Concludes that a single television counter advertisement concerning a brand of aspirin did not cause viewers to lessen appreciably their attitude favorability toward the brand. (GT)

Describes patterns of exposure and motivation of adolescent sample group. Correlates findings with race, gender, involvement with peers, attitude toward school, and other personal circumstances. (MS)

Reports results of a survey in which 200 teenaged girls indicated which television woman was like them, which one they would like to be like, which would be the best friend and the best mother, which women exhibited the most control over their situations, and which female television star most resembled the "typical American female." (GT)

Reports results of study using mass observation and survey data to determine who is responsible for selection of television programs at home, how program selection processes occur, and how roles of family position and family communication patterns influence these activities. Research methodology and dominant selectors of television programs are…

Examines the relationship between family members' perceptions of the communication environment in their homes (socio-oriented or concept-oriented) and the ways in which these individuals say they use television for the accomplishment of interpersonal objectives in the family context. (JMF)

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)