An important issue with regard to film audience is the salience individuals attribute to a variety of film-specific variables which, in turn, determine their particular movie-going experience. This study details the results of an investigation of the importance of 28 potentially influential variables in movie attendance decisions. Respondents to…

This packet presents results of a series of attitude surveys representing a variety of purposes, methods and defined publics. They range from a simple questionnaire prepared and mailed to a small group of key individuals by a public relations staff to scientifically derived surveys purchased from Louis Harris and Associates and other research…

Uses and gratifications research involves a critical appraisal of conceptual and theoretical issues in mass communication and is concerned with what audience members do with the media. Activation theory understands people as active manipulators of their environment. (Activation refers to that level of psychological and physiological excitement an…

THE CARNEGIE COMMISSION ON EDUCATIONAL TELEVISION PROPOSAL FOR PUBLIC TELEVISION IS EXAMINED TO DETERMINE WHAT STEPS MIGHT BE TAKEN TO DEVELOP MOST FULLY ITS POTENTIAL FOR PUBLIC TELEVISION. IT IS ASSERTED THAT THE FRAMERS OF THE ORIGINAL PROPOSAL HAVE NOT PROPERLY UNDERSTOOD THE RELATIONSHIP BETWEEN TELEVISION BROADCASTS AND THE INFORMAL…

The study defined and tested a model, based on pertinent Cooperative Extension Service literature, that was meant to project changes in present educational audiences well enough to predict educational needs, and would identify new audiences in the early stages and derive implications for the institution and its programs. Ninety-seven farm…

Conventional predictors of television viewing have been shown to give only a partial picture of adult viewers and nonviewers of public television. This report summarizes the results of a telephone survey, conducted in Chicago, Denver, and Boston, that attempted to determine whether public television viewing is related to other patterns of adult…

According to their personal points of view regarding United States politics, a panel of foreign correspondents from other nations evaluated the United States electoral process and discussed the difficulties involved in conveying the complexities of this process to an audience. This document contains an edited transcript of the panel's comments.…

The twentieth century history of the academic study of political communication can be divided into three parts: the period between the World Wars, the period 1940-1965, and the period from 1965 to the present. In the first period, social scientists were greatly concerned that the democratic process might be subverted by propaganda; they were…

Based on data from eight studies that have contributed the bulk of research on adolescents' uses of and gratification from the medium of television, the following conclusions emerge: the time spent watching television peaks at age 12 and declines by 10% by age 18; television provides a means of escape, relaxation, entertainment, and relief from…

This paper stresses the potentially enormous power of new communications technology and urges communicators to use this power cautiously and wisely. Among the topics considered are the power potential of using communication satellites; the conflict in developing countries between the concept of free communication and the need to protect a people…

This report deals with several questions concerning the Finnish people's conceptions of the mass media, especially in a situation when the introduction of a new medium, television, is changing the field of mass communication. The subjects for the survey were television owners and non-owners in Lapland. The questions dealt with in this descriptive…

This research examined viewer reaction to the television program "The Jeffersons" in order to study differences between racial groups in exposure to the program, its perceived entertainment value, and the degree to which the characters portrayed reveal "real" behavior. Viewer reaction to the racially integrated married couple…

This study was undertaken to describe the perceptual, demographic, and psychological characteristics of black businesspeople in the inner-city community of Buffalo, New York, in order to assist commercial and investment bankers in the formulation of advertising and loan strategies. Of 380 questionnaires distributed to the target population, 104…

Four national surveys using personal interviews with independent samples of 1500+ adults each were reported. The surveys were conducted between December 1974 and June 1975. The surveys assessed awareness of the television program Feeling Good," sources of awareness, incidence of viewing, and incidence of selected health care practices.…

A summative research program sought to determine the impact, benefits, and consequences of "Feeling Good"--a series of hour and half-hour broadcasts oriented toward health, produced by Children's Television Workshop for airing on public television, and targeted toward the adult viewing population. The research procedure was a variant of…