Describes a study that tested whether the accessibility of information in memory mediates the cultivation effect (the effect of television viewing on social perceptions), consistent with the availability heuristic. Shows that heavy viewers gave higher frequency estimates (cultivation effect) and responded faster (accessibility effect) than did…

Explores and develops a contextual age concept as an alternative to the chronological age concept in communication and aging research. Investigates the dimensions of contextual age and their relationships to the sociodemographics and television viewing patterns of aged persons. (PD)

Provides a framework for the analysis of mass media audience behavior using a communication rules approach. Discusses (1) the theoretical characteristics of the rules perspective and its relevance to the study of human communication and (2) the rules perspective in mass communication: television viewing rules in the family and society. (PD)

Examines three alternative explanations that attribute children's superior recall of television news to (1) underutilization of the print medium; (2) a recall advantage of listening compared with reading; and (3) imperfect reading ability. Finds that the television presentation was remembered better than any of the other versions, consistent with…

Examines the ways in which individuals' perceptions of media use are influenced by others. Explains that three recent theories--critical mass theory, social influence model of media use, and adaptive structuration theory--suggest that individuals' perceptions of media emerge as a result of their interaction with others. Reports on a study that…