Of Vocational

4 DOCUMENT. RESUNE- 'I I. EV 111 472 JC 756 494-

. .

AUTHOR k Jackson, William H.; Scotts. Roland J. TITLE 'i The Develolimeht and Evaluation of Multi-Media .

. Materials to Present Information about Vocational and ', '' Techni1 Education'to Specific Target Groups.

"INSTITUTION Florida Comigunity.Coll., Ocala. . SPONS AGENCY Florida State Advisory. Council on Vocational.and % . Technical,Education, Tallabassee,; Florida State. Dept. of Education, Tallahassee. Div of .Vocational., Technlibal and Adult Education.

PUB DATE 30 Jun .q5 -

_ NOTE q2p, ,,*.

. EDRS.1 PRICE' MF-$0:76 HC-4.43 Plus Postage 'DESCRIPTORS' Audiences; Black Community; Caucasian Costs; 4ln-formation Dissemination; Junior 'Cone s; *Loy Income Groups; *Mass Media; Media Fesearcinority 1 , Groups; News Media; Newspapers; *Publicize; PublicI Relations; Q.uesti'onnaires; Surveys; Technical, - - Education; TeiefiSion Commercials; *Vocational Education

ABSTRACT," . 1 4 Vocational and teChnical education can proiide economic mobility for individuals as -well as- economic slevelopment for communities. However, the literaturR and the results of this study indicate that the persons ,kho could profit most from vocatiolfal education programs, those in lover ;Status, grOups, know very'little about such 'programs. A' five percent- sample of persons in the service Area of Central Florida Community, 'College was drawn from the.4-.

_telephone 'directory; '1.20 listings were, chosen frog each of five . residential areas: high-income white, middle-income white,mlow-ihcome white, aiddle-.income black, and lowrincOme black. A telelihonesurvey was 'then conducted- to d4termine two/ factors:(1) the number of persons,in income / racial groups at each information level* in regard to vocational education programs; ,(2) patterns of, media gse within the income/racial groups. These media use patterns were used to design and implement an information dissemination campaign.,A follow-up telephone survey showed; a significant positive change in numbers of persons at the various information,levels for loy-income white and black groups. The sum of the percentage of increase for each information level was 23.6. Thus, 12,500 low-income whites and blacks had increased levels of information. Survey questionnaires are appended, along with sample media materials and comparative costs: of media time or ,space.(NUM) r' a

I .J

U.S. DEPARTMENT OF HEALTH, EDUCATION & WELFARE NATIONAL INSTITUIE OF EDUCATION THIS DOCUMENT HAS BEENREPRO 41A OUCED ENACTLY AS RECEIVEDFROM THE PERSON OR.ORGANIZATION ORIGIN ATING IT POINTS OF VIEW OROPINIONS / STATED DO NOT' NECESSARILYREPRE SENT OFFICIAL NATIONAL INSTITUTEOF EDUCATION POSITION OR POLICY4

4 t. ^.... A

(' , THE DEVELOPMENIFP4ND EitALUATION OF MULTI-MEDIA MATERIALS TOIPRESENTINFORMATION ABOUT VOCATIONAL AND

1 / - 'TECHNICAL EDUCATION TOSPECIFIC TARGET GROUPSs I . 4 4

s' Central Florida ComMunity College Ocala, Florida

4 4

by Wiliam M. Jackson. -Project Director

_03 Roland J. Scott Associate Project Director

"IC

The project reported herein was conducted for the Florida State Advisory Council on Vocational and Technical Education pursuant to a grant adminikered by the Vocational Division, FlorIda Department of Education,tontractors undertaking projects are encouraged to expc'ess freely their proressIona1 judgments. PoInts'of view or opinions stated do not, therefore necessarily represent the official position or policy of the CbunCil or the Florida qepartment of Education. ow.44 t\ 2 June 30, 1975

rr ACKNOWLEDGEMENtS

,, This study grew outof the exprested inte rest ofthe Florida State" . . Advis'ory Council on vocational and Technical EducatiOn anda.grant provided 4 I. ., throujh the Council's efforts. The study was conducted in consultation with li

an advisory committee of the following persops: Miss. Pamela Eaddy, Research

. .. . I , Associate with the Florida State Advisory Council oh VOcational and-Technical /

, Eltication; Di l. James F. GlIllgan, Dean of Student i+ffarrs,*Cent'ral Florida

Community College (CFCC); Dr. Henry E, Goodlett, President, CFCC; Dr, Eric R.

Mil ls, Jr., Dean of'Caree'rand Ault-Continuing Education, Florida junior

College at Jacksonville; Dr. John Wickens, Associate Director, Florida Community

Janioi CoIlc.ge Inter-institutional Research Zouncii,.University Of Florida;

Dean Robert F. Aitterhoff, Dean of AcadeMic Affairs, CreCi,gr, James H.

. . I. 1 ...-- . , Walters, Director, Appl iedSciences Divisibn, CFCC; and Mr..,Bernard Watts,

Editor, Ocala Star - Banner. Thanks are due to each of these committee members 0 . - , , 1 ..- , for .thei? helpful suggestions. '..

, 4 'J),' Thanks vre also6 due to Dr. Clyde C.Z Clements, Jr., of Santa 'Fe Community Cohlege for the development of film and-audio materials foruse by varrbus-

media. O.

Dr. John Wickenspaidedcomputer analysis,of data and consultation

throu,jhout the duration of the p ct.

Ceptr&l Florida Community College isappreciative.of baying had the

opportunity to conduct this study because of the benefits tá persoh5 in its r

service' area..

1 William H. Jackson 4' Project `Director

Roland J. Scott __=Associate Prolacf.Director

f 1 /

/TABLE OF CONTENTS .

,Ackiiowledgements

Introduction 9 ...... ,...... 1

.../

The Prob.lena ...... - .1 . , '. 2 , , N.i..1 PrOcedures . 3 -. ., . i . °. Study DAsign .al 3 s

Select ion of the-Sample. . - .. . . . 4 L.../1. . . , Instrumentation- 60.---' . v Y"' ., s . P

the Information Campaign ...... , 6

Data Collection e 8

Data Treatment . 9

evAt _of-Rel ated S tudres. . . . AO

information-Levels' . . 10 . -,..0 \- -a -...... , ',

NediaUse,...... --. ., . 42'

ConclUilong-fl-om1lterature-Re*rewn:-. . ,. . , ...... f6.

.Results and Discussion , 18 . .

Response Rate to Telephone Surveys 18

Target Groups and TheirAedia Use 18

aComparisonOf Ore-Treatment and Post-Treatment Sample,

Characteristi.cs . . , 0. ..'-,'...... , , : ,0 35

Cothpapison of Pre-Treatment and Post-Treatment InfOrnation, Levels ...... 41

Summar y-and Conclusions. 45 .

4 4 ,

Recommendations. . ` a I . 0, 47

Appendices 0. -f t 50

Appendix A: Pre-Treatment Survey Questichnatre. ... ,. . . . 50

Appendix 8:. Post- Treatment' SUr4ey Qpestionnaine . . ...-58

Appendix C: Media Materials"... . -64

, Appendix 11: Comparative Costs of Adia Tim6/Space . . " . 74

. . 1 References . . i , . 76"

, V

1 ti

INTRODUCTION

h After conducting a statewide surGeof Florida residents, DObson and

Edwards (L971T88 rreported that the general adult population in Florida

.. ... had not acquired a base of knowledge about vocatidnal aqd technical education:,

1t was true' on every variable arialyzed. in this section 1 that far more than a majority of our sample failed to pas& even

the hostkasiE tyst.regarding information about vocational .

. education. ='' /1 .- . 4- The Dobson and Edwards survey farther revealed that petsons in lower . , status groups -7 those most likely to benefrts-.Trom vocational and technical`

. i education -- had significantly less information about vocational and

technical education than.other groups.

In discussing standard public relations'methads used by higher -_, I

education institutions, Marston 0963:lak).was critical:. , , 4

'....7 t 0 . All -too often educators bask 4,1the delusiOn that they . .,. arecopmunicatins,w4th impOtant publids when, in fact, '

. tiey are only talkinitp other educators.o.. ..1, .. .:.. , , A % Marston said effective public tpdationsapproaches might include . . S. "greater:concentration upon the specific publics of which the general

public of higher .education is composed...." . \ 0 0 Writing about Medicare program information, Stojanovic. (1972:253), . . 4 discussed what she called an "ideal" approach for disseminating program

.information:

A. 6 ...t , . With,retpict. tO-Medlea& as.wellas ?fiber prog ams,- it,wOuld be ideal if information couldbesent through. 6 the channels most 141y tolietused by those forAghom 1 particular-programs are desigried,so that the least:effort .,11_miexpense'will bewasted andtheziargestriturhS.gained... f The identification of the social and demogi-Ohiccharac- teristics of the uArs of certain media would' be-astep an the.airection of facilitating planning.foetheArans mission of specific messages to particular publics. 1 '4; .

. . . '''" , *.This study applied the approacha sCussed by Stojanovicto

(- iotI*Meipods were developed and , .. .. . implemented to cOnVey esSential Wormation-aboutirocational . and . . i eV, .0 V' .. technical edudatyOn programs ift,order to Serveindividuals who could

profit by enrolling rn-thoseprograms.

:. Sf THE PROBLEM, ) The purpose of this study was to .developa, model for"di'termifilng

, information levels and media use patterns of populationsubgroups. . A (population segMehts) in the service I. area of Central Florida dommuniti College 4Marion, C-itrUSKand Levy,counties):The information levels

werelisceof to dete'rmine which populationgroups should be targets for an

t . . '. ti information campaign on vocational and technical educbtion:Further,...... the media use patterns indicated which Media ShOuldbe used in .4 didseminating the information.

A iecond purpose of the study was, tomeasure and evaluate the .4 IL . . . effectivenessof various media materials, conveying informationabout

vocational and technical educationprograzs, in changing levels of ihfor-

. .., mation held by defined target population . groups. Specifically, this , study wasto provide answers to the following questions:

toy N

V .. 'A.

I. s, 0 : ...... - . . -

r7 What are the revels of informs ion- field-byppopulationsubgroups, ( ;g O . . cOnternimg,vbcatiopl and.technieal edu action 'prOgrps?

. . 2. " What existing medii are mosta ropriate,for conveying vocational and

. '

technical- program inforatiOn'totarget ,p R latiOn groups? %, . ,/ 3- Does vocational and technical -education iorogram information

= - , conveyed .totarget pppulationgroups.via-appropriati media raise the

levels of information held by thoSe groups!

' (7)F1kOCEDORES

Study Desl9n

The study-was conductedron'a*pilot scale-irAhe service,area 'of '

. 'Central Florida toipmunity College, which is- designated'asa state Area'

Vocational--Technical School.- The college,locatedin Ocala, servep . Marion, citrus, aidLevy counties.

The study adhered to aseparatesample,pre-treatment7post-:treatment . . , - / -,,quasi7Axperimental desigius The pre:treatitentsurvey determined the. .. - .

. '. . . ,

5, followJng: 4 .. . . 4 s., . . 1.Levelsofiriformationheicthythepioulatinnahnut.vocational

. and technical education. , . . , N../ . 2. 1. Demographic and social characteristics of respondents (occupation, i it0 i . education level, age grouping, rage, income, ;4X, and urban/non-urban

residency).

3. Media use patterns of repondents. - . N } ( Thus, the pre-treatment survey revealed which population Subgroups

had the lowest levels cit information about vocational and technical

I 4.. tS

`to

education. These subgroups were.selectedas the targets for the treatment --.

, . .' ! . A a media informationcallp4gnimedat increasing,le%/els of nformation i 'A /

about vocational, and 'technical education...... ,

DemogrOPhic information allowed determination of inent Oarac-

terittics of population subgroups for the several levels f ormati:on. . , . . The'MedIa Oe patterns suggested which 41.0a, should/be used .

. presenting the 14ot:matioh.

The post-treatment survey- determined e foqowingl ! . t _e---.3 , i .....1, _.Change_to levels-ofinfarmation,-

2, Demographic anditocial'Oaracteristicof respondents.

3. Source-of ree.ihtry acIulredInforma on about vocational and . . r . -1 ,technical education.

47 I. Selection of hey sample

The pre-treatment sample was a 5k/systematic saMple, beginning at

randomly selected items,, drawn from , lephone dicectories covering the

, .

.'service areaof Cehti-al Florida C 6nity College, except in the City

cif 'O'cala. 'A different, mOr?.cepre4 entative 'sampling method,was used in 't dra ing the sample .:ftomthe tele hone directory for- the City of Ocala. . -., ThiS was done to inAre that major populatidn income and racial subgroups ' / were represented in the sample' from OCala,°wnich is,the and most

heterogeneous city in the service e area of Central Florida Community

%College. In drawing the 0 ala sample, several Celltral Florida Community

College adiinistrators who were'long-time residents of Ocala blocked out

I' I' . . tr.

' r " 1

Pl areas-on_a map of.the4City of Ocala, assiiretthat the sample, would include

'adequate numbers 9f cases for bdh-black'and-44 itergdes and low-income-groups,

A . those areas were blocked out which could be defined accurately as resideptial

. 'areas of five income and racial groups: high-income white, middle-income

white, low-income white, middle-if:come black, and low-Income black. After Cr the 9,41 map was blocked out, a.1970 Census Tract Map of the Cityof Ocala was

used to determine the number of ho&seholdslin Ocala (7,933). Then, using .5%

se:tales from the OCala'telephon directory,, telephone lishsszwerechecked . . , 'N. X 4 against,the five income aleracialresidential areas; listings were drawn-from.

