Maintains that "a communicator perceives a rhetorical situation in terms of a motive, and that an organic relationship exists between his perception and his response to that circumstance." (Author)

Discusses the factors involved in preparing ETV programs that will be meaningful to villagers in India. (LS)

Recounts the short history of the independent black film industry and the reasons for its failure. (RJ)

Based on the author's dissertation, "Negro Antislavery Speakers in America, Florida State University, Tallahassee. (RD)

Proposed a conceptual distinction between two types of experienced power and examined its relevance to participation in power-relaxed activities. After two college football games, spectators chose an image-of-power position after a hometeam defeat, and an actual-power position after a hometeam victory. Experiences of vicarious success or failure…

Examines two motivational models: a drive reduction model in which media use and satisfaction are directed by the gratifications people seek, and an exposure-learning model in which the gratifications are largely received as an accidental result of exposure to media. Concludes that both can be used effectively to represent media use and…

Describes an experiment that manipulated two variables, repetition and pausing for viewer "digestion" of information in a news telecast. Concludes that the use of repetition increased viewers' retention of information, but that pauses did not. (FL)

Music's most important function in African societies is to provide occasions for individual and organized group interactions. Modes of communication and interaction include sonic materials, the verbal texts to which sonic materials are set, and the dance through which basic structures in music are articulated. (AM)

Data analysis from television-viewing surveys suggests that people are not "glued to the box." Rather, the level of repeat-viewing of television--about 60 percent--suggests that television fills the gap between other activities and that the reason people watch television is that they have "so much time to kill." (PD)

Describes a teaching unit designed to help students discover the interaction of writer, subject, and audience. Reviews the major types of writing used in the unit and the various audiences for whom the students wrote. (FL)

Describes a pilot arts festival for elementary schools held in Richland County, South Carolina. Students attended theatrical performances and learned about audience etiquette. In each school, artists-in-residence taught crafts to small groups. The festival ended with a countywide, weekend art fair. (AM)

Assesses the effects of sports commentary on spectators' perception of competitive play and enjoyment of athletic contests. Demonstrates that watching contests in which the opponents are described as hated foes--rather than as good friends or neutral opponents--creates the greatest enjoyment for spectators. (PD)

Presents evidence in support of college newspapers conducting readership studies to be more aware of the needs and preferences of their readers. (RL)

Examines the relationships between child and adolescent television use motivations and various sociodemographic characteristics, television viewing levels, program preference, and television attitudes. Viewing motivations include learning, passing time, companionship, escape, arousal, and relaxation. Discusses implications within the conceptual…