Found considerable support for the hypothesis that voters who rely on television use candidates' image characteristics to make their voting choices more than do voters who rely on newspapers. Found little support for the second hypothesis that candidates' stands on issues will play a stronger role among voters who rely on newspapers. (PD)

A study sought answers for seven questions about the public's orientation toward television news. Television interviews were conducted with 823 adult residents of Dane County, Wisconsin, during October 1983 by trained graduate students and advanced undergraduates as part of a communications research methods course. Results showed that the public…

A study examined whether public perceptions of media institutions and products are multidimensional and whether the public's image of media matters. Subjects, 512 randomly selected adult residents of Dane County, Wisconsin, were surveyed by telephone. Results revealed that public perceptions of the media are complex, multifaceted, and include more…

Examines predictive patterns of traditional and nontraditional media forms on people's campaign interest and participation, information processing strategies, knowledge of candidates' positions, perceived votes for candidates, and issue salience. Finds nontraditional media had greatest impact on labile characteristics and weakest impact on…

A study investigated audience news comprehension, focusing on objective knowledge questions measuring "acquaintance with" as contrasted to "knowledge of" as indexed by cognitive complexity and the frames of cognitive structure. A single continuing story--the Tax Reform bill that was moving through the United States Congress at…

Proposes an interactive model of political development that predicts that socialization effects of communication will be moderated by age, such that younger children will be influenced less than older children by the same communication source. Test the model on 290 children in grades 5 through 12. Finds strong support for the model. Discusses…

Reports on the results of a survey of homeowners in two Wisconsin communities which examined the relationship of media use to a set of cognitive, attitudinal, and behavioral components of energy conservation. Suggests that conservation campaigns take into account communication patterns and energy use of specific groups of consumers. (TW)

A study was conducted during the 1980 presidential campaign to answer three questions about the nature of public opinion: (1) What is the effect of customary patterns of mass media use and interpersonal communication on perceptions of public opinion about election campaigns? (2) What effect does the magnitude of discrepancy between a person's own…