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DOCUMENT RESUME ED 376 532 CS 508 743 TITLE Proceedings Of DOCUMENT RESUME ED 376 532 CS 508 743 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (77th, Atlanta, Georgia, August 10-13, 1994). Part IX: Magazines. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE Aug 94 NOTE 483p.; For other sections of these proceedings, see CS 508 735-744. For 1993 proceedings, see ED 362 913-925 and ED 366 041. PUB TYPE Collected Works Conference Proceedings (021) EDRS PRICE MF02/PC20 Plus Postage. DESCRIPTORS *Audience Awareness; Content Analysis; Mass Media Role; Media Research; *News Reporting; *Periodicals; Popular Culture; Social Problems IDENTIFIERS China; *Media History; Muckraking; Regional Magazines; Teen Magazines; Womens Magazines ABSTRACT The Magazines section of this collection of conference presentations contains the following 15 papers: "'National Geographic Magazine' and the Vietnam War: Did We Just Get Pretty Pictures?" (John W. Williams); "Free Speech at All Costs: A Short History of 'The Masses'" (Chris Lamb); "Newspapers Locally Edited Magazines Seek Ways to Maintain Place in Market" (Ernest C. Hynds); "Patriotism and Profits: A Content Analysis of World War II Magazine Advertising Containing War Themes" (Mike Sweeney); "Journalistic Standards Reflected in Letters to the Editor, News Articles, and Editorials of the Muckraking Era" (Brian Thornton); "Effects of Exemplification in Magazine Journalism on the Perception of Social Issues" (Dolf Zillmann and others); "Economic Coverage of China before and after the Cold War in 'Time,' Newsweek' and 'U.S. News & World Report.'" (Shang-Fen Huang); "The Information Society under Construction: Retail Credit and the Mythos of Technology" (Joe Arena); "'Atlanta' Magazine Has Reported, Reflected, Influenced Its City's Remarkable Growth" (Ernest C. Hynds); "Women and the 'Larger Household': An Examination of Muckraking in Women's Magazines" (Kathleen L. Endres); "The Obsession with Thinness in the Ballet World: An Analysis of How 'Dance Magazine' Addresses the Issue" (Alexis Mror); "Teenagers Get 'Sassy': An Analysis of the Current Teen Magazine Market" (Debra Ceffalio); "How News Magazines Frame Coverage When Presidents Want to Tax and Spend" (Hugh J. Martin); "The Performance of Black Music on 'Billboard' Magazine's Pop Music Charts" (Jim Sernoe); and "Is the Cover a Mirror?: An Analysis of Changes in Economic News Contents in 'Time' and 'Newsweek'" (David Abels).(NKA) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** PROCEEDINGS OF THE ANNUAL MEETING OF THE ASSOCIATION FOR EDUCATION IN JOURNALISM AND MASS COMMUNICATION (77th, Atlanta, Georgia, August 10-13, 1994). Part IX: Magazines U S DEPARTMENT OF EDUCATION Otf:CP Of hlkiCilt0,1' PERMISSION TO REPRODUCE THIS EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) MATERIAL HAS BEEN GRANTED BY This document has been reproduced as . received from the person or organiiation L k originating if Si Minor changes have been nude In Ao improve reproduction quality Points of view or opinions stated in this document do not necessarily represent TO THE EDUCATIONAL RESOURCES SO uRn al OERI posIlon or polory INFORMATION CENTER (ERIC> \A0 2 BEST COPY AVAILABLE NATIONAL GEOGRAPHIC MAGAZINE AND THE VIETNAM WAR: DID WE JUST GET PRETTY PICTURES? John W. Williams, graduate student School of Journalism, Southern Illinois University ADDRESS: 304 E. Exchange Street, Jerseyville, IL 62052 Tel: 618-374-5230 SUBMITTED TO: Magazine Division, AEJMC 1994 Annual Meeting, Atlanta, GA. 3 NATIONAL GEOGRAPHIC MAGAZINE AND THE VIETNAM WAR: DID WE JUST GET PRETTY PICTURES? INTRODUCTION Vietnam was a quagmire for Americal and for its press.2Press coverage of the war has been subjected to intense and often controversial scrutiny.3 Inparticular, scholars have examined the elite or prestige press, including the threemajor networks4 and the leading news magazines.5 Research interest in television isunderstandable given Vietnam was apparently not a major topic in the news magazines. Network news devoted up to 25% of its coverage to Vietnam-related stories while the newsmagazines 1. David Halberstam, The Making of a Quagmire (New York:Random House, 1965). 2. Edwin Emery, "The Press in the Vietnam Quagmire," JournalismQuarterly, 48(4), 619-626 (1971); Dale Minor, The Information War (New York: HawthornBooks and Tower Publications, 1970). 3. Peter Braestrup, The Big Story: How the American Press andTelevsiion Reported and Interpreted the Crisis of Tet 1968 in Vietnam and Washington,2nd. ed. (New Haven, CT: Yale University Press, 1983); Robert Elegant, "How toLose a War: Reflection of a Foreign Correspondent," Encounter (August 1981),73-90; "Part II: the Journalists," in Harrison E. Salisbury, ed., Vietnam Reconsidered: Lessonsfrom a War (New York: Harper Torchbooks, 1984), 81-176. 