A study examined three eulogies offered by Adlai Stevenson upon the deaths of important public figures (Eleanor Roosevelt, John F. Kennedy, and Sir Winston Churchill), in order to determine how each address fulfilled the purposes of this unique rhetorical genre. Each eulogy was examined with the purposes of eulogistic speaking in mind: (1) to…

This paper focuses on the experimental findings of Shanto Iyengar with regard to media agenda-setting and a theory of priming, summarizing his work across time. Following an introduction, the next section briefly reviews five of Iyengar's experiments on agenda-setting and priming, giving an overview and conclusions for each. The final section, a…

A study examined the effects of several structural and individual variables on the perceived role of the media by media representatives and the general public. The focus of the study was on public perceptions of the media as "watchdog," but the images of the media as "guide dog,""rabid dog,""lap dog" and…

This paper provides a selected review of the literature pertaining to corporate advocacy (non-product advertising by corporations, addressing political or social issues). More specifically, the paper examines research from the communication, business, public relations, and advertising literature dealing with justifications for the practice of…

Utilization of focus groups, commonly used in marketing research, as the first step of program needs assessment, is examined in this report. Focus groups are useful in generating new data that have not been constrained by a preconceived evaluation format. The goal of focus groups is not consensus building, but identification of a variety of needs.…

A followup study investigated radio listenership as ritualistic behavior, based on an initial study using the same set of questions. The hypothesis tested was that gratifications statements related to radio usage would produce similar and stable patterns, reflecting highly ritualistic orientations toward the medium. Subjects, 557 adults in a large…

In July 1986 the "Knoxville Journal" (a Gannett newspaper) changed its publication time from morning to afternoon and the "Knoxville News-Sentinel" (a Scripps-Howard newspaper) changed from afternoon to morning. One month later, researchers surveyed by telephone 505 newspaper subscribing households to examine reader opinions…

Aristotle's "Rhetoric" offers a model for applying the concept of the enthymeme to the work of film scholars to understand the role of the audience. Used from an analytic perspective, enthymemes emphasize audience reaction to a film, with the focus on how the film is seen, not on how it was made. Applying viewing skills to a sample of…

A study focusing on the history of reading, or the uses of literacy, in the first years of the American republic examined the subscription list and content of "The New York Magazine; or, Literary Repository" for 1790. Data for the study were taken from the magazine's subscription list and from various biographical sources, such as the…

To address the questions of whether writers create their audiences and, if so, how, a case study of three skilled student writers sought to elicit the students' tacitly held knowledge about composing and audience. The students wrote an essay that they were told would be published in a campus anthology, and then responded to questions in taped…

Few individuals think of the theatrically exhibited motion picture as supported by advertising like other major forms of mass communications. Cinema screen advertising can be defined as the presentation of individual advertising messages on movie theatre screens in a distinct and discrete fashion. Screenvision ads run prior to the start of each…

A study investigated the relationship of campaign media attention to cognition, strength of the commitment to the candidate choice, and probability of voting. The 1985 gubernatorial campaign in Virginia was selected for analysis. A model constructed for predicting voting tendencies hypothesizes that the role of the mass media is largely indirect,…

This document consists of abstracts for two papers which discussed television audience research and public policy. The first, "News Audience Research and an Informed Electorate" (Mark Levy), examined more than a dozen studies over the past 20 years concerning the flow of news and information to the public. None of these studies found…

Evaluating the impact of the changing media environment on television programming, a study examined inheritance effects--the percentage of one television program's audience that also watches the program immediately following--in network prime time programming between 1976 and 1985. Inheritance effect was calculated as the correlation between a…

Oral interpretation allows audiences to make aesthetic, rather than moral, decisions about lesbian literature. To perform lesbian literature, the interpreter should be aware of lesbian literary criticism. Three theories of lesbian criticism form part of a lesbian literary canon: (1) revision (rereading existing texts from a feminist perspective,…