There has been little valid and reliable research of the motion picture audience. Specific reasons for the movie industry's own inattention to audience research include the early popularity of films and the fact that since the industry does not sell advertising it does not need to account for its audience size and preferences. Some researchers…

Subjective comments from veteran news reporters, media critics, and the public give the impression that bad or negative news is becoming a major problem in this country. This impression raises major questions concerning how much is really known about bad news, including whether the media present an accurate or distorted picture of reality in…

Of all the mass media, radio is the most abundant, both in terms of the number of radio stations in operation and the number of radio receivers in use. Unfortunately, given the dynamics of a competitive market and the Federal Communications Commission's reluctance to interfere with a licensee's discretion in the choice of format, format…

A relationship exists between attitudes and some behaviors, and learners' attitudes are definitely influenced by mediated instruction. Attitudes can be defined and measured, using systematic processes such as self-reports, reports of others, sociometric procedures, or records. Researchers have examined the relationship between attitude positions…

This monograph examines the impact of media advertising on the poor. The first half of the report discusses research on the conceptual styles of the poor, mass communication among the poor, and advertising and the low-income consumer. The second half describes the methodology and results of a study of the advertising evaluation capacity and…

Discusses the purposes, trends, problems, and implications of the media attitude research published in AV Communication Review during its 25 years. Abstracts are included for 68 such studies and references are cited directing the reader to studies originally published elsewhere but abstracted in AVCR.

Reviews studies on children's and adolescents' attitudes about aging. Analyzes media content such as children's literature, textbooks, and public television programs to determine how older persons are portrayed. Provides a rationale for systematic education about aging in the public schools. (Author)

Discussion of mass media use by older women focuses on a study of 55 women (average age 82) that examined their perceptions of time, their preferred media, their perceptions of the role of the public library, and actual use of the public library. Implications of the results for information professionals and further research possibilities are also…