Journalism Abstracts: MA, MS, Ph. D. Theses in Journalism and Mass

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AUTHOR Hall, William E. Ed. . .TITLE Journalism Abstracts: M.A., M.S., Ph.D., Theses in Journalism and 'Mass Communication. Vol. 13. INSTITUTION-. Association for Education im Journalism. PUB DATE 75 , NOTE 172p,; Not available in hard copy-due to marginal

. . legibility of original document - AVAILABLE FROM Journalism Abstracts, Business Office, lssociation

for Education in Journalism,. 431 Murphy 'Hall, . -University of iiinnesota, Minneapolis, Minnesota 55455 ($6.00 paper) ,. . ERRS PRICE MF-$0.83 Plus Postage. HC Not Available from EDRS. DESeRIPTORS Abstraqts; Annotate& Bibliographies; Communication - -(Thought Transfer); Content'Analysis; *Doctoral Theses; Higher Education; *Journalism; *Mass Media; *Masters Theses; Media Research; News Media; NewspaperS; Radio; Research Methodology; Research Tools; Television

'IDENTIFIER - Broadcast Journalism

ABSTRACT

. This annual compilation by the Association for Education in Journalism describes master's theses and doctoral dissertations writen in schools and departments of journalism and communication in the United;States between July 1,1974, and June 30, 1975:4 Th4 aim of the'book is to improve the flow of information about current research by providing easy access to,students and teacheiS,in journalism schools, to scholars in related diSciplines, and to professionals in the media of maps communication. It contains -287 abstracts submitted.from 40 colleges. and universities, including 49

doctoral dissertations and 238 masters theses. All abstractswere .

prepared by th6 students or their advisors. The abstracts are . arranged, in alphabetical order under doctoral dissertations and master's theses. An author index and, a complete subject indexare. included. (RB)

*****************************ic*****************************;(********** * Documents acquired by ERIC include many infOrmal unpublished * . . *materials not available from other sources."ERICmakes every effort*,. *to obtain tjie best copy available. Nevertheless, items of marginal * *reproducibility are often encountered and this affects the quality * *of the microfiche and hardcopy reproductions ERIC makes available * *via `the ERIC Document Reproduction,Service (EDRS). EDRS is not * *responsible for the quality of the original docuient. Reproductions* *supplied by EDRS are the best_thaCcan be made from the original. * *********************************************************************** U.S DEPARTMENT OF HEALTH, ' EDUCATION & WE FARE NATJONACINSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO.. OUCED EXACTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGIN ATING IT POINTS OF VIEW OR OPINIONS STATED DO NOT NECESSARILY REPRE SENT OFFICIAL NATIONAL INSTITUTE OF EDUCATION POSITION OR POLICY Journalism Aibsracts Published by the Association for Ei ducation in Journalism

Volume 13 t 1975

M. A. , Ph .D .Theses -in J ournalismandMass_ Communication_

Editor: William E. Hall The Ohio State University, School of Journalism

. Columbus. Ohio 4321

Correspondence about editorial-and, business. matters should be addreised. to Journalism Abstracts, Business Office, Association for Education in Journalism, 431 Murphy Hall, University of Minnesota;Minneapplis, Minnesota 55455. Copies are available from the Busin'ess Office at $6.0 --- each. Special rate to studertts of journalism and members of the AEJ, $5.00. Checksshould.be made payable to JOURNALISM ABSTRACTS.

to 4.1 rt

PARTfCIPAT.ING I N S T T 0 N S

Ball State University".' _ Murray State University California State-UniversityFresno University ofNorth Carolina' California State University, Fullerton North Tetras State University California'State University, korthridge Northern Illinoit University Central Michigan University' Ohio University East Texas State University Oklahoma State IlniVersity University of Florida University of Pennsylvania University orGeorgia Pennsylvania,State.University --University San Jose State Unive'rsity Indiana University South Dakota gtate Uni'versity University of Iowa Stanford' University. , Iowa State University Syracuse University University 'of Kansat Temple University Kansas State University ',University of Tennessee, University of Kansas University of0Texas Kent State University University of Washington. University of 'Maryland West Virginia.University University'of Mississippi Western Illinois University Univeitity of Missouri University of Wisconsin, Madison University of Montana University of Wyoming

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a . _IBTRODUCTIOlg For the :fourth year a very special vote

, Journalism Abstracts is an annual compi- of thanks goes to Mrs. Ouita M Tomlin, sen- lationby.the Association forpecation ior-publidatio;i4absinant, whose capable and ,41 Journalism of master's theses and doctoral conscientious, efforts'ire; iW,largepart, re- dissertations, written in schools and depart- sponsible for the almost error-free, quality' ments of journalism and communication in the ofqthe pUblication. She supervised ail.typ- 45 . United States. Thesaim of the book is to im- ing and compiled the tedious sub-indexes that proVe the flow of information about current hake it possible for the reader to find de- research to students and teachers in journal- sired topics quickly and with minimum effort., ism schools, to scholars in related di-1mi- Assisting Mrs. Tomlin with.the typing were plinesarid'to professionals in the media of Mrs.'Harriet Allent:Mrs. Casey Elia, Miss mass communication Cherry Fahrenbruc4and Mrs. Barbara Tilley.. This book, Volume 13, containS*287 ab- Faculty membera',James D. Harless, Paul stracts submitted from 40 colleges and uni= V. Peterson and Galen R. Rarick again provid- versities. includes 49doctoral dieserta- ed invaluable assistance to the editor in in- tions as opposed to 65 last year;.and 238 dexihg abstracts by subject matter, a chore master's theses-as opposed to 297 last year. that provokes sharp differences of opinion. Comparisons become-more significant F. T. Gaumert alio of the Journalism faculty, e when :the reader goes baCk to Vqlume I (1963). again supervised printing arrangements. That book contained 158 abstracts, (17 dis- Ohio State is happy to be able again to -. sertitions, 141 theses) collected from 27 render this service:to AEJ cplleagues. It is schools. a minor contribution to journalism education, 'The 1975 book includes those theses and but we feel that it is an important one. dissertations accepted*fromJUly 1, 1974 to --W.E.W. June 30, 1975. In addition, a few abstracts Columbus that missed the,deadline, for, the previous August, 1975 'year's.volume'areincluded. All abstracts were prepared by the students themselves or by their advisers. ORGANIZATION . While complete coverage is the goal.of this series, a few schools and some students The abstracts are arranged in alphabeti- -., fail to participate. However, on the basis cal order for doctoral dissertations first of this year's response from 40.institutionst and then for master's theses. the editor estimates coverage is approaching An author index appears in the Table of its goal and that Volume 13 includes the vast Contents. A complete subject matter index majority of those theses and dissertations begins oh page'156. Numerals used in the accepted during the publication period. subject matter index refer to the ABSTRACT NUMBERS which precede each abstract in the book and not to page numbers. 4 This system ACKNOWLEDGEMENTS allows eventual computerized automation of The editor first wishes to express his:. the indexing process. 4 appreciationtd all students and advisers whose cooperation' made this thirteenth volume possible. The-proMpt shipment here of first quarter or first semester abstracts duiing OBTAINING COMPLETE STUDIES the winter months again substantially reduced Many of the doctoral dissertationsde- laitminute pressures.." scribed in'this volume may be orderedon -Nexf year, Journalism Abstract's will microfilm or in Xerox copies from University move to a new hoMe after four years at The Microfilms, Inc., 300 North Zeeb Road, Ann Ohio State School Qf Journalism. I would Arbor, Michigan 48106.' like to express a vote of *appreciation to my Master's theses usually may be borrOwed faculty and staff for their recognition of through the Inter-Library Loan Service from the value of this publication and for-their. the university library in which theyare cheerful acceptance-Of inconveniences and in- 4 shelved.-Most large libraries will provide crea-aed work loads during its preparation. microfilm or Xerox copies on request. CONTENTS AND AUTHORINDEX Page No. - Page 49 Jerry L. Bayne 50 Mark A. Bedner 50,Thomas M. Belden Ph.D. Abstracts 51 Thomas R: Berg 51 Colleen .J. Birch 2 Eric Alan Abbott 52 Toby Bqnwit 2 Paul Douglas Adams 52 Ronald Wayne BoWes -3 Henry Alvah Anderson, Jr, 52 Robert Burgess Boyd 3 Lee B. Becker 53 Richard Byron Bronk 4 Sheldon Lary Belmar) 53 Jane Delano Brown -5 Melinda Thach Birchmore Jeanne Brownlee. 5 John Harold Boyer 54Bonnie 54DaVidH. Buipee ,4 6 Jennings Bryant, Jr. Lane Burrows' 7 Joanne R. Cantor '55Edward -55,Robert Jose CaldWell 8 Glenna Gail Crotts I 56-Snyder C. Caldwell , 9 -James P. Crow 56 Beverly-Barnum Carden 10. Don Charles Dodson 56 Scott C. Carlberg 11 William D. Downs, Jr. 5 Bob A. Carroll' 12 Edna F. Einsiedel 57 JaMei 0,,2Castagnera 13 George Paul Evans 58 Richirgegson Chalfen 13 Patrice,Lynne French . 58 Te-Cheng Chang 14 Romeo H. Gecolea 59* Mei-Chin Chen 15 Rae Goodell ---59-Kevin-Mictsol-Connors -16-_Jeck Robert Hart 60 Kathleen K.Constanzi 17 Robert Parker Baykins 60 Mary Katherine Cook 18 William Herbert 60 Michael W. Cooney 19 Michael B. Hesse 61,.RoberfStephen Cross 19 Heather E. Hudson 62 Mary Anne Gillis Culpepper 20 Teresa Mary Hynes 62.Sindra Harriet Cutler 21 Miles-M. Jackson 63 Russell Edward Dealey 22 John Kelley Jennings 63 James LeRoy Deatherage, III 23 Cirl E. Johnson 64 Dwight 0. Deay 24 David William Jones, Jr, 64 James- joteph Desmarais 25 Marvin GordonKimbroggh 25 Fiancis.R. Lalor 65'.Bakbara A. Diekhins Sue McIntyre 65 Giclia E. Diliberto 27'Charles B. Mailer. 65 Marilyn G. Dilley. 28 Charles, Henry Martin :66 Dennis R, Dimick 28 Nikos Metallinos 66 Janet L. Dooley 29 Roy Leamon Moore .67 Glenii Newton Dotter Hwaq,Oh 67 David M.Dozier 31:Frederick Michael O'Hara -67 Valerie Marttile Dueber 32 Harold-William Oxley .. 68 Virginia Tebyrica Eaton 32 Donald Edwin Parente 68' Anne Ediger 69 Judith A. Ellison 33 Robert Fred Reisbeck sz. 34 Patricia Elizabeth Robertus 69 H. Stuart El-Way 70 Kathleen L. Endres_ 34 Susan Higley.Russell , 35 Charles C. Self 70,Richard D. English 36 Roger. Allan Simpson 71 Robert Hays Etnyre, Jr. 37 Ester Gottlieb Smith 71-Lynne S. Farber 37 Rohert.qouis Stevenson 71 Virgihie Dodge Fielder ... 38 Stuart Anspacti Umpleby 72 Bobbie Arlene Fink 39-John-W. Windhauser 73 Jack S. Fishman 40 Dena Winokur 73 Herbert Paul Ford 73 John Xllen Frair- 74 Sharon Lynn Stricker Frazier 74 Sharon M. Friedman 75 Rita Fujiki 75 Eddye S. Gallagher - M.A.eand M.S. Theses 76...Judy W. .Garret *76 Tommie Geveden 41 Salim Yousef Abdul-Rahim 77 Jay Jerrold Goldberg 41 Adebisi AkanniAborisade 77Toliglas Daniel Goldschmidt

42 Michael Addis 78 Barbara Glenk Good - .42 John W. Ahlhauier 78 Karen Miller Goodman 42 Jerry W. Alien 79 Peter Anton Goubert 43 Robert Eugene Alshouse 79 Harriet H. Greaney 43 Beverly Saleeme Ammar 79 Eleanor Gibson Hale 44 Dawid Wallace Anderson 80 KirkEdward Hallahan 44 William R. Anderson' 81 W. Scott Handley 45 Russell W. Andrews 81 Joseph McGarvey Harper 45 William Mark Apllebaum 81 Nancy Kellogg Harper 46 Howard Leigh Arenstein 82 Candice Cecelia Harr 46 Craig E. Aronoff 82 Patricia' Dempsey Harris 47 James H.D. Audu 83 Carol,Waskin ----47 Gerald Joseph Daldasty 83 Dufse A. Hayduk 48 Joseph Lamar Baldwin 84 Lincoln Murray Haynes 48 John M.Barnum, Jr. 84 Donnetta Heitschmidt 48 William C. Barrett - 85 John Grant Heller

0 'Page Page' Ne.A No. 123 Michael Ross Ruffner 85'Joyce Sydell Herring 124 Pamela Sue Sadowske 86 Helene C..Bourdon Higbee 124 Deanna J. Sands

86 Thomas Robert Holden - 125' Marianne Sawicki 87 Terrence R. Hustedt 125 Guy Scandlen- 87 Karl A. Idsvoog 126. Michael J. Sehelstrate 88 Natalie N. Inada 127 Robert G. Schildmeyer 88'Zahid lqbal 127 Carol P. Schmidt 89 Marilyn JaCkson-Beeck, 128 Wilson Schmitt 89 Robert JeSinkieWicz 128 Virginia Marie Schramm 90 Christie aelen 128 ,Marsha Sears 90 Edward Floyd John 129 Kay Elizabeth Canter Sharp 90 Sue Ann Luna Jones '129 Wendy Kay Shelton 91 Mary Ruth Luna Kahl 130.John 127 91 Sarah Ellen Williamson Kanervo 130 John Magic Shotwel -1 92,Judith' Ann Kates 131 Nancy Hurley Smith , 92 Jerry Lee Kern 231 Ira Michael Southward 93 Vincent D. Kohler 13Byron John St. Diii4r 94 Patricia M. Korp 132 James Russell Stanton 132 Robert Moi$e:Steeg . 94 Donald John Kosterman 94'Doiis Kreitlow 133 Helen L. Steeves a 134 Clara W. Stewart 96-Peter C. Lang 134 CatherineRobinson Strong 96 Patricia .Ann .Larsen 135 Peter Szekeres 97 Phyllis McElheney Lepke 135 Nancy Jane Taylor 97 Kathryn Levan 136 Selina` A. Taylor' 98gharles Jacob Levine 46 Nancy Signorielli Tedesco 98 Don W. Levy 137 Diane P. Teffte 14 Mary Jane Guitteid 1Rwaik 138 Vadakkevedtil Alexander Thomas .99 Jean Duran Lewin 138 H. Roy Thompsbn 99 Max I. Light 'op 139 Terril M. Throckmorton 100 Jerome Lloyd 139 Carol A.M. Thurston' 101-Donald L. Lombardi 139 Jane ThOrntom Tolbert 101 Carl Floyd-Loomis' 140 Hillard Robert Torgerson 101' David Wayne McAllister--_____ 140 Flavia Lucia COrree Torreao 102 Wanda Let McClusky 141 Callix I.. UqOfia 102 Carolyn Cowger McCune 142 Joseph'Alan Ullian 103 Dwain McIntosh 142 Sandra Helene Utt 103 James -M. McLaugHlin 1143 Kurt Van Der Dussen 104 Gordon Kay Magney 143 John V. Vilanilam 105 Grace Enid Magney 144 K. Usha Rani Vyasulu " "105 Cheryl C. Manney '145 Douglas X. Walker .105 Doreen Nelson Maronde 145 John Charles Walmsley 106 Caroline Meline . 145 Karen K. Walsh 107 John Austin' Miller 146 Pamela M. Warwick 107 Larry Dean Miller 146 Jennie Lou Wein '108 Oscar Cecil Miller 146, Steve Weinberg 108 Sharron Smith Millwood 147 James Flaxington Whitman 108 Paul Leonard Morigerato 147 Susan McDarghphittaker 109 Luiz Gonzaga F. Motta 148 Stephen T.'Wiegand 110 Richard S. Musser 142 Stephen AllIn Wille 110-Themas 12.0. Mwanika 148 Candy.Williams 112 Ronda'L. Mager 149 James Rudell Willis, Jr. 112 Abigail Jones Nash 149 Jim Willis - 113 Judith Nickles1 150 VaidinS Wind 113' Julian Stanley Nolbn '150,0icno ElizatJeth-golfe 114 Bruce,A. Nygren-- 151 David L.. Womack 114 Thomas Patrick O'Hara 151 Kau-Kiang Woo 115 Barbara..01enyik 152 Deborah S.,Woodrow .15 Joan M. O'Mara 152 Sharon L. Woodson 116 Nanette Otto A153 Patricia Ann Woodward 116 William Quayle Parmenter 153 Kenneth T. Wulfemeyer 117 George W. Pasdirtz 154 Robert Earl Yadon 117 Robert G. Pedersen .154 Chain -Na' Yu 118'Donna M. Peltier 155 'Wil'li'am Thomas Zucca 118 Manjunath Pendakur 118 Michael Peres 0 '119 Marcia Rae Nichols Piepgrass 119 Michael A. Piscitelli 1.20 Dorothy Gallagher Prawat 120 David Lynn Pulford 120 Bill Rainbolt 120 Betty WaterS Rawlings 121 Constance C. Rebich ' 121 Airian Edward Richardson 122 Elizabeth Bronsdon Robertson 122.Jonn Os Robinson 123 Bruce Rotenhart

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'Ph.D.Dissertations

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which are required than to any deliberate intent on the part of local commissioners' or officials to dominate the outcome. When lo- CITIZEN-GOVERNMENT COMMUNICATION cal opportunities are consftained and shaped IN THE CREATION OF A SANITARY by outside regulatory bodies,. genuine delib- DISTRICT IN WISCONSIN . eration of alternatives does not occur. The Eric Alan Abbott, Ph.D. case,,studies'demonstrate the effects of these University'of Wisconsin, Madison, 1974 constraints. Adviser: HerMan Felstehausen Citizens in the Koshkonong district-were not well informed about the project by usual o This thesis examined the interactions communication channels such as newspapers,' among citizens and public officials in assem- legal notices, or contact with friends.' This bling information and making decisions about . was due partially to the lack,of data appear- the organization and construction of a sani- ing in mass media, but also was. caused by the' tary system in southern Wisconsin. Specifi- fact that more than half the owners use the cally examined are.the.rules and'procedures area only on weekends or during the summer generated by or-'imposed on the commissioners months. Year.aroundowners receivtd local of the Copsolidated Koshkonong-Sanitary Dis- parArs, attended meetings and participated in trict (CkSD). --communiti'affairs much more than seasonal First, fermal rules affecting the organ- owners did. 14 direct mail letter-was tested ization and functioning of sanatory aisticts as one means of reaching lOcal and out=of: were examined. A survey'of state-sanitary state.resideqs with district information. district lAws.was conduced to identify legal The letter was significantly moreeffective constraints 'on local activity.'" Also included than any other information medium. Data are was an analysis of effects of changes in pop- provided indicating Use of various communicay ulation distLbution, expanding bureaudratic , tionchannels,for a wide range of media. influence, increasing technical and adminis- Several implications are offered regard- trative complexity, and a system of law which ing the role of information in community con-

substitutes published notices for personal . . tiol and decision making. notice. Next, all homeowners in the Koshkonong

district were:surveyed by a mailed question: C naire to determine what thekhevabout the project, how they obtained information, and

to what degree.theyw6re involved in 2 decision-making activities., A content analy- POST-DECISION SELECTIVE sis of local newspapers was carried out to EXPOSURE TO THE MASS MEDIA identify information availableto citizens. Paul Douglas Adamsd Ph.D. Finally, 4 tOo-year case study of the University of Texas, 1114 decision - making activities of the CKSDcom- Adviser: Ernest A. Sharpe

1missioners was conducted: Transactions of ' the commissionecs were logged by subject and Field research on selective exposure to type, and similar cases were grouped. Re- mass, communications generally has found that peated patterns of behavior allowed infer; after Making a decision, people seek informa- enoes to be made about the actual rules or tion which supports their Choice! In con- -procedures operating in each case. trast, laboratory', studj.es suggest that utili- Results indicated that the operation of coty is the more importaritincdntive fon selec- the CKSD is contrary to the intent of Jeffer- tivity. .Neither approach has attempted to sonian principles of maximum involvement and confirm the assumption that post-decision sb- knowledge of citizens. Instead, technical lectiviey actually champs from.that before and administrative processes exclude citizens the choice. It was hypotHesized that 1) the from,decision making. Reasons for this can expected supportiveness of inform.ation from be traced more to the host of state and fed- the mass media will be a stronger predictor, . eral.regulations and technical standards tpan its utility, of differences.in,vtnforma- 2

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tion seeking before and after.a decisioh, and. bnd and 'fifth factors. The scoresof these ' 2) post-decision changes in information seek- news-groups provide benchmarks forassessing ing will be greater among consonant, and 'less media attitudes of other groups inthe soci- '.among dissonant, that...among neutral media. ety. O Senior students at, two high schools in the central Texas area were surveyed midway during the school year,-then undecided.stu7. dents;reinterviewedone'td two weeks before graduation. Measures were obtained of their 4. - expectations about mass media content rela- tivetO each decisiOn alternative;-and their INFLUENCES.OF INTERPERSONAL COMMUNICATION AND OTAER'PEER AND FAMILY decision-related exposure to each meditIm. VARIABLES ON CHANGE'IN AELIGIOUS VALUES For hypothesit one differences in pre- AND BEHAVIORS DURING COLLEGE. 'itnd post - decision inforMatibn seeking were Lee B. Becker, Ph.D. predicted by multiple regression analysessin University of Wisconsin - Madison, 1974 which independent variables. were ratings of Adviser: Jack M. McLeod**. - the utility and supportiveness of mass media Q,

' Research aimedt determining the impact information_about the choiCe and the rejected., A 'of the &Adige experience on students has alternatives.. In hypothesis two ;Individual produced.evidence,that ,:iparting student's changes in information seeking betweenconson7 generally are more open-minded, less dogmatic, ant and neutral and dissonant and neutralme- dia were.compared separately. more religiously and'politically,litieral, and mere intellectually oriented-than those en- tering the institutions of higher learning. t C ifte'research,; ho ver, is deficient in explaining why th se changes take place. ..

3 Theorists.studying change in college -f have.generally relied on either a maturation- A SCALE TO MEASURE ATTITUDE ON SOCIAL RESPONSIBILITY'OF4HE'PRESS al or a soCa learning perspective. The Henry'Alvah Anderson, Jr., Ph.D. maturational sts stress the importance ofthe Uniyertity of Texas, 1975 individual in mediating Change; the learning Adviser: Ernest A. Sharper 14ok to. the environmentof tie in-

dividual understadd.change. The available f The 8'83eCtive of the study was to con- literatur,'theorists suggests that peer influences are tribute quantitative aspect to therocial' ,t, particul rly important deteiminants of chang- Responsibility Theory of the Press which-will es in t e attitudes-and behaviors of college make possible explanation and.prediction:of studen relationships between key elements of United Ilesearch id family settings has shown States society and thenews-oPinion,media. the 9nportance of the structural constraints Thirty-one tenets pertaining to the relation- of p rent-cgild communication for understand- a .: ships were isolated and categorized. Using ing adolescent,politicaf activity and knowl- °) ed these tenets, an attitude scale-of 42 items. , academic performahce, and media use. t on, social responsibility of the press was de- le the constraints in family communication;k veloped. These.Likert-type scale items were ve beenfound to result from the training presented in amailed questionnaire.to two iven the child by the parents, simiear con- groups of daily newspaper city editors and traints alio could'surface inpeerpeer grouP -/ two groups of commercial broadcaif newl di- :. norms. rectors. .Analysis revealed the f011owing To test the power.of peer group influ- -factors: (1) Responsibility to Society, ences, a panel of students was studied at (2) Interaction, (3) Criticism of' Media, ' each of two institutions,' ore a small, reli- (4) Government Participation,Pand (5) Serv- ,gidUs, liberal arts college and. the other a ice to Society. 'Responses by the, newspaper large, public institution. Freshmen and groups produced the fiist four facfors,while sophomores at the small, college (n=95) com- television responses produced the first,sech. pleted questionnaires in the Fall ofe1972 and

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again a year later. Members of those two classes at the:' niversity 11)=100) were intec.7 viewedin the Fall-of 1971 and again two -° ea years: liter. 'The analyses focused On, changes 5 ip religious beliefs.and behaviors. THE IDEA OF COMMUNICATION In tile university sample changes in two IN THE SCICIAL THOUGHt' l'religious'variabies were'significantly pr- OF THE CHICAGO SCHOOL. dieted by three college peei variables: the SheldOn.Lary Belman,'Ph.D. communication norms of Ehe individual's peer University-of:711inois st DrbanaIChampaign, 1974' grpup, the diVersity of thepeer group Com-, Adyieor:James Q. ta2ey municition relative to religion, and the peer group norms regarding churcH attendance. The this dissertatiOn treats the idea of com- relgiouevariables were particullrism, de- munication as developed within the social fined as the degree to which an, individual, thought of the Chicagb School. The relevant, believes that kis or her owncreligioUs values scholarship of four of its:members--John'Dew- and behaviors are of spdcial worth in a(tiain= ey, Charles porton.Cooley Robert Ezra Paik, ing some goal, tail associational involvement, and ErnesE.Whson Burgess--is examined to re- . or,the degree of participation by the indi- yea). the general intellectual perspective of vidual in the formal gatherings of.a'church the Chicago School on communication. This faithful.^ Both variabfes.also showed Sig-. concept is.found to be a cLtral'and perva- nificant aggregate shifts away from'otradi- sive feature of three problematics-that doMi- tional.religious'positions during the'time of nate the scholarship of these representatiVe the study.. In the small college sample, only individuals. These problematics ere (i)'a associational involvement was significantly concern with'human nature and the origin o r predicted by the qollege peer variables;, in .human society,(ii) a Concern with contempo- additionr only involvement showed a signifi- rary Social change,-and (iii) a concern with; cant aggregate Shift during the time of the the nature of democracy and its viability in )studir. In both panels, differences in 'a modern setting. The theme of communication vidual backgrounds were.controlled; peer both as an interpersonal and technological variables were limtter predictors of change 'process is found to provide a Inity to the than were family training and baskgrouhd odiversity of problems raised ahri4solutidna variables. proposed within the intellectuid. perspective 'Additional analyses shobied-that Change Of the Chicago School. in the behavior variable, 'involvement, seems An attempt is made ea make sense of the to precede change in the belief variable, inception and specific nature of'these,ideas particularism. Change, in-the two religious aboutcommunication by settingtheir develop7 .variables. were found to'be relatively inde- ment within an historical account of the im- pendent of changes in beliefs, about politics pact upon nineteenth-Century society of the- .- and faMily relationships.. novel forms of communication technology. The' study, offered support for continued I, Summary Statement: The Chicago Sehool s examinaaon of the specific influences of the conception of communication is elucidated college environment, with particular atten- through an analysts of'the relevant scholar- tion to peer settings and d-Peer communication. 'ship of Dewey, Cooley, Park, and Burgess. Their concern with and particular perspective on communication is p4rtially actoatedefor. through an historical analysis of nineteenth- century modernization andthe role of new communications,wittiin it.

