Shows why newspapers should use live telephone interviewers instead of automatic telephone interviewing devices to collect marketing/readership data. (RL)

This article focuses on the issue of creating a national museum laboratory to provide opportunities to test what is called, "the field of action." Also included is a discussion of creating an interinstitutional computerized retrieval system to provide information about the location of specific research. (Author/SA)

Discusses the effect on Spanish theatre of the abolition of censorship and repression following the death of Generalisimo Franco in 1975. Examines how the plays written and produced since that time reflect a sense of euphoria followed by disillusionment and doubt characteristic of the post-Franco society. (JMF)

Examines current research on the role of television in children's learning. Assesses evidence that television can play a positive teaching role and suggests a model for evaluating television's impact on viewers. Concludes that current programing limits the positive effects of television on children's learning. (JMF)

Describes a three-step communications loop involving student self-descriptions that promote greater audience awareness. (RL)

Shows that Plato's categories of knowledge may be used as conceptual frameworks for the study of film. (GT)

Evaluates the 1976 presidential debates as an innovation in political communication formats that might overcome existing gaps in electoral participation between the more and less active sectors of society. Examines the equivalence of effects of debate-watching and related behaviors for different levels of age, education, and politial interest.…

Effective external communication by higher education institutions is described as an ongoing program, based on objective research, continuous informal feedback, and informed anticipation of changes in the environment that will force changes in the institution. (JMF)

Presents a study of the relationship between gratifications sought from television news and gratifications obtained from network evening news programs. Gratification dimensions used in the study include: general information seeking, decisional utility, entertainment, interpersonal utility, and parasocial interaction. (JMF)

Elaborates on the cultivation hypothesis: that heavy television viewers incorporate biases present in television content into their own constructions of reality. Suggests that the integration of discrete television events into social reality beliefs requires cognitive skills not available to or unused by younger children. (JMF)

Approaches film criticism using classical and modern rhetorical concepts. Discusses the nature and effectiveness of the filmmaker's modes of appeal--to logos, pathos, and ethos, and the appropriateness of his/her rhetorical stance--the balance of attitudes toward subject, audience, and his/her creative self. (JMF)

Summarizes an evaluation of the impact of the 1976-77 Florida Drug Abuse television campaign, targeted at middle- and upper-class individuals. The article reports audience viewing frequency of the TV campaign announcements, differences between viewers and nonviewers, plus viewing and reaction differences between target and nontarget audience…

Discusses the comparative strength of language use as measured by languages used in transnational radio broadcasting. Findings indicate that politics and Christian evangelism are the two major concerns dominating broadcasting and that language selection policy influences political, social, and cultural change. (JMF)

Examines Kurt Lewin's theory of gatekeeping and the methods used by David Manning White in transposing Lewin's concept to communications situations. Reports on a study indicating that news magazine gatekeeping with respect to the population/family planning issue faithfully mirrors the perceptions of society. (GT)

Discusses the findings of a recently published nationwide survey conducted by the National Research Center for the Arts on the attitude of the majority of American people on the place of the arts in their lives. (RK)