selling presentation than in a…

Examines gratifications associated with home video cassette recorder (VCR) use among Israeli school children. Finds that while the VCR is often used, it has not achieved any special priority in its perceived utility to gratify various needs. (MS)

Indicates that those Venezuelans with a higher socioeconomic status (SES) are more likely to attend to the information- and entertainment-oriented content in the mass media and to identify a larger number of problem areas in their region and country. Also points out that the greater the exposure to newspaper content, the greater the nominal agenda…

Reports a study focusing on the relationship between frequency of exposure to sexually explicit magazines and the frequency of sexual and hostile-aggressive fantasies. Finds no significant relationships for "Playboy" readers, but "Penthouse" readership was best predicted by the interaction of sexual and hostile fantasies. (MS)

Explores two models of the effects of sexually explicit materials on college students. Considers the connection between reasons for using sexually explicit materials and beliefs in gender-role stereotypes and acceptance of date-rape myths. Identifies four motives for college students using erotica and connects these reasons to stereotypes. (HB)

Builds on multidisciplinary research on framing, motivation, and decision making to examine the relationships among media frames, individual interpretations of issues, and voter decision making. Shows how two groups, evangelical Christians and undergraduates, responded to simulated newspaper articles on election candidates. Finds that media frames…

Documents the nature and extent of electronic bulletin board use. Compares predictions about the success of collaborative media based on two theoretical perspectives: file contribution levels, and system adoption rates. Finds both to be related to a measure of symmetry in user participation. (NH)

Argues that the field of rhetoric is relevant to the study of two functions of communication (transmission and influence). Asserts that the rise of communications technology has again made the study of rhetoric possible and even socially necessary. (MS)