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o' beliefs about facilities elicited in the first sufvey, two types of facilities were 6 discussed. SUbjects were asked about the ' A PSYCHOLOGICAL APPROACH TO PREDICTION probabilities of,several.consequences occur- OF UTILIZATION OF HEALTH SERVICES AND DEVELOPMENT OF. COMMUNICATIONS ring as a result of using a private practi- STRATEGICS tioner or using a large clinic type of facil- Melinda Thach'Birchmore, Ph.D. ity.; This walefelt to be a comparison of es- 'Uniimrsity of Illinois pecial intereti, since it reflects on chang- Urbana- Champaign, 1974 ing trends in the health care system. Advisor: iarpin Fiehbein It was found that respondents .who used the source ot care regularly tended-to assign Suggesting that current problem n de- higher probabilxity that favorable conse: - livery of health care may'ke investig ed quences would result from using their usual. with-communications theory approaches, this source.of care than would result from using study applies' Fishbein's model of behavioral` the other source of care. It is suggested intentions to outline differences in use of that i communicatior campaign might be de- facilities in response to symptoms, and sug: veloped on the basis of sUchinforitation as gest! guidelineg:fot developingcommunica- differences in belief structure of users and tionscampaigns on the basis of'consumer be- . non-users of a particular source of care, and lief structures. The discussion points out at the same time-may suggest aieis where that previous studies in4ihis area have shown change may be needed in the delivery system.. little consistency ig..6eoratical-basis and The results of this study ire-Is-lied on a methodology. 'Moteov-er,',such studiesgener= theoretical model, which has preViously been Ally yield little information about the ,shown to have widespread applicability. The I "pon-consumer" of hihlth care. implications for research, in health care are Usingsa sample of.community*open, data ' 'that, insofar as.Utilization is under voli- on intentions to use the alternative sources tional control; the' ,use of a cognitive, "Pay- of health care in the community Par various . chologically bised:moael may provide.for ef- syMptoms were obtained. Ih-additioi, meal- fective predic4ioe of behayitk.This study 'urea of respondents` attitudes and normative I .also lends support to the use #f such an ap- beliefs:about using thke facilities wider Yroacb ii)pdeyelopiquicsnriCatiolls.csmpaigrs, these ,circumstances were obtained, as well as it is based oritomnuniiy.data.relative to as b'eliefs about Ehese facilities and symp- a problem of curbent social interest. toms and ddmographivinformation. t It was found that intention could be predicted from measurement of gttiNdes and normative beliefs. Generally, normative beliefs appeared to be more important In determining intention. However, some variance 7 I*" aue to facility and symptom was found. Gen- AN.INTNSIVE STUDY OF erally, intentions to use fpcilities were de= .PERCEPTaONS OF NEWS AND OBJECTIVITY OF SIXTY pendent. on the respondent's choice of and . TELEGRARH ' I usual satice of care. As expected, respon- JOhn Harold Boyer, Ph.D. ; dents,' 4fitinifOhs Changed with the nature of University of Missouri). 1975 symptoms, suggesting the utility of"ehiploy- Adviser: Earl F. English ing generic act criteria, where engaging in .1 ! 8 any of-several acts satisfied the generic An understanding- of Ott editor is criti- criterion. , , cal to the understanding and whi,newg On the basispf the descriptive study of . is selected. + differences in intention, a second survey.was Three strategies have marked the Study conduced to demonstrate the further use of of the work .of the editor: (1) content Anal-. the Pishbein.apprOach in developing a basis, ysinofjeditor output using pig-set categor- for understanding why people differ in Jr:ten- ies,(2) monitoring editor output andnoting *tions ana ultimately health behavior. Using what is run in an attempt to infer his sys- L

I IV .news routine is self-correCting;'thinkin? tem,(/) sorting of stories along pre-judged it news exists as its own reality, a social ben- criteria,/ such as impact, conflict; -signifi- efit of his job. His most significant d o- cance. etc. graphic factor' is newspaper size. NAll three systes have weaknesses; con- , ..... _ _ / The second editor type sees his high st-, tent analysis assumes that it is the subject .rated news stories as potent, but rates 1

of a story that draws editor attention; monk,. . . toring, assumes the output is a clue tp the news stories as low in stability, as well as meaning of the input ograded assumptions. 1.)tency. He is more publiC-minded,' selecting With these concerns in wind, this study news 'on the basis pf'effect on his reatiersi. was planned. Rank-ordering seemed to be the He defines objectivity as lick of bias, ask- activitrMest similar to the work of the edi- ing for balande and fairness but accepts in- s. tor, so 0- sorting, a method developed joy . t'erpretation or .analysis, as...long as the reporter 'is consciously unprejudiced. Prof. William' Stephenson of the University of These "editOrs tepded to be older and have more col- Missouri, was used to observe editor news be- . . lege journalism education: havidr; sixty news leads were rank-ordered by editors. The leads were developed through The third editor type sees news as po- random selection fFom the entire output of tent and only moderately active on Sulantic Differential scales. -tHe Associated Press state and trunk wires He expresses news vane for Ohio for May 9 and June 6, 1973, dates in terms of'effect on. his reader. Objectiv- ity is an Unattainable goal. chosen randomly. _Of the 11368 stories, left after advisories, market) listings, box He is more relativistic on objectivity scores, etc., were removed, a random sample than either of the other types: ha is young-, 0 er, has less time on the job, has more Jour- of 60 stories was taken. Leads of the.60 nalism training and works for a smaller news - stories were converted into sorting decks and

paper.. .. presented to the panel of telegraph editors. I There was a significant negative corre- P-factoring, using Van Tubergan's OUANAL lation between the 0-sorting means for each Computer program, produced, in addition to statement between news and objeptiva):.(r= editor types for news and objectivity, con- -.41258)., The Semantic Differential tests sensus most and least newsland objective across the four stories reslted in positive leads, .was utilized. ' and significant correlationtoetween most news Leads were joined to their stories and and least objective (r=+.69212). Only one submitted to the same panel of editors fork other correlation was significant at the .05 Semantic Differential testing. Definitions level, that between news and non-news (r= of 'news and objectivity obtained fro& Editors. -.30335) considerably lower, than convention- were converted to Likert-,like tests and sub- al wisdom would have set it. mitted to editors for a third test. All three tests were factored on both R and P

Va. conditions by the OUANAL.program.The P- famtoring was dpne to permit identification oijl editors acrossfp. ,types so that arche- tiperrrnight be identified and described. Three types of editors were defined by this study as archetypes: (1) The conser- THE MEDIATING EFFFCT OF vative sees news and objectivity-Ag.s,table THE INTERVENTION POTENTIAL OF COMMUNICATIONS ON and potent on Spmantic Differential scales MOTIVATED AGGRESSIVENESS and is deliberate indecision- making:, .Jennings Bryant, Jr., Ph.D. event and public-oriented, and flees himself Indiana University, 1974 as selecting "news" not creating it.. He val- Adviart0 Dolf Zillman ues objectivity as a rule of coriduice, sees It as absolute, easily defined in terms of bal-.- The function of the media of mass'commu- oa c once and fairnessl.He.sees.controyersy.as nication in diverting an aggravated individu- dichotomous andidistrusts interpretation as al's attention from his acute emotitanal state . intrusions Of:bias. He believes that the has often been asserted. However, the psy- 4 emir 6 N 0 - .

"E O '4

chologicsl mechanisms operative in this di- state of 'anger. An aggressive and a nonag-

] version process and the nature of communica- gressive communication were included It the tions which can best achieve the mitigation high intervention level, to test the predic- ofsuch noxious states has recaiyed.little, tion relating to the anger-reiteration poten- inVestigation. Wis proposed that a'consan- tial of aggression-depicting-communications. _-bication's cognitive intervention potential, two dependent meesurei'of aggression, lhat is, the degree to which a communication - "-were employed: a measure of'direct,retalia- attractsa -an- emotionally aroused viewer's at- tion and a measure ofdisplaced aggressive - tention and involves him cognitively, is a ness.. Additionally .,measures of excitation ) . -Criticalvariablein determining the effec- were employed in order to facilitate theo- 'tivenesa of communications in'enablingan in- retical interpretation of the findings. dividuil to:escape such a Vexing state. - The-data, analyzed in a one-factor de-, ,. . . - ' It is assumed that without intervention .sign, yielded a Ognificant effect for com- T froM,communications or other environmental municatioroonditions-on all dependent meas- stimuli, the provoked individual will enter- ures,Of aggressiveness.. It was found that tain arousal-maintaining' cognitions relating increments in 'cognitive intervention poten- to his.disturbances for some time. However, tial associated with the communication :4gnitively involving communications are as- . yielded decrements in level of excitation, sumed to interrupt, at least somiwhit, this with the exceptioh of ,the changes associated anger rehearsal, with more cognitiyely in- with the aggressiVe, yet highly involving,, volving communicationl functioning more ef- stimulus, which yielded changes simile; to fectively in.intervening'in arbusal-maintain- those of the minimal-intervention stimulus. rhg, pro4cation:relateecognitions: There- . MotiYated aggressiveness,,in'turn was modi- forg, employing the reasoning crexcitatiOft-- fiedaa,a functibn.of the tisidual arousal transfer theory, which.prediCts that level of present at the times of aggiesalvenessr 'i:ggressiveness is a direetfunction ofthe The'findings were interpreted as consis- misattributed residual excitation at the time tent with the reasoning on the eggresaion- of retaliation, an inverse linear relation- . . , modifying effect of the cOgnitive'interven- ahip is expebted-4etween the "magnitude of a . -, .0" tion potential of communications,: in!.conjunc- communication's cognitive intervention ,poten- tioh with the reasoning on the ahgerzrester - lialland the extent of aggressive behavior sting potentiarer**ggression-depictingcom- Aisilayed 8i, a virson exposed to cOMmunica- munications. nafte'4 itovocation. These, predictions ihi der*, moditioation ).n one'instariCe, however. :'It iexpected that-Skposurecto =towhee- tionaOictineaggrelaivefinteirchanges rein-' states the ennoyand 'associated with an .in!- stigating'exPeelenca. .1/#reforegoiaggressive ,stimuli are predicted to lower aggression . .. , less thanequallycognitively inyclIglog,non- THE SOCIAL OF AGGRESS/ON I THROUGH EXPOSURE TO A MODELS aggressiver4muli, - 4 .., '..EMOTIONAL EXPRESSIONS CONTINGENT . . . ,.... UPON .. In the .predent investi4etAn.aubjects ," HIS PEttFORMANCE OF AGGRESS/VE"ACTS e Ware first instigated, then exposed to one of P ':,loanne R. Cantor, Ph.D. . . six pretested commoniestion,,differentiated Indiana University,1174-: in cognitive intervention potential, and, 'Advrser; :, finally, given opportunities to aggress. The j six communications represented a fodt-level '401.experiment was condudeet-ioassess differentiation in cognitive intervention po. 'ifie effects Oiliatriiions emo- tential (minimal, low, moderate, high); At 'tiOnal erpresspns on e'tendenc2 toAmitate his behavior.' Efeme4 the moderate level; a humorous vs. nanhumor- ' school boys were ,ous content differentiation was included in exposed.toone of threa,versionsofa Video- orclei to determinq. the ef.feet of exposure to tape depicting'eModel,performing a aeries Of. communications Which could potentially evoke aggreisive and benoyolent red' As. 'Whereas 1 an emotional state incompatible with the the. model,always responded 4 rally upon ... .7

4. ,performing benevolent responses, the three for regulation, not outraged public groups. different versions of the videotape depicted- - Congressional intent with regard to the FCC's the moderresponding euphorically, neutrally public inforMatiee activities, consequently,_ or dysphorically upon performing aggressive was different. Public information was no responses. As a generalization from Bindura's longer viewed simply as a Aanction against social learning theory, it was expeCted that "evils" of.the industry. the model's'euphoriewoUld enhance imitative' Aathoulh.Congress did not specify the aggressiveness and the model's dysphoria ,exact nature'of the public information func- Would reduce it. The-modeled aggressive re- tiorOf the FCC, there are.provisions in the sednse consisted of the delivery of noxious ComMunicationsActr 1934 which give to the stimulation (shock) to a laboratory rat, and Commission great latitude to engage in public the modeled benevolent responae consisted of information activities. The way in which purportedly pleasant stimulation (brain stimu-. these provisions have historically been in- lition). 'Counter to expectations, imitative terpreted and operationalized by theFCC has

aggressiveness was higher when the model was . been generally consistent with the-Commis- perceived by. the subject as responding either ,sion's view of the role of the public in the euphorical}Y or dysphorically while aggress- regulatory process. 'For the first 32 years ing than when he was perceived az responding' of the FCC's life, the iistening'and viewing neutrally. The-findings were interpretedas public did not have legal standing before-the a result of the ability of intense emotions Commission. The 1966 WLBT decision by the to attract, ttention and inducecuripsityatw- Circuit.Court of Appeals of the District of. ward contiguous behaviors. Implications for, Columbia gave standing to the public, stating .the effects oethe.mdss media were discUSsed. that it was no longer avalid assumption.that

, the Commission represents the public interest . . in O'proceeding; the public itself must be allowed, inrfact encouraged; to represent its

. . own interests, _ A review of the current public nforma-

10 tion activities engaged in by not only the Office of Public Information Of the FCC, but THE PUBLIC INFORkATION FUNCTION OF THE FEDERAL COMMUNICATIONS COMMISSION other offices and divisions of the ComMission Glenna Gail Crotts, Ph.D. as well, reveals the narrow interpretation UniverSity'of Illinois, that the FCC has made of the provisions in Urbana-Champaign, 1974 the enacting legislation relating to'public Adviser: -Edward F. Douglass information. Some changes have occurred in response to the WLBT decisionand the con- Congress has SlwayS'been aware of the sumer movement-which began in the late71960's. important role that public information must However, the extent to which the FCC insti- .play in effective public administration. tutionalizes the means whereby the public can HoWever, Congress has remained chary of,goli- be kept informed (and thereby effectively .ernment units which would use their public participate in'the regulatdry process) must, information activities; principally to build however, take into consideration_ the politi- a large measure of public acceptance for the cal milieu in which the FCC operated. Other .unit, that is, to build little impregnable "regulators" of broadcasting r- namely, Con- ' empires. . A review df.thepassage of the In- gress, the Executive,, the broadcast industry, terstate Commerce Acts of 18.0 and..thelqadio- the courts and the public always shave Act of 1927, leading up to passage of the a-determining effect upon the postur0 ofregu-. Comunications Act of 1934 establishing the lation And, thereby, the extent to which the Federal COmmunications Commission (FCC), re- FCC extends regulatory activity to the public

veals < concern for the role that public via its informational. activities. , information would play-in'the regulatory pro- Summary: Congressional mandates regarding "cesa: However, broadcast regulation was, the Oublia information function of the .FCCas different from the regulation of other indus- A pertains to brOadcait regulation-givetp tries becauSe broadcasters themselves asked the Cominission grelt latitude. Traditionally, a -the limiting factor has been the public's of presentation (perebnal-deperional). This . role in theregulatory process. The 1966 comprised a 2x2x2 structure requiring eight WLET court decision giving the public legal news stories to represent all possible combi"

. standing before-the FCC has resulted in some nations of the six elements. Five stories , -changed;.however, the politicaliMilieuin- drawn_from,actual, news stories were written Which the FCC must operate will always be a. for each three-eliment combination posiible. determing-factor in the extent to which the TIle facets were defined in terms of the .FCC institutionalizes Means-whereby the pub-- general or major thrust of the.story as a -lic can be kept inforMed, and thereby, par- whole. The "We" element defined a story'pre- ticipate in broadcast regulation. sentedtfrom the perspectime ofth'e low-income population, a."They" story was' from per-,

spective or emphasil'of the non-low-4ncode _ population. The "Personall facet emphasized'a-hu= monistic thrust focusing on people asT.Ippople, whereas the "Depersdnal" element focused on a factual account minimizing the huManelement., "Present" and "Future" elements Merely related to the time factor emphasized. The low-income maple persons compared all the 40 stories and assigned them to their NEWSPAPERS AND THEIR AUDIENCE: 0 .A.SYSTEMS APPROACH TO'THE STUDY relative positions-from most interesting." OF LOW-INCOME READERS , -useful to least interesting- useful. This James P. Crow, Ph.D. rating of the stories-was designedio opproxi- The University of Iowa, 1974 mateAe theoretical communicative and adap-

Adviser: Albert D. Talbott - tive processes of the persons in their.com-, /.. t" munity environment. Interest was used as an This study was concerned with the ways indicator of the "take- into - account" aspects , li low-income urban;Odults related,toa of that.environment, and utility was used as sample of 40 news siories,abbut low-income an indicator Of_thoodeptive or coping as- topics. pects in-thht community environment. The sample pennons Were All from the William StephensorOs Q-methodology wal _same city and consisted of three each Spanish- the principalgresearch=instrument. A major American, black and white men and women. Ex- objective ofAhefktudy was to ascertain cept-for income-level,'sex and ethnicity, the "types, of low-income -persons.by the way they person varied in many aspects, e.g., age, ed-. related to the news story charicterizations, 4cation, employment, size of fhmily-social' and through fadtor analysis, Q yields typolo- participation, media behavior,.etc. gies of persons. Each of the 18 persons sorted the same The-Q-analysis pointed out,in what ways 40 newsjtemstwice. ,First they sorted the .members-of,the low-income persons a4reea and items fromithose considered most interesting differed in their "interest" and "utility" (wouldreidmore of) to those considered sorting patterns in terms of the facet ele- least interesting (would, not read more of). ment combinations and the actual news items. In a second sort, ine-perSons'ratedthe'items Four factori (types of persons) emerged/ from those they contidered'most useful (mean- in the interest soit'ind three factors ineful, relevant) to those considered, lest 'emerged in the utility sort, one.factor being useful. Ineach sort the persons were told bi=polar:.- to rate the'items to theinselves personally. In the final analysis,, four typal story Each of the 40 news items contained a' arrays were` constructed for each of the two structured.story characterizatiOn made up of sorts.- Each story in'eacharray was ranked three facets, each facet conlisting of two from most to,Amaft interesting-useful 'accord- elements: The faces and their respective ing to z-scores computed for each of the-40 , -.elements were We-They Orientation (we- they), items-in each array. TiMe Orientation (present-future) and Style The findings showed-that despitr a high

'S. degree of economic similailty, the low-income customers of the publishers and 131.readers persondiffered ratherdistinctly.in theliays in Onitsha. they relatetto the stories, both in terms of Many of the questions salted in the re- . interest and utility. The data essentially search stemmed from an effort. to distinguish showed that sex and ethnicity when used indi- popular culture from mass culture. Popular _vidually_were not major indicator's of the culture was defined as a forni-in which the ways the personi'related to the interest or artist's direct contact with tiffs andienOis is utility of the items. There wasa very more 'important than of the-entrepre-, slightindication of association when sex4and. neur Mass culture, on the other hand,.is a ethnicity were combined, but-it was not pro- form in whichthe entrepreneurial be- nounced. -comes paramount! The analysis showed that the news'story The immediate roots of Onitsha market '4 facets and elements were descriptive of the literatureay.-in the 1940's when pamphlets typal arrays within the, types of persons and bylagerian began to appear in such , among the typal arrays of types of persons cities as Aba and Lagos. Many pamphlets ap- in.both the interest and utility sorts. peared inOnitsha during the 1950's as-educa- The facets were most descriptive and tion spread and many-printing-presseswere _differentiating incombinations.of elements founded there. Although sane entrepreneurs from :all three facets, slightly less so_ when became.publishers, most pamphletswere used in pairs, but were virtually_ of.no value. brought'out independently authors who paid when examined singly. 'sprinting costs themselvea: th the..estab- . -- The matching of types between the two: lishment of many "shops and.market sorts was limited. In general; there-were ling books, the commercial. structure ofpam- differenCei between the ways th... persons phleteering' hardened. Since bookselling was sorted the interest and utility sorts, and a seasonal business based on the isle of where similarities did.ocCur the relationship school tivets, book traders began to Publish was only very moderate. 'pamphlets to 'sell throughout the year. These publishers,,mostbf whom started publishing in 1900 or.soon afterwards, released several hundred titles in the 1960's and quickfydom- inated pamphleteeking.in Onitsha. The.Niger- ian civil war, which lasted frbni July1967 to 12 January r970,. interrupted the production of ONITSHA PAMpHLETS: pamphlets. By 1971, however, pamphleteering CULTURE IN THE MARKETPLACE had revived on a smaller scale. Don Charles Dodson, Ph.D. ,..

