Oprah Winfrey is one of the wealthiest and most powerful entertainers operating in the media today. More than mere celebrity, however, she represents the notion of the heroic for her fans. In a sense, she operates as a television evangelist offering advice on secular issues of the day. This paper explores Oprah's role in influencing audiences to…

This publication presents the findings from an evaluation of Phase II of the National Youth Anti-Drug Media Campaign. The number one goal of the campaign was to educate youth to reject illegal drugs. This report evaluates Phase II and focuses on the effect of paid television advertising on awareness of anti-drug messages among youth, teens, and…

This book guides students through the entire writing process--prewriting, writing, and rewriting--developing an easy-to-use, step-by-step technique for writing the types of documents they will encounter on the job. It engages students in the writing process and encourages hands-on application as well as discussions about ethics, audience…

Radio is a new force which science has placed in the hands of civilization. Its potential uses are so numerous and varied that it has captivated the imagination of the entire civilized world. As a means of diffusing entertainment and information over wide areas, broadcasting has no peer. Steadily it is breaking down the barriers of isolation,…

Discusses the many facets of the role of television in developing countries and describes the unscripted television play, a technique being used in Kenya to inform, educate, and entertain the population. (LLS)

Reviews advances in production hardware and techniques, film, teletext and the distribution of television by cable, direct broadcast satellite, home video, and video disc. It is suggested that production broadcasters should come to terms with home video. (RAO)

Speech is a major medium for the admissions message, and how well it is utilized needs to be evaluated. An understanding of speech communication and the role it plays in the information process can help admissions professionals to help people make better college choices. (Author/MLW)

Demonstrates that audience members create specific and sometimes elaborate practical actions involving television in order to gratify particular needs in the context of family viewing. Supports a typology of the social uses of television using ethnographic research and current uses and gratifications literature. (JMF)

Evaluates the reliability, concurrent validity, and comparative predictive validity of political sophistication in comparison to those of exposure, attention, and civics knowledge. Suggests that political sophisticates do not simply consume more news but process it differently than their less-sophisticated counterparts. (SR)

Highlights twelve common mistakes made in college and university publications and information dissemination, with examples, and offers specific techniques for creating more interesting and persuasive communications. Discussion refers to fund-raising letters, publication headlines and headings, photo captions, use of attributions, use of jargon,…

Introduces a theoretical perspective on media viewing choices, grounded in social identity theory. Content analysis demonstrates that child, younger adult, and older adult television viewers show a preference for viewing characters of their own age. The experiment demonstrates that young adults' preference for viewing young adult characters exists…

Reports on a study showing how the achievement of bilingual learners can be raised within a classroom context and within the framework of the National Curriculum. Shows how to stimulate a wide variety of language activities, including those concerning different styles and structures, audience awareness, vocabulary, and the exploration of…

The mnemonic device "ATOMIC" refers to course and lesson design elements that can help make college teaching more effective. It highlights the importance of these design components: audience, arena, ambience, topic, theme, title, objectives, message, methods, materials, involvement, close, and check-up. (MSE)

Reviews the effect of research into the writing process on British English-as-a-foreign-language (EFL) pedagogy and considers what is meant by process writing. The article offers recommendations for improving writing tasks in coursebooks to practice and develop students' skills needed at each stage of the writing process. (12 references)…