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INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMI films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter face, while others may be from any type of computer printer. The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send UMI a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. Oversize materials (e.g., maps, drawings, charts) are reproduced by sectioning the original, beginning at the upper left-hand corner and continuing from left to right in equal sections with small overlaps. Each original is also photographed in one exposure and is included in reduced form at the back of the book. Photographs included in the original manuscript have been reproduced xerographically in this copy. Higher quality 6" x 9" black and white photographic prints are available for any photographs or illustrations appearing in this copy for an additional charge. Contact UMI directly to order. University Microfilms International A Bell & Howell Information Com pany 300 North Z e eb R oad. Ann Arbor, Ml 4 8 1 0 6 -1 3 4 6 USA 313/761-4700 800/521-0600 Order Number 9211217 Commercial media in public education: Conflicting values in the Channel One controversy Sears, Anne, Ph.D. The Ohio State University, 1991 UMI 300 N. Zeeb Rd. Ann Aibor, MI 48106 COMMERCIAL MEDIA IN PUBLIC EDUCATION: CONFLICTING VALUES IN THE CHANNEL ONE CONTROVERSY DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Anne Sears, B.A., M.A. * * * * * The Ohio State University 1991 Dissertation Committee: Approved by Thomas A. McCain Donald J. Cegala Adviser Rohan Samarajiva Department of Communication ACKNOWLEDGMENTS The Center for Advanced Study in Telecommunications (CAST) is gratefully acknowledged for its financial support to conduct the survey. To Thom McCain, thank you for understanding how I think and allowing me to develop those strengths more fully. To Don Cegala, thank your for letting me follow interests and helping clarify them. To Rohan Samarajiva, thank you for the perspective you've given me on the policy process. To my parents, Bill and Virginia Sears, thank you for all of the support you've given me which helped in my pursuit of this goal. Finally, to Scott Patterson, your unfailing friendship helped see me through this difficult process. Thank you. h VITA December 23, 1962 Bom - Kiowa, Kansas 1984............................ A.S., Wichita State University, Wichita, Kansas 1985 B.A., Wichita State University, Wichita, Kansas 1987 M.A., University of Connecticut, Storrs, Connecticut 1987-1990 Graduate Teaching Associate, Department of Communication, The Ohio State University, Columbus, Ohio 1990-1991 Lecturer, Telecommunication and Electronic Media, The Ohio State University, Columbus, Ohio HELD OF STUDY Major Field: Communication TABLE OF CONTENTS Acknowledgments ............................................................................. ii V ita........................................................................................................ iii List of Tables .................................................................................. viii List of Figures................................................................................. ix CHAPTER PAGE I. THE CHANNEL ONE CONFLICT: PRACTICAL AND THEORETICAL ISSUES......................................... 1 Statement of the Problem ............................. 1 Whittle Communications, Ltd....................... 3 Channel One................................................... 6 Conflict over Channel One............................ 12 Whittle Communications Announces Channel One...................................................................... 13 Channel One Pilot Test...................... 13 Banning Channel One................................... 16 Channel One Adapts........................... 24 Channel One in Ohio.......................... 25 Sum m ary ............................................. 27 Values in Commercial Media, Public Education and Channel One Domains............................. 28 Communication Technologies in the Commercial Media, Public Education and Channel One D om ains............................................................. 31 Communication Technologies in the Commercial Media Domain.................................................. 31 Communication Technologies in the Public Education Domain........................................... 34 Communication Technology in the Channel One D om ain................................................................ 38 Sum m ary.............................................................. 38 Public Affairs Content in the Commercial Media, Public Education and Channel One Domains 39 Public Affairs Content in the Commercial Media D om ain.................................................................. 39 Public Affairs Content in the Public Education D om ain.................................................................. 43 Public Affairs Content in the Channel One Domain. 45 Sum m ary............................................................... 46 Funding in Commercial Media, Public Education and Channel One Domains...................................... 46 Funding in the Commercial Media Domain 47 Funding in the Public Education Domian 50 Funding in the Channel One Domain................. 52 Sum m ary................................................................ 53 Control in the Commercial Media, Public Education and Channel One Domains................ 53 Control in the Commercial Media Domain 54 Control in the Public Education Domain.............. 55 Control in the Channel One Domain.................... 59 Sum m ary.................................................................. 59 Summary of Values in Commercial Media, Public Education and Channel One Domains................. 60 Theoretical Dimensions of the Channel One Case... 60 Policies and Values............................................ 65 Study of the Problem ......................................... 74 II. M ethod................................................................................. 77 Introduction...................................................... 77 Sam ple..................................................................... 77 Procedures for Data Collection......................... 80 Instrumentation..................................................... 81 Measuring Values................................................ 82 Communication Technology Value Assessments.... 82. Public Affairs Content Value Assessments 85 Funding Value Assessments................................ 86 Control Values........................................................ 89 Summary of Instrumentation Scales.................... 91 Channel One Experience..................................... 91 Professional Roles............................................... 92 v Pilot Test.............. ............................................ 92 Procedures for Data Analysis.............................. 93 Channel One Status............................................. 93 Differences in Role Characteristics........................ 95 Differences in Experiences with Channel One 95 Value Assessments.................................................98 Value Differences Among Teachers.......................99 Kinds of Value Differences Among Teachers 99 Media and Education Values............................... 100 Summary of Data Analysis Procedures...................100 III. Results.................................................................................. 102 Introduction............................................................ 102 Differences in Role Characteristics..................... 103 Participation in Channel One Decision.................. 105 Sources of Information About Channel One 106 Teacher Knowledge and Activity Regarding Channel One......................................................... 108 Reliability of Instrument ...................................... 110 Commercial Media Domain Factor Analysis 110 Summary of Table Five ..................................... 113 Public Education Domain Factor Analysis 115 Summary of Table Six ........................................ 118 Channel One Factor Analysis .............................. 118 Summary of Table Seven ................................... 121 Summary of Instrument Reliability Issues 121 Differences Between Teachers on Media, Education and Whittle Values.............................................. 121 Discriminant Analysis for Media and Education System s ................................................................... 125 Nature of Differences Between Teachers 129 Media and Education Domain Values Which Account for Channel One Assessments............................. 131 Media and Education Values Which Account for Value Assessment of Channel One............................... 133 Media and Education Values Which Account for Control of Channel One.................................................... 133 Summary of Results...........................................

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