-University ofMisconsin.q.ladisbn, 1974 The pivotal figures in.,Onitsha market , Adviser: William A. Hachten literature were the publishe-s. Seven'book- ',sellers, who werelidked by fr;tndships and This study traces the historical devel7 other ties, prevailed over competing publish- oPment and structure of pamphleteering in ers in 1971. These men bought manuscripts Onitsba, a major cpmmerdlal c.enter in eastern froth writers for prices usually ranging_ from Nigeria. The pamphlets, often referred, to as to.VO. Making whatever changes they want- Onitsha market literature, include love sto- ed in the manuscripts (sometimes even claim- ries, handbooks of advice, and political dra- ing-credit for authorship), the publishers

.. paid printers to produce several thousind mat. Tittles like Beautiful Maria in the,Act VIP of True Love, How to Write Better Letters, copies. They then sold the pamphlets teiven- Applications and Business-Letters, and -The_ dors, who distributed them throughout Niger- Bitternestrof Politics are typical. ia. Field research in eastern Nigeria was ,- The people who bought pamphlets were conducted from May to December 1971. The re- typically schoolboys or traders who had com- search included interviews with 23 publish- pleted primary school. .Thek had high aspirl- erit 28 printers, and 15 writers. It also, tions and used tha paMphlets for both entcr-. included, two pilot surveys of 61 mail,order tainment and advice..Many of them said read- 10

.. 16 ng pamphlets had changed their ideas or be- terms of age, race, marital status, occupa- havior. tion, education, sex, income; and church pre- The publishers were more similar in ference.- All subjectiwere aiked"to (1) cam-

amount of education to the readers than the , plete a demographic information form and a authors were.Most of the writers interview= dogmatism/self-esteem index and (2) Q-sort ed were professional jdurnalists who had cost- the 56 statements on an 11-pOint continuum. _ .01eted severalyearsof secondary school. The date from the 95 Q- sor -ts were used to Some of then were university students either calculate a 95 x-975-miiiik OrdOifillfidii-A=--

. during or after their pamphleteering days... mong the Subjects. Two-way analysis of vari- ' The publishers tried to keep these authors ance, of-responsesfrom all 95 of the original' down.to-earth either by directing them in subjects studied the main effects and inter- what to,write or by simplifying and sensa- action of (1)-dogmatism x pleasantness/un- tionalizing their manuscripts after purchase. pleasantness,(2) dogmatiim x racialness Successful pamphlets were imitated over and non-racialness,, (3) self- esteem x pleasant- over by competing publisherS, Such imita- ness/unpleasantness, and (4) self-esteem x tiveness, coupled with the.miblisher's ulti- racialneisinon-recialness. Principal compo: mate control over theiproduAl-tended to turn nentilactering,and varimax rotation produced literary conventions into commercial formu-, a six-factor solution in-which 68 of they 0 , . ?las. riginsl 95 subjects'wereound to have factor The central posrtion of the...publisher as loadings of at least +.40. Theie six Q- 9 entreprehiur displaced authorial independence faCtors were identified-as (1) The White RaC-

and threatened to establish Onitsha market - ist,(2) The Concerned Local,(3) The Brood-

literature as a form of,mass culture rather' ing Bigot,(4) The civid-minded. Matron, (5) than popular culture. _The Worried Wage Earher, and (6) The Black Racist. fhe news interestu',.. of each reader type (Q-factordescribed and compared with those -of' allothers.,:ln addition-to the 95'. subjects, members of the editorial stiff of 13 the Arkansas 'Gazette were asked to complete the demographic form, the dogdatisffi/self-, DOGMATISM, SELF-ESTEEM, A AND NEWS INTERESTS esteem index, andto Q-sort the 56.state- William D. DoWns, Jr., Ph.D. ments according to their perception of reader University of Missouri, 1975 interests. Advieer: Keith P. Sanders It was found in the study of all 95 subjects that readers preferred non-racial A study was made to determine the rela- stories 'to racial stories and unpleasant'news, tionships among high/low dogmatism, high/ow' to pleasant pews. It was also fouhd that self-esteem, and relative interests In cer- non-racially 17.,Unpleasant news.was preferred tain tipes of news. Fifty'six news summariesr: significantly more than racially pleaeant

were classified by an independent panel into .stories. In addition, the study revealed- four primary categoriesl- racially pleasant, that the more dogmatic a person is, the lower, racially unpleasant, non-racially pleasant, will be his self-eSteem. Conversely, the it and non - racially unpleasant, The summaries less dogmatic a person is, the higher will be_ were further divided:into 14 categories: na- his 941f-esteem. No 's'ignificant difference, tional, foreign affairs (involving the United hOwever, was found to exist ammo high/low States government), state, local, religion, dogmatisM, high/low self-esteem, and interest education, sports and leisure, editorials and in racially unpleasant news; although persons columns, entertainment, science and health,, of high dogmatism/low self-esteem appeared to economic activity, social.problema,,human in- be afore interested in non-racially unpleasant terest, and foreign news not involving the news. than persons of medium or low dogmatism. United States. Finally, it was foUnd that persons o'f high The, 95 subjects in the study include a dogmatism and low self-esteem were'more in- diverse cross-section of the community in tenested.in non-racially unpleasant news than 4 . 11

i 7 they were inracially:4inpleasant news. assigned to .prepare a set ofinterview ques- 4 The Gazette staff members closely per- tions they would ask a source abobt an issue cei;,ed the news interests of their readers7 invol.ving.the use of firearmi by campus po- varying significant/I on only four of the 14 lice officers. _Source attraction was manipu-

newscategories. Three of these four in- - lated by a background sheet portraying the volve differences_ with Type Six, The Black' source to half the subjects as being "warm Racist. and friendly" (like condition) and "cold and- The study was-carried out in Arkadel- hostile" (dislike condition). to the other - phia, Arkansas, during the summer of 1973. half. Subject4i0lected themselves into conditions of high or low importanceby their ratings of the-degree.o'flmOoitance the issue hid for them. Their orientation7With the source was obtained -by 'asking them to indicate whether they believed thatscamOus police should carry firearms. 14 _ Dependent measures used in the studi REPORTER-SOUACE,ORIENTATION, were the imbalance ofanegative queitions SOURCE, A'TT'RACTION, TOPIC asked, as measured by the coefficient of im- IMPORTANCE, ARD REPORTER '

.INFORMATION--SEEKING BEHAVIOR balance, and the frequency Ofquestions '

Edna F. Einsiedel;Ph.D. asked. \' Indiana University,- 1975 ,Results. Resulis\showed thata signifi-. Adviser:G. Cleveland Wilhoit,.Jr. dahtfy greater number o questions were asked . by (1) those who disagreed with the source; Behavioral research suggests that commu- (2) those whb disliked the source; and (3) nication between tWoindi4duals is affected, those who considered the.topic ofirhigh impor- by such factors as their. orientation to a tance. AnAnalysis of the mean coefficients topic, the importance orthe topic, and in-' ,ofimbialance yielded evected_differendes .terpersonal attraction.'Most of these stud- ly on the orientation'vaxiab1e12hoie-who ies, however,,Vere qonducted within a discus- disagreed with the source. weie,less favorable sion setting.The question arises; Are such, in. their questions than those-Who-agreed. factors opetative.in an informationveekfhg The findings were conciatent With those context such as anoinfer:View? of earlier studies dipicting'changes An com- If one assumes that questions can pro- munication hehavior as .a result.pf variables vide as well as seek-information and that similar to those in thimitudif.':Thie experi- "it queitions may, indicate the attitudes and per- ment suggests th6 ilv;iiieryiew Settings, re-, ceptions of an interviewer, then there should porters may Communicate throughtheir.ques- be little difference between information-" tions their perceptions ofAources.aild issues. seeking and discussion contexts. The repOrt- The practical implications of this experiment . . ;mg situation, however.; involves a norm of fOi professional journalists,and:reporting objectivity which may prevail over the fac- teachers are that.they shoUld-caU4qn"younT , tors mentioned eSrlier. This experiment reporters about the;e...possble-sdUrcesof tested the effects of three variables -- bias'in the journalistic interview. porter-source orientation, sourceAttractione% And topic importance -- on repOrtorial infor-- 4 mation-deeking. Method. In a 2,i 2 k 2-independent measure amporimental design, the reporter's attraction to a source (likeor dislike), was, varied factorially With reporter-source ors 4. entation (agree,or disagree) and the importance of the topic for the reilorter (highor low).- Eighty journalism reporVIng students' were askedto4assume the role of reporters 12 15 Om for 1974 than some claim,for the.'60s. THE COLLEGE NEWSPPPER PRESS: In part, this may be attributed to court de- AN ANALYSIS' OF ITS DEVELOPMENT cisions,applying the First Amendment to the SINCE196e' INFOUR, DIMENSIONAL AREAS. George- Paul Evans-,'Ph.D. campus press and encouraging recognition of student rights. ,Syracuse University, 1975 For sure, editors, presi-, dents and adviiels'indicate that more aethOr- Adviser: -Henry-F: Schulte, ity indetermining editorial policy is.now in. the hands of tiiestudent-stafl, The purpose of this dissertation was to TUblic,,and*Privite respondents agree analyze four.dimensionaleas of the college . that the most important functions of their newspaper.press--scope and function, legal' control, business organization, and news and papers are to re0Ort campus news and provide a forum for the expression'of ideas and opin-, editorial content7from 1968 to the-beginning N.* ions. Promoting campus activities no longer of the 1974-1975 academic year. The method' is the *primary focus of many college news- °logy took the form -of -a necessary illumina- tion of'the literatureAnd' other secondary papers._ Recruiithent of the staff and financ-' Ong remain ia-the_two mcst important prob-- investigation, an evaluation, of the news and lemi. editorial content in a selected number of college newspapers,, and a field survey of' The finaricially-independentliewsPAper student editors, college presidents and fac- (Type 3)is no common on the public Or ulty advisers (or their representatives). vate campus. Respondents suggest it may be The 'study was limited to four-year Amer- good in principle bjat not in practice since ican colleges,ana'nni'Versities. The analysis it can create hardships in_advertising, staf- of date considered enrollment, daily.or ling and general newspaper quality., Student weekly publication and whether the institu- 'editors favor Type 2 plane whereby they have tion was public or,private in its control. 'a degree of editorial freedom and do not have Control anaiysis findings suggests that -to worry about raising revenues. The Type 2 collegenewspapers are student oriented and newspaper is the most prevalent on the Ameri- confine their coverage largely to the campbs. can campus today. Weeklies offer more depth rtOorts than the. The majority of respondents liken their dailies,, Most favoring on- campus events: - But -,,.papers to commercial community papers and not,. the cc/lege press is also shown to have a to jeurnals-of opinion.' They consider their concern for such special issues is inflation Opera c?i,iical and skeptical and not.ebra- end/ecology. Generally, the news story, 'not .sive'oi dissideht. 'te,editorial, is the college newspaper's 7hief commodity. Significant is that there are content

differences among three types of newspapers. These newspapers are Type 1 (editorially, nancially and legally dependent), Type,2 (ed- ". 16 itorially, independent, financially and le- LOGICAL AND PSYCHO-LOGICAL THEORIES,!' , gally dependent), and Type 3,(editorially, OF SEMANTIC CODING IN REASONING financially and legally independent).' The Patrice LynneFrench, Ph.D. Type-1- paper tin-be-de-scribed as a bulletin- University of Illinois board, often top heavy with Administrative Urbana-Champaign, 1974 news. Type 3, still in its infancy, is shown Advisor: C. E. Osgood. as searching for an on/off-campus balance, .. perhaps because of advertising needs or pre;. It has been repeatedly shown that three- vious experiences on the campus. The Type 2 term series problems (e.g., "If Bill is tal- publication is onithatis shown ad,a coales- ler than. Sam and Carl is taller, than Bill, cence of the other two in both dews andnon - -who is the tallest ? ") with unmarked compara- news endeavors. tives (such-is-tallerc higher; better, etc;')

Many public and private college news- ' are solved morequickly than otherwise iden- papers hold a greater degree of press,free- tical problems using their opposltes.(thort7 13 '. er, lower, worse). H. Clark's Principle of were therefore subjected to cross-lagged cor- Linguistic Marking-asserts that thisasymetry relation analysis to obtain indications of in sOlutionqatancy is a product of a simpler temporal sequencing 6etween'pairs of semantic featural coding of the unmarkedad- ables consisting of a media_availability in- jective Is 'always the more effectively posi- dicator and' a. development 'indicator. The'' tive of the unmarked-marked pair, Osgood't media indicatOrs used were daily newspaper Piychin-logical Theory of Meaning attributes circulation, number of radio sets, and num- this result-to the greater positive affect of ber of television sets all calculated per the unmarked adjective. The research pre- thousand population. The development indica- sented in this, dissertation demonstrates the tors consisted of GNP per capita, energy con- effect of both Liguistic Marking and affect sumption,percapitar-and primary and second; upon solution time. Inaddition:, particular ary schbol,enrollment ratio. cognitive strategies specific to three-term Countries were categorized into Under- . seriespreblem solutioellri alsodemonstri- .developed, Transitional, and Developed tirthe . ted to be important variables. basis of, cut-'off points along' each develop- Summery: . . ment indiCator. .Iogicil and Psycho-logical theories of Three general propositions were tested, semantic coding. are contrasted vig:three- as follows: teim series problem -.experiments. Evidence is . Causal relatiOnships-exist between presenteh that logical featuresare 'not suf- mass communication and overall national deficient to account for the obtained results.' velopment. :t_is shown that Osgood's morgendrallaws 1I. The direction of causation varies ac- of.cognitive dynamics together with cogni- cording to a country's level of development. tive,strategies specific to three-term . 'III. The direction of causation also -series problem solution'ire also important varies according to mass medium. The data generally supported these propositionsfl Also tested'were.nine hypothesetrepret_ renting refinements of the general tioni. These hypotheses essentially predict that mass 'media indicators would emerge MASS COMMUNICATIONS AND DpVELOPMENT: as the causal variables for developed coup- AN EXPLORATION IN CAUSAL RELATIONSHIPS tries, while the development-indic L. Romeo H. Gecolea, Ph.D. would constitute the causal variables fOi'Un- University of Wisconsin,1974 derdeveloped nations. Exceptions to -these Adviser: R.- Powers general causal patterns were anticipated for radio and television. It was hypothesized This study attempted to uncover causal that radio-would be e cause of development relationships between mass communications regardless'of country type because itover- - development and modernization. Recognizing comes the barriers-of illiteracy and low in , the difficulties of empirically demonstrating come. On the other hand, television was hy- causality between twoyariableS, the.notiop pothesized to-be acOnseguence of development of "cause" has been'used here ina veryre- because of the large investments and techno-. stricted -sense. Inferences aboutTrobable logical soPhisticatioa it requires regardless causal relatidhsipi:were essentially based of country type. on the.reasoning that given tWO variables The - findings should Lef,.taken only at suspected to be causally related, the vari- gross estimates of whatever causal processess able whose values change earlier in time than May be actually occurring. Nonethelehs, the "those of the other is likely to bethe causal

*more obvious and stable patterns appear to . variable: converseiy,the.,variable where justify a number of conclusions and policy changes in value occur later could not have "-implications. been the causal variable and ithus more- 14, Our findings 'tend to confirm the claim probably the consequent variable. Aggregate that Mass communications development is country -level data at various time points 0 14

20 functionally related to modernization. Of effects on news about science (4) their rela-

the More than 100 pairings dt"media and de- tionship 'to the rest of the scientifiC com-- - . velopment indicators across different time munity,and- (5) 'their influence on public periods andOountryypes, the overwhelming understanding of-science and science policy-. majority yielded significant and'probably Since the visible scientists as a group -nonspurious development Ttb-mass medium,- mass have not been the subject of previous,re-," medium-to-development, or -reciprocal ,search; the study was an exploratory. one. relationships. 'Case-studies:were conducted onl.highly However, the'rols that mass communica- ble scientists: Isaac` Asimov, Barry Commoner, -1. ;.tions play in development 48 by no means a Paul ihrlich,,Margaret Mead,'Lfnus Pauling, simple one: In some Cases:, the media appear Glenn Seaborg,William Shockley, and S. F.

4 crucial to development, serving either as a '- Skinner. Twenty other visible scientists cause of, or else reciprocating with, mod- were also studied in detail, and an addition- ernization. In otheri; the media-seem un- al 25 were examined far biographical charac- important; they are either.unrelsted to, or teristics., else, merely follow, fluctuations in levels The scientIstswere selected,for study .on of. development, turning up as consequence . the basis of information provided:by a panel rather than cause. of science news experts (August 1972), sup- That radio shoUld emerge as about the plemented.by a survey of 264 college students onlypromising,mass medium in the poorer in 11 universities (MiTch 1973). ' countries will probably'bring on a sene'o-f After extensive archival research, inter- disappointment, if not outraged disagreement, views were conducted with each of the.B.cale abong some students -of developmeitt'communica7 subjects, and an average of five professional tions. It should4be pointed-out, however, and personal acquaintances. Also, 15 other that what,this_study attemptektb uncover visible scientists were interviewed, and 30 are historicalpatterns.. Beeduse they Oc- science reporters and other science newsex;, curred in the past-gives 'us some confidence perts; for a total of 95 interviews. .1:--,but is no guarantee -- that these pi6- .The'studYshowed today's visible scien- , ceisess will repeat themselves; it is quite tists to be an'unusual'group, known-not for conceivable that odtcomes may differ if their research-diseoveries, or -for popular- serious efforts at directed change are un- izing science, or for influential positions .dertaken. in Washington, but for-theAr public involvement in politics artiCiontroversy. %ggress ively-talking advantage of the new communications media, they seek to influence people and policy onoience-related issues--energy, 11 population,. nvironment, education, War:. 'THE VISIBLE SCIENTISTS The public involVement of today's visible -Rae Goodell, Ph.D. scientists in policy issues sets them apart Stanford University, 1975. riot only from typical visible scientists of 'Adviser: William L. Rivers the past, but also from most of their col- lea'gUeektodey. While- scientists. have tradi- Alarge amount t-of news on.science-related'. tionally used elite, government channels to topics is based on tile statements and actions' influence policy, misible scientists are tak- relatively small number of scientists. ing issues directly to the public arena- .At the tip of the iceberg, efew scientists . The'y are defying oid.standards of scientific appear requently in the media and become conduct, and fasiioning their own rules of - known to e general.public7-the "visible" social responsibility. ., scientists. In spite of their maverick status, visi- ''his disse ation examined the roleof ble scientists are not subject to as,many re- 'theae'important vin le scientists in our

prisals from the scientific community at . society, particularly ) the processes by While criticism is severe, which,certaih few scienti s attain visibili- might,be expected. the visible scientists have their own forms ty,(2) 'their characteristic- (3) their

21- .

ofprotection and satisfaction to compensateR ized'laborled to his most lasting legacy- - for their lack-of acceptance among tradition- the Times! Alubseguent.freedom from labor- ! al.scientists. based 'opposition to the- new production,tech- The visitile scientists are innovative, nology of the mid-twentieth century, and their Scientific work is often,as contro- Through the 1940s,-the'iihes retained a versial as,theit public activities, but their conservative political. outlook that critics research is usually considered to be at the claimed often tainted the content Of the "cutting edge," reputable, and important. news columns. The relatively small size and The media hale a strofigyote:in determin- central-city focus of the-newspaper's market ing:whebecomes visible.'The press selects encouraged provincial news judgments. -The___ out for publicity those scientists who are Times depended almost exclusivelyon wire 'highly articulate, who have an interesting or service coverage of national and internation- controversial topic, -and who can present their al affairs: ideas_ with dri'matic flair. The vislbae .scien- The impact of World,War-II on the South- tists also tend to be highly cooperative with ern California region-profoundlyaltered the the press, and remarkably tolerant of the structure of the Times, and its parent firm_- dressy-a weainet!ses. the Times-Mirror Corporation. Otis Chandler, The visible scientists are,.then, those representing the fourth generation of the, who are adapting tochanges taking place. in dynasty founded.by. Harrison Gray Otii, assum-. the media, in science, and is society; in ed the publishershipin 1960--a period during ordeeto.meet the public's need for scien- which the newspaper's market expanded to-en= tific input on the important issues of the compass an increasingly cosmopolitan, afflu- ent, day,, In the process, they may well be chang- and well-educated audience. Ip"1962 the" ing,theqlublic's image of the credibility and number of-Competing Los.Angeles Metropolitan function of science. But`since the public dailies declined-froMa four to two inilthe has always been ambivalent toward science, Times' only temaining-',competitbr, ffearst's the.change couldwell be for the better. ,Herald-Examiner, subsequently Suffered rapid- iy declining circulation and 'advertising .revenues. Times-editors expanded the paper's

: appeal by` Softening the pOlitical slant of ' the news columns,' broadening coverage to in- elude topics-of region-Wide interest, de-eM- phasizing central-city'news, increasing the 0 -news' staff's interpret-ative lUnotion, and 19 building a large team of_foreign and national TAB INFORMATION EMPIRE: A HISTORY OF THE Log ANGELES TIMES FROM, correspondents. _Continued revenue ancLprOfit TJIE ERA OF PERSONAL JOURNALISM .growth through the 1960s permitted regular TO THE ADVENT OF THE MULTI-MEDIA additions to the size and quality of the news COMMUNICATIONS CORPORATION staff. By the end of the decade, the Times 'Jack,Robert Hart, Ph.D. a had moved from a position of.national jour- University of Wisconsin- Madison, 1975 delistic disrepute to,yidespread recognition Advisers: Harold L..Nelson* ,and William. B. Blankenburg as one of, the nation's quality dailies. During the same period Otis Chandler's Shortly after the 1881 foundingof the father, Norman Chandler, directed a major Los Angeles Times, Harrison Gray Otis assumed Times Mirror diversification. By the mid- the pubiishership'and established a dynastic 1970s, the firm consisted of more than thirty line that would still control the newspaper subsidiary companies, most involved in media in the mid-1970s. Otis typified the era's operations. The increased scope of Times perional journalism. Primitive newspaper Mirror activities spaiked fears that consoli- production technology; asmall and ideologi- dated ownership would lead to reduced diver- cally distinct audience, and a small Times lity in the _tationdl informationmarketplace production staWallowed the publisher to ex- and conflict of interest in.news judgments press his personal outlook throughout the exercised within thq various Corp-orate sub- paper. Otis' bellicose opposition to, organ- sidiaries. , 16 4

.1' A 22. , . e

In fact, the study'revealed no signifi- however, the central fact about-socialization . cant,evidence that the change'in ownership ....". is thil what'tfie child so slowly comas to 'know has been known all along by others with structure.edversely affected performance of whom ihe-O-r-he.comes in contact.' the media subsidiaries. Professionalism a- . mong management and staff, a decentralized "Mast the overaliZtran'sfer Of knowledge may be conceived of as a flow of information -Corporate Structure that-discouraged central control over subsidiary operational deci- froM adulesources to the child. In.order to sionsand continued strength of newspaper reach-lhe child and produce, some result in, his or her develoiing image of tile world, and-other.news media management within -tbe N such a'socialization message must firit pass overall corporate structure tended to thwart isolated attempts to, subvert the independent through:both the environmental "-patternsa-, 'round-tile child and the child's owh learning judOtentOf news' professionals. ". strategies and activities, both of which may, Increased:Los Angeles Times news- gather- block"o alter the message. ing activity. and,Times Mitror diversificatiOn4 Finally, what thoFchild does with a-socialization message'. were structurally related developments. Both 1. 'depends in large part upon What he resulted in part 47om management fears of de- or she clining newspaper strength in competition 'knolls and thinks already. ,Applyihg such a model to political with newer news media. _In ddition., the -de- mends of sophisticated new newspaperiprodud- socialization, the messages provided by cur-' rent eVenti- (such'as the Watergate revela- tion technologies increased the need for longri tions in the spring Of 1973) would seem t range planning and heavy capital investment, Jr"be :important raw material for 'the child'i,imege thus encouraging growth in the scaleof oper- of the political world. Therefore, the model,. ations at both the newspaPer'and its parent -. "-firm. Nationwide; similar pressures resulted ,. was used in the derivation of hypotheses % . in the emergence of several large dhd expand- about how much Children would participate in in4, publicly held, and-management controlled coAmunication about Watergate (and for com- communications corporations. Such firms were parison, Skylab,.the,manned orbiting Tabora-

similar in structure to*TimesMirror and pos7 . tory), their relative reliance on the mass ed no significant-threat tb the free flow of media, parents, and 'peers, ,their knowledge of' information. The unregulated expansion'of the "two events, changes intheir evaluations predominately non-media corporations into the of President Nixon and, heir feeling Of po- infOrmation processing field would constitute litical-efficicy, and their perceptions of a more seilqui threat:: Nikon's and the miss media's rolesin'Weter- gate.'Predictor Varie4es included age, fen- ..., ily communication patterns, past and event- releted comnu behavior,knoWledge of 'the events, position in the peer'groupstruc-! ture,interest-in pOlitics; and political party preference.- 2b Subjects were 159 parochial school "CHILDREN'S ACQUISITIONA:4'. CURRENT fouith and eighth graders who had respopded EVENTS INFORMATION IN THE CONTEXT 'OF FAMILY, PEERS,- MEDIA USE, AND to an October,, 1972 questionnaire as part of PRE- EXISTING ATTITUDES a larger study of political socialization. Robert Parker Hawkins. Ph:D. Subjects were re-surveyed in May, 1973, aftei"

' Stanford University, 1974 the first week of-tpe Senate hearings on War. . e Adviser: Donald F.-Roberts tergate and during the uncertainty about whether the damaged. Skylab could be manned. The process of socialization, by which a The main predictors of the children's child comes to know and do Chase things.that communication about'ihetwo events and their are expected of an adultmember of his or 'her knowledge of them pi.oved.Zo be ageipaat com- society; obViously irvolves a complex of ac- munication behavior, andinterest.in politics. tore and processes, many, many small accom- Party preference and sOcio-orientation(the plishments, and years of interaction with affective dimension of fatirilly communication other people.-Out of all this complexity, patterns) were ineffective for both events, 17

Q . 44 (-1 4'

althiugh they nad been expectedto locate - charged the Second Bank had not produced a differences for Watergate, sound buirency and he challenged its consti- For the attitudinal variables, results tutionality. The Richmond Enquirer supported were.less -clear, but it appeared that party him but the National Gazette, United-States preference and scicio-orientation were-cru- Gazette, National Journal;-and Aurora dif-. cial in locating relationships for other vierect. Congressional committeps -upheld the _ . variables.' For example, greater interest in ' Bank. The follow4.ng December Jackson,s4T- *.politics vas associated with more positive gested a bank as a branch of-the Treasury De- evaluations of the ress media.'s role in Wa- .partment--an idea reported by, the new Globe tergate, but only forchildren who described in,Washington, which later became-the Admin- . thehselvet as Democrats: istration organ as Ina Green of the United Thui, even thougWvateigate was clearly States Telegraph fell from Jackson's favor. a political and iffeCting event, political InWcember 1831 the unpredictable Jack-. and effectiVe characteriitics orhe children son didnot attack thesBank, and Biddle, were ineffective inlocating:differential the folkOwing month, applied for re- Charter communication or knowledge about it. It --four years inAdvance. -In spbse:pient de- seems ,that Watergate was an extrArdinary -- bate, the press4criticized a Clayton.Commit- current event:, even'those who were most tee.repOrt attacking the Bank.The re-. likely tobodisturbed by.itand who might charter bill passed both houses but Jackson,. thus have been expected to avoid it instead vetoed it in July 1832, touching of furious came to know aboutit: Thib pervasiveness press debate: Jackson was re-elecqa that may4e11 make Watergate mporta4 not Merely November, beating Whig Henry Clay, and later for the 1974 elections, but in the kind of urged a Congressional inquiry concerning re-. electorate America has When those who areftew moval of th'e Bank's government deposits. 'children'begin to vote.