. a - the directory pntil 120 were ta eh from each of the five.areasrliIings that 4' r did not fit withi9 those areas Were not `included in the sample.. The 120 1-istings .. * . from each area included 1 20t4,liowance for respOndentioss. Taking' this __),

. ,,,, 1 . 4 . . I allowance into consideration, the:resultant samp.le of 600,,litings approximated

a 5% sample of households in the City: of Ocala.

f . ., . After the sample was drawn, the pre-treatment questionnaires were adminis- . tered by to ephone in,NovemberNandQecember, 1974,and; January,1975. 4. " 0 ' s .q 4 The po t-treatmene sample was drawn from telephone directories covering . I ;

. the service area of%Central Olorida Community College. The'same sampling

1 methods were used asIn the first sampling. Howeiir, the second sample was .. ., . drawn beginning, at randomly selected telephone directory items that did not

correspond with items selected in the pre-treatment surveysample; thus, the . s'N --.... second sample did not contain any person included in first sample. 1

The post-treatment su uestionnaireswere'ad inistered by telep )1one

- . the last week of March, 1975..

r0 10

1 t" a

1 17 6 0 . . , ,.. . . (4 leg.n'adminisiering both the prtreatOgitand post-treatment questionnaires, the interviewerswere finstructed to talk with whoevereanrdered the telephone

provided that persOn was 16 years of age or older. IntervieWers also were4

. . instructed to make up 6 three callbacks should the phone noi be answercd-?.

. . . , Instrumentation 4 j . . .. I, P . .a ` 4 The pre-treatment questionnairewas developed usingethe questionnaire go. from the DObsOn and. Edwards (1971) study aia base and drawing on questionnaires '4

. le prom mediause studies reported 'in the literatUre. The pre-treatmentqueStion- 0 . , naire is, included as Appendix A...... \ ., The post-treatment questionnaire (see Appendix B) was developed drawing

from the pre- treatment questionnaire. The only differences betWeen the

(- ques, tionnaires were (1) the'queltionson, media use were not included in the

post - treatment questionnaire, and (2) the post-tNatmeni questionnaire had two

requestions about the respondents' educational plans. ti

The "panel of experts" method was Used to tstplish validity. of the

pre-treatment and post-treatment questionnaires. This included using the

advisory committee to evaluate the questionnaires content for appropriatene

to thg study, The structure of the questionnaires was validatedV,Dr.-James L.

Wattenbprger, Professor of Education and Chairman of the Department of

Educational Administration, University of Florida; Dr, John Nickens, Associate

Director, Florida CommUnity Junior CollelInter-institutional Research Council,

, University of Florida; Dr.. Benjamin L. Gorman, Professor of Sociology,

University of Florida; and Dr. Harry H. Griggs, Professor Of Journalism and

Communications;-UniversNty,of Florida.

The Information Campaign

. The media usage results revealerThat the target population groups piere

extensive consumers ofnewspapers, televition, radio, and.to a muchles s' /

extent, movies. Therefore, ail four of thes .edla were used in. the information

campaign which was conducted during March, 1975..

rt //-

Bece if the increasing need for educationalinstitutions to hold

down costs, the information campaign was planned as a low-cost public

; * 'service annouhcement (RSA) and public relations venture;, paid space.or tame

in the various ssmejia was not used, except for a small advertisement placed

is the classified advertisement section of the Ocala Star-Banner; the Media

materiats prepared, for the information campaign were distributed to the

channels used frequently by target groups wi'th the materidis to berun .

at the diScretion of media officials.

Theimedia materials were prepared and distributed as follows (see

Appendix C for texts of these materials):

1. A 55-second-long commercially made voice-over color movie showing

and diScussing aspects of.vocationat and technical education programs was

t1;flimed ati.Central Florida Community College; 16-millimeter and 35-

.':4; millimeter ilrints were made from the film.A 16-MilitMeter print was

taken to television stationyESH in baitona.Beach in the middle of February,.

1975.

2. The Springs, 1a Twin, and Florida Movie theaters (all owned

. .0 by separate companies) Ocala were contacted and requested\to run a

5-millimeter print during their regular mqVie sequences. Officials of

the Springs and Ocala Twin theaters refused because of their policies

against showing any kind of advertisements other t)ian their own film

previews:" The Florida Theater cooperatedand'showed the 5-second

35-millimeter film for the last three weeks of March; the fiti was

shown repeatedly each time a featured movie was sham, as part of th-e:

theater's regular movie cycle. r

8 f

.-.. e , ' 3. Photographs were taiten of persons.and actions 'connected with ` . , 1 vocationalandtechnicaleducation rograms ,and Omen with cutlinet to

.,, - ! . . the editor.of the Ocala Star-Banne Four of them.weretiglin pie news . . . columns (on March6,'.11, 12,.and-16)-;. Al5ok a fiVe-lime classified

- , : t I 1 *' '4 advertisement pn vocational and technical education programs%was ''' , placed .in the "Help Wanted column of the .Ocala tar-BanAriAndrun for

, ... , ,t. two weeks: The outlines and the text of the classified adArtisement

are in Appendix C. , 1 . , . sk 4.. The last week-of February, 1979,130;-secon-long ree o reel ..i.

. . audio tapes the length :commonly used by'radio stations forp l is

f.1' -.. se rvice lnnouncements)on vocational and techrii4rprOgr'ams-were i . , .delivered to radio stationsoWTMC and:WMOP. The managemot\ at WTMC , _'ti , . N . agreed to we the tapes as public service announcements WtiOneverpqapibl4

. ,. . , . ,. during March. The management of WMOP and WFUZ-FM .(which is.under the . .

same ownership as WMOP) agreed.tO run the tapet asydblic service ' ( announcements seven times a day, inaluding dur'in6 the 6:00.-.16:00 A.M.

. . . . . I- " period which was req6ested, every day)during March, 1975. \..4,44 10, -1-

Data Collection NN , A

I 4 . . Data were colledted through the ,use of telephone 'surveys because - . - . , . -7.,>.-of two important advantages of that Method of Contact.According to . . Nunnery and Kimbrough (1971), major advantages of the telephone survey

Include a tow refusal rate among persons successfully contacted (assuming 9

. .the rnterviewers are capable),E and the tgA-Phone survey is economical in

. ,- . . 'terms of achieving- :completed inte rviews. , . \ In order to determine overage of thetelephone samples and, therefore,

. , , -.. , the extent of generalizabiljty among the population, a door7to-doorsurvey . , , . ,.- . was- conducted to learn/the TercentAge of people withtelephones.. The

door- to- doorjsurvdy was conducted inthe low-income black area of Ocala -,.

because previ us research,(DobsOn aneEdwards, 1971) . indicatdd that persons-

most me r to benefit from vocationaland technical education-- those

in lowe'statusgroups -7 had signifldantly less information than other

groups. li . , 1

:..- 1 . . . . The interviewer contacted members of157 hdbseholds in the low-income

black area of Ocafi" and foundthat 1'50 (95.5) hal telephones.

Executives of,the two-telephone corporations (Florida Telephone

Corporation and Southern BellTelephone'Corporation) serving households

in the Central Florida Community College service area were cont -actedto determine telephone coverage throughoue'tir service area. Informailon

given, by the telephonecompany executives indicated that approximately

80% of, the households in the service area of the college had telephones. . . Thus, for all-practical'purposes, the scope of householdsvith

, telepholne5 was su:fficiently . large to merit limiting genePalizabil4yo . .. the results of this study t6 .0. mem ers of households with telephones. . --.

/ ;OliaTreatment .

The data collected-were keypunched andanalysis performed by the

. computer program StatisticalfaefoteSocialSciences(SFSS)

p 1.4 4

(Nle, Bent, and HUll, 19,70). Ore-treatment and post-treatmentresponses

were compared foreach population subgroup to ;determinechange in Information

levels.-Media to which.respcindents attributedtheir Information sources

were tabulated for eachpopulation subgroup in order to evaluate the

Media's effectiveness incommunicating InforMation.

4 REVIEW OF RELATEC.STUD1ES , lnformation_Levels. . --- Dobson and Edwards .(971). reported on a 197,1 statewide survey f -

Florida residents; the study aimedat assess i-ng levels of information ----; about and perceptions of vocational,technical, and adult-education in

Florida. The study wasan attempt to determine how much information

Florida residents possessed about the content x., of vocational education ad-

vertising, about opportunities for vocationaleducation in the areas- .

where they lived and in Florida generagy,and the ability of the respon-

dents to name youth.organizatiorisconcened with vocational education. 4 Those information variableswere studied in relatlon to several

independent variables: Whether or not the respondent had takenpart in

a vocational education program; wher.e he hadseen, or heard advertising

about vocational education;sex, age; race; occupation; education; and

. J k p . * 1 . income. I ,

. . , Results of the Dobson and Edwardsstudy included: . Only 28% of the ' 898 respondents said they had beenor heard advertising about vocational

educatibn and. ere able to recallanything that was stressed in theed- , ti vertising; 43% (386) of the respondentswere able to answer when they .

.were asked- to name some specific opportunities for vocational education in

their area, but 112 of theSe respondeOts we ,able °nil to give some. kind

of program (i.e., "You can itarn to be a mechanic., ")' without any refeance

as to where or how a person might take such a prograM; only 24% of

_respondents who said there were opportunities for vocational education in

g 4. f4orida were able to give any response at all to the.questiOn of what these,

opportunities might be; and only 16.4% of the total sample said they had

.heard of youth,organlzations concerned with vooatiohal education and 0 were correctly able to name at least one.

Tbe primary findings of the Dobson and Edwards study were that levels,'

of specific infOrmailon about vocational opTunities wereextremely low,v

and persons in lower status groups were less inforMed than persons in

higher status groups.

Stating that It is well established that the blue-collar worker is

less likely than the&whIte-collar worker to participate in adult education,

-.Condon and Wenkert (1964) idenified obilacles that inhibit greater'

participation by 01Am-oglar workers in adult education. These opstacles

are of two types: (1) myths about the nature. of blue-collar life, about. A

the learning process, About the-blue-collar worker's interest i education,

etc.; and (2) obstacles inherent in the social conditions of thft blue-collar

Obstaclet of the second type were identified ina44:Mpircal study

concerned with the relations between social class and adult education, .

and conducted in Oakland, California: The sample consisted of men between

the ages of 20 and 60. Results revealed that a major obstacie,was a lack 16 .12

,' of information about adulttducation possessed by blue-collar workers,

particularly the unskilled and the seral-skilled.

. . London and-Wenkert also` examined hew blue-collar workers already

participating.in adult education learned-About their courses.They found

that personal sopcces.(friencis,.neighbors, and acquaintencps) were-a.major . source of such information for'the unskilled and semi-skilled blue-collar

workers.' The skilled blue-collar andlower.white-collar, professional

and managerial respohdents,relied much.more frequently on the mass media,

eMployersosuperviSoi-s, or being on:,a mailing list and receiving an_

announcement by:matl. .. Other findings of London and. Wenkert were that menitend to participate

in adult education with their friends, but the blue-collar worker is less

likely than the whitecollar worker to have friends or acquaintances' who

are enrolled in adult education courses, Thus, the blue-collar worker

is less likely than the whitecollar worker to have a source of information

about adult education.

Media Use

Numerous studies have been conduotedon media.use patterns and

preferences of various population groups,and subgroups.

The Dobson and Edwards (071) study reported above also found that

the single most frequently mentioned source of information about

vocationa education in Florida 'was television (34.8% of the respondents)

followed by newspapers' (22.8%). Radio was reportedas a primary source

of information by only 3.2% of the respondents. 17 a

AnderSon (1973) investigated differences `inuses of mass media by

urbah and non-urban residents in SoutheasternOhio. He fourid that tele-

C vision wasrani4d,highest as a, media Source of-entertainment by nth .urban

and non-urban xespondents. Urban re0ondents generally favored television,

first, and print media, second, for entertainMent,,news,;and 1nformtion, . . \lOirurbanrespondents Telledheavily on, television.gTall threefunctiOns 1, lentertainNnt,newsl and information) but aqsd-faypred'radio.as arsdurce

of\entertainment and news. t.

\Allem (1968) surveyedblack ghetto tesidents in Pittsburgh to determine

the -uses patterns and effects Ofmass media on the iisidents..of a, metro-

politan blaik ghett . The stud ShoWed that these ghetto restd 'nts-were f, * almost enti$ely dependent on' television fornewsand viewed tel Vision, e extensively ror'entertainment; they also spentaconsiderable amount of

time llitentng to radio'(an average of flye.an8-a-half hour471day),

Greenberg and DerVih (-1970)studiedmass media behaviors (mediause,

availability, content preferences, functions and atitudes)of poor

children, adolescents, and,adults; Among the results-wis that' members of

low- income groups (especially blacks) watched teliVisionmore than the

general population.

