A study examined whether the Ghanaian press sets the public agenda in Ghana, and whether Ghanaian elites show a greater agenda-setting effect than non-elites. An analysis of 1,585 subjects was conducted. Respondents were interviewed by teachers and students in teachers' training colleges. The construct of elitism was determined by measuring six…

The shaping of social reality has become the task of the mass media due to the fact that audience members base interaction and social judgments upon the information they process from the mass media. Theorists have developed various paradigms linking individual media use and interpersonal communication with cultural effects and mass media. Although…

A writer's audience may sometimes be actual readers (real individuals) or implied readers (the reader role the text imposes). Intended readers are individuals the writer expects will actually read the text while the addressed readers are those to whom the writer directs his or her comments--an important distinction in academic writing. For…

The emergence of frequency modulation or FM radio signals, which arose from the desire to free broadcasting of static noise common to amplitude modulation or AM, has produced the controversial development of stereo broadcasting. The resulting enhancement of sound quality helped FM pass AM in audience shares in less than two decades. The basic…

This investigation of some of the meanings of "woman" that are produced and negotiated in the interaction of television representations, viewer receptions, and the historical/industry context focuses on the "Cagney and Lacey" series--produced in the United States--as a particular instance of the cultural production and…

Psychographic analysis--combining demographic and attitudinal characteristics into groups and looking at variations in those characteristics--is useful in newspaper research to expand theories of media publics. One effective segmentation strategy (used at Minnesota Opionion Research Incorporated--MORI) is to divide the population into four groups,…

Historically, radio broadcasting has been affected by innovational, social, technological, and economic change. For instance, FM (frequency modulation) radio emerged out of a desire to free broadcasting of static noise common to AM (amplitude modulation) signals. The eventual response by AM was to improve the technology of the signal. The inquiry…

What is currently happening in China is similar to what happened in the United States in the 1950s and the Soviet Union in the 1970s--television is quickly becoming a mainstay of popular entertainment and news. The Chinese government has made substantial efforts to provide television service to all regions of the country, with importance attached…

A study was undertaken of specialized magazine editors' perceptions of audience characteristics as well as the perceived role of their publications. Specifically, the study examines the relationship between the editors' perceptions of reader problem recognition, level of involvement, constraint recognition, and possession of reference criteria and…

A study employed a uses and gratifications approach to determine why people in different demographic groups read supermarket tabloids. One hundred thirty-three readers of the "National Enquirer," the "Star," or the "Globe" returned mail questionnaires distributed in three different demographic locations. The…

The 1988 presidential race was predicted to be one in which women voters would determine the winner. In most polls taken prior to the nominating conventions, George Bush trailed Michael Dukakis and much of the difference was attributable to women voters. At the Republican convention in August, Republicans began a well-orchestrated effort to create…

The pro-German American newspaper "The Fatherland," published shortly before the United States entered the First World War (1914-1917), displayed a failure of public relations in terms of defining and offering themes likely to convince a target audience to side with Germany. By looking at a public relations campaign undertaken by the…

In light of the cable television and VCR revolution of the past few years which provides viewers with a greater variety of programs, a study examined the role that reruns play in network programming strategies and the profile of the audience that appreciates such programs. Subjects, 293 households (out of an original 730) in a medium-sized…

Chinese television started in 1958 but variety in programming and production of sets priced within reach of individuals were slowed by the Cultural Revolution. Since the economic and political reform movement began in 1979, Chinese television has been maturing as an important cultural and political force. The People's Republic of China is a Third…

Effective instructional approaches for dealing with stage fright can be developed by examining A. H. Buss's theory of audience anxiety. Buss argues that audience anxiety correlates with feelings of self-consciousness, characteristics of the audience, and the novelty of the speaking role. From his perspective, the experience of anxiety is divided…