. Phis was accomplished in October 1833. Biddle, forced to contract loans, may have-over-contracted and the nation experienced bad panic in the winter of 1833 -1834. In the bitter Congressional session the Ad- ministration pushed through House re4lutions 21 oppviling Sank re-charter and urging the ctn- . tinuence of the state(, "pet ") banks asdepos- JACKSON, THE SANK, AND THE PRESS itories, In March 1834 'Biddle eased his con- William Habert, Ph.D. traction and the economy' progressed from re* University of Missouri, 1975 covery to boom and inflation in 1835 and Ativisen wiinam H. Taft . '.1836--though"iome papers continued to debate

This is a study of the American pressd earlier issues. But much of the period's prosperity was covering and influencing the Bank War--the unsound-Las unregulated statebank notes drove political battle, during the Presidency of , prices up beyond realistic levels. In July' Andrew Jackson (1829-1837) during which 1836 Jackson, concerned about inflatiOnary Nicht:0.as -Biddle's Second sank of the United priCes,of\Feste'rn lands, issued a Specie Cir- States (1816-1836) was destroy ed, The Bank, cular reguiring that these bands be paid for successor to a First Bank (1791-1811) created in gold and silver- .file effect was to im- incline with'the thinking of Alexander 'Hamil- . .pqund v;st and'chine a della- ton, exercised 'a regulatory power over state specie tionary collapse leading to the -panic A de- banks. Jackson, distrustful of banks and pressionof01.83--a situation bequeathed tp disciple of Hamilton's.philosophital foe, Jackiqn's successor, Martin Van.Buren. In Thomas Jeffpfs8n, had some supporters why Jackson's farewell address o- .March 1837, his hated all banks and some who wanted free, un- financial Views were astonishingly similar to regulated banking. Many newspapers in a pe- - rind, part of which is known for its'artisan those he held in 1829--a reflection of non-

press, did, not, in many cases, even try.to be growth'shared by some newspapers. After the . obective and fair. In Decgmber 1829 Jackson 1833 removal of the government deposits the 18 44f

-"nation lacked central financill management media and extensive debate in the senate. untilJthe National Banking Act. of 1864. 'Senators were also asked to estimate the The March 1836-MarA 1837 period, in--, opinions of their constituents. Senatorial volying inflation, recession, 'and a hand- stated opinion was also compared to-press. , picked successor to a controversial Presi.7* reportage of senatorial ()Pinion to help de= dent, suggests a parallel to the March.1974- terming the Inconsistency ofmedia repo4 rti, March 1975 period. After the papers Were re- and a noiMil vote analysis was carried out viewed.in terms of how they fulfilled the ,. tcrdetermine if legislators measured at be- varying purposes.Sor 'their creation and how' ing better at assessing distinct opinio'n Fe- they answered the needs of their readers, the ceived a larger proportion cJ the vote cast questions, "Did they influence events?" and within their districts. Was the influence beneficial?" were consid- Tberesults of the study indicate those ered: The view is that they did influence' senators engaging in high aMounts,of constie- events by fanning controversy to which per- 4. uency to legislator Communication activity ceptive politicians were attentive: The in- were the most accurate in assessing district. fluence might halk been less politically- opinion and were typically from ruril.disr oriented and more aler*t to the changing eco- tricts, possessed long tenureand,performed nomic reality: delegate representational roles with"constit-. uents. In addition, these men resided in safe electoral districts, and what little coverage trey- received in the media was in".

consistent with their stated'point of view . on the study 'issues. ThelOmmUnicatIon:ac-., 22 tivity variables (constituent to legislator and legislator to constituent) showed tqe A COORIEiWATIONAL STUDY OF WISCONSIN STATE SENATORS) strongest relationships-to the.depelint THEIR ROLE IN THE COMMUNlCATION pRocEse measuretPdf agreement, congruency (legisla- Michael B. Hesse,. Ph.D. tor to constituent) and accuracy (COnstitU= University of Wisconsin-Madison, 19'74 4 ent to legislator). Adviser:. Steve H. Chaff' 4 o.

This study hgs been undertaken to lern something about the communication behavior of Wisconsin state senators- -how do they r commun ate.wIth members of their constit- uency?' "How do they assess.the.attitudes 23. and opinions held b''their constituents? Using the ChaffeeMcLeod coorientational . COMMUNITY COMMUNICATION AND DEVELOPMENT: paradigm, .this study seeks.to uncover the . A CANADIANCASE STUDY k. 'attributes that seperat the legislators who., Heather E. Hudson, Ph.D. achieve high degrees of agreeMent, accuracy Stanford University, 1974 and congruency from those Who-do-not:. Advisor: Nathan MacCoby A number of independent 'variableh,in- eluding electoral risk, tenure, the "normal tThe dissertation is a case study-of a vote", legislator to constituent communica- project. which provided inexpensive facilities tion activity and.constituent to legislator. to. two regions in the Canadian North fSr two- communication activity were usecrin an at- way communicttion and for local radio brpad- teMpt to explain the-variance in agreement, casting. Native people in both regions live congruency and accuracy exhibited by Will- in iiolated:villages where access.is general- consin state senators. ly only by plane and two-way communication Interviews. were conducted to poll both has been possible only by radiotelephone. A senators and their constituents with regard .High Frequency radio-telephone network and a to personal opinion on three statewide is- 30W power FM radio broadcasting. station were. .sues which received heavy coverage in the installed in Indian communities in North-

19. , .7s ". r`

b l

western' Ontario and.. Inuit (Eskimo) bommuni- Canadian communi?bation policy are discussed. ties i i the "Central'Arc,tic. 'h'd studyexam- ,Technical requirements fgr two -way communica- is the roses of the media by the native tion systems for rcnote areas and optfons for people and describes the process of project_ financing these servi a are put forward. 'implementiatiorl which involved resident field - Training of native people to sake responsi- workers an participation 6y the residents &n bility for operation and maintenance of the site selection, installat "ion, operation, and facilities is recommended. Costs and advan maintenance of equipment, and program produc- tages of both community radio and television tion. The relevant development literature is are outlined, and it is recommended that ac- reviewed and some new direction$ of inquiry cesa to transmission as well as reception of are offered. messages be guaraneed by.ensuring, community' The author evaluated the project for its,

access. to local transmittebs. , a sponsor, the Canadian Department of Communi- - The, role of the researcher indevelop - cations. Techniques used Included field ob- ment projects and the significanceof the servation of implementation and operations, fieldwork approach are discussed. It is before and after interviews with native su ?gested that media funding agencies invest leaders and other officials, interviews with their resources in areas wheXe there is a 'z sample of residents in both regions, and likelihood of purposive media use for collec- analysis of radiotelephone log data and ra- tive goals. ' dio station program logs or sample periods. In both regionsthe availability of the new radiotelephone network increased access o channels for communication between Northern communities, which was the first priority given by native leaders. In Nora);, western Ontario it/ -was found that the tise of the radio - telephone network contributed to an 24 increase in available information, particu- THE PORTRAYAL OF.WOMAN,IN larly about the regiop. Leader's thought that SELECTED MAGAZINES FROM 1911-1930 the increase in information flow had contriQ 2reresa Mary Hynesr buted.to a growth of regional identity and University of Wisconsin 1975 recognition of common problems. They also Adviser: Harold L. Nelson found that use of the radios for consultation, among leaders and contact with. government of- The purpose of this study was to de- ficials increased their efficiency and. en scribe and analyze the political, economic, abled'them to plan for the -gion more effec- and social portrayal of woman in selected tively. - magazines from 1911 ,to. 1930 to deterrtline the The Inuit iadio station is compared with extent to which those magazines portrayed or othe1 corranunity radio styitions in Canada in encouraged the emancipated woman, especially terms of content, management structure, de- .,during tho ;twenties. gree of community participation inKprogram- Content analysis, pf_ta- stratified random mini, sources of funding, and training and sample of 300 short stories and of 486 non - other d7cternal assistance provided.Over 90% fictLn reports from Atlantic, Cosmopolitan, of the programs broadcast in the Inuit com- Ladies' Horte Journal, and Saturday Eveninq munity were of local origin, and over BO% of Post, was used to test the assumption that the spoken language programs were in the magazines of the tenties portrayed the dec- .Eskimo language (Inuktitut). The radio std - ade as one of widespreaei personal liberation, tion has become the chief source of informa- especially regarding woman's social role, tion about atctivaties in the community for but also with respect to changes in her po- both Inuit and white residents, and th' chief h,ltical and economic roles. source of information about other parts of The burden of the evidence, although. M. the North and the country in general for meager and contradictory in some cases, sug-

Inuit,residerts. gests, at most, only a slightly modified view Tile irdp33cations of the study for in the twenties as opposed to the tens of the 20

'J°) V

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traditionaXsteireOtypeS-regarding woman's, most aspects of wren's roles wapehaps roles. In the short stories,,few. women are the most congenial.perspectiVe.for the, maga- portrayedai,being concerned with pithiest esto assume. -'and idlobst of these.1.)rtrayals'i,omenare shown as inept or basically uninvolved.' In both the fiction and nonfiction appeoval and .encouragement of woman's politidal awareness is giVin chiefly' because authors vieWedisuch a concern- is a logical extension. of woman's natuial,role as homemaker and housekeeper: 25

With regard to the economic role of MASS COMMUNICATION BEHAVIOR , AMONG BLACKS IN WASHINGTON, D.C.:, womarG'the data suggest that the magazines AN EOIRICK.0 INVESTIGATION of both decades reinforced-the view that Miles.M. wieeksbnc Ph.D. 'roman's cohcern with a job Or a career should Syracuse University, 1974 be:seCondary.to her'role as wife and-mother. Adviser: Maxwell- McCombs -Ihrmost.Cases, the work aspect of the lives dfWorgrig womenor of women with career The purpose of -this study was to examine 'family conflidtswaS negated, and most of the . communication behavior patterns,amongadult short itdry heroineiwho did WorlyWere,Por- 'blacks residing in Washington, D.C. A randoM trayel.n occupatibts cUstimarily associated sample of 617 respondents was drawn from low with 'women duringthe time in which the ' and middle income.Census*Tracia-within the itorieswei.e writtcn.Ae non4ction also District of Columbia.The data for the-study. tende&tOLunderrepreseT the'realities 11 were gatheredby means of a questionnaire and: woman's increasing economic independence even were administeredby a'group,of interviewers morn in the'twentiee than,inthe,tena. trained by theinvestiqator...Tharfield op- Among ail'the external elements of SO- Sations, including pre-testing,.tookplace cial portrayal examined, the'magazines gave, .in,rebruarI and early March,1974. 'The Ties-. ,the lostactiVe encouragement to woman's .

tions in the instrument 'fell into five ' emancipation with respect to education, es- ,classesJ13)-Ugmographic;,(2) bses.of mass 'pecially.during the twenties.The strongeat... (3) Manner of information- seeking be- emidence.regarding internal eIdments haviort(4) Identification of preferred mediate cial.portrayal in'the fiction indicates that and (5) Individual life situation (alieha- liberatidn'ot wOmen'Tn.thetwentieswas en--.' L7 1 , co:imaged-primarily in areas which affeqte Pearaon's Chi Squere analysilrfor test only woman's individual personality- dayelop-.. of relationship's between variablei was con- ment but not her relationships with either, . e sidered-the appropriate' statistic Since the mewor ivbmen. Iii their interpersonal rela- study was primarily concerned with behavioral tiOnshipsi women were generalZq made to'con- v. ''.dati expressed in .the foimof nominal scales! form-t0 traditional expectations./ The fic- datewere analyzed at a'significance tion and. noifiction of both decades reinforce e1 of:00).5..:The.Gutiman .technique of scalo- the central societal importa ce of woman's gram analysis.'was employed in conjunction role as wife ,and mother, with,the,Leo'Srole scale. used in the-test of A compariaon'of themagazine portrayal alienation. Multiple- regression analysis was with census dat'and othereelativelY objec= used to tie together.the,ipdepen varia- tive iy.1.depcm concerning.idtuar situations bles of education,income, age, se and suggests that the magazines portt4yed the re- alienation. . alitiesof women'saives even during the . 4 The. responses to,the "questions asked in twenties more closely than has often been as- the course of this survey indicate-that:

sumed. . .hlicks haye media'habitsiMilartothe gen- 'Given the evolutionary process of change eral pOpulation. The analysis of data re- .and the-need of the magazines nbt to antago- . vealed the following Major results:. nize or alienate readersby+supporfing_ Education- -. I In general, the results showed, Changes inimical to.readers' basic values, thit education ii strongly. correlated with reinforcing traditional role.expectations in the use of print media.The more educated

2i 14,

. e 4 respondents tended-to be regular readers and casting executives and'.(2) the voting records tendett to prefet%the white press.. In the of the FCC during a nine - month. period in cast of broadcast media, education is trong- 1969-70. he questionnaire contains for each

ly related .to use of radio and television:, of seven FCC commissioners (Dean Burch, . Incolne-, Income as an independent variable in Robert Bartley, Kenneth-Cox, Nicholas Johnson, this study was strongly correlated,with use .H: Re:: Lee, Robert E. Lee, and Robert Wells) ornewspapers and magazines.The higher the tWel1.4 pairs ofbi-polar adjectives or 4 inc25f, the greater the tendency was to use phrases separated by a seven-point equal.:, print media. Black pliented magazines tended interval ordinal'scale. Nine of the pairs to bit read' more by those in'the $15,000 in- deal With personal attributes. Three Ofhe . come and above category. pairs deal with the commissioners:- ms7 Age was very Much..related to use of on regulatory issues. Through factor analy- print media. As -a reader gdt older there was sis the data allow the description of an "im- a tendency to use magazines less; particular- age" of the commission as a whole and indi- ly after the ageOf.5p. Although the tenden- vidual' Commissioner in terms.of "activity;" cy was slight, there was a trend,foeolder 'potency," and "evaluative" dimensions. respondents to watch more general television Using a percentage indexof agreement, - than younger people. , )-.voting blodatiCes were constructed for all Sex- 'Men and women read-newspapers equally ii,decisions by the commission during the oft:a regular basis. In most instances lex period covered by. the study and for cases 'proved to be independent y magazine use, the relating to the three regulatory isiues (li- exceptiombeing women.Preferring "home type" censerenewal, concentration of control, anc' magazines. For.radio, females either did -not cable,teievision)." like to listepeto'radioor listened for:long-. The number. of factor (dimensions) it ..eryberiods ofilme than men. Also, women the individual commissioners' imageseanged tent:edto prefer television news more than. from one (for H. Rex Lee) to.five ('for men. Nicholas JOhnton). Only two dimensions; an Alienation- of this study-of,a17 evaluative factor and a combination of poten- ienationand cOmmunicationbehavior revealed. cy andactivity factors emerged from the Com- that there, -is significant relatiohshipbe- mission as a whole. . tweenalienationand usemotprint and:broad- A transpose of the data yielded three. 1 case/ media. .factdrs, or groups .of commissioners, with Commissioners Burch, R. E. Lee and-Wells in one factor; Commissioners Cox and Johnson in 4. 'a econd factop.and.COMmissioners Bartley and H.itex Lee in a third.

. Correlation between evaluative scores of 26 . -'commissioners and commissioners' scores for THE REGULATORS AND THE REGULATED:. '-favorability to licensees in renewal proceed- A STUDY OF BROADCASTERS' PERCEPTIONS OF FEDERAL COMMUNICATIONS COMMISSION ings and their scores foavdtability to MEMBERS AND'FCC VOTING BEHAVIOR group owners inconcentrAtioeof dontrof

John Kelley Jennings,. Ph.D. ' cases significant at the pc: 01 and p.c.001 Stanford University, 1975 levels respectively:The negative correla- Adviser: William L. Rivers don betty en evaluative scores and favoratiili-, ty tocabletelevision was significant only . , The purpose of this study is to biamine' at the p<:-.1 level..., It was hypothesized that broadcasting executives' perceiASOne of indi- 0. commissioners with high evaluative scores vidual members of the Federal Communicatfpns would have lowectivity. scores. This cor-

ComMission and to determine the extent to relation was not significant. ". . which broadcasting executives acturately'per- Analytis of split dercisions, incase ceive the voting behavior of,FCC member's as dealing with license renewal and concentra -' individuals and as Members of voting blocs. tion of control yielded two voting blocs. Data for the-study cone from two sources: COMMisbioneis.H.Rex/Lec. Bartley, and Cox (1) a questionnaire ndMinistered to 61 broad-* formed one, bloc in -both grdups of cases; Com- 22 (./ . J.

)

1 . mislioners Wells and R. E. Lee .formed the Om to internationalism.' A controversial, other.bloc in both groups of caleg. Only one _often Byronnrtyers6nafity; Sheean:Was ap- - bloc -- Commissioners JohnPon, Burch, and H. plauded.by newsmen -and critics fbr his liter- Rix Lee--4mer4ed in the analysis of-cable arygifts in nonfiction, receiving lesser 'television cases. recognition for Ala fibtion." Brbadcasters' perceptions of individual -Based.fipon personal interviews, letters commissioners! voting records on .two of the and documents,7, this diasertation'e,Fmines

regulagorY issue! (license renewalandcon-. Shegan's life,and works, concentrating Mainly pentration of' control) correlate highly with upofi the years. Sheean was active as a newsman . .^ the commissioners' actual voting records and-cosmopolite:

those issues, significant at thd p<:001 Born in Pana, Illinbis DeceMber 5,.1899,- . level. Corrkation betweenthe broadcasters' Sheean attended the Unive'rsity of- Chicago - perceptions and the actual voting records on foie signing on with the New York aaily. News cable television was not statistically sic- 'in 1921. In 1922 he began his career al a - nificant. foreign correspondent on the i'aris edition of the Chicago Tribune. Broadcasters' perceptions of voting bloc Within-a year.he'llas covering international conferences, membership were extremely accurate for li- In 1925 Sheean pulled off major journaliatip Cense renewal caies, sdmewhat lessaccurate . 'for concentration of control cases and only scoop by undertaking:a perilous journey into partially accurate for CATV cases. the Rif wherehe interviewed Abd The results support the conclusion that Moroccan chieftain'. In.1927 'Sheean covered the. -fall of Hankow in China and.in 1929 the 'broadcasters' perceptions of FCC members-'- Jewish-Arab hostilities in Palestine Upon . -voting behavior (1) are related to the broad- the publication of Personal History, Sheean casters',oVerall evaluation of individual commissioners, (2) are quite accurate'foris= became a widely-knoWriand established writ- sues most relevant to broadcasters, and (3)' er in America. "After a disastrous personal are relatecl.to commissioners', voting behavior. breakdown in Ireland in.3436, Sheean, usually "with4Ernett Heming4iy,,Rotert Capa and,' Herbert Matthews, covered' the last year "of . . the Spanish Civil War-. After, reporting from London during the Baeile.of Britain, 27 Sheean enlisted in the U. S. 'Army Air Corps as an intelligence officer. In 1946 Sheean A TWENTIETH CENTURY SEEKER: A BIOGRAPHY OF JAMES VINCENT SHEEAN covered a highly-chargd trial in Lawrence- Carl E. Johnson, Ph.D. burg, Tennessee involving-twenty -five black University of-WisconPin-Madison, 1974 defendants. Sheean'i_dispatches, appearing Adviser:.Wilmott Ragsdale in seven major AmeriCannewspapers, were largely reeponsible..-for the acquittal of In his fifty-year career as foreign cor- all but two of the defendants inasmuch as respondentand author, Vincent Sheean has the stories focused national attention on -'written eight memoirs, ten novels, seven bi- the trial. For his'efforts Sheean was ographies., one,book of short stories and has given lifetime honorary membership in the translated three books, two from the French National Association for the Advancement of and one from the Italian, while publishing Colored People. In 1948 Sheean traveled'to several hundred short stories and several, India to interview MahatMa Gandhi.As the hundred magazine articles and news stories. last'American,correspondent'to see Gandhi His book,. Personal History, published in . before'the Mahatma was assassinated January 1935, is considered to be the typebook of the lit 1948, Sheean was deeply affected-by thet. genre of American foreign correspondents' event and subsequently wrote two 'books a- memoirs.'What distinguished Personal History 'boilt the Indian leader. -In 1968 ,iheeail es- froM other memoirs was its clarity of design. tablished residence in Arolo, Italy where '- -/ A story of intellectual growth, the book he now resides. crystallized for many young people a post- This dissertation concludes that Sheean World War I movement from; American isolatiOn- has an important place among contemporary 23 4+ . AMefidan writers ifoniy for the qualityof er'i'preference. his best-known book, PersonalHistory. Cer- Research Design. The'researCh is focused tainly he may be ranked asone of the most on new coverage oCurkan growth - -a local important offoteign correspondents of the policy Ssue ih whichinetropolitamnewspepersl. century as his work influenced &+generation have a'vested economic interest.- ofnewsien to speak out interpretively inas- The research was conducted in two stages. sassing America's role in world events. The first involved'an intensive case study analysis of the coMMunity politics of urban growth in San Jose, Californiarinethe news- foom policies otwo.of the city's newspapers --the daily San ,Jose Mercury And the weekly San Jose Sun: The second stage oithe search involved a'survey_of reporters-em- 3' "$ ployedthy. nine newspapers in the San Fran- THE PRESS AND THE POLITICS'OF ciscd Bay! Area." Thesurveyvas used to test URBAN GROWTH: d1 STUDY OF CUES AND _ . CONSTRAINTS IN THE POLITICIZED NEWSROOM the generalizability.of-the case itmdy David William JOnes, Jr., Ph.D. Stanford University, 1974 The case'study.teihods included a con- Adviser: William L. Rivers' tent analysie.of the'newecoverage of thlee urban development controversies; a survey This is a study of the constraints,im- and interview analysis of the political in- _ posed on reporters when their employers-play fluence of San Jose newspaper executives and -concurrent roles as editorial supervisors and their behind - the - scenes role in each of three communi'tyleaders. 'comMunity controversiesrandinterviews with The community leadership role involves newspaper reporters and executives focused on. newspaper executives in efforts to promote newsroom policy. civic improvement; it also involves behind- In the 'survey stage of the research, a the-sceries.efforts to create theconsensus sample of Bay Area reporters was'asked.to neCessaryto accomplish political goals. In rate the likelihood of management approval contrast; the journalistic ethic posits an' for a series ofhypotheticalnews stories'in- . adversary relationship between the press and volving controversial rrImmunityqssues.The political leadership. Role conflict seems reporters were also asked to.rank the power, likely to result, limiting the freedom of status of their newsiapef's top executives. 'hews staffers to report controversial com- The hypothesis predicted that reporters who , munity issues -- especially issues involving perceived their employers as ,political inflti -" the community's economic leadership. entials would be less likely to expect mall- . It was hypothesized that aggressive ini- agement approval to pursue the controversiil tiative reporting which might "aggraVate" news stories than those reporterS-who did not

community controversy and, conflict is least see their employers as extra-journalistic in- :

likely to occur in communities, where news- * fluentials. " paper executives play active extra-journal:: "Case Study Findings. The case study in- ,istic roles in community politics. dicated that the visible leadership roles as.' The study borrows from and synthesizes sumed by newspaper executives in San Jose three avenups,of previous research: 1) re- provide cues to reporters about policy areas search by Edward Banfield and others on the that must be handled-with reportorial "kid' extra-journalistic roles of newspaper execu- gloves." Initiative dories involving urban, tivek in community decision-making; 2) re- growth policy are handled gingerly in San search by Lewis Donohew and otherson the Jose where the metropolitan daily's editors newspaper publisher's role as a key,gatekeep- discourage aggressive,repprting that Might er in the news channel; and 3) research by provoke community controversy or. conflict. Warren Breed and otherd on theprocess of But it Oas also -found that Mercury reporters "social control in the newsroom "- -the process have virtually complete freedom to report of rewards and cues which encouragereporters event-centered neWs, the staple of local to slant the news accordingto their employ- coverage. 24

O A, ontentc- analysisOf local news cover= 30' ageindicated that neWspapers,inSan Jose as-

sume an adversary stance toward local govern- _ 'WHAT WOULD HAPPEN . , A LEARNING GAME DESIGNED TO ENHANCE ment onlY when newspaper executives disagree CONCEIVING OF CONTINUOUS LEARNING wkth.the goals of local authorities. In most FROM A COMMUNICATION PERSPECTIVE cases, the inertia of the newsroom insure Francis R. Lalor, Ph.D. thatthe newspaper doei not initiate contrb- 'The.University of Iowa, 1974 versial social agendas. Adviser: Daniel E. Costello.