' The above-studies suggest that terevision and radio would beprime

channels fdr distributing information to low-incomegroups. However, another

'study (Stojanovic, Ian) found otherwise. Stojanovic determined sources

from which rural low-incomewomen in the Southeastern United States

(Alabama, Mississippi, lioth Carolina and Tennessee')had heard about

Medicare. The popularityAof television and radiowas again established.

a I 0

Noweverthe results also showed thatpersons of extremely.low,socio- i economic status Were least likelyto have been reached by radio and

television. .4 . " \ - After low-income-persons in St. Louis, Bloc (1970) found

.. that television and-newspaperswere themost effective modes'of communication;

, . ..

.. for reaching the urban Poor: ,

'..\ ' Murdoff\S1961)°surveyed hiouseholders in Napa, CalTfornia,fta determine

e '. . I r \ . what commdnty, members understood about the local junior college and its

function's. ,The resultsreveaed that thenewspaper was the-best single . I. f---. .; - source of information foe allgroups suO:ftyid.:,

. . . ln studying social class and ethnic differenceS relative 1to readershild.

. , . of a War on PovertY newsletter,, WilliamS and Lindsay (197 -i-) found that.

, .

. . S media use habits and attitudes varied :farmore as a functiOn of social *

strattffcation than of eespondentethnicity. %. -;"

. .

Bogart (1964) reviewed and discussed findings from'varioo studies , f - relating to media use by blue-Cbliar workers. He pointed ourtfiat media

coverage is extremely,broad in the United States:. and thus media use

patterns are generally related to sex, et nic,age, avocational, or occu-

4 pational groupings Whteh may be only iridir ctlyrelated to social class. .. , Bogart also Stated that many studies have1pporiedtheobservatibm

that pepple of lower income and educationwere drienteeto the "easier

to absorb" broadtastmedia, %Cite those of higher income and education

gravitated toward print media. Other results mentioned include: People

with less education look to televisiop for entertainment rather than

information; and daily newspaper reading among blue-collavlworkers is almost 15 .4

as universal as in the populationas a whole, but regularity ofnewspaper reading iriCreases wIth eduCattok

in a national study conductedprimarily to determine the attitudes . ' - 4 and feelingS of Americans toward televisionand_its content,,Steiner (1963) ,compared the use of televisionwith the use of radio, magazines, and !newspapers. He found that the level . of educatiOn of the respondentwas

. . .. , . the factor that made the . , greatest difference in the relatiVeapaclties and liMitations attributed to the four media by therespondent.'Where ,. . .. differences did existaccording to such,other _,, . chagpcteristtcs a§, age,sex, . 0 faltily composition, urban-rural residency, and.income, theywere less '

pronoupced and, were always ina direction consistent with educational,

differences among gi-oups.. As education increased, tiesponctentsturned from t television to newspapers or magazines for "'intelligent,'"educational" .. material. However, all educational levelsfound television to be the 4 "most sAtertaining" of the,four rtiedia studied. © a e Rees and PAisley (1967)studied 2media and information-seeking

behaviors, using data from a study in Fresno,-Callfornia. Result" showed that income and,edUcation were strong predictors of newspaperuse; ) Cis `newspaper readthg doubled from VW to high'incomelevels; and the more

elucation, the higher the pertentage-who read newspapers.

Case studies conducted by MacLean ,(1952) suggestthat a number of factors may be important 'to variations in commupicationsibehavior'in

different types of communities Scity,small city-, village, and farm). In this study,results indicated that persons witha high-school level

0.- of education were the strongeSt radio fans; also, womenliAtened to radio much more than men. How manyTinagazines a person readwas clearly related

to his income, occupation, education,and levels of social activity.. The :\

. , . , , 4 4. " propOrtidm of people ttending to all five media leacLean's'studles --'

newspapers, radio, magazines,. movies, and bdoks -- decreased consistently

from metropolis through small city and villageto the farms.. Samuelson,

. . . . . - . Carte(i, and Ruggels (1963) also found that radiouse was at a peak with

persons whO were-at the high school graduate level of education, as did

, . iE , ., the,MacLean research. \ k 4 ,. Conclusions from literatureRevIew

'",lit is obvious frOm the studies thatimethods for disseminating

vocational and technical informatiqmhave had littlesuccess. lot the

Dobson and Edwards (1970 study and the U6mdon and Werikert (1964) study

revealed that not only have levels of Information about vocat 1

education been:found to be extremely. low, but individualsmost in need' 0 of such information-- persons in lower status groups such as unskilled

and semi-skilled blue-collar workers 4yare least likely to have information

. essential for enrolling in vocational programs.

ReseirCh on media preference anduse patterns indicates that such

patterns can vary according to such factor* as urban or non-urban 46 residency, social stratification, education,.income andrace. Thus,

media usetpatterns cannot be easily generalized from.one population to

another. .

From the review of research and literature, it was apparent that`

an approach is needed that determines vhe information sources of those population subgrOups having thplowest levels ofTn matico about I Vocational and techtlical. education. Media use patternshould be

t mined in'each area.before disseminatinginformation..materlais on

vocational and technical education programt. knowing which media

. .. are predoMinadtr9,..t4sed by population su,bgroupi will indicate, the

-.. appropriate media .to be u6d as channels for communtcat rg information

I. . / to thos §roups..

. . The review of related studies revealed that previou s'esearch has 4

.t1 . I . . . , focused op etherther determining theinformation held bypopulation groups

. . about vocational and technical education or the media usepal,terns of . N . . , population groups. However, thbs.study determined both information levels

, . and media usepaper'ns of population Subgioups in order to learn which fs media should be4edfor channeling vocational and tiatnidaf..*education

. . information to those groups having loW levels of Inforre mation.

224

1* 4

t -RESULTS AND DISCUSSION

Res , onse4tate/to'Teltithone.Sueve s 1 ,

. , , Rel tively high responge rateswere real ;ed on the tefephone , /4' A . 4, .surveys 'ThisThis wag in tine with the Nunnery and Kimbrough 41971)

* V ''' ...... statent Y' I0, that telephone surveys yield low refusal rates among.persons . , ,. . . . . opts ted. .: .

0 drawn cases for the prikti.eatmerit frhe. survey consisted of 1,917 , _< . , . . . telephone listingiL,Of thlsnumber. ; I, 1 p204 (62.8* persons were sudcegsfulty.

contacted; the remaining 713were not contacted due:to disconnected numberg

cc no answers. Of the 1,204- persons contacted, only. 170*itk.1%) refused .

to cooperate. Thus, the cooperating, 1,034 persons comprised a response

rate of-85.9%.

,. The drawn cases for the post-treatment survey consisted of 1,915

telephone listings. .0f this number, .1,169 (60,8%)persons were successfully.

contacted; the remaining 750 were not contacted due to disconnected numbers

or no answers. Of the 1,165 respondents contacted; 157 (15.5%) refused

to cooperate. Thus, the 1,008 cooperating persons compriseda response

rate of 86.5%.

IALgetgro2klanALIheUr Media. Use

Thig study was Iniddeciasa model for identifying target groups to be

the recipients of irifbrMation aboth vocational and technical education

programs and for determining if the information levels of, targetgroups

could be raised. The moderentail% the identification of information needs of population subgroups as identifiable by demographic characteristics of

,.- . . . citizens 6 an- institution's. servicearea. Because the literature hasfrequently'

.1 . usedintonie andaracial groupSl as-poputatlon subgroups for study, the target ,..,

groups in this study were definedin terms of these characteristics.,Specifically

- , / the target groups of study Were "low-income black" and "low-Income white" . . , Although the high-income black and high-incOme white categories 'were not con-

sidered to be target-groups, data on,them were available and, therefore, they

were included in the study to determine ithey also showed, change in levels of

Inforination. A dlmiding line of$7,000 a yea'r was used to separate the

categories of "hiih" and "low" incomes because about half of the cases in both

. surveys fell below that figure-and half fell above it. Thus,'"high income"

refers to an' annual family income'ot $7,000 or bore, and "low income" refers

'to an annua wilily income of belOW $7,000.

The distributions of-respondents in -both surveys:areShown'in Table 1,.

The table shows that'107 (_10.3%)of the pre-treatment respondents

were low-income blacks, 381 (36.8%) were low-income wiliteS; 125 (12.4%) f 1 of the pOst-treatment respondents wereow-income blacks,.and 395 (39.2%)

were low - income "whites.] The percentages in the income /racial group Ct4A. categories were similer'ifor both-theplc-treatment and post-treatment surveys.

TABLE/1 "Ni Income/Racial Groups of Pre-Trerent and Post-Treatment Respondents

e- reatm1en os rea men

Absolute Relative. Absolute Relative Frequency Frequency Frequency' Freqncyue (%) (%)

Low-Income Black 107 , 10.3 - 125 12,.4, Low-Income White 381 36.8 395 39.2 . High-Income Black . 50 4.8 41 . 4.1 .High-Income White 465 45.0 429 42.6 Missing 31 es, 3.0 18 1.8 . Total 1,034 100.0 1,008 100.0 24 S

_4 (In order to determilhe what existing media would be most appropriate

for conveying vocailonal and teOlnical education program information to

target population groups, data on media use were collected and categorized eaccording to income/racial groups. The most' appropriate media werethoie'

used mostby .targetarget population groups. .

/ , ; . Televisionsa e./ The croSstabulatioh orincome/racial groups by the

time responden said he spent daily watching eievision is *_)ownin

Table 2. According to that table, 43.6% bf low-incothe blacks and 34.6%

of loOincome whites said they watched television' four.or more hours a

day. Also,, Table 2 revealed that 88.8% of....Thw-incOme blacksiolt 31.5%

of low-income whites Indicated, they viewed at- 'Bast some televisionally.

These television viewing patterns of low-income groupsderee with

results of previous media use research, particularly studiOS by Alien

(1360 and by Gre&berg and Dervin (1370).Allen found that black ghetto

. .. residents In P1ttburgt1 viewed television extensiVelY,,,and.Greenberg and

Dervin found that low-income-groups, particularly blacks, devoted .

considerable.time to television viewing. -*

The crosstabulation of income /racial groups by time of day respondents

watch television most is showpein Table_3, fn al:I:income/radial categories,

the ma.Mority of respondents who indicated they were television viewers said

they watched television most during the 6:00,710:00 P.M. period.

. Table 4 presents data on the preferred television channels of those

respondents who indicated they watched televisionlikhe table reveals a

. strong preference for WESH, Channel 2,in Daytona B6ch, Florida; 72.0%

of the low-income blacks and 47.7% of the low-income whites said they

25 Income/Racial 'Groups of Pre-Treatment Respondents TABLE 2 Count ByLess. Time Spent Watching TeMviiion Paily1 - Four Group .Tot % ColRow % HourOneThan HourOne- : HoursTwo - Hours'Three 1 tiOrpHour,Or s` None 4 ResponseNo TotalRow 6 23 . 1511 . - 4.. 6 = . 3 107 Low7Income Black 7.64.7 4 -5.6 6.7 21t510.1 14.0 7, -7 : , 43.013.5- 17:6 8.4 10.0 0,.32.8 ,-1 10.7 0.5 27 0.6 2.3.82 1.5 4.6 , 0.9 18 ' Low-Income White N\ 0.97.1 58.2 3.48.9 34 36.021.5 8.2 37.819.4 7.4 74 58.734.613.2,- I32 35.3 4.71.11 - -. 14' 46.7 1.43.7 38.1.381 Cr)r0 2.7 .7. 9 I , . High- income 6.0 33 8.04.5 '4 18.0 3.9 24.o 6.1 12 34.0 -115.0 - 2.0 13.3 8.0 4 5.0 50 -4/ 0.34.5 31 0.4 45 0.9114 * 1.2 95 .1461:7 0:1 23 -, 0.4 9 463 High-Income White' 47.Q 6.74 . 50:6 9.7 50.024.6. 048.5 20.5 42.8, . 45.1 5.0 1.9 46.3 . 30.0 3.1 4.5 11.4 9.5 14.6 2.3 0.9 . ToealCollen 6.6 66 8.9 89 22.8, 228 * 19.6, 196 . 34.1 341 5.1, 51 . 3.o 30 , 100.0-1001 The-numericNumberof Missing--Observations= count for low-income 33blacks who spend less,thanNumerous tables in this report fbilbw this format. An'ilTustratio one hour dal Nofly howwatching to use television these tables,follows: is 5 (count)'. 5ofThese casesthe 5cases,66 comprise (column constitute .5%total) (tof V low-income4,7% (row blacks%) of the;who. total spend 107 less low-income than bIaCk tot; is Thal responderits. qpe hour deitycases w4Ching'television. (row total) and 7.6% (col %) These Income/Racial Groups of PreTreatmeht Respondents By Time ofDay Watch Tele0Sioh Most TABLE .3 ' CountRow . .. ..,6AM- 11.11.11WYM.011.1.11.....1.110AM 2PM . 6rm J0pm-, to ' to to' to * ' All 1 i . TotCol % 10AM a . 2PM 6PM 10PM 2AMt9 All.Day .Evening TotalRow' Group 1.s . Low-1 ncome' Black 4.4 4 A 4.4 4` ' 12.2 13 - 60 '-- 1.1 , 1 10 .9! , 1.1.L. 1 - 10.4 90 ' . 13.3 0.5 11,4 0.5 14.1 1.3. 66.7 6:99.4 20.0 0.1 15. 1:0 ,4.2 0.1 ° , low-Income White. 3.4 11 5.0 16 '11.8 38 70.3 227 0.3, 1 6.5 21 2..8 9 37.3 323 ro . ' 36.7 1.3 45.7. 1.8' 48.7 4.4 26.235.6 20.0 0.1 . , 36.2 2.'4 37.5,.1.0 . r High - Income Black 6.0 0 :0:0 ~ 0 8.7 4 76.i 35 , 0.0 0 10.9 5 4., 2 . 5.3 46 ,. 0.0 0.00.0 . 5.10.5 4.05.5 0.00.0- 8.60.6 0.28.3 ' 15 15 25 315 3 ' 23 12 408 High-Income White 50.0 3.7 42.9 3.7 32...: 6.1' 1 . 49.577.2 60.0 0.7 . 39.7 5.6 50.0, 2.9. J47.1 1.7 1.7 35 2.-9' 78 36.3 637. 0.3 5 2.7 58 1.4 '. 24 867 fy Number of Missing Observations A 167 Total'Column 3.5' 30 A4,0 9.0 73.5 .11.6 .6.7 2.8 100.0 it TABLE 4 Count, ,lncome/Raciafproups of Pre-Treatment ReSppndents By Preferred Television Channel 4 , GroUP TotColRow % '% WESH WFTV- WTLV WDBO 'WJXT WAS WUF1 .14LC1, WCJB .1) r WFLA WEDU TotalRow R -11 40 Low-income Black, 72.0 59 4.9 4 2.4 2 6.1 5 1.2 0.0 0 1 4.5 4 7.3 6 ' 0.0 4.,o a.0 11.9 82 J 14.5 16.0 0.6 40.0 11.9 0.18.3 '0.0 0.16.71.2 8.30.6 18..2 , 0.0 8.5 0.3 0.7 0.0 0.0 , Low-Income White 30.047.717.7 122 28.0 2.71.0. 7 20.0 0.10.4 1 .42.9 2.67.0 18 41.7 2.00.7 5 60.812.1, 4.5 31 33 3.- 2.00.7 .5 45:8' 3.08.2 21 51.5 2.56.6*Tr 57.1 3.59.4 24 45.5 0.72.0 ,r 37.0 256 (.0 High-Income Black 85.0 34 8.05.0 2 a. o.o0 0 a 2.42.5 8.32.5 2.02.5 1 0.0 0 o.0.0 o 2.5 0.0 0.0 .0 ,5.8 40` 8.4'192 0.3 12 0.0 2 0.1 18 0.1 ' 5 0.1 19 0.0 9 0.0' 23' o 3.0 9 0.0 18 0.0 6 4 313 High- Income White 27.847.261.3 48.0 3.81.7 40.0 0.3 42.9 2.65.8 41.7 0.71.6 ,.;57.3 2.76.1 60.0 2.91.3 47.9 3.37.3 - 27.3 2.91.3 42.9 2.65.8 54.5 1.01.9 - 45.3 Number of Missing Observations = 343 TotalColUmn 58.9 407 3.6 25 0.7 5 6.1 42 1.7 12' 7.4 51 2.2 i15 6.9 48 4.8 33 6.1 42. .111.7 100.0 6910 24

