Explores differences among Black adults in their attitudes and behavior toward television and the social processes accounting for these differences. Indicates that variation in attitudes and behaviors toward television is systematically related to differences among Black adults in their exposure to the medium, subjective orientation, and…

This investigation considered description, association, and inference regarding television viewing patterns and motivations of aging persons. Among its findings, this study concluded that television--aside from its important role in disseminating information and entertainment--also functions to occupy idle time and to fill a companionship vacuum…

Results indicate respondents do not identify medium-specific or program-specific uses. Lack of differentiation suggests: (1) additional assessment of the relationship of medium and content is needed and (2) medium and content should be considered related variables in uses and gratification research, and research not incorporating their interaction…

Examines television industry's portrayals of various occupations and personality types in television dramas. Raises questions about these one-sided portrayals and their affect on viewers. (PD)

Examines the statistical evidence presented by George Gerbner and his colleagues to support the assertion that television viewing cultivates distorted perceptions of the world. Points out discrepancies in the items, samples, and coding categories employed and concludes that the cultivation hypothesis lacks empirical support. (JMF)

Explores attitudes toward television violence and censorship using a consumer behavior model. Findings suggest that support for the anti-television-violence campaign is not universal and that excessive violence is only one of four distinct viewer complaints about television programs. (JMF)

Investigated whether public service announcements (PSAs) on the nature of television advertising affect (1) children's awareness of advertising intent; (2) their belief in its truthfulness; and (3) their perception of advertised products. Data indicate that PSAs can influence children's perceptions of advertising's credibility and can affect their…

Examines the relationship between family members' perceptions of the communication environment in their homes (socio-oriented or concept-oriented) and the ways in which these individuals say they use television for the accomplishment of interpersonal objectives in the family context. (JMF)

Provides a general overview of the central issues involved in the study of children's attention to television. Concludes that three factors may have a significant impact on a child's pattern of attention: television stimulus attributes, the child's level of cognitive development, and the nature of the viewing environment. (PD)

Discusses a study of the abilities of literates and adult nonreaders to recall and use information from a national network television news program. (JMF)

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)

Advocates the more extended treatment of content analysis in political communication research. Develops a fourfold scheme for classifying verbal and nonverbal communication content and illustrates the use of the scheme in political communication research by analysis of the 1960 and 1976 presidential debates. (JMF)

Extends the theoretical concept of agenda setting to include awareness of general issues, awareness of proposed solutions, and specific knowledge about the proposals. Examines whether or not agenda setting is operative at these levels and compares findings with previous agenda setting studies. (MH)

Examines the relationship between ideology as a structuring device for political information and the use of television and newspapers as sources of that information. Discusses how ideological sophistication interacts with exposure to political information to produce political attitude holding and attitude structure. (JMF)