Defines "mobilizing information" as information provided in a news story that helps readers turn their attitudinal reactions into behavior. Concludes that such information can increase reader involvement. (FL)

Illustrates the elusiveness of audience in written discourse. Clarifies some of the conceptual traps in the way "audience" is typically used. Suggests some general reference points that may be useful in thinking about the theory and the teaching of audience. (RL)

Suggests that "specialists" writing for professional journals consider an audience beyond their peers and offers recommendations for business communication instruction to help narrow the gap between "jargon" in various fields and plain English. (HTH)

The strengths and weaknesses of home television are examined from a developmental point of view, and recommendations for action by educators and parents are made. Strengths considered are educational growth, aesthetic development, and entertainment. Weaknesses discussed include television violence and aggressive behavior, passivity by viewer, and…

Presents criteria for selecting plays for secondary school theater programs to be presented to the public as well as to be studied or produced within the curriculum. Includes consideration of student needs and abilities, appropriateness, budget, and community standards. (JMF)

Suggests that it might take from two to six months for a national topic of average interest to register among those of importance to the public, and that agenda-setting researchers look a few months prior to fieldwork for the best match between the media agenda and the public's agenda. (FL)

Argues that schoolwork with the plays of Shakespeare should be rooted in the twin concepts of performance and audience, for which the teacher needs to understand the scripts in terms of Elizabethan theatrical presentation and response. (FL)

Discusses problems arising from the treatment of oral interpretation as communication. Two aspects of particular interest are the notion that the communicative situation demands a particular style of performance, most often described as suggestion; and the view that the audience is the most important single element in the interpretative situation.…

The first phase of the Active Audience project in Great Britain has been designed to examine the nature of the television audience in terms of why people watch television and how they respond to what they are being offered, and presents life-style as the basis for defining audience groups. (Author/CMV)

Uses discriminant analysis to investigate the relationship between television non-viewing and a set of variables reflecting "life style." This study agrees with previous ones in finding that the nonviewer is not easy to categorize. (MER)

Investigates the effects of the rhetorical use of deliberate vagueness on the audience's recall and agreement. Results indicate that recall was significantly worse when disagreeable issues were vaguely stated instead of clearly stated, and that vague messages produced more agreement than clearly stated messages. (PD)

Discusses the availability of research on the makeup of audiences for public television as well as the need for and uses of such data. The public television audience is characterized as generally the well-educated, affluent minority. (JMF)

Four problems affecting the growth of public radio are discussed: the inability to pay the salaries to attract the talent required to produce quality programing; programing directed to limited audiences; the use of block programing; and poor promotional campaigns. (JMF)

Compares presidential inaugural addresses before and after 1932 in terms of rhetorical style and substance. Presents the stylistic response of the latter group to a new rhetorical situation characterized by audience heterogeneity and the need for ritualistic unity. (JMF)

Examines the relative relationship of heavy and light television viewing and anxiety. Studies the effect of action adventure programs in which justice triumphs and those with a preponderance of injustice on anxiety and on viewers' voluntary selective exposure to further action adventure fare. (JMF)