preferred WESH. One rempnn for the highpreference for WESH, accordiilg to

respondents,, isthat many residents of thisarea receive the 4est video and

audio signals on this channel. In addition to. WESH, the tpievision'stations

mentioned by respondentswere: WFTV, Channel 9, Orlando; MI4 Channel 12,

Jacksonville; WDBO, Channel 6,'Orlando; WJXT, Channel 4JacksonviIle; WJKS,,

Channel 17, Jacksonville; WUFT,thannel 5, Gainesville; WLCY, Channel.16,

Largd; WCJB, Channe20 inesville; WFLA, Channel 8', Tampa; and WEDU,

Channel 3, Tarripa.

Radio usage. The crosstabulation of income/racial groups with the time

respondents spent daily listeningto, the radio is shoWn In Table 5. It can

be observed from thiS table that 62.6% -of the low-incoine blacks and 61.1%

of the low-Income whites listenedto the radio at least some daily. Further,

54.2%, of the low-income blacksand 46.9* of the 16w-income whites listened to

radio at least one houror more daily.

These findings on radio listenershipsuggested less radio usagely

low-Income blacks than reported inthe study by Allen (1968). Allen found that black ghetto residents in Pittiburehspent an average of five-and-a-half hours a day listening to radio. However, Table 5 shows that only 14.0% of the low-income blacks inthis study saidthey spent four or more hours a day listening to the radial.

Table 6 presents the results of crosstabulationof income/racial groups by time of day respondents listen to theradio. The highest number of responses fell in the 6:00 -10:00 A.M. period, with the slcond highest percentages occurring in the 'hall day" category. Of the low-income blacks who,answered the question; 70.0% said theywere most likely to listen to the radio in the 6:00-10AO.A.M: pelood, and 10.0%indicated "all day".

29 qv. TABLES ,' Income/Racial Groups of Pre-Treatment Respolidents.By Time Spent Daily Listening to Radio .17 4 '-c . ColRowCount % % OneTAanLiss One TWO. Three MoreOrFour No Row Group Tot % Hour i I. .. / L.J.kz4( - . Hex's Hours Hour's ..' Nane Response Total Low - Income Black 0.95.98.4 9 10.12.1 1.3. '13 :14;6 17.8' 1.9 19 17.210.3 1. T Al 14.0 7.7-1.5 15 33.612.8 '36 -TO": .0.4 8.2 4 _ 10.7 197- ) , , , '3.b .- Low-Income White 14.2 54 36.412.4 ,. 47 11.3 43 - 3.7 14 19.5' 74 32.1 122 6.8 26 .4 i 38.0. 380 4.1 : 35.5 5.4 4.7 i ,330. 4.3 21.9 1.4 37.9 7.4, A3.312.2 53.1 2.6 . -- . HigltjnctimeSlack 16.0 8 28.0, 14, ":" 10.0 5 10.0 5 .16.0 8 '12.0 6, 4 50, 0.8-5.3 81 10.9 1.4 0,53.8 0.57.8 -OA' 4.1 2.,10.6 0.48.28.0 5.0 High-Income White 17),4' 11.9 55 13.6 63 -1.9 34 21.1 98 25,4 118 3.2 15 1 - 46:4 464: $3.3 8.1 -' 42.6 9.5 . lift.13 48.5 53;1 1.4 50.3 9.8 -11A 41;8 :3?1 -Number_of MissingObtervattops TotalColumn 15.2. 152 = 33 12.9 129 13.0 130 6.4 64 19.5 195 28.2 282, 4.9 49 ", - 100.0.1001 Ps% o Cncome/RacialGroups of Pre-Treatment--Respondents By Time of pay Listening to Radio,. TABLE 6, Count . Row % 6AM 10AA 2PM 6PM 10PM ' 2AM Grou 4... Tot % 661' % to10AM 2PM.to 6PMtd- 10PMto .to 2AM 6AM,to All TotalRow - 4z 4 4 3 I 0 ,, 6 6o Low-IncoMeBlack 70.016.1 8.3 ' . 6.7 0.88.9. 13.8 0,46.7 10.0 0.65.0 0.28.31.7 ' 0.00.0 10.0 ifs&1.2 11:8 Low-Income White '.40.45 67 9.6 16 8.4 14 8.4 14 ' 2.4 4 1 , A 50 , 166 13.225.7 35.6 3.1 48.3 2.8 46.7 2.8 33.3 0.8 loo.b. 0.20.6 . 38.230.1 9.8 32..6 High-lricome Black 63.9.8.8 23 _ 0.0o ' 0.0 0 3.32.8 1 33.3ii.i 4 0.b0.0 22.2 6.1 8 7.1 36 . 4.5 - - 0..0 0.0 11 0.2 0.8 0.0 . 0 1.6 High-Income White 49.452.2 129 , 55.610.1 as 37.9 4.5 4o.0 4.9 12 25.0 1.2 3 0.0 51.227.1 67 48.5 247 25.3 4.9 2.2 '2.4 0.6 0.0 132 . ,... 1- Number of Missing Observationi = 525 TotalColumn, 51.3 261 8,8 45 5.7 .29 5.9 30 2.4 12 0.2 1 25.7 131 -.100.0 509 27

Of the low-Incomewhltes Whoanswered the question on the time.of day they

listen to the radio, 40.4%,responded In,the'6:00-J0:00A.M. category and

. 14 30.1.% answered in the "ail day" category.

The preferred radio.stations,df radio-listening respondents are given

in Table 7. The radioStations mentioned by respondents as stations they

preferred were: WMOP, Ocala; WTMC, Ocala;WAPE, Jacksonville; WPM

Jackonvilie; WWKe, Ocala;WSLC, Clermont; WORJ, Orlando; WTRS, Ounnelion;

'WFUZ-FM, Ocala; WOKB,, Winter Garden; WDBO, Oryando; WZST, Leeiburg; WDVH,

Gainesville; WLQH, Chiefland;WGVL, Gainesville; WFAM-FM, Jacksonville; WRUF,

GatnisvilleCWWW-F8,Clearwater; WYSE, Inverness; WHOO, Orlando; WLCY,,

St. Petersburg; WQIK, Jacksonville; WGTO, Cypress Gardens; WWJB; Brooksville.

Table 7 showyEhat tmo_stations (WHOP,, 16.0$, and WTMC, 46.0%) 'were

chosen as "preferred radio stations" by the highest percentages of low-income e black reSpondents who answered the question. Five radio stations received

ti*hIghest number ofresponses frolllow-tncome whites who answered the

,question: WHOP, 23.0%; WTMC, 12.5%; WTRS, 15.4;WFUZ-FM, 14.5%; and WYZE,

12.5%; Two radio stations WHOP and WTMC -- appear to have been the most

popular, with all .incomejraciat groups;

Newspaper usage. The daily amounts of time respondents said the/ spent

reading newspapers are shown in Table 8. This table'shows that 77.5% of

1 income blacks and 75.5% of low-income Whites said they read newspapers

daily; 92.0% of high - income blacks and 88.7% of high - income whites said they

read newspapers-daily.

these results are somewhat similar to fi,ndihs in'a previous media

use study. Rees and Paisley (1967) found that income was a strong preplictor of newspaper use with newspaper reading doubling from low- to high-income

