Responds to Jeffery Bineham's article, "A Historical Account of the Hypodermic Model in Mass Communication" (same issue). Argues that the history of the hypodermic model (viewing media's all-powerful and direct influence on society) is distinct from the history and literature of empirical research on mass media effects. (MM)

Demonstrates that canonical correlation is superior to other multivariate methods for analyzing the relationships between two variable sets in mass communication investigations. (GW)

Critiques different historical conceptions of mass communication research. Argues that the different conceptions of the history of mass communication research, and of the hypodermic model (viewing the media as an all-powerful and direct influence on society), influence the theoretical and methodological choices made by mass media scholars. (MM)

Reveals that survey respondents who agree to complete time-use diaries differ significantly in several characteristics from those respondents who are only willing to complete a questionnaire. (FL)

Presents a hypothetical analysis and examples of potential application of canonical correlation, followed by discussion of several critical issues that should be recognized before the statistic is employed. A brief section is devoted to terminology and construction of a canonical correlation. (Author/JEG)

Reviews citation networks and discovers that the six major areas of activity in mass communication research are (1) television and politics, (2) sociological studies of journalists, (3) agenda setting, (4) the effects of mass communication, (5) the credibility of various news media, and (6) the characteristics of users and nonusers of mass media.…

Argues that the inclusion of viewer interpretation variables in experimental design and analysis procedures can greatly increase the methodology's ability to explain variance. Focuses attention on the between-group differences, while an analysis of how individual participants interpret the cues in the stimulus material focused attention on the…

Outlines four factors that account for the relative lack of integration between mass communication and interpersonal communication researchers. Cites several forces that support segregation of the two research areas, yet notes that the recent turn to cognitive explanations of communication in both fields may create the climate for meaningful…

This study examines textual analysis methodology as applied to mass communication studies. It focuses particularly on the theoretical basis of textual analysis, the analytical process, and congruent theoretical perspectives. Although the term "textual analysis" is often used generically, this study differentiates textual analysis as…

One consequence of the information explosion is found in the area of media research methodology. The accessibility of the computer has not only broadened the scope of electronic media research but has also helped media scholars to develop new, more accurate, and more reliable media research methodologies. Whereas in the past, electronic media…

A study examined the mass media research literature to determine if there was a dominant paradigm in the field. The mass media research published in eight communication journals from 1965 to 1989 was content analyzed to identify paradigm, orientation (focus and theory), data (type, source, and sample), methodology (type and manipulation), and…

Scientific researchers traditionally have held that the use of data represents a test of hypotheses or theories. Social psychologist William McGuire has developed a contrary position, arguing that instead of testing hypotheses and theories, research merely specifies their limitations, generality, and assumptions. McGuire's contextualism suggests…

Responds to criticism of the uses and gratification model by proposing a modified model integrating the dependency perspective. Suggests that this integrated model broadens the heuristic application of the earlier model. (MS)

Using modifications of Roper questions, study involving college students finds media use and credibility correlated, which suggests the methodology in Roper questionnaire may distort results.