Survey. Findings. The survey rearlts ' A, indiCate that controversiality is more like- 44e-Would Happen If...7',Isa learning ly to be a factor which defer., initiative re- game which I ave,designed, as an outgrowth porting when newsmen perceive their employers of my dissert ion work in. Mass Communica- as "part of the community power. structure" tions. The cpletAitle of therdisserta- than when n=wspaper executives are not viewed tion Which I completed in May 1974,'readi as as extra-journalistic influentials. The follows: "'What Would *pen If...?':A terion "too Controversial" Was most likely Learning Game Designed to Enhance Conceiving to-be applied when stories.might embarrass of Continuous Learning from a Communication. Perspective." the economic leadership of the central busir ness district. The approach:yhich X assumed in,the dist . sertation was to explore how and to what extent man is able to learn in a continuos; sort of way.As such, I exaMined,VariOUs apt" prbacheeto learning,ai%tbey now,exist, both - within' formalized educitibm4s well'as-beyond the formalized education structure; developed 29 .a CoMmunicaLonmodel, Which 't see as formu=C DuBOIS AS EDITOR OF THE CRISIS" leting:the theoretical.basefor the learning

Marvin Gordon Kimbrough, Ph.D. game:, and developed 'What-Would Happen If...?' . 7, University of Texas, 1974 'Which fsee asan actualizing Wehrcle'fbr ac- .Adviser: DeWitt C. yeddick quainting pne,with the varioui intricacies of the communication model, and which I believe 2 . This research concerns itself with will enhance man's ability to engage 1nthe W.E.B. DuBois as editor of the Crisis, the process of-continuous learninlj. official organ of the National Association' Rather than attempting an almost iMpos-

for the Advancement of Colored People. ."sibl'i teak of covering.-the entire spectrum of . DuBois was editor for twenty-four years, human-codmunicationt I have atteMPtc...1 1910-1934. The data examined is that found communication model.whosefocus.is on 4n the editorial pages. helping,personsto engage in imaginative,.ex:

. The research examines three propositions: ploratory kinds of learning. (1) The Crisls magazine reflects the person- As such, the communication Model, which ality of the editor, (2) DuBois used the I see as formulating the theory for the Crisis as a:Podium for his changing ideas, learning game, is comprised of the-following and (3) Deviations from the association's elements: self-'reflexivity, in terms of a goals and magazine policy caused conflict be- person thinking about phenomenon, in:ways tween the editor and the organization. which are uniquely his own; a person engaging Ten chapters include: /ntroductioA, in self-reflexivity in ways which are both Chapter I, W.E.B. DuBois, N.A.A.CP., The strategic and tactical; a person finding the Crisis, Pan Africa, Lynching, Segregation, self-reflexive, strategic and tactical ways Education, and Conclusion. , of'thinking useful for developing one's imaginitiVe tendencies for exploring the phenomenon under for:tie:, social interaction, in , terms of a, person using others to test dut his ideologies, theories, philosophies, among others; and experiential learning, as an ac- 25

31 . tive force inoperationalizing the-aforemen-^ tioned model elements.' 4 31 These model elements forM a Tajoe,part THE STRUCTURE OF COMMUNICATION , of my thinking ai tOhow I coneeiv1 of human IN AN EMERGING FRONTIER COMMUNITY:' communication. My task, as game designer is JACKSONVILLE, OREGON 1$52-56 in orchestrating these Model elements intoa Jerilyn Sue McIntyre, Ph.D. unifying, workablo'systems'kind of:aisocia- university of Washington, 1973 tion, whichI.attempt to, do in,'What;WOuld A% AdVisoiCWilliam E. Ames Ii4pen Basically, 'What Would Hippen If...?' Jackionville,:Oregonwashi gold4nining. is a learning.gaMe which attempts to 'community .and trade'center founded in an iso4 courage-People, already concerned witha.par- lated part of the OregonTerritoriduring the ticular issue, to pursue -that issue inthe early`1850's. In this-dissertation, , Context of .a gamecsituation.: Rather than the focus for an examination, of the kinds of Competitiyelike Moselearning games, 'What :. communications channels and agencies which Would Happenj1f...71.is.designed more along were important in thia,emerging part of the the lines of attempting to foster cooperatibn American.frontiet: among the game participants. I In this study, it is .1Isumed-that isola- Although the goals-ta,thedearning game tion was the key condition dn'the environment could be many and-varied, one.df the ultimate" of Jacksbnvilli. Isolation.fook several k' ones, all ieeit, is that of.becomiog faMilT, "'forms, inclu'ding physical, commercial,o7 --iar'inough with the theory behind 'chat Would social and psychological Isolation,' each of which, in oni.way,Orlanother,'made HappeR If...?', so as to be able to use it in . more common*, everyday situations. citizens df tle area aware of the importance' More siecifically.,,What-Wbuld Happen of establisiiing better communications links If...?' is,aunboxed,'non-commercially among themselvei and. with other communities. Isolation was thus a major motivating force tribeted gimsi As euch,it requires the ,t t service Of someone who is faaliliar enough behind themStabliahment of communications wf.th'it to provide both direction and stimu-'- networksin'the area; and behind the greWth latioAtor those who are 'interested in Oar- of sake forms,of cooperative action within ticiPating,in'it. Ai such, as game designer the community. - of 'What Would.HapPenM....?', I.seemyself The context of isolation into which a one'-who is both capablevana willing to Jacksonifle wavbern evolved from conditions ovide sua A ssrviee,toothers: in the'region's history. The 'first two, chap- Synoptically, then, 'I see 'What Would ter, of this study therefore.review the his- Happen'If..:$1 as being mostsuccessfully ,torical,backgronnd, both of Oregon Territory , - as a whole, and of Southern Oregon and the used in situations where: = 1) a group is interestedin trying out Rogue'RiverYalley in particular. a learning game whiCh attemptsto fester The next lour chapters tuin:tka de- imaginative, explorative kinds of learnihg; scriptioRpi-the,bidividualy, agencies and.- 2) a group has assumed (or is Able to institutibns which=, together, constituted the assume) a particular phenomenon, or.social :VariOui networks thrOughwiiich inforinati6n issue,which seems to lend itself to imagina- Wes distributed and processedin,thecommuni- tive thought development; and ty of Jacksonville. 'This,wes an era, and an 3) a grdup is committed to playing area, in which there were no formal,media.of several sessions* (ea&h session lasting any- communication no locarnewspaPer, and no where.grom two to two- and - one -half hours)-of other.communications technology through which the learning game. news could'be disseminated. Thus, news and

, As I see it, where one or more of the information were'literally carried into the above conditions exist, the chances are valley over the local road. system by stich in- quite prevalent that game participants will dividual carriers as express riders,, postal experience some sense of satisfaction and agents, packers, travelerS7-iii-aimmigrInis. success with 'WhatrWould Happen If...?'. Meanwhile, the information thus-obtained was consumed, and used as .the basis for'action 26

32 and opinion formation, by otheragenCiesn' Vide a thematic'bec)cground fOr !;Abilene Edi- the community,, including goOernment.bodies, tor: Frank GriMes anti-West Texas."'

--. social and religious groups, militariOrgani, Theibilene editor spent ,the' portion of his journalistic career with The Re- rations, as well as various agencies of -in- . terpersonal interaction. "All of theinfbima- porter-News, but he stood apart frOM most

. tion distributors and processorin this small -city editors. His primary task after emerging-communitytwere therefore "Op-media"- -1126 was the production of six editorials

. channels. - . three'eabh for the morning and evening Emphasis in this discussion fs*on .0e- editiOns of the hewspaper. Without executive acription, both of the cdhtexi.00ISOatiOnc,_ `responsibilities in news or perlonpel, the, with which the growiho'communitY.hadto copitZ editor prOducedastorehouse of,more than. and of 'the various cOmmunicatiOns,age.ncies twenty million words of twentieth century and networks which were-a"primar-y, means' of%, Texas thought and Grimes autobiOgrajahical overcoming'that.isolatiod. -Theatudy, material. ; the title suggests', sr.0 idehtificaiion of4ihe Heoften argues that news was more,per- elements in the structure of information flow suasive than the editorial page, producing in the community-. There is little detail more lastingeffects aMong readers,But he concerning,the way,in which that structure also strongly believed that a newspaper with..? . - operated during specificepisOdeeithatNnd out an editorial. page wala soulless publica- of functional analysis ie left forfutilre're- tion. Trained is a "printer's deal," and

seirch prOjects. 'then ais,i reporter, Grimes-always remaineda -' , Thii is an-exploratorypudY which is euperbfact-fihder. He quit school during . intended to clarify the key concept for fur- the eighth'grade, but he pursued.seli-educa- . ther research'ist.this type, and to suggest a tion with the scholar's search for under- few questions or topics which mfght be'ixam- standing. Because.of the nature of his educa- ined in greater detail in future studies. It tion and career training, he comprehended the is heped.that it will foOt the= groundwork for value of simplicity, directness, andpro- more detailed analyses which. wi).1 folloW. fOundness, characteristics which marked his writing. Personal, family, and regional challenges nearly broke his spirit and for a time hindered his effectiveness as an editorial A writer. Although he sometimes folded inter- -.32, , nally because of the adversities in his lffe, ABILENE EDITOR:. he fostered a perception of human affairs FRANK GRIMES AND WEST TEXAS which helped him write clear logical analyses Charles H. Marier, Ph.D. of complicated eventefor his West TiTes au- University of Missbuti,, 1975. dience. Readers found in Grimes' editorials Adviser: William H. Taft the common touch, a Riophetic quality, humor to ifghteh frustration, and learned allusions Frank Grimes wrote -for The Abilene Re- to raise aspirations. porter -News in West Texas for almoiehalfa Lonely, shy, and often frustrated,by his century, 191A-61. lie arrived in Abilene when. -.idealism, the-Abilene editor was sometimes as the region existed in-an urban frontier stage. much misunderstood as he was appreciated. Grimes lived and interpreted-the world to, His mien was interpreted by some as' arrogance, Abilene readers until the city had,deVeloped and vanity was not the least of his foibles. -a distinctly Western version of the modern Grimes developed an inner-circle way of life urban center. The biography of this regional professionally and socially. The thinly- , editorial leader focuses upon persons, events, veiled 'anonymity of the editorial page-suited ideal, and. a socio-economic interpretationof his reticence, but his lack of aelf-confi-

responses to environmentalfactors which id-, . dende often conflicted with his drive for fected Grimes. Adverse personal and climatic recognition. In crowds he wai always quiet, circumstances, which threatened the peace and controlled, and sometimes awkward, but he

prosperity of the editor and the region, pro- . talked freely in'person-to:person or. small 27 )0 group conversation. 34 The Abilene editor was a transition newspapeiman who.reflected the influence-of. ASYMMETRY OF THE SCREEN: THE EFFECT OF LEFT. VERSUS41IGHT two journalistic eras, personal 'jcirnalisi ORIENTATION IN TELEVISION-IMAGES and objective journalism. ,Although_Grimes. -Nikon Metallinos, Ph.D. believed the day of-the personal journalist University of'Utah, .975 had vanished by the 1920's, he unconscidusly Adviser:_, Robert K. Tiements A came to personify'The,Reperter-News in the tradition of the'personal editorialist. To This study represents an experimental .know Frank GriMes best was to read his Adi- investigation -of the asymmetry of the 'screen torials. Found on his.piges.afe the dssehce theory, The Apecifiepurpose of the study

'of West Texas individuilism;.4/ncerity, was to determine -the affect of right and left . frankness, persistence,*and i peculiar blend placement of visual elements on viewers'-.per- of idealism and pragmatism,, liberalism and caption: of these visual elements. -conservatism. The Abilene editor left a The researchliterAture notes -that the legacy, yet unequaled, as the editorial page left visual field which is dominated by the voice of;West Texas. right hemisphere of the.humen brain: is perceived differently than the right visual field, which iesdominated by the left hemisphere of thebrain. .Neuroiogicar'studies have suggeited that -the right hemisphere of the brain is specialized in,"hofisticmenta- tion," and determines ourorientAtion in 33 space, artistio endeavor, crafts, body image, recognitibn of fades; whereae,the'left hemi- APPLICATION OF A TRANSACTIONAL' MODEL TO ADVERTISING MESSAGES sphere of the brain is predominantly involved Charles Henry Martin, Ph.D. with analytic, logical thinking, especially

Uniiersity of Texas, 1974 . in verbal and mathematical functions.' Adviser: Ernest A. Sharpe The following questions identified the robleMof this study: Psychological models of-personality have 1. Does placement of visual elements on

often been used as constructs to explain corn. ,, the right or left side of the,television munioatiorf behaviors. With this as%rationale, .screen differentially affect viewers"percep- - the study .focuses upoh application of the tion of the weight, importance, prominence, transactional model to advertising messages attractiveness and interest value pf the concerning consumer products. Evidence was VisuIl field?

Obtained that tended to confirm that certain 2'. Does placement of visual elements on personality states or modes exist, With sig- the right or left'sideof the television nificantly differing effects, among differing screen differentially affect the retention of personalities, in relationi to messages and verbal content?. - products. In general, certain orderly rela- 3. Does placement of visual elehente

tionihips appeared between personality modes on the right Or left sideof.,.the television. , .- and message choice behaviors. Further, men screen differentially affect the retention of ;. sage categorization in terms of the model 'pro- visual content. . duced data showing complex relationshipsex- Onehundred,.-ind forty-eight (148) sub-, isting between such message categories and jects were randomly assigned to four treat- "personality,,modes, in relationto consumer ment groups. Each treatment groupz4d=37) products. independently viewed one of four newscasts

P where visuals (illustrating the content of, twenty news stories)'appeared onthe right (Treatment #1), on the left 4Treatment #2) on the left and right (Treatment $3); or on the right and left (Treatment #4). The newscaster appeared'on.the opposite side of the

4 screen, of consumer socialization proce T, recent Threeftypes of measures wereConstructed research on the acquisition of specific con- , to test for treetmentaffecta,: sumer skills, 'knowledge and attitudes indi 1. Likert-type scales were used to cates that different-learning processes re measure viewers' perceptions of the weight, involved for younger vs. older adolescents. -importance, prOminence, attractiveness and Such cross - sectional studies also lend empir- interest value ortheii,isual ical Support td the assumptionthat different- 2. A Multiple-choice-test was. used to Motivational bases of consumer.behivior ac-. measure retention of verbal content presented quired by different processes are function- in. the newscast. illy reletedto individual variance on these 3. A. visual retention test was used:to ,consumer socialization outcomes. measure the degree to which the visuals used This study examined thedifferential in'the newscast were correctly Adentified: processes associated with four measures of 'The ditavere,analyzed by one -way analy- consumer learning--price accuracy, slogan re- ses of variance. Appropriate post-hoc analy- call,_brand specification and attitudes to- ses were made on data which yielded a sig- ward advertising.Antecedent and intervening nificant F-ratio. Tests for significance variables analyied including socioeconomic erenade at the .05 level of confidence. status, Intelligence, academic achievement,. The following conclusions were reached sexotle,.personal.weekli, spending, motiva- fromthe results of this StUdy: tions for advertising exposure (social utili-' 1. Perceived weight, importance, promi- ty, communication...utility and vicarious con- nence, attractiveness and interest value are\ sumption reasons), family communication about riot affected by placement of visual elements consumption and media exposure. on the left or,right sideofthe television Based on somewhat disparate findings in- screen. adolescent socialization, cognitiVi-develop-, 2. Retention ofverbal content from-a mental theory and specific models. of consumer newscast is not affected by the placemeht of dedisionmaking, five hypotheses were formu- visual elements on the'left or right side of lated: (1) Older "adolescents.have adqUired the television screen as long as these visu- complex Consumer learning,skills to a sig- als do not illustrate specific factual in- nificantly greater degreq'than younger ado- fdrmation such as numbersor dates. lescents; (2)_01cier adolescents hold signi- 3. In a newscast where the left and ficantly more negative general attitudes-to- . right. -pZirtions of the television screenare ward advertising than younger adolescents;, equally shared by newscaster andvisuals de!.. (3) Consumer learning skills are well Inte- pieting the content'of the.newa stories,re- lreted (i.e. moderately. correlated and at tention of the visuals is soewhatenhanced fairly high levels of proficiency) among old - by their placement on the left side of the .er adolescents but not among younger adores- television screen. Common factort which may center (4) Different learning processes of . be related to the asymmetry of the'screen consumer skills are associated with older vs. theory'are relative size,color, form,vec- younger adolescents; '(5) As sources of influ- tors and contours of the visual materials. ence prior to purchase, family members parents and siblings) play a signigicantly greater role in adolescent consumer decision- iaking than other sources such as peer!. and - :- 35 mass media.' As predicted in the first hypothesis, A CROSS SECTIONAL ANALYSIS OF CONSUMER LEARNING AMONG older adolescents scored Significantly higher YOUNGER VS. OLDER ADOLESCENTS on price accuracy and brand specification 4' Roy Leamon Moore, Ph.D. ' than middle school respondents. Both groups University of Wisconsin-Madison, 1974 were rather proficient, as measured, on the Adviser: Jack' 14:Mae0d brand index, but scored relatively loW in pricing products. Although the lack of a systematic pro- The second hypothesis was also support- gram of research precludes valid explications ed, with older adolescents holding.signifi- 29

a cantly more.negative general attitudes toward 36

advertising than middle school students. . - TOWARD A PRACTICAL APPROACH 'TO____ On other measures, 111.4h school students JOURNALISM IN DEVELOPING COUNTRIES:. reported spending, on the average, more than THE CASE OF SOUTH KOREA twice as much as middle schOol respon'dents Jin -Hwan 6h, 1,11:U. per week, and the difference was-statisti- The University of Iowa, 1974 , cally Significant. Contrary to previous Advisers: Malcoim'S: Maciean,,Jr. Joseph R. Ascroft findings,-only marginal differenceson the.

-frequency of parent-child communication . The objective, of the .present study is -about consumption were found, with such in- the exploration and explication of journalism teraction apparent-1y rare in both-younger as a tool of national development in the con- and older adolescent homes. , text of the philosophical and, cultural' tradi-

. No.support was found for the fifth hy- .tions_of_South,Korea. Such an inquiry may pothesis since friends and.sibings received also prove useful to other developing coun- marginally higher ratings than parents as tries. sources of influence among both age groups... _ The goal of a developing country is to Media sources received rather low ratings cp;- maximize the quality of life of its people as verall, high school etudents would seek out well as.to secure its Own survival among na- More sources far purchase, advice than younger tions in the global' system., Journalism is adolescents.,Y one oethe.potential change agencies capable On media exposure, significant,differ- of being systematically:exPloited or ac- tsinCes emerged for television, radio and newS- ; celerating and.dolidifying'he attainment of papers, but not magazines. Although younger this developmental goal through the dissemi- adolescents report watching teleVision almost nation of information about more efficient an hour more, on the average, per.day, older techniques and technologies for producing adolescents spend more time with radio, news and maintaining desirable ways of life, and papers and magazines (slightly). motivating people to change from traditional Intercorrelltions among the four consum- to modern ways of living in order-to improve er skills measures were substantial enough to their physical, psychological and-social suggest that they are well integrated and may well'-being. In order to place the problem of be learned together in both groups. Patterns searching for useful strategies in systematic of relationships among these cognitive meas- perspective, however,-our explication of this

A . ures do not appear to change over time since _-problem necessitated distipguishing between there were no significant differences in the the dependent variable identified as national_ intercorrelationi when comparing the two . development, and the independent variable of groups. Thus the third hypothesis was not central interest-to us; jOurnalistiC Mass %

upheld. . communication. Considerable support emerged for ;the But the development of useful and appli- fourth hypothesis, including two separate

cable strategies to Communicate notions of 7, path analyses; although it waslnot clear change requires careful understanding of the Whether the processe; are similar tothose philosophical orientation of the-doveidOing found.in'earlier research: country. We have, therefore, placed far ...- greater.. emphasis upon exploring and explaining the philosophical and cultural contextual perspective within which journalism is prac.- ced in South Korea and far less on the de- ve opment of communication strate4ies per, se. This\ atter aspect of the problem will con- 0 stitute post-graduate research. by the author. To this end,' we have discussed the phil:- osciphicallaundations of traditional South Korean thoughand the hiitorical backgrOund of South Korean journalism with a'view to de- 30

3,6 4 4

veloping a characterization of present-day. whether that treatment had any effect in ,the Soute Korean journalists and to examining resolution of'that crisis. More than 5000

their strengths and weaknesses: 'Weals° have A citations to articles bearing on the testing compared and contrasted South Korean journal- of. nuclear weapons were found.After the ap- ism with the,4Merican journalistic system be- plication'of.a rigid set of constraints, de- ,. cause the former has adopted many of the-con- signedto limit the articlesonder considera-

. cepts and technologies of the latter. The ' tion strictly tohose dealing with nuclear iirobZem,iethat they have doneso without testing'producing physiological dangers by paying careful- ttentiOn to "goodnessof-fit" means of environmentally transported-radii,- 'in the context - of South Korean society. Yet, active. materialr the corpus of items to be such American journalistic concepts as press, studied was reducedtcT125 magazine articles. "fieedomland entrepreneurialprofit-orienta- Attest instrument was drawn up to assess tion whiCh emphasizIs mass entertainment Ahese magazine articles in regardto their father than-mass education in improved life-- ,`appraisil of. theclinger posed by the testing -waYaare'not altogether compatible with and of atosiicand hydrogen bombs in the atmos- may even be inimical to the'philosophical, pliero,and the subsequent efficacy and need to historical and Cultural background df Sokith limit'such testing. Using this test instru-- Korea. Furthermore,' unlike American journal= ment, each of the 925 articles was ranked on ,ists,-South Korean journalists hive an added 4fLscare-of-2 to +2; reflecting a pro-teiting obligation to help disseminate liferiMprovr to an anti-testing attitude'on the part of

ing technological advances already present in- the publisher of that article.,These ranks - a were then averaged, displayed, and Analyzed.. developed countries. The implications of this study fall into A check of the methodology, showed the test in- two broad sections:- one 'containing sugges- stkumentto tions for immediate implementation arising The conclusions 'of the etuq...Considered from our examination of the problemunder- ythe variation of the Magazine articles,rith I time, cOMpareethestances taken by the maga- taken in the present - dissertation, and the.. other specifying hypotheses for later longer- zines with thOpinions expressed by the pub- range research heving to do with the develop7 Ai.C, and contrasted the course of iction ad- ment of journalistic mass communication stra- YoCated by the magazine press with that actually taken bythe powers setting-the policy tegies for efiiient information- disseminate Lion and people-motivation. of nuclear testing. The concltsiOns arrived at by the study were that, although 'there watt 4 a modicamof immediate and ditect influence .byhistpricalevents-on the data collected, the data did slim,/ a gradual and largely constant variation from a.pro-testing stanceto an anti-testing one as time went on and as, 'the scientific case against atmospheric 37 nuclear testing.grew. Secondly, that shift on ATTITUDES OF AMERICAN MAGAZINESTOWARD ATMOSPHERIC NUCLEAR TESTING, 1945 -1965 the part of magazines correlated almost exact- FrederiCk Michael O'Hara, Jr., A.D. ly with the public-opinion data on the public'! assessment of the danger of nuclear .University of Illinois , Urbana-Champaign, 1974 testing and led that publit's,optnion about Adviier: James W. Carey -'-the desirability and necessity of banning such testing by from one to five years. Fi- A search ofgheaders' Guide to the Peri- nally, that shift of the-media!s stance pre- odical Literature 1..as performed in aneffort 'ceded the similar shift of official policy by to identify all of therticlea published in 'five years. Although no cause-and-effect re-, popular magazines in the U.S. between 1945 lationshiP,cin possibly bedcmonitratcd, the and 1965.on the subjectsof atmosphericnu- strong correlations between the actions of clear testingin an attempt tosee hOW,this the public and government gi'e credence to crisis in science policy was treatedby that the assertion that the press plays a very ac- %segment of the press and to investigate' tive role in'informing people about the facts 31

0 '7 and issues involved in scientific crises and performgnces of the gbvernment-owned radio in bringing about the resolution of suchcri- station ZQI (1939-1949), the privately. owned

Sea. - station RJR (1950,1970) and.the publicly owned JBC (1959,-1970). Special Attention is given £o the purposes .and radio productions, .o of .the Jamaica Information.Service:-the agency responsible for all government media production -- and to a comparison '0,s the.performances-cif the publicly,owned station JBC andthe private station RJR which-coexisted THE JAMAICAN GOVERNMENT'S USE OF RADIO BROADCASTING IN from 1959. The :pufpose' of this comparison ECONOMIC DEVELOPMENT 1939 - 1970 was tolook for the programming differences Harold William Oxley, Ph.D. 'promised by the government when it passed the ea University of Wisconsin, 1975 g legislation by which station JECwati estab- Adviser: John* T. McNally. iiihed.,In a major section of the dissertation, the strong similarity betWeen the two . many internationally used criteria, Stations' performances is documented through Jamaica, especially after WorldWar II, ex- statistical analyses 'perienceda significant degree and rate bf The dissertafton reveals that while,com-- national development. Economically, both the munfcation theory suggests many creative ,total national income an& the per Capita na- .roles for radio broadcasting the process

, 'tional income'increased steadily and impres- of economic development, the Jamaican govern- sively. The economy diVersified from being . ment chose to concentrate Oh using the medium predominantly agricultUral to the point where simply to publicize its limited accomplish- manufacturing surpassed agriculture as a con= ments. The author suggestc that-this deci-t tributor to the Gross Domestic Product and sion was likely influenced.by, the government's Jamaica became the world's largest producer economic development policy of "investment by of baUxite. Politically, Jamaida aia Brit- , inducement" and the consequent loss of full ish colony waa'administered under several in- government control over the directions and termediary constitutions before achieving '*.pace,of national economic development. He . full independence in 1962. There iivevidence also argues that research'on the roles for too of both cultural and goals'. development. mass communication in national development' Jamaica is also a country which for many -would have greater relevance for developing years Haiheen-equipped with'the major media countries if more political variables were of mass communication. Since the literature explicitly included'in research models. on the subject suggests that mass COmmuniCa- iOn can contribute to the national develop -. =sent of countries like Jamaica, it seems rea- sonable to ask whether or not the6Jamaidan government which,planned the country's national development and at the same time had access to all'the media, made-any positive

use of mass.communiCation in carrying out its 39 plans. This dissertation.lobks into that A HISTORY OF TELEVISION AND SPORTS question. It is a,case study, limited in its scope Donald Edwin Parente, Ph* to the use made by the Jamaican gdvernment of University'of Illinois Urbana-Champaign, 1974 radio broadcasting in economic development. Advisor: James,W. Carey It covers the period,from*1939' when radio was introduced to Jamaica to 1970. The history of sports and television is The patterns of Jamaica's economic and the history of the ingestion of sport into political development are first traced the center of Commerce, promottion, and poli- through the study period ;' then, in thatcon; tics of the modern state. The purpose of text, the author analyses -the purposes and the dissertation is to trace the historical, 32 1.