32 4. Income/Racial Groups Of Pre-Tre4tment Respondents By Preferred Radlo-Stations TABLE 7 CotintCol.Row % WHOP WTMC WAPE , WP WWKE WSLC WORJ WFOZ-FM WOKB: WDBO> WZST . ' . OAS 91-2R27..2L2L, . . -1 -. 1 1 1 BlackLow-Income 16.0 8,0 8 19'.546.0 23 9.12.1) 66.7 4.0 2. 17.210.0 5 100.0 2.0 12.5 2.0, 1 2.0t.8 /- 0.00:0 0, 664 4.0 2 42.5 2.0 0.00.0 0 1.7 .4.9 . 0.2 0.4! 1.1 6:2 0.2 0.2' , 10.0 0.4 . 0.2 0.of 35 19 3 6 3 - 0 2 23 22 1 . 3 .3 WhiteLow-Income 35.023. 7.5 - 16.112.5 4.1 27.3 0.62.0 0.0 -10.3 0.6,2.0 0.00.0 25.0 0.41:3' 41.815:1,4.9 39.314.5 4.7. 33.3 0.20.7 37:5 0.62.0' 50.0 0.62.0 5 17 . 1 c' 1 ,- 445 ' 0 0 ' 0 0' 0 ' 0 6 His-Income . .'' 17..1 58.6 3.4 3.4 17.2 6.0 0.0 0.0 0.0 0.0 0.0 0.0 ' Black 5.0 14.4. 9.1. 33.3 - 17.2 0.0 0.0 '0.0 ok-o . 0.0 High-Income 22.1 1.1 52 . 3.6 25.1 39 0.22.6 6 .0.2 0.0 0 6.81.1 16 *0.0 0.0 0 40.0 2.1 5 13.2 0.0 31, : 14.5 0.0 34 J 0.0, 0.6 0.0 0 0.01.7 .4 0.0,1.3 3 White , 52.0 1.2 50.012.7 54.5'1.3 0.0 55.2 3.4 0.0 62.5 1.1 56.4 6.7 - 60.7 7.3 t . 0.00.0 50.0. 0.9 § 50.0 0.6 . 1 ' . . - . TotalColumn 21.5 too 25.3 II8 2.4' 11 0.6 3 ' 6.2 29 0.2 1.7 8 IT.8 .55_ ' 12.0 56 0.6 3 1.7 8 1.3 6 Jr Income/Racial Groups of pre-TreatMent Respondents By. Preferred Radio Stations. TABLE 7 (cont.) Count , TotColRow % % 'W Xt'irFM It0.16. Grow , . WRUF .WLCY 'WOILCIA/GTO 's144..18 Iiita1., WOW AO WGVL WFAM-FM . . WYSE: WHOO . , Low- Income 2.0* 1 6.0 3 0.0 0 -- 0.0 '0 .2.0 1 0.0 0 0 0.0 0 04.. ,0 0.0 0 '' . ,040 0, .0.0 . 0 * -,, i 0..7 56, , Black % 10:0 0.2 18.8 0.6 0.00.0 0.0 20.0 0.2 ' '0.0 '0.0 06.00.0 0.0 0.06.-0. ..Y.O '0.0 6.6.. ,0.6 - I 1 OA .15.0', . . .1 '-0:0'' 0.0 . 5 4 1 19 3 a %1 . .' *1' , 0 Low-income . 3.3 2.6 0.0 0 0.7 1.3 2 04' 0, 12:5 ,2.0 '1.3 :O .7 '40.7 -0.0,- : /152 WhEte 50.0 25.0 '0.0 50.0 40.0 .0.0 . 32.6 1.1 0.9 0.0 0.2 0..4 0.0 '4.179:2 '15.0 o,6 f 19,0.0.100.o. o.4 0.2 400.0 6.2 -6.00.0 ,0CIS2 High- Income , 0.0 0 0.0 0 0.0 0 . O. 0 - 0.0 . .0 - 0 4 0 . ' 0. g0 6'.0 0 29 Black 4.0 0.0 o.o0.0 0.0 0.00.0'0.0` , 'b.o 0.0 -o.o 0.0 o.oo.o* 0.0'o.o 0.0k'0.0 0.o. -o.o No 0, 0.0 6.2 4 9 1 I 2 1 0.0 5 0.0 1 0.0 0 0.0 O 'o.o 0 0.0 1 235 WhiteHigh-Income 40.0- 56.30.91.7 1.93.8 100.0 0.20.4 50.0 0.20.4 _ 40.0 0.40.9 N 100.0 0.20.4 20.8 2.11.1 25.0 0.4 ,o.o0.0 '0.0o-.0 '0.00.0 100.0 0.4 50.4 Column 10 16 '1 2 5 24 0.2 4' 0.0, 2 0.0 1 .0.'0 1 0.2 1 466 Number of Missing Observations Total 2.1 3.4 0.2 = 568 0.4 1c1. 0.2 5.2 0.9 0.4 0.2 4 0:2 0.2 100.0 Income/Racial Groups'of.Pre-Treatment Ret'pondentsBy Time Spent Daily ReadingNewspapers TABLE Rope%Count _ ThanLess . to ill f About Four ., Grou TotCol % A PourHalf HourOne Houi.One . TwoHours Hours'Three ,MreHoursor .. . None ,., ResNo nse . Row Total Low-Income:Black 29.912,9 32 29.911.6 32 12.1 5.2 13 8L24.7.- 5 0.00.0 0 20.0 0.9 21.718.7. 20 6.13.7 10.7 107 3.2 75 3.2 88, 1081'3 0.5 26 0.0 3 0.1 3 2.0 47 0.4 31 , 381 Low ...Income White 30.119.7 7.5 32.o23,1 8.8 43.428.31p.8 , 42.6 6.82.6 60.0'o.8'0.3 60.0-0.8 0.3 51-112.3 4.7 47.o 3.18.1 38.0 High-Income Black 38.0 1.97.6 19 .40.0 2.07.3 20 10.0 0.52.0 5 0.23.34.0 2 0.0 0 0.0 0 0.36.03.3 3 0.12.01..5 5.0. 50 High-Income White .26.5 49.4 123 49.129.1 135 49.426.5 123 45.9 6.0 28 1 40.0 0.4 20.0 0.2 1 23.9 4.7 22 45.5 6.5 30' ->, 46.3 464 12.3 13.5 12.3 2.8 . ,..: 0.2 0:1 2.2 3.0 TotalColumn 24.9 249 27.4 275 24.9 249 6.1 61 0.5 5 0.5 5 9.2 . 92 6..6 66 - 100.0 tool Number of Missing Observations =. fr. 31

ltvelS. The pre-treatment-survey 'showed ad average of 11;'8% difference,

between the.percentages ofi 10W- tdcome respondents who said,:they read

newspapers daily and the high-inc'ome respondents who gave similar responses'', <7

with the high-income respondents,reporting,the higher percentages of

newspaper daily readershiii. .f.'

The newspapers that newspaper - reading respondents said they read most t

/ - are shown in table 9 which is a crosstabutation oflpcome/radial groups

. with newspapers read most. The newspapers respondents mentioned when asked

hat newspaper§ they read most were: the Ocala Star- Banner,, the Orlando

Sentinel, the Tampa Tribune, the Florida' Times-Union, the Miami Herald,

/P . the Marian _Gazette, the 11,Pesta, the Lake County Lake News, 1 .

fi the Voiceof Sough lion, the Gainesville Sun, 1the Jacksonville Journal,

the Williston Sun, the Levy County the Chiefland Citizen, the

/ Citrus County Chronicle, the Crystal River Suncoast Sentinel, The Poster in

Homosassa Springs, the Beverly HiJls Inquirer, the Inverness Advertiser,'

and the Tampa Times,

. Table 9 shows that the Ocala Star - Banner was the most frequently

mentioned newspaper; 73.3% of the low-income blacks and-38.3% of the

low-income whites said they read the Ocala Star-Banner more than any other

newspaper.

Movie usage, Table 1s0 shows the frequency of movie attendance by

,income /racial groups. The table reveals that 25.1% of the low-income blacks

and 15.7% of the low- income whites said they attend movies; 50.0% of the

high-income blackscand 39.7% of the high- income whites said that they attend

'movies.

Data on respondents' favorite nights for attending movies are presented TABLE 9 . - incomeXacial Gtoups of pre- reatment'R'espondents ' By 'Nowipaper Rea Most. r Lake ." Voice Or- . . , - CountRow % Ocala lando Tampa ' Fla. . Miami ,Marion'Ga- 'St. Pete 'Lake.Co. ' South of' \dileGaines - Col %. Star Senti- . Tri- Times Sun' Group Tot % Bann. net "burie. 1 Union Herald zette ' 0 ' Times. 0 News '0 'Marion 0 8 ' - 61 8.6 7 1.2 2.5 2 0.0 0 0.0 0.0 0.0 0.0 ----1.9 BlackLow-Income 75.313.9 7.5 a."7.8 0.10.8 .20.0 0.2 0.00,..0 0.0'o:o 0.00.0 0.00.0 0.0 ' 17.4 1:0 115 33 ' 24'4- 72 , 1.0 3 0.0 0 0:0 0 31..0 33 0.0 0 0.5v 1 6.7 20 .4,1 ski WhiteLow-Income 26.238.314.2 .36.7 11.0 4.1 54.5 8.9 i 30.0 0.4 : 0.0 0.0 60.0 4.1 ' 0.00.0 100,0 0.1 43.5 2.5 39 11.1 5 " 2.2 1 0.0 0 0.0' 0 0.0 o 0.0 0 0.0 0 0.0 0 0.0" 0. ' Black .High- income 86.7 8.9 5.6 0:10.8 0.0 . , 0.0' 0.0 0.0:0.0 0.0 0.00.0 0:0,0.0 oil°0.0 . 4.8224 0.6 .45 58 5 3 1 ' , 22 2 0 lt WhiteHigh-Income_ 27.751.058.5 . 50.011.7. 5.6 43.9'7.215.1 50.0 0.61.3' 100:0 O.*0.8 100.0 0.3'0.1 _40.0 2.75.7 . 100.0 0.50.1 1 0.00.0 39.1-2. 4.7 TotalColumn 54.3 439 11.1 90 16.3 132 1.2 10 '0.4 3 0.1 1 V 6.8+55 0.17_ 5.7 46 to IncomeiRacial..Groups of Pr ie-Treatment Respondents By Newspaper- LReffid.Most . TABLE 9. (cont.) , . ,Count . County.Levy Chief- =County. cRi.VerCitrcis Crystal -The , Inver- ColRow % Jour-Jax W1111-stori Jorir- land 'Home,Poster , Bevly. ness , . Hills " Adver-. Tampa Group'. Tot %, nal Sun nal . . zen pti-Chron- Suncst. idle.. Sentin. Sos. , in . tiser Times TotalRow vo. BlackLow-lhcoMe '0.0 0.0 0 , 100,0 0.11.2, 1 0.0 o 16.7' 0.11.2 1, , o.a0.60.0 0 03000.0_, :0 , 0 ,, :0.0 ' . ,0.0.0.Q.. '0 .. 0.0OA,0.0 6, ,0:0'0.0 .0 . -00.0 10.0 81 1 0 0 2 14u 1 . 1.:, 1 ''' 2 , - 1" '300 WhiteLow-Income T-0.3 0.0 0.0 33.3- 0t7 87.5* 4.7. 0.3 0.3/t 100'.0 0.,3 , 0'.-7 0.3-,i '' 37.1 it4 - . 100.0 0.1 0.0 0.0 0.2 1.7 100.0 0.1 100.0 0.1 100.0' 0.2 , 100.0 0.1 a.) BlackHigh - Income A. 0.0 O 0.0.0.0 0 0.% '0 0.0 `0 ' 0.0 0 . , 0.0: 0 0 04,b. 0 40 i ' 0 45 0.0 0.0 0.0 olm0.0 0.0 ,,.. 000.0 o.a0.0 oa0.00.6. 1 0.0 . 0.0 5.6 a ,,,, 0 0 1 3 . 2 , "0 0.0 0 0 o.o 0, l o 383 . . WhiteHigh- Income 0.0 0.0 100.0 043 50.0 0.8 12.5 6.5 . '0.0 0.0 0.0 040,,0.0.. 0.0 . 47.3, t 0.0 0.0 0.1 r 0 . 4 0.2 ',, 0.0 0.9 0.0 4 e 0.0 -, o.o, 0:0 , Column' 1 1 .- 1 6 16 . '' - - 1. 2 -` 1 809 : .1 'Number olMissing Observations = 225 Total 0.1 0.1 0.1 0.7 " 2.0 0.1 0.1 ' 0.1 0.2 0.1 100.0 % Income /Racial. Groups of Prv:TreatMent Respondents TABLE 10 Count Several By Frequency of Movie AtteWranc , tr CO1Row 4%% Timea- PerOnceAbout' ' aTimesSeveral ' AboutOnce a ThanOnceLess a Low-IncomeGrous Tot % Week 0.o 0 Week 2.8 3 el 6.5 Month 7 Month 6.5 7 Month. 9.3 10' Never 69.2 74 No Answer 5.6 6 TotalRow 107 Black 0:0'0.0 0*. 23.1 0.3 4 . 15.9 0.7 9 : 18. 0.79.7 1.06.2 29 10.9 3087.4 20.7 0.6 13- 10.7 381 0ej WhiteLow-Income p.o,0.00:o 30.8 0.41.0 ; 0.9 20.5 2.4 25.0 4.71.8 (\ 18.0 7.62.9 30.745.480.8 44.8 3.41.3 38.0 1 . 2 4 6. li 23 2 74? 50 BlackKrgh-Inc2me . 16.7 2.0 . ' 15.4- 4.0 ' . 9'.18.0 12.0 8.3 24.0 7.5 46.0 3.4 4.0 5.0 *1?1, 0.1 5 0.2 4 , 0.4 '24 0.6 41 '. , 1.2110 2.3 0.90.,2 8 465 High - Income .,... 273 _.- 1.7 White - 0.583:3- 1.1 .30.8' 0.40.9 54.5 5.22.4 :AO56.9,8.8 . l''' 23.76813 0, 40.358.727.2 27.6 0.8 46.4 4. Number of Missing2,0bservations TotalColumn 0.6 6 :31 1.3.13 4.4. 44 *7.2 72 - 4 16.1 161 67.6 678. 2.9 29 ' 100.0 1003 S.

in Table 11. The highest percentage (56%) 4 low-income black respondents

said they.had no favorite night or nights, for attending movies. However,

t.7% Indicated "Sunday", .9% said "Saturday", and 4.7% indicated "week

thus, 10.3% of the low-income black respondentt favored movie attendance

on weekends., The highest percentage of low - income whites(7.6%) saki

they had na favorite night or nights. for movie attendance.

The-movi theaters that movie-going respondents said they preferred to

attend are shown in,Table 12. The theaters that the-respondents said they

preferred to attend Were: the Florida Theater in Ocala, the Ocala Twin

''ITheiier, the Ocala Drive In Thealter, the Skylark Drive in Theater in ticala,

the Springs Theater in Ocala, the Plaza Theater in Eustls,,the Vista Theater

in Leesburg, the Suburbia Drive In Theater in Gainesvhile, the Arcade Theater , in Williston, the Chief Theater in Chief land, the inVernes%.Theater,. and

the Springs Theater,inCrystal River.

Tahle 12 indicates movie-goinincoMe blacks primarily preferred two

theaters;- the Florida Theater was Mentioned' by 42.9%'and the Ocala Twin was

mentioned by 28.6 %..Movie-going low-income whites Primarily preferred two

theaters: the Ocafa Twin (37.0%) and the Spring Theater (22.7%Y.

Conclusions on media use., Findings from the pre - treatment survey on the

. 4

me d.is use habits of respondents illustrate that differentpepulatldn groups . have ifferent media use patterns. These patterns should be considered when i _ designing an information campaign to disseminate vocational and technical

education program information to target population groups.

