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In all cases we have filmed the best available copy. University Microfilms International 300 N. ZEEB RD„ ANN ARBOR, Ml 48106 8121872 W in d s o r, C arl D o u g l a s RELIGIOUS RADIO IN THE 1970’S: A USES AND GRATIFICATIONS ANALYSIS The Ohio Stale University P h .D . 1981 University Microfilms International300 N. Zeeb Road, Ann Arbor, MI 48106 Copyright 1981 by Windsor, Carl Douglas All Rights Reserved PLEASE NOTE: In all cases this material has been filmed in the best possible way from the available copy. Problems encountered with this document have been identified here with a check mark V . 1. Glossy photographs or pages______ 2. Colored illustrations, paper or print_____ 3. Photographs with dark background 4. Illustrations are poor copy______ 5. Pages with black marks, not original copy______ 6. Print shows through as there is text on both sides of page_____ 7. Indistinct, broken or small print on several pages ^ 8. Print exceeds margin requirements_____ 9. Tightly bound copy with print lost in spine______ 10. Computer printout pages with indistinct print______ 11. Page(s)____________lacking when material received, and not available from school or author. 12. Page(s)____________seem to be missing in numbering only as text follows. 13. Two pages numbered ___________ . Text follows. 14. Curling and wrinkled pages ______ 15. Other ___________________________________ ___________________________________ University Microfilms International RELIGIOUS RADIO IN THE 1970's : A USES AND GRATIFICATIONS ANALYSIS DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Carl Douglas Windsor, A.A., B.A., M.A. ***** The Ohio State University 1981 Reading Committee: Approved By Dr. Goodwin F. Berquist Dr. James L. Golden Dr. Robert R. Monaghan A d v iser Dr. Victor D. W all,.Jr. Department of Communication ACKNOWLEDGEMENT I am indebted to numerous persons and organizations in my educa­ tional career and this research effort. While it is impossible to a d e q u a te ly commend them a l l , th e r e a re c e r t a in ones w hich m ust be m entioned. My greatest debt is to my wonderful wife, Beverly, and family for their willingness to move half way across the country three times and then to work around my study schedule. Their continual support and prayers, especially when the obstacles seemed the greatest, served as a constant motivating force. To my parents, George and Madelyn Guindon, I express heartfelt appreciation for their confidence and surety that this project would be successfully completed. To the National Religious Broadcasters and Dr. Ben Armstrong I extend my thanks for encouragement and assistance. Appreciation is further expressed to the administrators of John Brown University and Liberty Baptist College and radio station WEEC for providing release time and financial support to complete this study. I am further indebted to Professors Lane Lester and Nabih Mikhail, colleagues at Liberty Baptist College, who provided computer program­ ming and statistical support for this research and to Mrs. David Heer- spink and Valerie Weidenmoyer for their tireless clerical assistance. i i Finally to my adviser, Professor Robert Monaghan, I extend my deepest gratitude. He was a constant encouraging and strengthening force in my doctoral program as were the other members of my committee - Professors Goodwin Berquist, James Golden, and Victor Wall. I learned much from their expertise and personal example. VITA October 2, 1942 .... Born ^ Peoria, Illinois 1966 .......................................... A.A., North Central Michigan College, Petoskey, Michigan 196 9 .......................................... B.A., Michigan State University, East Lansing, Michigan 1969-1970 ............................ Teaching Assistant, Television-Radio Depart­ ment, Michigan State University, East Lansing, Michigan 197 0 ..........................................M.A., Michigan State University, East Lansing, Michigan 1971-1977 ............................ Instructor, Assistant Professor, John Brown University, Siloam Springs, Arkansas 1978-1979 ............................ Teaching Associate, Department of Communica­ tion, The Ohio State University, Columbus, Ohio 1979-presen t ....................... Associate Professor, Chairman, Television Radio Film Division, Liberty Baptist College, Lynchburg, Virginia FIELDS OF STUDY Major Area: Mass Communication Studies in Mass Communication. Professors John Dimmick, Joseph Foley, Thomas McCain, Robert Monaghan, and Ellen W artella. Other Areas: Studies in Research Methods. Professors Goodwin Berquist, Michael Motley, and Joseph Pilotta, Studies in Rhetoric. Professors Goodwin Berquist, William Brown, and James Golden. iv Studies in Communication Theory. Professors Wallace Fotheringham, Gary Hunt, and V irginia McDermott. TABLE OF CONTENTS Page ACKNOWLEDGEMENTS ....................................................................................................... i i VITA .................................................................................................................................. iv LIST OF TABLES........................................................................................................... v i i LIST OF FIGURES........................................................................................................... v i i i C h ap ter I . INTRODUCTION................................................................ 1 Background .................................................................................................. 1 Justification .............................................................................. 2 Methodology....................................................... 6 I I . LITERATURE REVIEW........................................................................................ 12 I I I . THE SOCIOLOGICAL ENVIRONMENT 1973-1979 ..................................... 37 IV. RELIGIOUS RADIO IN THE 1 9 7 0 s ............................................. 69 Research Design ......................................................................................... 69 1973 Overview ........................................................................................ 74 1976 Overview ........................................................................................ 86 1979 Overview ......................................................................................... 95 V. ANALYSIS OF RELIGIOUS RADIO TRENDS ............................ .... 105 BIBLIOGRAPHY ................................................................................................................ 145 LIST OF TABLES T able Page 1. 1973 Regional D istribution........................................................................ 2. 1973 Radio Formats.................................. 82 3. 1973 Network A ffiliations........................................................................ S3 4. 1976 Regional D istribution ........................................................................ 89 5. 1976 Radio Formats .......................................................................................... 91 6. 1976 Network A ffiliations ........................................................................ 98 7. 1979 Regional D istribution........................................................................ 98 8. 1979 Radio Formats.......................................................................................... 100 9. 1979 Network A ffiliations.......................................................................

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