Finds enhanced recall of political television commercials from content domains of family and appearance in the case of women as opposed to men candidates, and enhanced recall from the domain of campaign activities in the case of men as opposed to women candidates. Finds that men's attack ads on women elicited greater emotional reaction than…

A study of 240 TV viewers who watched or listened to and watched news stories showed highly significant differences in their recorded perceptions of the information. The spoken narrative was responsible for the perception of violence in the stories. Discussion of the results also touches on the subject of verbal violence. (14 references) (CP)

Examines whether medium is an important factor in arousal of curiosity about morbid events. Finds that television news reports did not evoke more curiosity about morbid events than did print or still photo accounts. (SR)

Provides background information and excerpts from an interview with Josef Krofta, highly acclaimed director for the East Bohemian Puppet Theatre in Drak, Czechoslovakia--a company internationally recognized for its innovative style in which the puppet and the live performer are integrated. Highlights Krofta's personal philosophies and theater for…

Illustrates ways that the work of some communication scholars with resistant, oppositional, and critical audiences does not, however, endorse active public life. Attempts to realign the language of critical viewing with the goals of participatory democracy by suggesting qualities of critical viewing that are conducive to achieving and maintaining…

Discusses written procedures that explain library tasks and describes methods for writing them clearly and coherently. The use of appropriate terminology and vocabulary is discussed; the value of illustrations, typography, and format to enhance the visual effect is explained; the intended audience is considered; and examples are given. (seven…

Uses a computerized style checker to analyze 14 direct-mail letters used to market books to a middle-class female audience. Outlines methods for correlating stylistic traits with sales success. Finds that letter effectiveness is enhanced by lowering readability levels, as well as by limiting the use of negative words and modifiers. (PRA)

Asserts that persuasive communication is an essential skill. Describes a class in which students learn to develop and deliver persuasive speeches. Note that they learn to focus their topics, understand different points of view, support beliefs with evidence, and deliver their speech in a persuasive way. (PRA)

Discusses ways to use the author awareness approach (a sense of who wrote the story, how, and why) to teach writing. Notes that this approach improves students' reading as well as writing. (SR)

Describes how a high school newspaper, in response to a large-scale readership survey, used the concept of "packaging" news (breaking story ideas down into smaller pieces to entice readers) to rethink and redesign the paper. Offers hints and staff goals based on their experience. (SR)

Asserts that the heightened demand for information and "truth" in the Soviet Union has led to new emphasis on verisimilitude in fictional portrayals and has made popular novels the subject of political debate. (PRA)

Two surveys of 240 and 262 adults assessed risk-taking behavior and attitudes using different formats and source identifications. Results show that these risk-taking behaviors have different antecedents; different formats and sources also affect how individuals process information about risk. (JOW)

Investigates whether variations in five audience characteristics (size, status, familiarity, similarity, and behavior) are related to audience anxiety. Supports the contention that the effect of situational factors are greatly tempered by an individual's predisposition to respond anxiously. Discusses instructional implications of these findings.…

Gives examples of how qualitative methodologies have been employed to study media reception in the present. Identifies some forms of evidence that can creatively fill the gaps in knowledge about media reception in the past. Argues that the field must develop databases documenting media reception, which may broaden the scope of audience research in…

Investigates whether the intensity and scope of media system dependency (MSD) relations are positively related to perceptions of threats in the environment. Finds that higher perceptions of threat are associated with more intense MSD relations; threat perceptions are strong predictors of the intensity of MSD relations when demographic variables…