Comparison of Pre-Treatment and Post-Treatment Sample Characteristics

It is possible that'random variation could haire resulted in differences

4c et lhcome/Racial Groups of Pre-treatment-Respondents & Times of MoVie Attendance / - TABLE 11 ,Group Tot % ColRowCount % daSun- dayMon- Weddaynes- - Thuils:- dayFri- Satur- Week =- Week-. Combi7 days Other Favor-Noites No Appli-Not Row ' s, '5 0 3 da- 4 day 1 ends 5 :0 nations 1 6 Answer cable 78 Total k BlackLow- Income '38.5 0.54.7 0.0o.o 60.0 0.3.2.8 100.0 0.10.9 15,4,3.7 9.4 .o.i 2.40.9 11.9 0.54.7 0.0 25.0'0.90.1 $ 5.6 0.6,.4'.5 , '13.6 2.8,0.3 3 72.911.0 7.8 104 107 2 1 \ '6 o, , ,. WhiteLow-Income L 0,5 0.2 50.0 0.10.3 0.0o.o 0 o.o0.0 0 23.1I.O.6-, 1.6 22.0 0.92.4 9 19.0 0.82.1 8 Ico0-90.0 0 ,a.-0 0.0.0,6 2,2.0 .7.62.9 29 -* 27.3' 0.61.6 6 31.945.284.0. 320 38.0 381 4:11 BlackHrgh-Income 15.4 9.24.0 2 0.0 0 0.00.00.6 0 0.0 0 4.00.27.7 2.. 14.6-:12'.0 0:6 6 li.o0.24.8 2 , 28'.6 4.o 2 25.0 2.00.1 I 18.o 6.8. 9 13.6 0.36.o, 3 46.b 3.2 23 5.0 50 4 1 2 0 14 25 27 0.21.1 5 k 2 0.9 88 Io 2872-3' '465 igh-IncomeWhite . 30.8 0.40.9 50.0 0.10.2 4a.0 0.40.2 0.60.0 53.8 3.01.4 61.0 2.55.k 5'.-2.7 tA.3 5.8 71.4 0.5' 50.0 0.,20.4 66.718.9 8.8 45.5 2.21.0 28,640.561.7 46.4 Column 13 2' 5 I 26 41 42 7 4 132 22 708 1003 Number of Missing Observations. Total 1.3 0.2---J., -- .5 31 0.1 2.6 4.1 4,2 0.7 0.4 13.2 2.2 70.6 100.0 ' Income/RaCT61.Groups of By Movie TheatersA TABLE Attended MostPre-Treatment Often Responaents12 , . RowCount % Fla. - Ocala larkSky- Su- Group Tot % Col % OcalaThbtr. TwinOcala DriveIn' .OcalaD.4. Them'Sprgs. Plaza Leei-Vista Gaines'-burbia ArcadeWillis- Chief-Chief Inver- Cryst.Sprgs. . A , 1 . 1 Ocala Eustis . bur . ville ton land ness,. % River, Total Low-Income , 42.9 6 28.6' 4 7.1 "4-7.1. 7.i 1 0 1 0 0 0 0 , 14 Bladk 54.5 4.9 3.39.1 e,- 20.0 0.8. 50.0 0.8. 0.82.4- 0.00.0o.oe '0.00.0 50.0 0.8'7.1 0.00.0.0.0 0.00.0 , 0.00.0 0.00.0 11.4 .White Low-Income 0.00.0 0 22.737.0 10 40.0 7.4 2 0.0 0 22.2 6 0.0 0 3.7 I 3.7 I 7.4 2 0.0 0 3.7 1 14.8 4 22.0 27 0.0 '.. 14.3 . 0.0 100.0. 50.0 100.0.. 0.0 25.0 141 4 0 0.0 5 8.1 3 1.6. 1 0.0 0 4 4,9 4 0.0 0 0.8 0.8 1.6 0.0 0.8 50.0"3.3 BlackHigh-Income 45.538.5 4.1 23.1 2.46.8, 20.0 0.87.7 0.00.0. ' 30.8 3.39.5 0.0"0.0.0.0 0.0 0 0.0 0 0.0 0 0.0 0 0.0 0 0.00.0 0 10.6 13 WhiteHigh-Income 0.00.0 0 39.i. 27 1.4 i 1.4 1 44.9 31 1.4 1 0.0 .0 0.0 0 0.00.0 0- 1.4'0.0 1 4.30.0 3 p.8-0.0 4 56.1 69 11/1011.11010.1=11, 0.0 22.061.4 20.0 0.8 50.0 0.8 25.273.8 100.0c 0.8- 0.0 0.0 f , 0.0 ioo.A. 0.8 75.0 2.4 50.0 3.3 Number of Missing Observations TotalColumn 8.9 11 35.8 44 4.1 = 9)1 5 1:6 12 34.1 42 0.8 1 0.8 1 1.6 2 1.6 2 _.-.- 0.8 --i- ..,---- 3.3....-..1"."-....."."...."..'...4 6,..9 8 100:0 123 In the demographic ibaratteristics of Individualsin the pre-treatment 7 survey and the post-tretMe*nt survey. Although the same sampling procedures

were used in the post- treatment survey as in the pre-treatment survey, a

comparison of-the samples' demographic datawas made in order to assure their

similarity. The comparison showed that any variations were very minor and

thus, could not account for possible differences inpre - treatment and post-

treatment' information levels.

County of residence. Findings from the pee-treatment survey show

that 633 (61.2%) were from Marion County (of which 406were from Ocala),

286 127.7%) were from Citrus County, and 115 (1-1.1%).were from Levy

County. In the post - treatment survey, 660,(85.5 %) were from Marion

County (of which 394 were from Ocala), 226 (22.4%)were frism Citrus

County, 122 (12.1%) were from Levy County.

Urban/non-urban residency. For the, purpose of this study, "urban"

was considered to be any inCorporated,grea of 2,500 or more. According

to the Chamber`s.of Commerce in the service area of the college, five

'incorporated areas were urban according to this definition. in

Marion County,lIcala was the only area considered urban. to Citrus County,-

Crystal River and Inverness were classified as urban: and in Levy County,

Williston and Chlefland were classified urban.

In the pre-treatment survey, 620 (60%) of the respondentswere

considered urban, and therremaiming 414 (40%)were considered non-urban.

In the post-treatment survey, 578 (57.3%) were considered urban and the

remaining 430 (42.7%) were considered non-urban.

43 1

Length of area !ezidenei The pre -treatment.surVey.results revealed

tat 658 (63.6%) Of I . , the rCsPondents saidthey had ived in the area more

than five years, and 309 (29.0)said between o e and fiveyears. Thus; 967 (93.5%) of the 1,034 pre/treatment respondents had lived inthe area over a year. The post-treatme resultsshowed/hat673 (66.8%) of the respondents

said they had lived in y1earea more t five years, and 286,(27,8%)

said between'one and fiveyears. Thu4/953.(94.5%)of the1,008.p4t-

treatment respondents had lived In/thearea over a year. These hig.

percentages in bothsurveys IndlCate that any lack of Information the / respondents had about vocationaland technical education coultenot be

attributed to the respondents'.living in the area onlya short while.

, I Occupation. The pilmary reason for askingrespondents both their

occupations and income levelswas to assist in determinitheir income

levels If they refused to state their annual family incomes. Howefer,

these data may be of value inplanning,votational and techniCal education

programs and: in identifying target popiolationgroups. Clearly, the

large percentages of housewives inboth surveys reveal potential for

A improving family income throughvocational and technical education.,

Results of the pre-treatmentsurvey show that 281 (27.2W) of the

1,034 respondents said they were housewives and 271 (26.2%) saidthey

were retired; 87 (8.4%) said theywere professional or technical workers;

59 (5.7%) said they were service workers; 52 (5.0%) said theywere salesworkers; and 52 .(5.0%) said'theywere non-farin laborers. _Less-than 5.0%

. of respondents classifiedtheir occupations Inany of the other4

occupation categovles. 40"

In the post-treatment survey, 277 (27.5%) 'of the 1,008 responderits

said they were retiredand 22,6 (22.4%)'said they were hoLseWlyes; 81

(8.0%) said they were professional or 'technical workers; 60 (6.0%) said

they were service workers; 57 (50%) said they were unemployed: 55 (5.5%)

said they were students: and 52 (5.2%) said they were clerical workers. Less

tear 5.13 of respondents classified their occupations in any of the other'.

. occupation categories. c Education. The pre-treatment survey results show that 411 (39.9%)

of the 1,0314 respondents Said completion of high school was their educa-

tional level. ftwever, 287 (27. said they had completed less than a

high school education.!. The remaining 334 (32.3%) respondent?,said they

had completed at least one to three years of college. in.the post-treatment '

survey, 343 (34.0%) of the 1,008 respondents said compiettbn of high school

'vas -their idileational leVel; 319 (31.6%)said they had less than a high

school education; and the remaining 29 (29,.3%) of the respondents said

they had completed at least one to three years of college.

hie. The pretreatment survey results indicated that 284 (27.5%)

of the 1,034 respoindents'said they were 65 or older; 389 (37.6%) were

bbtween 45 and 64.years of age; 65.1% of the respondents were 45 years or

older. Another 266 (25.7%) were between 25 and 44 year's of age. in the

post-treatment survey, 341 (33.8%) of the 1,008 respondents reported they

were between 45 and 64 years old; 280 (27.8%) said they were 65 years or

older; 61.6% were 45 years or older. Also, 257 (25.5%) said they were

between 25 and 44 years of age. 41

Se;.. In the pre-treatment survey 705 (68.2%) of the 1,034 respondents

were female and 326 (31.5%) were male. In the posttreatment survey 699

(69.3%) of the 1,008 respondents were female and 304 (30.2%) were'male.

Race.-BeCause of the small number of non-black and non-white respon-

dents (nine in the'Ore-treatment-survey and 12 in the post-treatment-survey)

,thIS study used only the whrte andblack races. In the pre-,treatment survey

.846 (81.8%) said they were white and 157 (154%) said they were black. in

the post - treatment, survey 824 (81.7%)of the 1,008 respondents sed they

were whiteind 166 (16.5%) said they were black.

Famil Income. In the pre-treatment survey 50Z (48.5%) "of the 1,034

respOnden reported (or it was estimated) they had annual family incomes

of less [than $7,000 and 488 (47.2%) hid annual family incomesof $7,000 e

or more I p6st-treatment survey 493 (:48.9 %) of the. 1,008 respon-

- dents reporte or it was estimated) they had annual family incomes of less

than $7,000 and 476 (47.2%) had annual family incomes of $7,000 or more.

- 'Annual family incomes Information.was net available In 44 cases in the

pre-treatment survey and 35 'cases in the post-treatment survey:

coymarisot re-Pre 4 In ormation.Levels

Description of the levels.. Four levels of Information were designated in

this study, The four levels of information were as follows: A

LEVEL-1: Respondents did not know that vocational and technical education', -;

"".., courses were offered in the area, where such courses were offered, 4T jiyw such'

courses were offered.

LEVEL 21 Respondents knew that vocational and technical education courses

were offered in the area, but did rtot,know where or why they were offered.

46 42

LEVEL 3:. Respondents knew that vocational and technical education courses were offered in tharea and were able to name some places in the area where such courses were Offered. They did not know why such courses were offered.

LEVEL 4: Respondents knew that vocational and technical iduCation courses were offered in the area, were able to name some places in the area wheresuch courses were offered, and gave acceptable reasons as to why such courses were offered. , , The relationships Of the levels of information to the questions asked in the pre-treatment survey and- post-treatment survey questionnaires'were straightforward except for on LeVel 4 (why the courset, were offered).Question 4

("Do you think tax, money ought to be used,to pay for job training courses for people ? ".) and Question 5 ( "Why do you think so? "), were used as indirect means of determining if respondents knew why vocational and technical education Courses were offered. t.

The following were deemed acceptable reasons why vocational andtechnicaleducation courses are offered: Vocational and technical education

- -helps people HO-Jobs. .

-- gives people, entry -level skills.

-- provides people with skills-forpromotion in their jobs.

-- helps improve Job productivity byproviding Job skills.

--.helpsyrovide.more tax revenue (more-skilled people would payhigher,

taxes than they would, without suchskills).

-- helps the community bygenerating more tax revenue and/or training

people for Jobs. ,

-- helpsthe.country/state/community by providing Job skills for ptrsons

receiving welfare assistance and thus helping those peoplefind jobs.

47 11.

f114129122information levels. Table 13 shows the classification of , the targegroupsaccordingto information level for the pre-4reatmen and

post-tr tment surveys. It can be observed from this table that both the lowr 1, Income w ite and lOw-income black targetgroups had a loss in 'percentaga in

the "No Information" level( -8.3% And -15.3% respectively).These losses in

percentage each were statistically Significant at the ,05 level'. it aim)

-should be noted that thviext level (knew that courses were offered ) each in-

creased in percentage; only the increase for tlie- low-income White group was

significant at the .05 le4el. However, the increase.in percentage at the next .

level (knew where courses were ciffered) for theiow-incomblackgroup increased

significantly (.05 level). There were increases In both groups at the "why"

lever, butthtincreases were-not statistically significant at the .05 level.

Apparently, the loss of percentages in the "No information" level resulted' In

increases in percentages in hkgherlevels. f

.While high - income white and high-Incoine blackwere not target groups of prime- interest in this study, it was ;of interest to include thenas Information on them was available as a result of the sampling procedure. It can be observed that in the "No Information" level there was ,a loss-in the high-income white group of 6.1% (significant at the .05 level). An increase in percentage (8.8 %) can be rioted in this group at the "where level (significant at the .05 level).

