Provides a framework for the analysis of mass media audience behavior using a communication rules approach. Discusses (1) the theoretical characteristics of the rules perspective and its relevance to the study of human communication and (2) the rules perspective in mass communication: television viewing rules in the family and society. (PD)

Third and sixth graders were presented a story on television or radio and were then given a version of Torrance's "Just Suppose" test of divergent thinking. Results indicated that--in terms of ideational fluency, flexibility, and originality--the two media did not have a differential effect on children's creativity. (PD)

Reports on a study conducted to assess the effectiveness of two strategies, both involving desensitization, for reducing grade-school children's emotional reactions to mass media. Finds that while both strategies reduced emotional reactions, only the rehearsed explanation altered children's conceptions of the dangerous object. (SR)