4. Michael Arlen, Living Room War (New York: The Viking Press,1969); George A. Bailey and Lawrence W. Lichty, "Rough Justice on a Saigon Stree:A Gatekeeper Study of NBC's Tet Execution Film," Journalism Quarterly,49(2), 221-229, 238 (1972); Richard A. Pride and Gary L. Wamsley, "Symbol Analysisof Network Coverage of Laos Incursion," Journalism Quarterly, 49(4),635-640, 647 (1972); George Bailey, "Interpretive Reporting of the Vietnam Warby Anchormen," Journalism Quarterly, 53(2), 319-324 (1976); Anthony A. Adams, "AStudy of Veteran Viewpoints on TV Coverage of the Vietnam Wm.,"Journalism Quarterly, 54(2), 248-253 (1977). 5. Oscar Patterson III, "Television's Living Room Warin Print: Vietnam in the News Magazines," Journalism Quarterly, 61(1), 35-39, 136 (1984); Michael D.Sherer, "Vietnam War Photos and Public Opinion," Journalism Quarterly,66(2), 391-395, 530 (1989). 1 4 devoted less than 7% of their space to Vietnam.6 However, very little analysis has been conducted of the coverage of Vietnam beyond the prestige press.7 Furthermore, these studies have focused on a narrow span of years,8 though scholars recognize that the war went through many phases and American involvement extends back into the early 1950s.9 Studies of print coverage of America's involvement in Vietnam have found almost simultaneous shifts in American public opinion and the editorial positions and content of magazines.10 However, they draw contradictory inferences about the role of magazines in leading or following public opinion.11 Showalter concluded that "the 6. Patterson, op. cit. at 39. 7. Thomas V. DiBacco, "The Business Press and Vietnam: Ecstasyor Agony?," Journalism Quarterly, (3), 426-435 (1968) (study of 33 business periodicals); Stuart W. Showalter, "American Magazine Coverage of Objectors to the Vietnam War," Journalism Quarterly, 53(4), 648-652, 688 (1976) (study of 21 "popular" magazines). 8. Bailey, 1965-1970, op. cit.; DiBacco, 1964-1967, op. cit.; Patterson, 1968-1973, op. cit.; Showalter, 1964-1972, op. cit.; Sherer, 1965-1973, op. cit. 9. The French attempted to reassert colonial control over Indochina (the region encompassing Cambodia, Laos and Vietnam) after the defeat of the Japanese in 1945. The Viet Minh, led by Ho Chi Minh, eventually defeated the French in 1954 at Dien Bien Phu. The 1954 Geneva accords ended the First Indochina War, led to the withdrawal of the French and the temporary partition of Vietnam into North and South. The first American advisory group was established in 1956. Guerrilla pressure against the Diem government in South Vietnam was focused with the establishment of the National Liberation Front in 1960. Diem was assassinated in 1963. The military advisory group became MACV in 1962 and Gen. William Westmoreland was appointed its chief in January 1964. Full scale American involvement followed the Tonkin Gulf incident and subsequent Congressional resolution in August 1964. The first combat troops came ashore march 1965. January 1968 brought the shock of the Tet Offensive and the battles for Hue and Khe Sanh. The Cambodian invasion of 1970 preceded "Vietnamization" of the conflict, and the Christmas bombing of 1972 led to the 1973 peace accords. Saigon, Phnom Penh and Vientiane fell to the communist forces in April 1975. 10. E.M. Schreiber, "American Public Opinion and the War in Vietnam, 1964-1968," unpublished doctoral dissertation (Princeton University, 1971); James D. Wright, "Life, Time and the Fortunes of War," Transaction, 9, 42-52 (January, 1972); Showalter, op. cit.; Scherer, op. cit. at 530. 11. Wright claims that the media "succeeding effecting enormous opinion conversions among high status groups," op. cit. at 48, while Schreiber states, "There was little 2 data suggest that public opposition to the war followed increased editorial support in popular periodicals for opponents of the war."12 This appears contrary to Patterson's findings that in the period 1968-1973 Vietnam did not dominate magazine copy nor did the coverage get more "bloody" over time. He acknowledged that his analysis did not explain the reported shift in American public opinion.13 The 1968 Tet offensive marked the turning point in the American public's mood.14 Epstein argues that until Tet the public was presented only with images of a "clean, effective technological war. "15 Following Patterson's urgingl6, this study extends our understanding of the press' coverage of the Vietnam conflict by examining the coverage of the war and of the region by the National Geographic Magazine. Patterson
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