However, no other statistically significant increase or decrease in percentage for the high-income-grOupsoccurred.

lStatIstical significancewas de ermined from the formula: 4 (1;1 32),t icx2 P191 P292 . n1 n2 Where Pi is proportion in post-treatmentsurvey

p2 is 01-0pcKtion in ere-treetment survey

20c/2 is percentage under 2 curve distribution at .05% levelor 1.96

___K5and n2 are samples of the post-treatment 'and pre-treatmentsurveys, respectively. V

'TABLE 13

`Selected. Target'Groups'elassified by VOcatiOnal and Technical- Education InforMationl.evels.Pribr To and ,After Information DUsseMinailorit

No informatiOn That Where. N Group.' , (4-- 14 4:. 14

-Low-income Prior '63.0' 3.3 31.2 2.5 365 White After 54.7 7.3, 33.7 ' 4.3 395 Difference -8.3* 4.0* 2.5 1.8

Low-income Mor 84.9 1.9 12.3 .9 '106 'Black After 69.6 4.8 22.4 3.2 125 Difference -15.3* 2.9 10.1* 2.3

High:income Prior 42.0 3.9 41.1 1.2.9 457 .White After 35.9 4.4 499 9.8 429 -Difference -6.1* .5 a.si! -34

High-incoMe Prior '6 , 5L1 .1 22.4 14.3 49 a ° Black. After 61.O'' .0.0 34.1 4.9 41 , . , Difference 3. -9 11,7 -9.4

*Significant at\the -.05 level.

6.4

1The_negative nimbers in the "No information" category indicate that subjects gained informatIon'about vocational and technical education between the pre-treatment survey and the post-treatment survey.

tr or,

4S 45

Sources of vocational-andtechnicaleducation information. Table'14 shows ir the sources to which respondents attribute their knowledge of vocational and

.\\ . A technical education information. The single source cited by the most

respondents was "personal contact"; this source omprised 20.0% of the'

. respondents.. The newspaper was mentioned by 12.7of the respondents, and

7.3% mentioned multiple sources. The other sources were mentioned less.

frequently. e.

While a media effect may operate through'personal c ntact, the reason for

the.comparatively high frequency of personal conta t may be dud to the lack of

organized effort to disseminate information i the past. _Since little organized

,effort had been made previously, the percentage cited for the newspaper and

radio most likely were related to efforts of.this pcolect. Therefore, the

newspaper and the radio are the most promising media to WActivly raisethe

level of vocational and technical education information in this area.

SUMMARY AND CONCLUSIONS

This study determined the levels of information abo ut vocationalana

technical educatiOn held by persons in the service area of.Cpntral Florida

Community College. The numbers of persons in income/racial groups at each

level were determined prior to and after an information disseminationcampaign

was conducted to raise information levels.

An analysis -of the results revealed that significant change occurred in

num66rs of pe rsons at the various levols for both low-income white and F low-income black groups.. Specifically, fewer persons were at the "No

Information" level and more persons were Jn the higher levels after the

information campaign.

50 I incoMe/Racial Groupof Post-Treatment Respondents. By Sourde Of tnforMation About TABLE 14 . . . , Vocational and Technica Education Programs ColRowCount '% ' . -'CO- bina- ' 'sdnalPer- . AppNot 11= Itoti* , Tele-. News- , Con- Oon't . , Group Tot %, . tact atoile kriow '. cable. . Total vision111-12_r:gaps4Ltion_' ,0 5 - 4 '14- 3 7 -. , 88 -rm.- 125 - ... - 0, 'Low - income . - , 11.2 2.4 5.6 12.6, Black - -0.0 0,09.0 '. .,1 7.2 . 3.20.45.6 7.1'1.4 0.37.0 17.5 '0.7, 17.670:4 8.9' 14 so-0,. - 0.9 - Low-Income :.8 3 `..30.8 10.7 42' ,6.3 25' 16.5 65 4.1 16 3..3 13 57, 227 . 39.8,394 White 1 100.0 '50.0 33.3 ,34.7 32.8 37.2 32.5 45.3i' 1 0.3 0.3 4.2 2.5 6.6, 1.6 1.3 -23.a . ' i , 0 0 3 2 ' 0 2 41 Htgb-IncomeBlack - 0.00.0- 0.00.0. 0.2.47.3 2.84.9 22.0-0-.9. 4.5 9 0:00.0 '4.95.0 '61.0 5.0 25 4.1 0.0 -0 0.0 3 ' . 0.2 ,41 0.0 0.2 18 c . '161' 2.5 429, White.High-lncdme 0400.0 ,'0.7 50.0. 0.3 57.1-16.8 7.3 72 56.9 4.1,9.6 , 55.625.'611:.1 110 P 55:8 2.145.6 24 4540.14.2 32.137.516.3, 43.4 . -;-"J ha 4 Colgmn 3 6 126 72 204nr 10 43 4.0. 40 501 . 100.0 989 NuMber of Missing Observations = 19 Total 0.3 -0.6 12.7 7.3 4.3 :. ., 50.7. . 47

Summing the percentage of increase for each informatioin, level (excluding

';No information") resulted in a total of 29.6. Applying this percentage to

the total low-income white and black target groups in the information campaigk

area gives an estimated 12,500 of such persons who-had Intl-eased-levels of

In formation.

The results of the_pre-treatment suryy on levels of information

substantiate findings reported by Dobson and EdwardS (1971) on their 1971

statewide survey of Florida residents. Dobson and Edwards found that levels

of specific information about vocational and technical education-opportunities were extremely ,low, and persons in lower status groups-- those most rikelyto benefit from vocational and technical education courses --'had less information about vocational agd techn!,:al education than other groups, s. This study clearly shows that the vocational and techntcal edtication

information levels of the lower income groups can be significantly raised

* through appropriate kse of media. if the condition of having basic information, about vocational and technical education is a prerequisite for desire of citizens to improve their economic situation and/orto adeqdately support

. ,, s vocational and teChhical educatjon through the tax structure,' the implementation, ,. .. ' p of similar information projects to raise information' levels throughout Florida : would be worthwhile.

-RECORMENDATIONS

0 That vocational and tethnidal eddcationcan provra-Ciconomic mobility for _ .. . ,-. r individuals .as well a9 economic developmentfor communities is beyond question.

., . 0. . However, the literature and the results of 'this study, indicatethat the persons

. . who could profit most from voCWonal and technical education programi know .

F. . - very little about such programs. r. t 5"

0 If knowledge ef program information is aprerequisite for enr6liment in

educational programs, II is quetionablethat equal access is being provided

currently by public vocational and technical educational institutions when

discrepancies exist in levels* of lilformation between income/racial groups.

'64rther, it should be noted that public support for vocational and

technical education may relate to the leveli of information of citizens.

For these reasons, vocational and technical education Institutions should

assume responsibility for assessing and attempting to raiseinformation levbls

.of citizens in their service area. The .purpose of this study was to assist

institutions which T,assuming this responsibility; spec4fically, multimedia

materials were developed and evaluated in order to present information about

vocational and technical education to specific target groups. These materials.

are included in the Appendices of this report. The followlnare recommendations

onthe use ofrthese materials:

1. Appendices A and B contain the questionnaires used in this Study. it 0 Is r&-tommended that vocational and.tchnical education institutions construct 41 simijar questiOnnaires for assessing levels of9information and media use

patterns of citizensiin their service areas.Data collected-with these instru-

Bents will facilitate the identification of target groups to be recipients of

vocational and technical education:program information.

2, Appendix C contains media materials used in the information campaign 0 , 44 in this study. These are recommended as types of cutlines, radio and film

scripts, and newspaper advertisement comthat can be used in information: o campaigns. 4

3. Appendix D ,shows comparative costs of paid advertising time or space . and free public service announcements of media considered for this study. It . - can be ;pbserved from this Appendix that the cost of prime televisiOn time

. I)

I .10 53 -r 49

prohibitive forfor most vocational and technicaleducational Institutions. Furthet,

the few free public service announcements that are avallabie are runat times

when-few persons in the target groups are watchingtelevision. However, radio

and newspaper time and space are ,relativelyInexpensive, and-useful pubitt

service 'time and space can -be obtained. Since the results of-this study were

attribuied.to radio and newipaper, these media are recommended aseffective

channels for disseminating vocational and technical program,information.

_Only one movie theater of three approadhod wouldprovido'free_ or pod:

advertisement time because of prohibitive Moviptheaters in the

Service area'of vocational and technical educationalinstitutions should be

contacted before any movies are made to be shown intheaters. Should it be

ascertained that theaters will run films about vocationaland technical education

programs, the movie script in Appendix Ccould be used as-am-cm/lesCr6t-writing

guide. Also, the actual f.1)m used in this study could beborrowed from the,

'Florida State Advisory Council OnVoc4tional a;d.TechnicaiEducation. t

I '

. 54

3 4

APPENDIX A

PRETREATMENT SURVEY QUESTIONNAIRE

1 t C 55 Telephone Number

PRE-TREATMENT INTERVIEW GUIDE

Case NOmber Respondent's Name

Address . Street and Number-

City/Town . Date of Interview Interview Starting Time

Hellos I'm (INTERVIEWER, WRITE YOUR NAME IN BLANK withthe,Marion, Citrus,, and Levy County vocational education research project. We're trying to find out whatpeople in thi area think about job training. I'd appreciate us. you answerino,a few questjons to hell

1) Do you know if any vocational and technicaleducation courses such as job training in agriculture, electricity;'and mechanics'are_offered in,this area?

t Yes .4

No(SKIPWESTiONS 2-3)

oAnswar_01(1P_QUESTI ONS-2-3-)

2) 'Whereare they offered? 11...... ,mMe...10.../

Mentroned one training center Mentioned programs, but don't know where 2 Mentioned two-trainingcenters 6 No answer 3 Mentioned three trainingcenters 7 Not applicable if Mentioned four ormore training centers 56 -52

3) How .did you happen to. knew about this Job training?

I - Television 6 Personal contact

. 2' Radio 7 Other (yRITE IN!) 3 Newspaper 1011.01/ 4 Billboard, 8, Oft* know

5 Combination of media 9 Not applicable b) Do you think.tax money oughtto be u;e4qo pay for Jobtraining Courses for peoplel.

1 , Yes

, No answer(SKIP QUESTION 5)

5) Why do you think so?

We would like to get information about Job 'training to people liko-youby using.newspepers,) television, radio; and movies, e

6) How much time do you usually spend a day watching televikpdh?

I Less than one hour 5 Four' or mr-re hours

2. .-.. Onghour CX None (SKIP QUESTiOaS 7-9)

3 Two hours 7 No respnse

4 Three hours 57 53

7) Generally, what hoursciayouwatch_television mosa-

+.1/14111044,

8) If you could watch onlyone television chAnel,, which one would you choose?

9) Is that on cab) TV?

1: Yes

2 No

3 Donst.know

. 4 4 No answer

5 Noi applicable .4 ,

10) About, how many hoursa day do you spend listening to thg4adio?,

1 Less than one hour 5__ Four or more hours 2 :One hour . 6 None {SKIP WESTIdNS 11-12) 3 Two hou?s 7 No response,

4 Three hours

41 11) Generally0what hours wouldyou most likely be listening to the radio?

12) If you could listen to onlyone radio station, which one woul4 you choose?

i3) What newspapers do you readregularly?( -*: .

14): What one newSpaper'do'you readthe most?

15) How much -time do you spenda day reading newspapers? 4 1 Less-than / hour- 5 Three hours

2 'Less than) one hourbut over 6 Four or more hours ----71 hour . None

3. , About one hour No response, 4 Two hours

16)- About how often you gq co the movies?

/ 1 Several timesa week 5 . Less than once a month

2 _About once a week 6 Never (SKIP QUEST -IONS 17-18)

3 Seyerai 'timed a- month 7 No-answer

-4 About once a month- .

17) 'Whit movie theaterdo you go to most often?

18) What night or nights are your favorites for goingto the movies?

Sunday. 06 Friday

02 Monday . 07 Saturday.

,p3 Tuesday 08 No favorites

04 ,Wednesday 09 No answer

05 Thursday 10 Not applicable' ( 59 Finally; I need to ask you a few yorequestiOns.thit-wilThelp-us offer-- Job training courses to-many.diOerent kinds of people.

19). HoWlong"have you-lived in this area

1 teed. than 6 nooths

1 5 months- I Yeas'

3- 1-5 ye/art

k More than 5 years,

20) What kind of work doyou do?

White - Collar Worker Blue-Col lar ldorkert

01 Professionaland technical 05 Craftsmen and kindred workers workers 06 operatives 02___Managers andadministrators (except .farm) 07 Nonfarm laborers.

03 Saleviorkers -08 Service workers'

04 Clerical workers 09 Farm Workers'

Other

10 Housewife (WHAT IS YOUR HUSBAND'SOCCUPATION? 11MIMOM.1

11 Student

12 Unemployed ,-

13 Retired (WHAT DID YOU DO FOR A LIVING BEFORE RETIREMENT?

VOTINNal01.01000...... **101*./.1.111* GO 56

21) What was the highest grade you completed in sool?

Elementary School SaLlest .

1 t/nder 5 years. 6 I-3 yeart.

2 5-7 years 7 4icarsor more

3 &leers 8 No answer

High School

.4 . 1-3 years t.

5 4 yeaes

-'22) (INTERVIEVER,TRY TO GUESS AT AGE GROUP AND ASleABOUT THAT GROUP!)