40 developments which, led to'theaymbiotic ye- - lationship which exists between sports, tele- COMPARISON OF OKLAHOMA STATE'UN/VERS,ITY vision, and the American business system.' EXTENSION SPECIALISTS' ROLES - AS PERCEIVED BY SPECIALISTS' 4' AlthoUgh a4ormal hipotheiis is not. AND, FIELD STAFF MEMBERS tilted in this:paper, a hypothesis is implic- Robert ed Reisbeck, Ph.d. it In.lhe Presentation, namely, that sport State University, 1174' ' has been shored of, many of its historic mean-' Adviser: Water Ward,

ings and functions in the.processdf bedom- ,

ing integrarto.the.American system of com- cope and Method of Study: l'ilis4explor="

merce and politics. . atory study comperedOSIFEitenOon subject-' Ina Very broad sense, this study ex-. of4tir specialists' perceptions Of their amines the impact that televisiOn has had oh. roles with eximictations field staff memberi : rOciety through the programming of:sports. have of those roles. Fourteen extension em- ,The primary focus of this-dissertation, how- ployees (seven county directors and seVe ever, centers on the ramifications this im- "subject- matter specialipts) ranked fifty pact has had within the area of advertising.. Q-statements on a ! -point guaii-hormal dis- 'and marketing. tribution continuum: The sPecialise!erole The dissertatiOn is divided into three Was sub-tdivided,,into,live areas 'of 'sections and might_chapters. Each section with ten,of the fifty statements comporting. roughly covers a different.period in history. to each area. The five arias of behavior. SectiOn one briefly reviews the history of were: Need Determination, Resource Alloca- broadcasting in sports .frOm its beginnings tica. -program Promotion, Program Presenta- to a period around 1160. .Section two is an tion, and Program Evaluation. 11;6pm:dents'

extensiye treatment of thedevelopment of .rank-ordered the fifty statements along a . the relationship between sports and telBvi- structured Q-sOrt along enagree- sionduring the decade of'tiqe sixties. One .4diiagree dimension. .Q-scores were correlate4 Of 6echaplers look! at the influence.tele- and factored tdidentify,thre: types-of re-% . 'vision has had'on sports. A second chapter sOOndents who showed similar agreement on the looks at the influence sports prOgrameing his fifty items. Independent variables were the .-had on television, principally': the networks. five behavioral roliaspects and the types of A third chapter foctgee-apon the ramifica-, persons identified through correlktion and tions that the television- sports marriage factor:analysis. Dependent' variable was the has d for the advertising industry.' Sec- perceptions of the respondents. oh three is essentially a look into the Findings and Conclusion's: Correlation . - . future, beginning with 1970 and ending with .and linkage analysis identified -threere- 1 . 1980, speculating on the future of sports spondent:Lypes.Type I included six county

. programming on television. The section arta- extension direci-ois. Type Iriespondents lyzes.the future of five ediffergn typeslof were all six specialists. Type III comprised

. video systems: cable television, pay telo- .one'specia/ist and one countydirector. Cor- *vision, cloted-circuit television, home relation within types were significant video recording.and playback system24:0 (p.c:.05). Correlation between types was not ,commercial or "free" television. Each of significant. Differences in degFee of agree- these systems is discussed in light of the -Men! by.reipondenttypes was then f.ctor an- various restrictions which are'placed on alysed. All types had the highest agreement. their development. The fist chapters place with Resource Allocation as an aspect of the the dissertation within'a_general frameWork specialist's role. Following the agreement of the-sociology of communications and modern, with Resource Allocation, Type I had highest social, organization. agreement with Program Teaciling-activities. Type II had highest agriementwith Program Evaluation after Resource Allocation. Type III hict.highest.agreemeat with Program Pro-. motion-after the Resource Allocation activi- I ties. loth Types LandIII had higher agreiL ment with Program Promotion and Program 33 .

"3 4

. Teaching than Type II. For the mosi,partl, magazines are routinely % 5ranteda special low mailing rate authoriZed, by Congrese'in-1879. However, in the early 1940s the-Post Office Department dinied,;ehe second-class rate to some seventy publica-, ,tions alleged to be obscene:- A-190 Supreme: Wirt de4eion limited the discretionary'pow-

41 er orehe Post Office Department with - regard to second-class mailing privileges, and that, POSTAL CONTROL OF form-of control'-was 'discontinued.

. OBSCENE LITERATURE 1942-1957 A third technique of control was devel-

Patricia Elizabeth Robertus, Ph.D. ppo.. .in the 1950a ;to deal what is called' A. University of Washington, 1974 hard -Dore pornography,'primarily pictorial Advisor: Don-R. Pember obscenity, in the mails. The maiL block was an order directing a local postmaster,to re- Since passage atthe Comstock Act in fuss delivery to perspns thought to be using 1073 the'adeialAdvernment°has used the po- the mail' in violation oelederal obsceniVy. ,1 liceopower of Congress to restrict the dis- laws.. The mail block was subject .to serious,. tribution Ofotiscene materialig in the United rocedural'challenges, and in 1970 the Su-

` Stites mails. The Comstock Act is.a criminal preme Court fdund the practice unconstitu- law which'provides fines and'imprisonment for tional; - conviction' of mailing obscene matter. How: The files of.the American Civil Liber- ever, in overtone hundred years, relatively* tios Union yielded mAny'examples of theap- few cares ofoti*cenity in the mails have re- .plication of thuse techniquei to e variety of sulted in criminal-prosecutions. Many more allegedly obscene materials throughOut the have been subject ea administrative sanctions. 'period. These cases demonstrate the ways in 4 Theie sanctions, imposed by the Post'Office 'which the post _Office, despite constitutional , - Departmenttgave that agency an independent, guarantees of freedom of expression andde- censorship function. spite the gradual'enforcement of prodederal ,,Thisdissertaiion is an examination of safeguards, acted as a censor and limited "postal control of obscene literature from free,communications in the United States: 1942 to 1957. 'Postalcoptrelrefeis to all adMinistrativesprocedures. deligned to keep obscene matvkals from,the mails.The Post Office Department*.developed thrincipal non-criAinal sanctions: n...tmailability orders, limitations orrsecond7class mailing privileges. and mail blocks.' All three meth-, ods ofpostai control were used between-1942. ' 42 and i9.57 buy each"was.apPlied againstwa par- . ticulai type of material. INSULT, AGGRESSIVE MODELING, AND VICARIOUS REINFORCEMENT The basic weapon of the Post Office in AS DETERMINANTS OF " its efforts .4a,Conirol the contentaof the ADULTAGGRESSIVE BEHAVIOR mail was--and,is--the nonmailabiliti Susan Higley Russell, Ph.D. While Complete data are'nOt_availelle, ;,Stanford Universityti1;975 known that ennuellyefroM 1942 to 1957 several_ Advisor: Nathan MacCpby hundred orders were imposed,*banning books, *. magazines and pamphAets from the mails. In Following a'social learning theory ap- the early 1950s the courts began to enforce, proaCh, this qudy was designed to assess the procedural safeguards whichredOced the ef- influence on adult aggressive behavior of in- .fectiveness of the nonmhilaibility, order as a ; "aggreisive modeling, and vicarious rein- Method o5 postal control. forcement. . . Another method of4entrol vasslimita- Young adult males acted as learners in a tionp on second-class mailing-privileges. concept formation, task, during which time "34 .

0 .- 1 -- khey were either insulted or treated_ neutrally

by an experimental cOnfederiL.who,wal playing . I . the role of'teacher. ''' COMMUNICATION: Subjects then Weres- THE TRANSACTION#OF FORM WITH SUBSTANCE signed to one of four aggressive Modelingcon- . Charles C. Self, Ph.D. dition*: In three of the conditions, the sub- The University of 'Iowa, 1974 ject viewed a videotape of a peer using,a Advisers:Malcolm.S. MacLean, Jr:- shock machine,*depressing only the higher in- , Joseph Ascrofi . ) tensity buttons. 0:4 group saw; the model praised by the experimenter for his behaor, This dissertation deVelops a Transac- a second group saw the model censured by,the tionar,theory of communicatioh tumid in John experimenter; and a third group did notsee Dewey's Philosophy of,Inquiry. the model receive any consequences for his be- Communication is viewed as a continuous havior. The fourth group did not view any state produced through the Transaction of model: All subjects then used the shock ma- form with substance. Form is'defined as,pur- . chine themselves, ostensibly to teach the posefill perceptual and physical behaVior. confederate,a learning task, and had the op- Substance iedefined as experience novel to portunity to vary the intensity and duration the individual. Individuation and essence of punishment shocks when the confederate are assumed to' exist as (form and substance responded incorrectly) as well as the magni- united through Transaction only. 'The state tude of monetary. rewards (when' the confeder- of communication is thussonsidered.a.unified ate responded correctly), they Sdministered to whole and is destroyed if it is subdivided 4 the confederate. The confederate's responses intosmalier units for purposes of study: were pre-programmed, so that each subject ad- Meaning is assumed to be'he force of this ministered 15 rewards and 15 shocks. communication state and is assumed to be de- The results supported the notion,that% rived through context of behivior. .Sensa- vicarious reware alone significantly enhances tion itself is assumed to be active behaving. aggressive behavior $No Insult/VicariousRe- purpose is not considered a "caused"%behav-" . ward) No Insult/No-Consequences, p<.05), but ior, but is considered generative from within. not that,either aggressive modeling (without the individual. PurpoSe may be derived from - consequences) or insult alone enhancesag- ' meaning and so from the Transactipnal con - gression, (relative to a no insult /no model -texts o)past behaviors or-it may be inno- control). SubjeCts whO saw the vicarious re= vated, sed upon recombinations of ways of

. . -ward videotape also administered more intense . shocks than did subjects whb saw the vicari- The implications of this Transactional ous punishment vidIotape (p .01), but the approach fall into three broad areks:For latter subjects did not differ significantly Researh, the approach implies new problems. from subjects who saw the model go without such as the study of the state of communica- consequences. Finally, although insulted tion itself, holistically and in relation to subjects did-npt administer more intenseor other human phenomena. It also implies the lodger shocks than did not-insulted subjects, need for study of behavioral context and the *'the foimer group did deliver reliably lower relationships of context to meaning. t',

rewards than the latter (;:. .005! For methodology the approach implies The findings,in part, were consistent 'that'ohly the individual par!ticipent to the with Baildura's theory that behavior.is.deter- Transaction may evaluate,the quality of the mined largely by its perceived consegAncea. state of communicating. This. meansMore However, the failure of either aggressive participant-observation and projective metha modeling or insult alone to enhance aggres- odologies. The concept-of "objective" ob- sivenest is more in,lifie with the views of servation must be abandoned When using this Wheeler and Berkowiti than of Handura. pos- approich.

sible explanations for various aspects of the IP Conceptually the approach Implies that results are discussed. communicators are not best thought of as 'channel:II:through which messages move from one person to another. .They are better thought ' of, as active participants to communication 35. S. 0

e N. / 41 Transactions. They -are'ficilitators of tion, and on the other hand, to deny accesi states of communication. In this sense, they to information. Some of the'laiter activi- are closer to teachers than to salesmen- - ties, ,it was shown, wari,dysfunctionalor better thought of as assiatants,helpi9g es- counter-produftive. tablish meaning than messengers delivering Specifically, the willingness of persons "true reports:" on the frontier to 'share information,'a trait shaped perhaps by the dangers of the wilder- ness, benefited the governmental organize- tibns involved in the war. 'At one point, hoffl- ever, Isaac SteVens, 'the governor of Washing- ton Territory, who also coMianded.a volunteer military force, became'preoccupied with the threat of the enemy obtailiing information and

44 took actions that rebounded.tO hii-disadvan- tage. THE FUNCTIONS OF'ONNONICATION The surveillance function Was examined ACTIVITIES IN FRONTIER WARFARE 0 IN WASHINGTON TERRITbRY, 1855-56 for organizations. n-threo setting's: mili- - tary forces on the battlefield, the city of . Roger Allan Simpson, Ph.D. University of Washington, 1973 San Francisco, Which served as Supplier and Advisor: William E. Ames bankq for the Pacific Northwest at that time, and Washington, D.C.; where Congress This dissertation is in harmony with a' and executive departMents reviewed war deci- renewed interest of historians in the role of sions for several years after the end of communication inetitutions, such as newspa- lighting The analysis suggested that given pers,ion the American frontier of the.19th items of information were used in distinctly Century. It goes beyond that interest, how- different ways in.each of the three loca- ever, to examine another faCet of communications, and that each use was influenced by . tion in the frontier experience. "pictures" of conditions which existed in the Function is defined, in Chapter Vas the " minds of policymakers at each place. contribution a recurring Activity or trait Lasswell's conceptualization of correla- makes.to the maintenance of change of some tion, it was suggested, is redundant, in that social'entity." Specifically, the disserta- it, too, describes the use of existing pic- tion concentrates on two, kinds of function tures to cope.with environmental change. labelled by political scientist Harold What Lasiweli did not adequately describe was Lasswell in an exploratory discussion,of com- the act of makZng a new picture fdr an organ- munication twenty-five years ago. He identi- ization or a society to use. He assumed that fied surveillance s the disclosurelof journalises and public speakers fill that . "threats and opportunities affecting the veil,- function. Editorialists, however,, are likely ue position.of the community,",and correla- to Mirror tried and true values and are not tion as the process which enabled a.society trained to perceive new relationships in so- to respond to,its environment. ciety fastbr than other elements. In this The historical context for the study was study, it, appeared that new pictures were not provided by contemporary dcaments created,,by necessarily the outcome of coAscious design principal political and military figures in- Wan organization. In some cases, they were

. volved in a war between whites and Indians fn the results simply of juxtaposition of dif-, Washington Territory in 1855 and 1856. ferent kinds of information. The dissertation shows that the surveil- It was suggested that the process of lance concept, embraces a number of activities picture-making merits eurther,study. The 'of men on the frontier that are directly vise historian may be limited in this type of re- stk .' Dile from the documents. Among these are the, search to the inferences he can make from creation of observer roles, of procedures for documents, which stand as evidence that a making reports and transmitting. information picture. has been formed, used or changed at And of policies designed, on the, one hand, to some time prior to the creation of the docu- validate and Confer credibility on inforMa,- ment. '36

42 " ,while most Scandinavians were more definite 45 ittiout their intentions to stay in the United e A COMPARATIVE,ASSESSMENT OFTHE Sta t e s ,. Respondent's length of residencein .RELATIVE AOJUSTMENT AND ATTITUDES the United States, visa status, and country OF TWO ETHNIC GROUPS:CONCERNING THEIR RESETTLEMENT INTHE UNITED STATES offbirth best predict the intentions of, .:ether Gottlieb Smith, Ph.D. Israeli nationals to return to Israel., ThuI, University of Illinois,, 197{' Israelis who were born in Israel, who have Urbana- Champaign been in the United States for more than five AdViier:Rita James Simon Years:but who preferred not to become Ameri- -.cari citizens are the most likely to remi- This study attempts to determ4ne how and grate: Israeli.nationals who were not born why immigrantelrom different parts of the in Israel, who resided in. the UnitedStites World decide to .leave their.countries.and for more than five.years and acquired Ameri- settle in the United'States, how they adjust can citizenship are theleast likely to re-.' to AMerican society, the intensity of their turn to Israel. Lengthiof residence in the ,ties with their former countries, and ,their United States, visa status, and ethnicity of intentions to return to their homelands. It the "spouse best predict remigration inten- is, im particular; a study of Israeli nation tions among Scandinavians. The longer a Alcand their uniqueness among other groups Scandinavian national has lived in the of voluntary immigrants. Theuniqueness of Unite0 States the less likely he is to remi= the Israelis is based on the hypothesis that grate. Scandinavians who acquired American Israelis'who leave their country feel guilt citizenship and whose spouses are American about their emigration. These feelings stem are the most likely to remain'in the United tix from. the particUlar character of Israel as an ',States; those who have been, here less than immigrant - absorbing society. However, no such five years-and married Scandinavians are the feelings -are present among Scandinavian immi- most likely to return to their hoMeland. In grants, since they regard,emigration ai both groups, profeAsionaialsore than either matter of personal rather than national con- non-prifessionals.or unemployed respondents cern. The Israelis' greater sense of guilt expressed stronger intentions to remigrate. will lead them to acculturate to a lesser de-: The results of the study suggest that gree into American society, to"maintain if eitherof these countries wish their emi- stronger ties with their homeland, and express , grants to return, they should appeal es- intentions to return home. Scandinavian na- pecially to those types of emigrants which, tionals, pn the other.hand, will acculturate this study found have the highest probability to a greater,degree, maintain weaker ties with to hold positive intentions toward remigra- their homeland, and be more inclined to remain tion. in the United.States 'permanently. Two hundred and twenty-six Israelis and :261 Scandinavians were interviewed in person and by telephone .respectively. The review of the data demonstrated that Israeli and Scan- dinavian immigrants are similar in terms of many demographic characteristics. They dif: 4' fir inheir reasons for emigration, level A REEVALUATION OF SOME CONCEPTS OF of education, and professional status. Both PUBLIC OPINION AND COMMUNICATION groups maintain instrumental and cognitive. Robert Louis Stevenson, Ph.D. University of Washington, 1975 ties with their homelands. The Scandinavi- 3 ans, however, are less interested than'Is- Adviser: Alex S. Edelstein reelis in occurrences in their former country. Their emotional and patriotic ties are Public 'opinion was considered a 'prodUCt. considerably weaker than those maintained by of the 17th and 18th century enlightenment Israelis. which made government based on popular .con-; The majority of Israeli respondents sent possibleand necessary. Such government asserted that they plan to return to Isra&l, Was criticized -on the basis of lack of public' 37

43 . competence to deal with public issues and that the.public could define a situation and

lack of`willingness-to ,iubordinate,personal dial with it. Public opinion was considered, ' interest to ebroader public interest- in Walter LiPpmand's phrase, competent enough The usual approach to4oublidopinion re- to serve as the beginning of public argument. search; derived from attitude research,. was criticized as incomplete and inappropriate. A reconceptuilization was proposed that in-, eluded specification of how an individual'defined a specific situation based on his-own relationship to the situation, how the situation came about, and hOW the. situation could -47 be dealtwittL Additional considerations in SOME APPLICATIONS OF CYBERNETICS TO troduced as controls were the cognitive SOCIAL SYSTEMS 'mechanism the individual used.to derive a Stuart Anspach iimpleby., Ph.D. preferred course of action and the individu- University of Illinois al's behavior in relation to.the 'situation. at Urbana - Champaign, 1975 This Conceptualization wastesfed in a AdViseri James W. Carey ,telephone survey (n-375) in Seattle in Febru- ary, 1975. The survey focused on the current The fields of cybernetics and communi- economic situation. An unobtrusive method- cations have, developed primarily in the ology developed by Edelstein was used.° In- thirty years since the end-of yorld War II. terviewing and coding were carried out by Cybernetici' has been more closely related to students in a course in public,opinion and microcommunications--psychOlogy, linguistics, communications. artifidial intelligence - -than. to macrocom- Results'shoWed that most.People (77%) munications--politicaecience, sociology, could specifYai,least some elements of.the economics and law. But current interest in situation; however, only 39%were able to des- assessing the social impict of new communi-: ignate'both a specific'actien and an entity cation technologies, such as computer-based to take that action. Most people considered 'media, 'is. likely to increase interest in ap- the government (the instrument created to plications of cybernetics in the area of mac- ,: represent the polity) as responsible for hav- rocommunications or large scale'social sys- ing brought about the situation and responsi- tams. ble for dealing with it now. There are several ways in which cyber- People who used a decision-making.mecha- netics, the science lof communication and con:- trol in complex sy;tems, can contribute to an- nism (simultaneous consideration of several alternativp with a. single alternative selec-' understanding, of the interaction between a ted) to derive a course of action tended to neWcOmmunication technology and a, social have more information and more specific in- system. The law of requisite variety and the formation about the situation. People who . law of necessary transactions providethe ba- used a problem-solving mechanism (considera- sis of a theory of how power is exercised re- tion of a single alternative'at a time against gardless of who exercises it,,Several mea- an outside criterion) tended to be less sures based on information theory provide the knowledgeable and more willing to try any ac- foundation for a deductiVe theory of change tion. People who were attempting to gain in complex systems- These measures do not control over the situation, in general, had require cardinal number scales but can be more knowledge and preferred government ac- .used with nominal, ordinal, and-interval . tion, People who were adapting their behav- scales as well'and so are particularly suited ior to the situation more frequently lacked to social systems. knowledge about elementa'of the situation and Ross Ashby's view of the evolution of were unable to indicate a specific action complexity or self - organization, as compaied that could be taken. Implications of these with that -of Ludwig Boltzmann, provides.a,ba-, differences were discussed. sis for understanding increasing orgenizatiOn, While some patterns were detected, the 16 social system.The redundancy measure can important finding-was the diversity of ways be used to calculate changed in organization 38

4 due.to both differentiation and selection. , Cybernetics is-based on a view of obser- , age byOhio dailies of the 1971-Ohio munici- vation which holds that a description is the pal election .camPaigns. result of both events in the external envi- Campaign data,were golfected from twelve ronment and the internal state of the observ- metropolitan daily newspapers in Ohio fOr a er. The result is a new view of epistemology thirty-five day period. Every issueof the which has consequences for the design of newspapers was studied from Septembee'28,c largo scale social experiments. Several -1971, through November 1, 1971. Only'news quite different disciplines -- sociology, mathe- _ and editorial matter .of municipal election eaticsi neuroPhysiology, and philosophy - -have campaigns, where the metropolitan daily news- been converging on thisnew view of the sci- paper was located, was included. ,antific enterprise. The result cente.deeerib- The statement was thecontent unit of Ael.as-the third stage in the treatment of ob- inalisis for articles, columns 6f opinions, jectivity. The first stage was unquestioned eadlines,,illustrations, and campaign is- ' objectivity; the second was constructed ob- sues. Analyses were made between all candi . jectirty. The formal theory of cybernetics dates of the 'Democratic and Republican par7 can help to correct the imbalande between ties for ten dimensions ofnew4 and editorial theoretical and experimental.work in social content, issue references, and newspapers. science caused bythe current dominance of be-, SiMilarly, these comparisons also were made heVioral science. or.newspaper-indoised candidates, and-incum- Summary:, Cybernetics', when applied to -bents Of both parties.- 'Vital number of large-scale social systems, cantguidethe statehents coded amounted to,28,14i. assessment of the social impact ofa new com- :Results indicatepatterns of slanted munication technology. Cybernetics provides coverage between the Democratic and Ripubli- several measures of"coMplex systems based on cam;parties,'buethey are npconsistent for information theory and a new epistemology and a selected party., Ohib'metropolitan newspa- methodology of large scale social experiments pers use more news- and editorial-page cover - based upon a new conception of observation, age, on the Democratic Party, but a higher proportion of favorable coverage is given the Republican Party than the Democratic.. Other results indicate that coverage varies by type of content, direction, placement, issues, campaign' weeks, incumbency of candidates, and newspaper-endorsement of candidates. Types 41 of'coverage vary by newspaper, and the cover- A COMPARATIVECONTENT ANALYSI$ age for newspaper-endorsed candidates and in- 01PHOW THE OHIOMETROPOLITAN DAILY PRESS REPORTED THE 1971 cumbents is not consistent with a newspapers OHIO MUNICIPAL ELECTION overall coverage for a particular. party. CAMPAIGNS; AN INDEX OF PRESS COVERAGE More than half of the news coverage and John W. Windhauser, most of the editorial coverage for both pat- 'Ohio University, 1975 ties occurs during the last two weeks of the Adviier: Guido H. SteMpel III campaigns. Coverage also ienas,to increase as the campaigns approached election day. Coverage of local electiOn campaigns by Yet regardless of political iarty most of the press is assumed to be a rather critical the coverage for newspaper-endorsed, incum- component of the political election process. bents or all candidates, of the. Democratic and With it, an electorate can make decisions .Republican parties is favorable. The great- about political leaders from a variety of est amount of unfavorable preientatiens for comment and information. both parties is found in news and editorial illustrations: Most of these referenCes con- How the localr press reports localearn- paigns, especially for candidates of the sist of unfavorable opinion poll results or Democratic and Republican parties, has been non-endorsements. overlooked by systematic researchers. This This study showed that the iskue presen- investigation sought to describe press cover- tations for both parties focus on similar to- 39 Tnrough.the use of focused interviews piaciparticularly concerninglAhe.Aualifica- . tions, experiences; abilities, endorsements, and a_formal survey, the study examined the advertising acceptability standards of the and testimonials for the candidates: Newspa- . New York Timed, the nation's single most pers,tend td agree. in their coverage of cer- prestigious and informative newspaper and the

, taip_campaignreferences,.and are somewhat New York Daily News, the biggest and most cotsistent in their main issue coverage for prosperous dailyin.the United States. both parties. The Times and the News cannot'be'heid In-the .final analysis, this investiga- liable for publishing ,false and misleading tion- provides evidence of unbalanced campaign ;advertising. ,However, in the interest of the treatment between-the Democratic and Republir reaGar, who'is the mutual customer of the can parties for ..ocaL election racesand newspaper and the advertiser, the Times for suggests that major differences of imbalanced, more than Sixty years and the News for more coverage depend mostly upon each newspaper, than forty years -have,maintained.advertising and upon the type of content selected for acceptability departments to screen all ad- analysis. vertising submitted to their respective papers afiettO reject claims and Statdnents. -, 'which violate their Policies.

49 A sample of fifty retailers who adver: tased inthe'News and/or the Times were sys- THE INFLUENCE OF, LEGALAND VOLUNTARY RESTRAINTS UPON THE GATEKEEPING tematicaily chosen for examination iM order FUNCTION IN THE REGULATION OF RETAIL .to determine the advertisers' attitude toward .:..ADVERTISING COPY:',' A CAST STUDY OF 'THE HEW-YORK DAILY NEWSAND NEW YORK TIMES the acceptance policies of both.-papers. One Dena Winokur; Ph.D. set of questionnaires was designed .for the Ohio University, l979 v. thirty-one retailers who prepared their own. Adviser: Norman H. Dohn advertising copy and one. set of questionnaires was designed and sent to the nineteen The newspaper, like other media,As re- adVertising agencies who, prepared copy;for . stricted to a certain extent by law as.to the retailers included in the sample.. Since,returns were sparse, only ten re- what it mdy or may not publish in its adver- ', tailets and six adve4tising agencies respond- tising coltiMns. Intfact, there are few sec- . .3 tors of American business which are subjected, ed, only generalizatiOns can be drawn from to so many types of federal, state'Andlocal the data. legislation as the business of advertising. .Respondents were divided-in their opin- In Washingtonjalone, mor,ethat'twenty ion; concerning the advertising acceptance federal adminfstrative bodies exercise some policies of both newspapers. Some indiCated. 'form of control over the content-4of advertis- they felt, the policies, ere a valuable tool ing appearing in theprftt media. Those with for prerentingdeceptive piactices by busi- major jurisdiction include: Federal Trade nessmen while others, "neither accept nor re-

Commission, Food and Drug Administration, Se- - ject it."' . curities and Exchange Commission and Bureau The study which also examined formal and of Alcohol, Tobacco and Firearms of the De- informal controls upon adVertisers,"concludes partment of the Treasury. that government agencies suffer from a short- In forty-seven states and,in many cit- age of "funds and personnel which severely ies, there is legislation that, forbids adver- hamper their pOweri, Respondents claimed tising any statement or representation of that regulations governing advertising are fact that is untrue, deceptive or misleading. too broad and tend to be subject..-to'interprer:, .. In addition,.self-regulaeory.controls tation. . . . including tradeendassociation cooperative The self-regulatory work of industry as _ activities, written codes of ethics governing sociations was found to be impressive, but business and advertising behavior developed limited to some degree by legal restrictions by the advertising industry and acceptance which prohibit these associations from acting policies implemented by newspapers, influence as a "combination in restraint of itade" or the content.of advertising. from libeling the code breaker,in_ its an- 40

1f nouncement or publicity on the case.

