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…

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)

Examines the changing industry role of the six transnational phonogram companies. Argues that high market concentration does not produce an inevitable decrease in popular music diversity. Presents a new popular music model that takes into account the open system of musical production as a strategy in maintaining control of the marketplace. (SR)

Attempts to elaborate the cultivation hypothesis by examining some proposed subprocesses, especially learning and construction with first- and second-order measures. Examines the relationship between first- and second-order measures. Argues that cultivation theory needs to be extended. (SR)

Suggests that local television news directors may be considering new reporting strategies during political campaigns, and that the impetus appears to be a concern that citizens are getting more of their political information from advertisements, along with a recognition that new technologies might be used in new and innovative ways during election…

Surveys the entire Chinese journalist population of Hong Kong to determine how news organizations in the highly politicized environment of Hong Kong exercise institutional control on recruitment and newswork. Finds that press ideology is a major determinant of its organizational control. (MS)

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…

Examines whether knowledge gaps decrease when motivation to acquire information is similar among more and less educated groups. Compares two groups with differing motivations to acquire cancer and diet information in a community that received a year-long health campaign. Finds evidence of education-based differences in knowledge even among members…

Focuses on reasoning processes people used to decide whether to support President Reagan during the Iran-Contra Affair and the role of the media in that reasoning process. Finds that the media framed the affair as a valence issue rather than a position issue, and that highly sophisticated people demonstrated a higher level of complex reasoning…

Analyzes media content and opinion poll data to show that President Bush's job approval ratings were closely tied between August 1990 and November 1992 to changes in issue salience of the Gulf War and economic recession. Formulates and tests hypotheses concerning media effects on voters' evaluations of Bush. Shows that his ratings were related to…

Tests the effects (in a large field study) of family communication environment and parental mediation of television content on third, sixth, and ninth graders' (1) perceptions of the realism of television content and its similarity to real life; and (2) their identification with television characters. Finds that the parent directly mediates…

Examines adolescents' television and radio use. Finds that (1) Blacks and girls use television and radio more than Whites and boys; (2) television use declines with age while radio use increases; (3) access to cable television and VCRs is not related to frequency of use; and (4) lack of access to parents increases use. (KEH)