A study was conducted to test the validity of a media exposure model that posits that editorial tone, communication potential, and utility determine the linkage between an individual's medium assessments and choices. A personal interview readership survey of Nigerian elites who read two high quality magazines distributed by the United States…

Based on research findings that sex stereotyping used for product commercials is offensive and often ineffective, recommendations for change have been proposed to the advertising industry. Women, in particular, have been portrayed in advertising in traditional domestic roles, emphasizing the consumer role, especially in television advertising.…

A relationship exists between attitudes and some behaviors, and learners' attitudes are definitely influenced by mediated instruction. Attitudes can be defined and measured, using systematic processes such as self-reports, reports of others, sociometric procedures, or records. Researchers have examined the relationship between attitude positions…

Through a review of data from the Campbell-Ewald Advertising Agency and its creative director, the Chevrolet car company, and a review of the award-winning television commercials, this paper explores the successful relationship between Chevrolet and that agency from 1955 to 1965. Following an introduction and a list the questions asked about both…

On the premise that legal research in mass communication should be scientific and grounded in theory based upon available knowledge about how the world works, it is argued in this paper that the research paradigm used by most communication-law scholars is inadequate. In the first section of the paper the current, "institution-centered"…

Noting that radio call-in programs seem to contain the elements for active audience involvement and participation, a study was conducted to examine the hypothesis that information gain and surveillance are the primary gratifications sought through call-in radio programs, especially in a culture that has a strong oral tradition and relatively few…

A study was conducted to determine whether the "New York Times" news coverage given India between 1973 and 1980 was consistent with trends in United States foreign policy toward India during those years. The period under study was characterized by four alternating periods of tense and relaxed relations between India and the United…

A study was conducted to examine the ethical and moral values of public relations personnel. Subjects were 105 American public relations practitioners, 104 Canadian practitioners, and 215 public relations students. Subjects completed an instrument based on P. Crissman's scale of moral value judgments, which contained 50 items scored on a…

A study sought answers for seven questions about the public's orientation toward television news. Television interviews were conducted with 823 adult residents of Dane County, Wisconsin, during October 1983 by trained graduate students and advanced undergraduates as part of a communications research methods course. Results showed that the public…

A study was conducted to explore the relationships between sensation seeking--a multidimensional personality trait--and categories of leisure activity choices, mass media uses and gratifications, and television program preferences. It was hypothesized that low sensation seekers would find vicarious media such as television to be attractive leisure…

A quantitative analysis of 40 years of articles appearing in the "Public Relations Journal" was made to determine how the journal has responded to ethical criticism of public relations over the years. While 17% of the articles during one eight-year period discussed questions touching on ethics in some way, quantitative analytical tools…

Concludes there is a basic congruency in the way various types of black newspapers view political authority roles and institutions. (RB)

A special symposium held at the University of Southern California examined an agenda for action, "Social Research on Broadcasting--Proposals for Further Development," which was commissioned by the British Broadcasting Company and written by Professor Elihu Katz of the Hebrew University of Jerusalem. Participants included communications and…

This paper reviews the research that has been done on mass media effects in health communication: breakthroughs in treatment, rising costs of medical care, innovations in the organization of health care, governmental involvement, the rise in malpractice litigation, and so on. The conceptual framework employed proposes a continuum of audience…