The objective of this study was to contribute a quantitative aspect to the Social Responsibility Theory of the Press which will make possible explanation and prediction of relationships between key elements of society and news-opinion media. The 31 tenets of the Social Responsibility Theory were isolated and categorized. Using these tenets, an…

The basic premise in the study of the mass media and media credibility was that the medium is a major factor in the determination of the credibility of information by receivers. Relationships between media credibility and sociolinguistic theory were explored, and the factor analysis was used to organize patterns of perception of media credibility…

In this paper, the possibility of a bidirectional relationship between mass media use and political participation and a possible interaction of sex with other model variables are examined. A Two-Stage Least Squares analysis explores the mutual causation of mass media use and political participation, and separate analyses for male and female…

This study relates Eric Berne's theory of Transactional Analysis to the effectiveness of advertising messages. A 30 item Personality Mode Test was constructed in order to assess subject agreement with statements reflecting Berne's three personality states: parent (social evaluative), adult (controlled rationality), and child (emotiveness). After…

Using stepwise multiple regression, voting behavior was predicted from semantic differential scale evaluations of the winning candidate in four voting situations: the 1972 Presidential race in Illinois and Missouri and the gubernatorial races in the two states. "Image" was defined in terms of the semantic differential scales, and "image voters"…

The general purpose of this study was to determine the effect that the audio-tutorial (A-T) mode of instruction has had on faculty workload and tasks, postoperative faculty attitudes toward the mode, and on the level of operation and internal structure of participating departments in selected California community colleges. Survey research…

This article contains a critical analysis of agenda-setting theory and research. In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news…

A study of 128 third graders was made to determine whether audiovisual media does facilitate cognitive development by comparing the effects of learning a mental skill from a filmed demonstration of that skill with learning from more active kinds of experience. The mental skill was the ability to mentally transform mental images by rotating them…

A survey conducted in December 1971 for the Educational Media staff of the University of Iowa collected data on use of educational media from principals, audiovisual directors, librarians and teachers in 80 elementary and secondary schools. Administrators and teachers were asked about training in media needed on the job. Both groups indicated more…

An outline of a conceptual framework evolved in the 1940's for the use of the Instructional Film Program at The Pennsylvania State College (University Park) is given in this report for the benefit of research workers in the field of instructional sound motion pictures and also for researchers in the related fields of mass instruction by radio and…

To ascertain the degree to which educational media was being utilized in vocational-technical training, a study was conducted involving a review of related literature and a reporting of four instructional approaches. Examination of literature yielded some generalizable findings: (1) Teaching of manipulation activity fy film, television, and…

In 1967, the ITV Humanities project, under a grant from the National Endowment for the Humanities, sponsored a search for instructional television series proposals which were to show an innovative, interdisciplinary approach to the teaching of humanities at the high school level. Five proposals were selected to be developed into pilot productions.…

This paper examines some of the cognitive responses people experience while attending to messages. Two laboratory studies and a field experiment were conducted. In the lab studies, three different audience groups (junior and senior high school students and parents) were shown three different anti-drug abuse messages. Various levels of audio…

This paper describes an experiment to measure attitudinal change in educable mentally retarded and normal children as a result of seeing a film entitled "The Hunter." The investigators, after previewing the film, outlined the attitudes and concepts contained in the film; question items were written to test these concepts. Essentially,…

This booklet presents the results of a national survey sponsored by the American Newspaper Publishers Association News Research Center concerning the news and editorial content and readership of the daily newspaper. Since one of the goals of the study was a reliable estimate of the frequency of newspaper reading, interviewing was conducted in two…