M.A. and M.S. Theses

A CONTENT ANALYSIS OF TIME MAGAZINE'S SO COVERAGE 'OF THE NIGERIAN CIVIL WAR COVERAGE or A CONTROVERSY JULY 1967 - JANUARY 1970 BY NINE ARABIC NEWSPAPERS Adebisi Ak*nni AbOrisade, M.S. Salim Yousef Abdul-Rlhim,M.S. Oklahoma State University, 1974

University Of Kansas, 1874. ,Adviser: Lempel D. Groom - Adviser:John B. Bremner Scope and:Metbod bf Study: This explor- On March 18, 1974, seven of the ten mem- atory study employed the technique of content ber-countries of the Organization of Arab. Pe- analysis to determine the performance of Time troleum Exporting. Countries decided to lift magazine in its coverage cif?the Nigerian a five-month embargo on oil shipments to the Civil.Wir from July 1867 to January 1970. The. United States. Two of the threeother mem- SO key symbols usedlere selected from the ber-countries, Syria and Libya, refused to stories, published by-Time on the conflict: accepthe decision.. Iraq, the tenth member, The symbolcusage in relationship to the two had ignored the embargo and adyocated more sides involved in,th'e,ciyil war were the de- anti-U.S. oil nationalization measures. terminant of the portrayals, of the partici- The purpose of this study was to analyze pants.- The direction and dimension of these the news coverage of this event by nine of ,portrayals were studied, using the criteria the most prominent Arabic newspapersand to employed by Lasswell in his-study of demo-, describe any Aualitatioe,or quantitative dif- cratic symbols as guideline with some alpera- ferences in their coverage: tionsto suit the present-study. Percentile! The nine newspapers selected wereal- tabled were computed, frequency distributions Ahram (Egypt)., al- 'Aural (Tunisia), al-Dustour were'used and complex chi square and contin- (Jordan), al-Fajr al-Jadid (Libya), al genCy coefficients Were computed to determihe *Jumhouriyah (Iraq), al-Nahar (Lebanoni, al- the significance of relationship and the de- Rai' al-'Aam (Kuwait), al-Sha'b (Algeria), !gree of relationship. and al-Thawrah (Syria). Findings and Conclusions: AnalYsii in- ,These newspapers were selected because dicated significant differences in the por- each had the highest circulation among the trayal of the Federal government in,more un- Arabic daily newspapers in its country, and favorable light than favorable in four of the because of their availability in the. Library five phases of the war. And that the Federal of Congress. The period covered was March 17, government was shown by the Time in Morality-7

1974, to March 23, 1974. . minus, Strength-minus, while the rebels were . - The study found th'at'all-the papers,' sOWn in opposite light in the two dimensions. without any exceptionYshowed some bias-ih Also, it was found that Time magazine concen- one direction or another and played up some trated more on the personality of the leaders news and suppressed other. of the conflict and ignored the issues. The The study showed also that news i'ms author suggests the use of locAl journalists mixed with opinion in the news stories of in covering future international conflicts. some of the papers, whereas others displayed And that objectiye reporting should be extend- more professionalism in their news coverage. ed to the covering of the foreign events.

4 7 52 :home at any time on demand by means of 'a video screen with seleptive print-out. X.-STUDY OF_THE'SURFACE ACCURACY OF THE COLUMBIA JOURNALISM REVIEW, This videocassette, accepted as part of

. CHICAGO, JOURNALISM REVIEW, ANDMORE) thimaster's degree requirement instead of a Michael Addis, M.A, written thesis, explores the problems facing Central Michigan UniVersity, 1974 newspaper. distribution, surveys.the'eXisting, Adviker: Raymond Laakiniemi technology, and offers predictive samples of. how a fully electronic newspaper might appear In thesame spirit that one hai the ob- in the home. - ligation'to critique the performance of Jour- the technology review includeScable TV, tulism, one has the obligation to critique computer applications; character generators, the performance of the journalism reviews; facsimile, microfilm, video rebordihg and' If the reviews-do not accurately reflsctthe electronic memory deviceS", and a variety of content;-of heieoriginal sources, than home,terminals'and Rrint-out alternatived: their objectivesOr'purposes have a reduced, Also Shown are home Use 'Systems such as,ex-' and perhaps weakened meaning. perimental RICCIT and CEEFAX. The study attempted to delineate the The electronically delivered "newspaper" is4demonitrated in two suggested ways: by surface accuracy, or fidelity to the origi- - 4 nal course, of six issues, of three journal- requests from a central computer or by relay 0 ism,reviews in 1972. Only incidents that of'information fed constantly into home were objectively verifiable were documented. storage. Of the 219 incidents considered, 72 per cent (158) were documentable. The'reviewe were either totally faithful to the original source (correct), or were inaccurate in some regard(error). Errors were classified as 54' either serious, important minor', or possibly stylistic minor. AN ANALYSIS OF THREE OUTDOOR CLUB MAGAZINES The findings indicated that 55 per. cent Bass Master, Deer Sportsman, of the total documentable incidents contain. and Turkey Call ed errors.. Thirty-two per cent of the total Jerry W. Allen: M.S. errors were serious. When eliminating,pos- 'Murray State University, 1975 sibly.stylistic minor errors, the percentage Adviser: J. Neil Woodruff of serious errors increased to fifty nine per cent. All reviews had a higher percent- In this Study, the writer researchbd age of serious errors relative to the number three outdoor'club organizations; the.National of important minor errors. Wild Turkey Federation, Bass Anglers Sports- man Society, and.Deer Sportsmep of America and tSeir publications; ihen analyzedthe first five issues historically.Using the Ore-determined criteria of Bird to determine 'types

53 af-;:itle, article and lead used in the publi- Cation, the author attempts to pinpointa THE;FLECTRONIC NEWSPAPER pattern for the club magazines. Readability John.W. Ahlhauser, M.A. for key articles" of the'issues under study was 'Indiana University, '1973 determined by the use of Gunning's "FOq In-- Adviser: 'Wilmer Counts, dex." It was found that the magazines were Within the next few years, newspapers meically the same in format with fewexcep- and ill print media are facing productiOn tions. Bass Master was found to use the first changes that are more radical than any since person narrative more than any othertype Gutenberg impressed movable type on paper. article, while Turkey Call used theessay and These changes could eliminate print on paper, critical writinil-explanatory type more than and bring' the content of newspapers into the , other types. Deer ,Sportsman used the first 42

48 7 person.narrative more often than any other. the design and distribution of that material. type. Bass Master Was found, to uIe the sum- A questionnaire was mailed -to -ball com- mary lead most, as did Turkey.Call and-Deer mercial television, program directori,.news Sportsman. The type of title used most fre- directdri, and public service direCtOrs in

quently by the three publications under'Iltudy the state of Florida. - was label. The use of Ghnning's-"Fog Index" .The- preferences shoim by the respondents

based on the first 300 words of key articles were as follows: (1) In thecategory,of 4

revealed that Bass Master had a readability . spot announcements, the majority selected a, .leyel of 8, while Deer Sportsman was 7 and '30-secondOangth. (2 II) Length of features, Turkey .Cilf_had'the highest, with an index of firit choiCewas less than-1 minute. (3),In 12. length df programs, first choice was 3 to 5 minutes. (4) Delivery format was aboUt',. equally split betweeh 16mm film and videO

tape. (5) Energy conservation, ecology,',and general consumer economics were the favored I, areas of interest.

O t 'FACTORS1AFFECTING POLICETCOMMUNITY RELATIONS: 55 GUII5ELINES FOR DEVELOPMENT / 'AN ANALYSIS OF T4E POLICY AND PRACTICES Beverly Saleeme 'Ammar,' M.A.J.C. OF COMMERCIAL TELEVISION STATIONS IN University of Florida, 1974 TLORIDA REGARDING INFORMATIONAL " PUBLIC- SERVICE PROGRAM MATERIAL Adviser: Glenn Butleg Robert EugeneAlshouse, M.A.J.C. UniversitY,of Florida, 1975 The social, legal, and environmental Adviser:Kenneth-A. Christiansen (factors affecting law enforceMent are identified and examined. Support is given for'in=-- 4 A commercial television station is li- `volving the community in law enforcement. censed by the Federal Communications Commis- Iptervi4ews, literatdre research, apd letters sion to,serve a giiien locality on a given have been used,to devise a let of guidelines channel; the station can operate only so long for urban police departmenti to use in di- as it/operates in the public interest, conven- recting progressive police-community rela-

ience, and necessity. tions. , .Public-service program material is.util- The guidelines are based on a philosophy ised to fulfill partia.ly this condition of, and organization that indicate police-communi- license. This material is available from var- ty responsibilities in securing resources, ious sources such as nonprofit organizations training, explaining, pertinent changes in the

and other locaU, state; and national agenciefir law, internal relations, children ifid youth . regarded as serving community iniereits. relations, direct crime prevention, personal These sources have very little opportunity to upatrol, grievance resolution, special ser- 'evaluate the success or failure of.their ma- vices, equipmeni:procurement and maintenance, terial other than by direct response froM the cooperative'programs, media relations, and public they are attempting to reach. program evaluation. The purpose of this study was to deter- The guidelines were sent to seventy- mine the preferences of middle-management per- three departments for their reactions. Gen- sonnel at the commercial television stations erally, the response was favorable to the in Florida, with respect to content, length, philosophy. Specifically, it called for in- and delivery format of public-service program ternal handling of grievances, increased hu- material. man relations education, stricter screening The study was designed also to aid proof candidates, more cooperative programs, and ducersof public-service program material in improved media relations. 43

0 `

0 c 5 - 57 ''THE 1.110.RNIAN, 1846-1847: ACCESS: AN ANALYSIS OF THE DEVELOPMENT PROMISES AND PERFORMANCE OF AN ?FFIRKATIVE CONCEPT OF THE FIRST _AMENDMENT IN BROADCASTING William R. Anderson, M.S. David Wallace Anderson, M.S. San age Stite'University, 1975 University of°Illinois Advisor:Gordon B. Grob Urbana - Champaign, 1974. e Advisers Edward Douglass This study Attempts to make-a critical evaluation of the historical role played by This study examinee-the development of California's-first newspaper, the Califor- regulatory policy affecting the individual. nian, and the men.who published it. The broadcaster's public service obligation and pothesii wts:based-on the_assumption-that j the public trustee concept of regulation. what-was printed in the Californian would re- The access movement, as defined inthis study. veal whether the publishers lived,up to the idcludes,demands for expanded rights of indi- promises appearing in their pro.spectus: It iridu\Al'expression over the airwaves, access., was,ilso.essumed, in the 'light of previous for ideas; and reform of,he license renewal research: where content-was checked against procesrought about by the movement for au- communicator's own professed objectives, that dience rights. an Assessment of the degree 6f the relation- _Growing out of the Social unrest of the ship between the prospectus and the causes it sixties, the access movement had the general supported could be-established by measuring goal of making radio and'television more re- the space devoted to then. sponsive to the needs and interests of the The content analysis design was basedon public that brdadcasters are licensed to a column7inCh-space-measurement with a total serve. The'crucial distinction between the of thirty pategoriesbeing'measured.Thirteen two segments of the access movement lies in categories were prediCted oq the prospectus their view of the public trusteeship of with-an additionaifteventeen categories-based broadcast licensees. Supporters of access on general news content. The population for for ideas attempt to undermine the trustee- this study included all issues of '0'olume.One- ship through asserting the Tight of indivi- of the.CAlifornian, consisting of thirty- dual Self- expression over the judgment of the eightissues, a ptospectus, and various extras licenseviwhile advocates of audience rights and proclAmations printed atMonterey between. attempt to re-define the trusteeship through August 15,-1846-, and May.6, 1847. - public participation in the license renewal The results of the findings show that the prOcess. publishers,ofthe Californian devoted 56 per

This conflict between the access move- cent of their space to subject matter that ment and tie public trustee regulation of reasonably fit the subject matter'of the broadcasting is examined through study of thirteen categories based on the prospgctus. court cases, FCC rulings and changes in Com- The conclusions reached:in this study show mission Oblicies in response to demands by that the publishers of the Californian were citizen groups and broadcasters. This in- Putting out,what they intended and more be- teraction'among the public, the broadcast in- sides. Biographical sketches of the publish- dustry and' the FCC .leads the author to con- ers, the ReVerend Walter Colton and Dr: clude that the access movement is the begin- Robert Baylor Semple, were included to reveal ning of more balance being introduced into the extent of the influence, character, 'and decisions that affect the regulatory process. ability of these_twc.men who pioneered tali- But this balance relies almost, entirely upon fOrnia journalism. how the public asserts itself in its rela- ' 4 tively new role as broadcast consumer and that public participation in broadcast regulation stands as'an alternative to increased governmental supervision and control of broadcasting. j.

(c1 P 60. 59 THE ROLE, PROBLEMS, AND IMPACT bi 'THE AMERICAN TELEVISION NEWS DOMESTIC U.S. SATELLITE COMMUNICATION: CORRESPONDENT OVERSEAS ALWISTORICAL ANALySIS.OF THE FCC'S POLICY FORMUL4TION WHICHLEDTO William Mark Applebanm,i'h.S. OPEN kNTRY'DEC2SION OF 1972 ',University of Illinois, 1975 Russell W. Andrew, M.A. Adviser: Edward F. Douglass Universityof Georgia, 1975 , Adviser: Albert Hester 'This study is the firet,:to be specifically concerned with the American television On 16 June 1972, the Federal CoMmunica- news correspondent Overseas. Thiffort was tionS Commissidn (FCC), by a vote of 4-3, based'on a synthesis of methodology: iirst- made the historic decision that,itiould per- baind,;sCurce material'aia obtained by sending mit all qualified applicant to.prOvide sat- questionnaireto all the overseas members of ellite service for transmission of television, the networks'(ABC, CBS, and NBC) news core telegram, telephone, and-computer data signals. and through conversations with journalists. The "Open Skees",decisioh was the outyard in- Questionnaire: were also sent, for comparative dication of.the changing United States' atti- purposes, to the foreign news corps of West- tude toward international telecommunications inghouse,Inc. (Group W), Newsweek magazine,, from a 'single global system to something Associated Press, United,Pres Internabional, quite different and Yet- uncharted. Reuter'sliews Service, -and Agents France- The FCC approved the new policy fo-r a , PresseLettirs were also sent to communica- Myriad of reasons. One of the major colloid- tions scholars in the United States.- atione was to attract other con:pattie into It was found that althoUgh the televi- th lOng-distanCe communications field domi- sion correspondents are relatively well- nate by American Telegraph and Telephone edueated.and trained inthe fundamentals of (AT &T -ground lines/ocean cable) and.Communi- journalism, they are not assigned to areas of 'catiOn Satellite Corporation (COMSAT), the the worid'in which they have expertise. 'Com- only ent ty authorized at that time and ex- munications between home office and'field are elusively "devoted -to satellite communica- in need ok repair. The television newsmen tions. The\FCC' action and the entire rul=" ctnplained frequentli'andlsometimes bitterly ing process odomestic satellites is a su- about the "silly requests" for 'stories oflit- perb example o our government, the regula- tle news value from editors and producers in.' tory Process and industry at work in today' New York. society. Also, all three networks hold a prefer- The theeieleargely descriptive and ence for domestic news, giving it much greater brings together fragmentary information from air-time than news of the rest,of the world. - . wide and variedsources. International news that does not have immedi- . Specific thesis objectives are to ate impact for Americans,said news of the'de. a) ascertain theinputto the FCC that /eloping worldesliecially tend to be lighted. i led to the open entry deci ion; The flashy news piece, particularly ones that 'b) examine the decisio `with regard to lend themes/vex to dramatic, film, are prefer-' existing international agreements on tele- rid to in-depth, exploratory news. \ cOmmunicationst and The main problewis'whether hews can peacefully co7axisk. withhe exigenciestf ' c) explore the possible influence of administration policy in the decision. finance. Profit is, whether one likes it'or not, an integral part of the. industry and news, though it is an informative part orthe business, lust at least break even. in order to survive. if television is, though,, to portray the', world "as it is" (which is the professed goal

of the'network as stated in their litera- ' 45 tI

ture) then it must be willing to rok-order. its Although television was not by any means ' news priorities and improve internal-'communi- shown to be fully responsible for stereotyping.inf.the sample, since all children eihibit- cations. -, edthis behavior, it was shown. to be one fac- for in the early formation of concepts about these occupations.

THE EFFECT OF TELEVISION ON CHILDREN'S STEREOTYPING- OF OCCUWIONAL,ROLES Howard Leigh Arenstein, M.A. University of-Pennsylvania, 1974 Adviser:' Larry F. Gross 62 The study attempted to determine the ex- AGE,AND,AGING IN TELEVISION' DRAMA: tent to which televisiOn viewingis a deter- SYMBOLIC-FUNCTIONS AND IMAGES' minant in children's knowledge of three spe- Craig-E. Aronoff, M.A. cific occupational roles:doctors, teachers, TheUnlversitY oePennsylvania, 1974 and pOlice. The hypothesis of the reiearch Advisors: George Gerbner was that:children, naive viewers of Lerry;Zross vision ciima, may receive from it1 content 'certain knowledge about the society in Which This study answers two basic questions concerning 'the presentationof characters in they, live. . - Interviews were conducted among about prime time television drama and in television 60cchildren, thiee, four`, five and six years- ". cartoons: (1) What are the syMbc1ic functions fulfilled by agt in-relation to other of age, from the Philadelphia area. The youngsters, interviewed individually outside attribute ,7 and (2) What are the attributes their school classroOms, were shown eight associated with the aging process itself? 'pictures of different people and were asked Using "message system analysis," effort to pick either a doctor, a teacher or a,po- of content analysis adapted by George Gerbner lice person. They made this,choice twice for for use inanalyzing television drama, and each occupation with six different-Ticture. o data generatedin the course of the Annenberg School's extensive "Cultural Indicators Pro- sets. In making these choices, the children jeCi," this thesis is ttie presentation of the showed definite stereotypes in their con- analysis of the data relevant to questions of ceptions of the type of person who can fill the social symbolic functions of ,age and theie ocbupations.. aging. Characters in television drami are con- Then the groups were diyided according . to the amount of television that the children - sidered in terms of,their sex and whether watched it was found in many cases that high they appear,ip cartoon or non-cartoon-pro- INF-viewers choose more strongly stereotyped. grams. With this established, characters doctors,. teachers, and police%at earlier ages are placed into one of four'social age cate goriee and the various resulting distribu- than the lighter viewers. tions are analyzed. In non-cartoons, for, in= . When a atrong stereotype was shown the 'response was challenged by the researcher. stance, the period of life in which charac- Many of the four and five year old children ters appear most-frequently is young adult- did not adhere to the stereotype when this hood and early settled adulthood among males, and middle settled adulthood among challenge was mado. Of these children, a ,large part would cite TV characterizations:as males. The period of life in. which charac- the reason forreaking their stereotype. A ters of each. sex appear most frequently is determined largely by the general symbolic . woman doctor.on TV, for. example, might tell functions of characters of their sex. the child that women could indeed become By exploring. age distributions, a good. doctors. 46 1 4

' deal of information abiout the'Process og Dad; for the studrwas collected from a aging in television drama is produced'. But survey of ROi faculty members and key admin- .. ` in order to fill in vomiof the detail'that istrators, who responded 'tora qtestionnaire cannot, be supplied by this distributional sent to 397.systematic randomly selected analyses alone, age and aging are examined sample. in relation to specific social conditions and Being more or lessa case study of attributes including character type( "good faculty-administration communication on the guy"'or "bad guy "), success, happiness, mari- Madison campus, this prOject obviously is

. tal status, type. -of employment and employment limited in applicability to%other institu- :related activities, and whether or not char- tions with different governmental philoso- actors took. part in or were the victims of phies and structures, and difierent-lines of violent acts. _In thiiminner, typical'pro- comelnicatiOh. Atbest, it presents one' ex- filei were -developed for characters in each ample of faculty-administration communication .social age category, for each sax,' in each that might suggest benefits or pitfalls to E' format. other institutions in other situations.

63 FACULTY-ADMINISTRATION COMMUNICATION AT THE UNIVERSITY OF WpCONS1N -MADISON 64 James H. D. Audu, M.A. A THEORY OF PRESS FREEDOM: University of Wisconsin, Madison, 1975 MASSACHUSETTS NEWSPAPERS AND LAW, Adviser:'Robert Taylor , 1782-1791 . Gerald Joseph Baldasty, M.A. Higher education in AhericOoday is liniversity of Wisconsin-Madison, 1974 really a vas acadeMic.industry, whose ef- Adviser: Harold L. Nelson, .... fective andproductiVe performance necessarily calla-for a satisfied management (fac- Although many historians have debated ulty) and an efficient, responsive and com- the meaning of the First Amendment's provi., mun4cative executive (administratiot). Un- sion that "Congress shall make no law... . responsive to theneeds:151f and lack. of cont abridging the freedom of speech or of the Munication,Withthe'fitculxty on the part of press," few have analyzed the press in the

/administrators, you'llresult in a frustrated new nation to obtain attitudes of printers and alienated faculty; a situation and writers on press, rights. This study is benefit neither students, faculty, adminis an attempt to determine contemporary stan- tration nor the university. ;/47 dards on pres's freedom in MassaChusetts news- The.Most effective femedy wouldappear papers in the decade before the adoption of to be a process whichwould enable the fee- the First Amendment, to examine what legal ultyto participate in university governance. constrains affected the press, and to see In other words establishing an effective two- whether these constraints include the English way channelof communication between faculty Common law Ch defiMation. and administrat4on. The need for such a Printers in Massachusetts 1782-91 appear channel would ap'ear to be.more pressing on to have had a theory of press freedom. To . large campuses and in multiversities. them, a free fess Was exempt from excessive -this thesis looked'at faculty-adminis- taxation,rad constitutional guarantees from tration communication on,a large campus--the ,government interference, and contained dis- Univeisity of Wisconsin- Madison. The purpose cussion of political measures and men short was to examihe the system pf' communication of .personal abuie or threat of breach of t and university governance being utilized and peace.

trace its history, find out aculty's per- . ,The ever-elusive term "seditious libel," ceived effectiveness of theChannels of com- defined differently by different authors; hunication currently in operation on the cam- 'does not fully explain prosecution of criti- . ti pus.; and suggest ways for improvement. cism of government in America. Rather" the 4Z0

J3 4. le

. a 2* Y state-of Massachusetts prosecuted de.amation ' slated and need in,a second culture. Quant4.7 that broke or threatened to break the-peace tative research on this matter has beSn'con- . a>

as deuonstrated in thsree cases involving tradictory-and measuring tectutigoes varied. -,

. . ,printers or newspaper writers 1782-91. In, In order tO gain more iiformation on ad- one case, 'judged, prosecutors and defer!Se Vertisemant cross-Altura] trinsferihilityr a .. lawyers stated they did not know to what ex-\' persdnal survey was gilien'to a sample of Uni-t

tent the common .7aw-of England applied in varsity bf Floridjoornalism studenti and '' Massachusetts if no colonial usage of thi.law Venezuelan students. This survey measorfea:the existed. These three Cases indicate define- 'acceptability of nine United States magazine . tion'carriedover into 'Ote new nation. advertisements based on mean attitude scores. Thd 'ads represented three brands each of men's shoes, car tires:,and 35 mm cameras. 1' Attitude scores were derived through 'use of,. Fishbeint.s Mathematical attitude model. 65 The data indicated no significant de- JOURNALISTS' PERCEPTIONS OF NEWS VALUES cline in mean attitude scores between the Ur. Joseph Lamar Baldwin, M.A.:, \S. students,and Venezuelan students. Second University-of Texas, 1975 ly,,braneidentificationinteracted with Adviser: James W, Tankard, Jr. mean attltude scores for each product group. 1?,ilt not significantly betweencultural This study replicated research into groups. Lastly, mean attitude scores con,- reader perceptions, of newsdvaluf4. Subjects relitoesignificantlii with a willingness-to=

.ere staff members of the Lincoln (Neb.) .0 buy measurement in half the cases. Among Evening Journal and of the Ithaca (N.Y:) Venezuelans, the mein attitude scores and Journal, and journalism students at the Uhi- willingness -to -buy :Cores correlated lower by versity of Texas at Austin andat'ithe Univer- 50 peicent. In,several individual cases the sity of Nebraska-Lincoln: difference in willizgness-to-bOY between Ven- -News values perc ed,by journalists ezuelan spdents and 0.S. students reached were e'en-sequence, comp exitY, deptV'dra;ne,' significahch.at the .05, level. .

proximity, reader benef t, conflict and ob7 Overall, the.V.ndings indicate that . jectivity. withinthe.fraMewcirk of this,gtody,.advertis- The IvaLdes were comparabl e to those, ing is capable of generating positive atti- identified by readers. The researcher cbn- tudes toward products and that these atti- 1 eluded that while the values perceived in ' tudes are not decreased when the aideare both studies accurately reflected journalis- translated and presented to a second culture. tic procedures,-they challenged the list of five news values prominent in journalismdu:- cation Since 1932.

