Responds to Jeffery Bineham's article, "A Historical Account of the Hypodermic Model in Mass Communication" (same issue). Argues that the history of the hypodermic model (viewing media's all-powerful and direct influence on society) is distinct from the history and literature of empirical research on mass media effects. (MM)

Examines comparative effects of five health campaign channels used in a risk-reduction project. Reveals that among three variables--reach, specificity, and impact--reach was highest for tip sheets, specificity was highest for booklets and then television programs. Finds newspaper messages had the most impact, followed by booklets and television…

A study reexamined survey data collected in late October 1984 in order to test the validity of the generalization that people are influenced more by television ads than they are by television news. Sampling was based on random digit dialing in Dane County, Wisconsin, and 416 interviews conducted by telephone. Data analysis indicated that the…

Reports on a cross-sectional survey of newly naturalized United States citizens before the 1988 United States presidential election. Finds that newspaper, television news, and television ads each made a separate, significant contribution to issue learning. (SR)

Tests the traditional two-part hypothesis that partisan predispositions motivate a person to be selectively exposed to political campaign communications, which in turn serve to reinforce those original predispositions. Draws inferences about differences in these processes that exist between adolescents and their parents. (PD)

Examines the effects of various mass media on political learning during the 1992 presidential campaign. Analyzes two voter surveys conducted in different states. Compares three indicators of political knowledge. Shows how campaign media added significantly to political knowledge among voters. (HB)

Noting that attention, or increased mental effort, has long been recognized as an important variable in the processing of mass communication messages, this paper examines both methodological and theoretical issues associated with the measurement of attention, particularly to the news and public affairs content in the news media. After a brief…