Speech writing can be an excellent vehicle for helping students develop writing skills. The course described in this paper blends rhetorical principles and practices from public speaking, speech composition, persuasion and public relations with "real world applications." Students work on developing purposeful communication, a consistent…

Some critics of Robertson Davies' three novels that comprise the Salterton trilogy, "Tempest-Tost" (1951), "Leaven of Malice" (1954), and "A Mixture of Frailties" (1958) complain of their creaky novelistic machinery, suggesting that they merely show an essayist, or journalist, becoming a novelist. These three novels,…

All-news radio is an important journalistic voice for large audiences. To maximize the size of audiences, all-news programing avoids specific partisan appeals. Three aspects of the objective journalistic style are important in forming the discourse of "newsradio": legitimatization, the creation of hierarchies of values; dramatic…

Using Barry Kroll's distinction of the three perspectives of audience dominant in the field of composition, this paper presents methods for teaching audience awareness in freshman composition. The theories underlying the rhetorical, informational, and social perspectives of audience are discussed; and the methods typical of each perspective are…

A study tested a causal model of international communication media appraisal using audience evaluations of tests of two films conducted in the Philippines. It was the fourth in a series of tests of the model in both developed and developing countries. In general the model posited determinative relationships between three exogenous variables…

A study tested the uses and gratifications theoretical perspective--that motivations affect media use which in turn influences the effects of that use. The American Student Dental Association targeted its publications to different subaudiences and provided a grant to the University of Texas at Austin to study (1) whether the differentiation…

To measure Denver viewers' parasocial tendencies (inclinations to establish vicarious relationships) with TV news personalities, a study conducted a telephone survey in the Denver metropolitan area in October and November, 1987. The study examined viewer reactions to four local stations'"news teams" and individual news…

The goal of this paper is to describe how one classroom teacher uses the Sender-Receiver Communications Model to illustrate for students in a lively and memorable way the process of "targeting your audience" with medium and message. Students are used as examples of Receivers, or target audience, illustrating the potential range of…

In the present decade, many management and organizational communication scholars have explored a guiding metaphor--organizational culture. Japanese industry has developed a corporate model that may have provided the concepts involved in organizational culture: ideology, beliefs, rituals, myths, and symbols. Organizational culture is inextricably…

To discover if editors' perceptions of audience opinions had changed and to determine the accuracy of editors' predictions regarding readers' reactions to using videotex, a 1987 study repeated a 1976 survey of Associated Press managing editors, and compared the responses with the original survey results. Surveys were sent to 302 Associated Press…

This document analyzes and evaluates dilemmas and difficulties in developing/implementing "progressive television," a kind of television that seeks to transgress the boundaries of dominant (mainstream) television by proposing a new constellation of television production and consumption. The ideal is described as a television that tries…

This paper critiques the methodology used for television audience research by David Morley for his study, "The Nationwide Audience," in which he attempts to systematically determine relationships between the various ways in which different audience groups make sense of television programs and the social relations that define their material…

A decline in the daily reading of newspapers has been observed in the United States since World War II. In the decade from the late 1960s to the late 1970s, most daily newspapers employed market research to document and diagnose trends in readership, to estimate their present and future audiences' composition, and to assess the audiences'…

In an effort to broaden the audience for the performing arts, attitudinal, life-style, and socioeconomic data on marginal and regular attenders of theater and symphony concerts in Atlanta (Georgia), Baton Rouge (Louisiana), Columbia (South Carolina), and Memphis (Tennessee) were collected. Telephone interviews were conducted with 1491 respondents…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…