Message processing literature could conceptualize process in one of two distinct ways: a single over-time process as described by J. N. Cappella, versus several processes as described by D. K. Berlo. An examination of literature finds that theories are based on both forms of these over-time processes. However, operationalization rarely measures…

Reports on a meta-analysis of 34 news diffusion studies to show that the general importance of a story is positively associated with the level of diffusion and likelihood of hearing the news interpersonally but not the rate of telling others. Indicates that news that is personally relevant to an individual is more likely to be discussed with…

Although there have been frequent calls for over-time research in mass communication, there are still many reasons that researchers use simpler designs. Each approach: two-time point, panel/repeated measures, and time-series experimental designs, offers its own advantages and disadvantages. By examining the benefits and disadvantages of each…

Information processing theories have been very useful in psychology. The application of information processing literature to communication, however, requires definitions of audiences and definitions of messages relevant to information-processing theories. In order to establish the relevant aspect of audiences, a multiple-stage model of audiences…

Addresses the question of whether use of student samples jeopardizes the validity of research. Examines the distinction between univariate and multivariate relationships in a study of identification with Diana, Princess of Wales. Shows that although the estimates of univariate values differed across three samples, the multivariate relationships…

Media effects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To…

A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods. The study analyzed 901 billboards in neighborhood commercial districts in San Francisco, California, giving particular attention to tobacco and alcohol billboards. Neighborhood census…

Tobacco companies have the ability to target their products to segmented audiences by advertising in specialty magazines. Segmentation is a means of providing audiences with ads appropriate to their behavioral, demographic, and psychological characteristics. Through a content analysis of cigarette advertising in 10 popular magazines, a study…