Are you?

1 Unddr 16 years 5 , 45-64 years

4 16-15 years 6 65 years or over

3 20;44 years 7. No answer

4 25-44 years

23) Your race? .

1 White 5 Spanish-American .

2- Black 6 Other (WRITE IN!)

3 . Orientar-American

4 American Indian 7 No answer ti 57

(NTERVIEWER, TRY TO GUESSINCOME AND 24) And finally, is,your family income

,S. iSKABOUTTHAI INCOMEGROUP:)

1 !I Under $3,000

2 ''Between $3,000 and $4,999

3 Between $5,000 and-$6,999

4 'Between $7,000 and $9,999

5 Betweln$10,000 and $14,999

6 $15,000 and over

7 No answer

8 Doesn't know annual income, butmake!! WEEKLY

or MONTHLY,.

in trying to Thank you for cooperating with us. Your answers will help us provide. ,job training courses and preprams for more.people in this area.

C END OF INTERVIEW

Interview Time (7,

25) (INYERVIEWER,.WHAT IS THE RESPONDENT'S SEX?)

1 Male

2 Female

6" O

:APPENDIX.i

POST.-TREATMENT SURVEY UESTIONNAlgE

6" \. Telephone. ,tiuMfler-

FOSInTREATMENTANTERREW=GUIDE

Case :lumber Reipondept's Maine

. Address Street and Number

I City /Town' Date of Interview 7 interview Starting Time

. Jiellol PM' 1 (INTERVIEWER, WRI ,,, wt teMar on, C trus, an levy ounty Vocationateducaticn research project., We'retrying to find out whatoople in this area think 'about job training. 'd appreciate your answering a few questions to help. us. - I

:1) Do-you know If any vocational,and technicaleducation-courses such as job training in agriculture, eleCtricity, andMechAnIcs are offered in this area? 1_ yes

2 No (SKIP. QUESTIONS 2-3)

3 Mo answer ilUESTIONS.2-3Y.

Where are they offered? Adam NY

rd. I 11..w.....

01 Mentioned one training center 05 \. Mentioned programs, but don't : know where 1)02 Mentioned two training centers 11 tanswer 03 Mentionid three training centers. 12 Not applicable 04 Mentioned four orinore training centers. O 60

3)- Howdid you 'happen to know about this Job training? .__ 01- Tele 11--Personal contact .Rad o 12 Other Nme iNs)

03 'v Newspaper

04 A311_1board- 13 _Don't luow '7 . 05_ .Combination pf media 14. Not applicable 1 , 1 4) Do you tank taimaney-oughtto be used to pay for job training courses for people?

1 Yes

2 'NO

3 Ho answer(SKIP QUESTION 5)

) Why do you think so?.

courses? 6) Do you plan to enroll inanyvocational and technical education

I Yes

2 Na

3L ___No kinsWer Florida Community College's 7) Would you like /we 1 formation about Central vocational and technical ducation courses sent.toyou?

1 Yes

2 No

3 No answer

1 , 4. 61 4

V. At Central floridaiCommunitic College, we have been trying10publicize our vocational and technical education courses through.suth media astelevision, radio, and newspapers. We are trying to help people' preparethemselires to get jobs, to get'promoted in their present jobi, or to getbetter Jobs. I need to ask you a few more questions that will help usoffer job training courses to many, different kinds of people.

8) What kind of work do'you do? 0

", ...... ,

'White-Collar Workers Blue-Collar orkers 0 01 'Professional and technical Craftsmen and kindred 'workers workers' 11 Operatives,. 02 Managers and administrators '` {except farm) Nonfarm laborers

03 , Salesworkers 13 Service Workers

04 Clerical workers 14 Farm Workers J Other

15 Housewife (WHAT IS YOUR HUSBAND'S OCCUPATION?

21 Student

22 ...Unemployed

23 Retired (WHAT DID YOU DO FOR A LIVING BEFORE RETIREMENT?

9)- How long have you ilved in this area?

1 Less than 6 Months 2 .6 months'- 1 year

3_ 1-5 years

4 More thin 5 years

gyp

66 .62

)9)'What was thehighest gracie,Yeti completed Inschool?' Os ElementarySchool

01- tindi?.r5 years 11 years

02_ 5,7 years iZ 4 years or more

No answer 03 8 year;S 4 13

High School

04 1-3 yeari

n5 years . GIMP!) 11) iliITERVIEWER,TRY TO GUESS AT AGE GROUP AHD ASK MOUT THAT

Are you?

01 Under 16_ years 05 45-64 years- 65 yeses or over 02 16-0.years* .11

1 03, 20-24 years 12-----No answer

04 2544 years

12) Your race? 5 61 White

02 Black

n3 Oriental-American

347 American Indian

05 Spanish-AMerican 1

11 Other (WRITEin!)

12 .No answer

t1/4 ALL 01 SS3110 31403Nr (NV (s-I pUv. sAilet14 St Jno4 ltt.iwe, Letuopui

)ISV 4.1100V lt/H1 3W0,3141

to Japun- 000`Es Wuavt43011zu 00s). pue

i0 tiovi422f1 $ 000' 6664-9

ueemzei-----i/0 ()mat pue 66606$

pue GOU20Wueemrai-----50. s 6,664fi1 pue ii 04051$ JOAO

Z1 0ti JWASUe

it 401S00Q ewncout Ssolow,4nq MUM JO 'AlUiROW

.snoA SJ*MSUlt itim sn Stit/t4 o3 noAluettk.' .104 esuoi.lad00% 0mi ,isn dlitt ut Sj44 ROO' 4piAOAd 401 61sfule.43 sosanoO swe46o.id-Oue ,too aiow eidood . . .

0143, -J0. A1131141 I 1.13

4-*

OWII-U0t5TETWiTtiTgr .....1mMmM...... - MUIR -1-113t4.1 3tfi- 41,-..inGNOdS3U- (1.X3S

I view

1 Rtew2j--"z

89 5 ti 0 (

APPENDIX C

MEDIA MATERIALS

I 4 .4 f

69 SCRIPT FOR MOVIE ON VOCATIONAL AND TECHNICAL EDUCATION

Vocational education could mean something to youl Are you:

a high school. graduate seeking a vocation?

a housewife with np recent training wanting to work?

4.* a returning veteran facing a tight job market?

GOO an adult 'temporarily out of work?

- - employed but seeking advancement on the Job or a pew opportunity?

The State of Florida supports ,opportunity for person with these and other goals through high school, area vocational centers* and community

i colleges. / ..

- -Inn this area,a this opportunity is provided by Cep ral Florida. Community

College where modern training programs are offered which lead to

i steady-paying jobs with a future. Examples ofsuchrogrgare law enforcement,

. radiological health technology, nursing, cosmetology, and machine tool and

. . radio-TV repair. 'Completion of high school is not` required for admission to. , many of these programs.,

For further information, phone collegeI admissions SCRIPT FOR RADIO,PUBLIC SERVICE ANNOUNCEMENT ON' VOCATIONAL AND TECHN1CAL.EDUCATION

Vocational education couldmean a lot.to you! Are you:

khighischool graduate looking for a career?

-- a housewife with no recent training viho want's to work?

. - - a returning veteran facing a tight job market?

but Of work?

-- employed but seeking aiirromotion or a better jobt. , ) Central Florida Communtty College,offerstraining programs which lead to steady-paying jobs. These programs include nursing, law enfor5ement, and radio-TV repair. A high school Alpjoma is not required. formany programs..

For more information, call Cehtral Florida.Community College at 237-2111.,

4 6 6

a. I.

1 67

SCOT FOR RADIO PUBLIC SERVICEANNOUNCEMENT ON VOCATIONAL AND TECHNICAL EDUCATION

Vocational education could mean a lot to you! . . , . . tentrhl Florida Community College inOcala offers a wide variety of

trai=ning prbgrams. which leadto steady-paying jobs: These programs include

law enforcement, radiological health technology,nursibg, cosmetology, and machine tool and radio-TV repair. Many programs dojk t require a high school

For more information, call Central Florida CommunityCollege at

237 -2111, Extension 86. 4

ry 68

SCRIPT FOR RADIO SERVICE ANNOUNCEMENT ON VOCATIONAL AND TECHNICAL EDUCATION

Are you looking for a job or are you seeking advancement inyour present

job? if sO1 vocational and technical education ,could bea great help t&you.

Central Florida Community College In'Ocaia offers many trainingprograms

*doh lead to steady-paying jobs. Among these programs are nursing,

radiological. health technology, and law enforcement. A high school diploma

is not required for many programs. 4,-- For more information, tail Central Florida Community College at * Y37-2141, Extension 86:

1- NEWSPAPER CLASSIFIED ADVERTISEMENT ON VOCATIONAL AND TECHNICAL EDUCATION

)

Want a Job?Central Florida Community College offersvocationaland technical courses leadrng to steady-payingJobs. 611 237-211), Ext, 86.

1. 70

CUTLINES FOR NOISpApER PHOTOGRAPH. ON VOCATIONAL. AND TECHNICAL-EDUCATION

Hammer_ Traded For T- Sgtiale 0 James Bolomey of'Ocala has been confinedto a wheelchair since he fell

off a roof while workingava carpenter. Now he is retraining in a related

field -- building construction technology-- at Central'Florida Community

College. Tht vocational educationprogram prepares students for careers as

supervisors or contractors ofipmall-.to mediu -size residential and commercial. buildings. Additional information concerning vocational education program is available by contacting the college in Ocala.

73 J.

CUTLINES FOR NEWSPAPER PHOTOGRAPH ON VOCATIONAL AND TECHNICAL EDUCATION

Clockwork

Pete Buford, a student 'in the, machine shop vocational education Program at Central' Florida Community College, is spending an awful.lot of time now so that he can tell time later. Buford is making his own grandfather clock from scratch, metalgears and all. Information concerning the vocational education program Is av6able by contacting the college, 72

UTLINES* FOR NEWSPAPER PHOTOGRAPHe ON VOCATIONAL AND TECHNICAL EDUCATION

Students Aid'ModelPatient

Marsia Dyers left, and Diane Schomburg are learning to bathe bedridden

patients as part of their training in Central Florida Community Cotiege's

nursing program. The manikin is a practice patient in this CFCC vocational , education program. ,information concerning vocational educationprogra4 is

available by contacting the college.

77 73

CUTLINES FOR NEWSPAPER PHOTOGRAPH ON VOCATIONAL AND TECHNICAL EDUCATION

Eggplant

, Dr, W, W. McMillen (far right), agribusiness technology id?trua or at

Central Florida Community College, and three students in that vocational ducat'

prbgramare checking the effects of different irrigation systems on growth f

eggplants. The studentsare (left to right) Bob Craft, Jack'Cook d Nick

Hall. Agribusiness technology prepares students for careers, in such areas as

farm management, horse and cattle farming, farm equipment sales work, and feed

or seed and fertilizer sales work.Additional information concerning vocational

education programs is available by contacting the college.

410 APPENOUX.D

COMPARATIVE CASTS OF MEDIA 'FUME /SPACE

. I 75

Media Considered for Information Campaign

Media Time/Space Cott PSA

Television Prime $145.$400/30 seconds Unlikely

St;stion 'Discretion Free Available But infrequent

Radio 6:00-10:00 AM $3.65/30 seconds, Available And Likely

Newspaper News Columns Free AVallable

Classified Advertisement (five lines) $23.80/tWo weeks Available

Movie, Regular Cycle Free Available a

80 REFERENCES

Allen, Thomas H. "Mass Media Use Patterns In Negro Ghetto."Journatismluarter XLV (Autumn, 1968), 525-527.

Anderson, JaMes A. "Analysis of Med'Ia Utilization by Urbans and4On-Urbans." .Paper presented at the annual conference of the international Communication Association, Montreal, April 25-29, 1973.

Block, Carl E. "Communicating With The Urban Poor: An Exploratory Inquiry.It Journal ism Quarterly,XLVII (Spring, 1970),. 3-11.

Bogart, Leo. "The Mass Kelp and The Blue-Collar Worker." Blue-Collar World: .Studies of the American Worker. Edited by Arthur B. Shostak arinlifra7- Gomberg. Englewood Cliffs, N. J.: Prentice-Hall, Inc., 1964', pp. 416-428.

Dobson, L. Douglas, and Edwards, J. Terry. Perception and information: Vocatioi Education. in Florida. DOuglas Research Associatea, Inc" Greenberg,,, Bradley S., and Dervin, Brenda. Useof.therrbanNi. fIndingspiatetResearch ProLeCtsIaiithAnAnrc!SLIILIarLap_til. New ' York: Praeger Publishers, Inc., 1970.

London, Jack, and Wenkert, Robert. "Obstacles To Blue-Collar Participation in Adult Education."Blue-Collar World: Studies of the American Worker. Ed! by Arthur B. Shostak and William Gomberg. Englewood Cli s, N. J.: Prenti Hall, inc., 1964, pp.'445-457.

MacLean, Malcolm4%, Jr. "Mass Media Audiences: City, Small City, Village, and Farm."Journalism QuarterlyXXIX (Summer, 1952), 271-282.

Marston, John E. The Nature of Public Relations. New York: McGraw-Hill, 1963.

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-UNIVERSITY OF CALIF, 110 LOS ANGELES

1975

CLEARINGHOUSE FOR JUNIOR COLLEGE

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