This paper argues for a clearer conceptualization of media stimuli in experimental research and identifies 3 issues impeding our understanding of message processing: (a) assumptions bolstered by manipulation checks about homogeneity of response to media stimuli, (b) conflation of 2 different classes of variables--media attributes and psychological…

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…

Searched articles (n=387) in German magazines with highest circulation rates for attitudes about alcoholism. In 55 percent of articles, alcohol dependence was described as illness, but only 4 percent included definitions of condition. Found articles about alcohol dependence were so simplified reader could mistake condition as being self-inflicted…

Multiple discriminant analysis was used to analyze the structure of a perceived environmental uncertainty variable employed previously in research on public relations roles. Data came from a subset (N=229) of a national sample of public relations practitioners belonging to the Public Relations Society of America, who completed a set of scaled…

Segmentation, a research technique used to ascertain the needs and wants of consumers, was employed in a study that examined the attitudes of persons aged 18 to 34 years toward newspapers. This age group was chosen on the basis of research indicating that it is the weakest segment in the newspaper readership market. Interviews with 14 college…

A 1981 nationwide study of awareness of public broadcasting, viewing, and listening habits for public television and public radio, and reactions to on-air fund raising by public broadcasting stations are described in this report. Information on the survey and the analysis of the results have been organized into two sections, one presenting results…

The papers in this collection of 71 individual papers and 3 symposiums represent some of the most current thinking in educational communications and technology. For the first time, a selected number of development papers sponsored by the Division for Instructional Development are included. Topics discussed include the effects of various conditions…