A study tested the uses and gratifications theoretical perspective--that motivations affect media use which in turn influences the effects of that use. The American Student Dental Association targeted its publications to different subaudiences and provided a grant to the University of Texas at Austin to study (1) whether the differentiation…

To measure Denver viewers' parasocial tendencies (inclinations to establish vicarious relationships) with TV news personalities, a study conducted a telephone survey in the Denver metropolitan area in October and November, 1987. The study examined viewer reactions to four local stations'"news teams" and individual news…

The goal of this paper is to describe how one classroom teacher uses the Sender-Receiver Communications Model to illustrate for students in a lively and memorable way the process of "targeting your audience" with medium and message. Students are used as examples of Receivers, or target audience, illustrating the potential range of…

In the present decade, many management and organizational communication scholars have explored a guiding metaphor--organizational culture. Japanese industry has developed a corporate model that may have provided the concepts involved in organizational culture: ideology, beliefs, rituals, myths, and symbols. Organizational culture is inextricably…

To discover if editors' perceptions of audience opinions had changed and to determine the accuracy of editors' predictions regarding readers' reactions to using videotex, a 1987 study repeated a 1976 survey of Associated Press managing editors, and compared the responses with the original survey results. Surveys were sent to 302 Associated Press…

This document analyzes and evaluates dilemmas and difficulties in developing/implementing "progressive television," a kind of television that seeks to transgress the boundaries of dominant (mainstream) television by proposing a new constellation of television production and consumption. The ideal is described as a television that tries…

This paper critiques the methodology used for television audience research by David Morley for his study, "The Nationwide Audience," in which he attempts to systematically determine relationships between the various ways in which different audience groups make sense of television programs and the social relations that define their material…

A decline in the daily reading of newspapers has been observed in the United States since World War II. In the decade from the late 1960s to the late 1970s, most daily newspapers employed market research to document and diagnose trends in readership, to estimate their present and future audiences' composition, and to assess the audiences'…

In an effort to broaden the audience for the performing arts, attitudinal, life-style, and socioeconomic data on marginal and regular attenders of theater and symphony concerts in Atlanta (Georgia), Baton Rouge (Louisiana), Columbia (South Carolina), and Memphis (Tennessee) were collected. Telephone interviews were conducted with 1491 respondents…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

This paper examines how the new communication technology is challenging the "old" media, which includes radio, television, newspapers, magazines, and motion picture. The paper first provides an operational functional description of each of these media. Next the paper suggests another way to look at existing media. The paper then…

Newspaper and magazine coverage of the Spanish-American War represents the apex and the eventual eclipse of the hand sketch artist as news-gatherer and simultaneously the birth of the modern-day photojournalist. Perhaps of even wider impact was the strong new role of visual reportage. The daily barrage of drawings and photographs by William…

Revision, based on a grasp of intertextuality (the relation of texts to one another and the writer's locus relative to her own text and the text of others) and the social nature of all discourse, is a larger process that can be observed in any single piece of writing. This larger conception of revision is a natural outgrowth of…

A study examined the shift of the United States public's primary news source from newspapers to radio and then to television between 1937 and 1987 to determine the validity of the generally accepted explanation that people have shifted media (displacement). Two alternative processes were discovered that could also account for this phenomenon: (1)…

To examine programs currently in place, an evaluation model was designed to insure inclusion of all those who have a stake in program performance. The evaluation design includes: (1) a set of researchable questions which are to be answered by the evaluation, each question referenced to one or more appropriate audiences; (2) for each question, the…