I Itt i7 ." A HISTORY OF'TME MOUNT PLEASANT DAILY TIMES AND TIMES'REVIEW c. 66 William C. ,arrett, M.A. ;ADAPTATION OF THE FISNBEIN Eist Texas State University, 1974. MODEL TO THE TESTING OF ADVERTISING'S CROSS7CULTURAL Adviser: W.J. Bell TRANSFEWILITY John M. Barnum Jr.,M.A.J.C. ahis study 1,ttppted,to record the University of Florida, 1975 tory of the two newspapers published fo'Athe Adviser: Leonard J. Hooper longest peridd of time in Mount Pleasant, - Texas. From the early 1920s until they'folde* X persistent debate continues over in 1972, these newspapers, the Daily Times 0, whether advertisements, written in one culture and Times Review, played important roleein will maintain their effectiveness when trans- the transformation of MOudtTleasant from a . 4t

. 51. small farming community into'a town of diver- editors of selected major newspapers. It was sified industries. believed by this researcher that managing edi- ,This study examined the Daly Times and tors, not editors, publishers', orocity edi- Times.Review files, several books'on east tors have more direct control over news floW Texas and Titus County history, and two stud- and the content production of major newspa- ies.of newspapers. An interview with'the pers. .publisher of the Tribune, the newspaper which Managing editors of thA 26 newspapers brought about the fall of the Daily Times and ranked "most fair" and "least fair,"accord - Times.Review in 1972, wts also employed. ring to a survey by Seminar magazine, were This study revealed a definite correla- ,b.sent a two -page questionnaire. rolloitinga tion between the growth.of the newspapers.and second mailing, 58 per cent of the question- the growth'of the town. Beginning in the lat- naires Were returned. .ter 1920s, G.W. Cross, editorrpUblisher,of It was.found that 100 per cent"of the the Daily Times and Times Review, began using manageMent surveyed believedvredibility was hii-newspapersi influence to improve living a problem with which they must presently con- conditions in Mount PleAsante to bring in new tend. The most effective means of improving industries, et". The newspapers reached credibility believed'by managing editors waif, their,peak.in influence int.he 1930s the pe- through accuracy in newi reporting, ethics o4 riod in which Mount Pleasant underwent the fairness in reporting, a willingness to lit: greatest changes. - ten to criticism, retractions. and corrections,, As the Daily Times and Times RevieQ grew letter to the editors and through establish- ' and became influential,:G.W. Cross gained a ing effective offices of ombudsmen. A thor- sense of obligatfOn toward his town. He used ough discussion of these techniques and oth- his newspapers' influence to help Mount Pleas-. ers was probed in this study. ant grow, and the two editor-publishers who AlthOUgh it was .found- ''that all the news- followed him, Hugh.Cross-in 1950 and W.N. Fu- papers in this study conduct opinion surveys , rey in 1957, continued to do so. But at'-the Of their readers' attitudes, management per- .end the newspaper had not kept up with"the sonnel,seemed to disagree on the' reliability changing times andwas succeeded by one that that surveys and polls project. did.. One-hundred per ceneof the newspapers surveyed believe that corrections area necessity, but opinions were divided as to whether corrections should appear on the same page which the original story with error as published. It was-alnol.ound that tp improve credibility, generally the management surveyed believe it was important to mark Cern-. A STUDY OF TEUNIQUES zintaryor something similar on subjective USED TO IMPROVE NEWSPAPER CREDIBILITY articles-not appearing on the editorial pages. .Jerry L. Bayne, M.S. It was concluded that while credibility Muiray State University, 1974 was a serious problem confronting the news- Adviser: J.Neil Woodruff ,paper industry, means of improVing positive credibility do exist, and are generally being The press is more susceptible to criti- Implemented on the newspapers surveyed. cism tbday than at any time in hiitory. Credibility, .perhaps, is the most challenging of criticisms facing newspapers. This study examines the techniques used by newspapers to. improve their credibility. Other than a review of available secondary reference material dealing with techniques suggested to improve credibility, a field study of three newspapers was conducted and a questionnaire mailed to 26 managing 49 70 PRESIDENTIAL' PRESS CONFERENCES' AS RICHARD NIXON USED THEM A CASE STUDY /OF SPIRO AGNEW1S%RELATIONS WITH THE-NATIONAL NEWS MEDIA 'Thomas M. Beldon,M.A. WAOS -Bedner,..M:S. UniVersity"of Wisconsin-Madison, 1974 University of Kansas, 1975 Adviser: Scott M. Cutlip .Adviser:,, CIlder M. Pickett Presidential press conferences haVe been InNovember i969,:the vice president of used with decreasing frequency since about the United States, Spiro Agnew, accused the 1943. While electronic news media have moved national television networks of a liberal chief executives ever closer to public scru- bias and suggested that thepublit complain tiny., ,presidential meetings with the press to local stations about television news re- have tended to give way, to one-way communication with American putlics. . The trend has . portin5. -A week later, he accused the Wash- ,ington Pest and the-New York Times of monope- ,been at the expense of,feedbacknecessary'fOr , liting the-channels of.public opinion in effective,.public leadership. ,their communities. Agnew's criticism genera- This thesis looks at therstory of '. .ted.an/emotional debate among newsmen, 'goy; ,press conferences in terms of innovations by ernment officials, and the public over.the presidents and influencesby the electronic roleof the preSs in covering goVernment media since the Wilson administration.' Using fairs. that history as a measuring,,stick for news Newsmen accused the vice president of conferences, the thesis examines some early trying to the Constitution's guar- media experiences in RichardNixon's politi7 anteesof a free press. Agnew's supporters cal career leading to the'eve of'his Presi -" :/agusid that news, reporting was becoming in- dency. These steps were taken in order to

creasingly slanted and often inaCcurateand accurately appraise-Nixon!,,s use and non-use . biased. But the-debate was never resolved. of Presidential press conferences. t The historic resignations of both the vice- Next, the thesis examines President Nix- president and President Nixon closed -the pn's uses and views of thenews meetings and chapter on one of the most controversial eras his-increasingly abrasive relationship with of government-press- relations. the media, as recorded in ,press conferences. 'This thesis traces, the development of Generally, his two terms are.categorized -into Spirci Agnew's relationship-with the press, a first term offensive against the press in from his election as governor of Maryland in the forM of "Agnewism," when he substituted interviews and "Conversations" for the give- 1966 to the 1969 speeches. It suggests,that . Agnew's resentment of the press was strong and-take of press conferences, and a second \ enough to motivate his attacks. But the term defensive of moving ithe meetings away -/ from Washingtob before partisan audiences in major point is thatAgnew's speeches were "nonpress"-conferences as'?Watergate reached part of a campaign by the-Nixon White House crisis7like proportions. to discredit criticism by the press. Despite The thesis closes with suggestions for Agnew's denials that-thespeeches were directed by the White House, evidence indicates varyidg'press conferences terms of inthat the attacks were made with the Presi- creasing their usage and improvingtheir for- 4mat. It suggests a televised return toa dent's consent and directed by his closest . advisers. in an attempt to build support for FDR-like press conference using a "limited" Nixon's Vietnam,war policies in the fall of :format, that is, limiting conferences by subject. 1969.

'50

56 the ruliai-At And, while over half the stations 71 isurveyed indicated an increase in publiC af- "k,STUDY.OF TILE .EFFECTS OF THE FEDERA4COMMUNICATIONS COMMISSION'S fairs programming for the access periods,

PRIME-TIME ACCESS RULE the increase often came about as a result of . ON IOWA TELEVISION STATIONS the rescheduling of existing local public af- ThoMas R. Berg, M.S. fairs shows into access time slots. Iowa"State Univeriity, 1974 Advisor': John D. Shelley

This study d: to examine via survey the effects of the FCC's prime-time ac- CesaNkule on Iowa television stations, in terms of program acquisition, program types, program audiendei'local news and public af- '72 fairsp and-opinion of station personnel re- TWO FLORIDA DAILIESJ TREATMENT OF garding the'rule's effects upon their sta- CANDIDATES DURINGTHE DEMOCRATIC SENATE PRIMARY OF tions. 1,50: A CONTENT ANALYSIS OF The paper examines thehistory and hack TBEHTAMPA,TRIBUNE AND THE ST. PETERSBURG TIMES ground of the rule to add perspective to the Colleen J. Birch, Iowa survey, and discusses two other studies .University of Florida, 1974 of the rule. After deecribing'the methodolo- Adviser: John L. Griffith gy Of the present study, it describes the ac- . ., tual data findings of the Iowa station survey. The almost solid editOrialsupport of The study is based on A sample of the. , 'challenger George Smathers by the. Florida

, fourteen commercial television stations in press beCame a campaign issue during the the state oyowa. Two separate question- DeMocratic senate primary of 1950. The rela- naires were prepared for the survey; the tionship between editorial endorsement and first, a mail questionnaire, and the second, news coverage of Smathers and incumbent a personal interviewquestionnaire. The'mail Claude Pepper was investigated through evalu- questionnaire was designed to aid the author ative analysis of the St, Petersburg Times, in obtaining general information from Iowa the only major daily to endorse Pepper, and station personnels to the effects of the the.Tampa Tribune, a leader among Smathers' rule in their particular situations, while backers:. . the purpose of the personal interview ques- All nonadvirtising content of a random tionnaire was to enable the author to obtain .sample of issues published during the cam- ! specific informationlabout the rule's,effects paign period was analyzed. Assertions were on Iowd stations as' well as the personal re- categorized for direction, source, and place- 'actions of station Personnel to the rule It- ment. self. The hypothesis that a positive propor- The findings of the Iowa television sta- tional relationship existed between the tion survey of the,prime-time access rule may amount of negative assertions made about a be briefly summarized as follows: Iowa sta- candidate and the quantity of overall cover- tions indicated a'preference for baitered age he received was supported. Also it was programming in terms of initial cost, syndi- discovered that no significant relationship cated programming in terms of revenue pro- existed between the direction of editorial duced; and syndicated programming in terms of ,notice a candidate received and bias in the ratings success. Gaffie shows were indicated 'nature of assertions made about him in a pub- as being'both highest in ratings andhighest lication's news-column. in profit margin. More Iowa stations prefer directing their access progrisming toward a general audience than to any one particular age group. All but two of the stationi 'surveyed indicated that their locally-produced news shows remained the same in length after 51

5; .task of the,Riverside, California Press- 73 1 ; .Enterprise's"Pulitzer Prize winning efforts SOME DRUG ADDICT5'.RESi.ONSES to,uncovermalfeasance among judges, govern- TO THE ANTI-DEUG CAMPAIGN OR IF YOU-WERE-A JUNKIE, ment officials'and attorneys in the Palm ' WOULD YOU BUY THAT STUFF? Springs Indian land'affiar Of 1967-61. Toby Bonwit, M.A. The thesis includes a chronological pre- - Indiana University,. 1974 Ilentation on the relations of the White man Adviser: Kenneth Jackson and the Indians in California and patticular- lyin Palm Springs, where an influx of This professional project is a study of wealthy Californians turned a quiet reserva- the effectiveness of the current television tion into a $50 million real estate invest- anti-drUg campaign which'is being sponiored ment. nationally by government agencies and private A primary goal of the thesis was to de- ',drug rehabilitation centers. A survey of 20 termine those factors which led the newspaper adolescent residents of a private drug reha- to devote nearly two full years to an active ,bilitiiion house in New York City was con- investigation,of the misconduct, despite ef- ducted to ascertain the attitudes of these forts to stop the campaign, including an at- residents toward the anti-drug use commer- tempt to arrest the newspaper's editor. cials they have seen on television., The gen- These factors included access to information, eral consensus of the residents was that the a degree .of co-operation from viiious "sides" messages were not properly designed to effec- of an issue, personal courage on the part of tively change the attitudes and behavior of reporters and publishers, a degree of finan- .the drug addict, and the mass media in.gener- cial independence, a history of quality in- . al was not a, proper vehicle for answering the vestigative reporting, and strong motivation ery personal needs of the drug addict seek- by editors and publiihers to 'print the truth. ing help.

The project includes three different 75 journalistic designs. First there is a hand 'designed,cover and-text for an in-bouse pub- AN IMAGE STUDY--VISUAL EXPREatION IN COMMUNICATION lication for use by the drug center itself. Robert Burgess Boyd, M.S. This includes the story of the center's found- Iowa State UniVersity,_1974 ing as well as a description of the philoso Adviser: James W. Schwartz phies and programs of the center. Second is a page layout for a one page newspaper spread Because of the universality of the image of storiei'and photographs' based upon the- incommunication,,..it is essential that the survey findings, and third is the copy for Medium be studied and fully understood. Prac- The proposal for the the stories themselves. titioners within the medium may only be ef- professional project is included in ther4- .. fective if they are fully aware of'power pendix to the study, which they may potentially exercise. This study includes a survey of the history of the use of the image in communication from primitive, man to the present, for to-- day's communicator needs a basic understand- 74 ing of the forces operating on this complex THE PRESS-ENTERPRISE INVESTIGATION OF phenomenon. THE PALM SPRINGS INDIAN LAND AFFAIR Also includedis a detailed. discussion IN 1967-68: ONE NEWSPAPER'S PROTECTION OF MINORITY RIGHTS of the uses of color and black-and-white and Ronald Wayne Bowes, M:A. how they affect communication in'the itill California State University, photograph. Fuflertqn, 1973 The author presents a photographic Oort- Adviser: Ted C. Smythe forio'in which it is intended that the print ciples discussed are graphically illustrated. The principle objective of this study was to examine and evaluate the reportorial 52

53 76 "public opinion," leading questions, small- to sample efficacy, influence on democratic' ANTICIPATION OPNEWS.EVENTS IN GALLUP POLLING political processes-hConcludes this chapter. Richard Myron Bionic* M.A. An overview of Gallup's polling tech-. University of Utah, 1974 niques is found in, Chapter II. Included here Adviser: Milton C.Holistein are export references on the efficacy of Gal- lup Pall methodology (sampling procedures, Studies of opinion polling in Dr. Milton poll question formation, pre-testing, bias Nollstein's Public. Opinion class at the'Uni- elimination* interviewing. techniques, etc.). varsity o, Utah, 1970, raisad.the question of Data central to the content analysis of whether Gallup Pall queries anticipate as the pilot study are presented in Appendices well as reflect the news. The Gallup organi- A (synopses of. 1969 Salt. Lake Tribune Sunday zation has historically contended that in its, edition Gallup public opinion poll raports) question formation it does anticipate new and 1 (synopses of 1969 Salt Lake Tribune eocietal trends and interests; some of its Sunday edition front -page headline news re critics say that the questions are merely ie- ports).Appendix C contains- .synopses of all . flective of current headlines. poll questions contained'in the Gallup Poll A pilot study pursued in the above men- Index Reports for 1970-1973. Peisonal cor- tioned crass attempted to determine whether respondence -from Dr. George Gallup relative any significant portion of the Gallup ques- to his arganizatiOn's techniques, orientation, tions could be called anticipatory. The operation, etc. appears in, Appendix D.., method was-a content -analysis of poll topics, Suggestions for further research, based . as carriecrin The Salt Lake Tribune weekly, on insights gained.through examination of the compared with fiont-page headline news events hypothesis, include analysis of sample data -found in the same paper. Results showed that to reveal trends in size and scope of polls:, 14.5% of thepoll topics appearing in the trends toward more.issue rather than person- Tribune could properly'be called anticipatory. ality) oriented polling; trends toward gums -t° This figure was a priori deemed to be-signifi- tions of amore probing nature: correlations ' cantly high. between poll data offered to, vs poll data A hypothesis was formed on the basis of .reported.by, poll subscribers; instances or the pilot study findings:Gallup Polls not trends tending to :ubstantiate or dispiove only reflect but to.a significant degree an- the "band wagon effect" criticism; usage of ticipate the news. The hypothesiir was tested leading ppll questions.An additional Sug- in this study thrOugh an objective analysis gestion-concerns use of a questionnaire- of a complete listing of Gallup Poll in'estions survey to reveal public attitudes regarding (found in the Gallup Opinion Index Repots) the type a%d depth of questions posed by during the four calendar years from1970 leading pollsters. through 1973. This analysis of the up-dated sample Peilod revsafed'that 18.3% 'of the poll queriei,Xere anticipatory, thus substantiat-

!ing the hypothesis. a ; A capsule history,of polling from its %recognized beginning around 1824 to the present time is included'as part of.Chapter I. 77 This history is broken into two slightly ROLE OF COMMUNICATION IN THE overlapping major se'gtents: (a) the Straw , DEVELOPMENT OF SEX ROLE ORIENTATIONS Poll Era, 1624-1936; and,(b) the Scientific Jane Delano Brown, M.A. Era* 1920-1974. Major milestones (the-wide- University of Wisconsin - Madison, 1974. spread adoption of scientific sampling tech- Adviser: Jack M. McLeod niques,,notable poll successes and failures* .etc.) are enumerated along, with coverage of The,influence ofaass and interpersonal prominent personalities. in the field. A re- communication on processes af view of poll criticisms--band wagon effect, is illustrated through a multivariate re- laCk of issue orientation, measureability of search strategy exemplified by the effect S3

59 college-peer groups',cOmmunication patterns If, as seems likely, even Americans-will have on the development of traditional or have to change their traditional meaty fare non-traditional sex role orientations. to more efficiently grown goOds of vegetable , Xsex-partitioned sample oft. iniversity origin, they will need to.learn what the al- of Wisconsin undergraduates (Males, 281; Fe- ternatives are. This will be the role of males, 208) was used. A second saMpleof communication experts and nutritionists.To women 4N;160) from-a small Liberal Arts col- do their job well, communicators must know lege was. also used to validate the findings where people now get, their information-about for the-UW women students. Retrospective,re- nutrition and health and who they are likely ports of family structures and values; pre- to believe in adopting new habits. college competencies and values; and c011egi The purpose of thismail.survey was to structures, competenciei and values were used investigate such concerns of a college popu- in a multivariate analyiis designed to-assess lation. Resdlts front the random sample popu- the relative influence of the potentially in- lation Show; (1). Students are concerned fluential factors in the development of sex,. about both their health and weight.About role orientations. Traditionalism of sex half consider themselves overweight; nearly role orientation was measured in terms of the two- thirds =have tried' to reduce, their weight. percentage of women in the student's expected '(2) Students are exposed to much information occupation. The prestige of the expeCted oc- ;about nutrition and weight control--mainly in cupation was ...oiled according to the Duncan the form of advertising; not news or feature 'SES scale. stories. (3) Students say they don't be- _Through multiple linear regression anal- lieve much of what they hear adyertised; yet ysis causal paths of non-traditionaL sex role answers on knowledge questions indicate they development were determined. Interpersonal do agree with some questionable statements communication patterns were found to play an presented as "nutritional truths" by food and important part in the effeCt of the college drug advertisers. (4) Most:students are environment on the sex role orientation of aware of the many new commercial diet and th, male students. Female occupational health products. Many have tried them once choice appeared to depend little on value .or- twice. Few use them regularly. '(5) As change within the college environment ak fa- expected, stud@nts first hear of new health milial factors were more strongly associated and diet product ough some farm.of- mas with direction of sex role-orientation for media. In co, teepersOnal contact the females. (family, fri: ors, class lecturer tare-more im n influencing trial a continued se of products. The results' indicate the media--particularly campus media--K.Ive an important educe:: tional task ahead in.the dissemination of ac- -.curate, nutrition and health informatioh.

78'

°THE COMMUNICATION OFNUTRITION AND WEIGHT CONTROL INFORMATION TO A COLLEGE POPULATION

Bonnie Jeanne"Brownlee, M.A. 79 Indiana University, 1975 _THE AMERICAN EXPEDITIONARY FORCE Adviser: G. Cleveland Wilhoit AND STARS AND STRIPES: THE AMERICAN MILITARY REPORTS WORLD WAR I Despite grim reports of mass starvation David H.Burpee, M.S. *.in underdeveloped areas of the world, Ameri- University of Kansas, 1975 , cans continue to eat, to overeat. As they Adviser: Calder M. Pickett Overeat, they support a,S10 billion diet industry. How long such extravagance can con- Stars and Stripes, the official paper of tinue in an- overpopulated World is greatly the American Expeditionary Force of World War ' debated. 54

tit

4 6® , A I, was issued from February 8, 1918, to July_ tions and fropersonal interViews.withupast 13, 1919. This thesis is an analysis of the and present WRUF staff members. paper from February 8, 1918, to November 15, The study detAtined that WRUF was'Orig- 1918; to determine the character of the paper. inally established in 1928, largely at the during the months the A.E.F. was in combat. urging *fa statewide citizen'sgroup inter-

The first chapter provides backgrOund . ested in creating a'powerful publicity voice information on some of the key issues related' to broadcast the merits of Florida living to to the U.S. entry into the war, the status of residents of 'northern states.

Journalism in the United States before 1917, . State funding. support grew thin in' the and some information about the early staff ,grekt depression'of the 1930s and WRUF had to ,members of the- paper. sell cOmmercial advertising time to stay in Other chapters tell the story of how the operation.Also in the 1930s, the dream of e paper presented the news. Chapter two dig-, nationwide publicity voice faded away as cusses stories that dealt with military units technical limitations forced WRUF to qoncen- engaged in act9i1 fighting. Chapter three. trati(on serving a local and regional audi- discusses Material that was neither news about ence. the 'fighting nor illustrations: combat slip- ', Under'the gbidance Of directors Garland port news, combat training news, poetry, W. Powell (1929-56) and Kenneth F. Small sports news, news from the United States, ad- (1956..:74), WRUF has for more than four dec- vertisements, editorials; letters to the edi- ades provided entertainment and information" t4 or, special columns,,propaganda, and mis- to a large areaof north - central Florida,' In cellaneous.articles. Chapter four discusses addition, the station has contributed to the the use of illustrations, such as comic training of young; men and women for the strips and Fartoons, to present news or opin-. broadcasting rzofessiOn. Since.1930, WRUF has ion. been staffed largelyby studeAt announcers, Major points in the thesis, are that the supervised by a cadre of professional brold paper was dedicated to servinrthe individual casters: soldier and.that it displayed emotion in tel- ling the story of the war. The thesis suggests further topics for research in military journalism and the morale of Americans, both IT the United States and in the A.E.F., during World War I.

READING PROFICIENCY RETENTION IN SIX LESS-INDUSTRALIZED NATIONS Robert Jose Caldwell, M.A. University of Texes,'1975 Adviser:'Erneit A.- Sharpe 30 A CoMMERCfAL RADIO AT THE'UNIVERSITY OF This is a,threepart study of reading FLORIDA: WRUF--AN HISTORICAL OVERVIEW theory-consietiqg of Edward Lane Burrows, M.A.J.C. (1) an investigation of the relation- University of Florida,,1974 ship of reading-as-a,,Process to the broader Adviser: Kenneth A. ChYistiansen concept, of literacy as a social phenomenon, (2) a search within the literature for This study,describes it:el-creation and a plausible theory of reading from which em- development of radio station WRUF, a comer- pirically verifiable hypotheses may be gen- , cial AM and FM broadcastingfacility owned erated that addresi themselves to the ques- by the State of Florida and locatedlogthe tion of fluency attainment, and University of Florida campus. at GaineiVille. (3) the analysis of field data composed Information was gathered from the WRUF of a sample of rural cultivators from leas- station files, the University Archives, industrialized nations in order to examine accounts. iinewspapers and other publica- the validity of the hypotheses in question. , 55 $2 Attitudes toward variations in xporisor ing.organizatios were examined. Surveys DEVELOPMENT AND IMPLICATIONS OF A FOUR-LEVEL CO-ORIENTATIONAL conducted-by utersitied were found to have PROCESS MODEL ,OF COMMUNICATION greater acceptance than government or com- , Snyder C. Caldwell, Jr., M.A. " mercialventurep\by the study groups. University of Maryland, 1975 .4 ThOse questioned were generally willing

, Adviser: JimesE.sGrunig to respond to inckiries about current issues as-well as 'their own preferences and habits. The author conducted a ,communications They indicated rel'Uctanceto divulge informa- "game" with 52 couples. Half the couples tion about their income1 or another person._ were married, fulfilling the requirement for Concern for theI topic prOvided the couples havitig a common communication back- greatest individual Motivation for replying ground. The other half wereatudenis in in-. to suryeys. troSuctory journalism courses aiiigned to The ,ideal survey,-.according this random dyads. Halethe couples were assigned samplewould use a mail questionnaire, sent a topic, inflation. The other half had no to residentialaddieslaes, composed of multi- topic. 0 ple choice items,.and\ -WOUld.requireno more The results showed'a marked propensity than l2; minutes to compl4te. forAcouples with a previous communication The "typical?!.eullvey nonrespondentwas background to carry the communication process found to be older and ess.educated than the''' to completion. Complete communication is de- usual respondent. Sig ificant7differences fined through a process model of co-orienta- were found between theroups when a comparl- tion designed by the author. sonof attitudes for se ect variables was The study suggests that the content -of made. iniormation.alone is not sufficient to inform. The sender- receiver relationshipsets receptivity for suchinformatiOn.

84 83 ti ILLINOIS CABLE TV REGULATION THE SURVEY NONRESPONDENT Scott C. Carlbe0, M.A. A DEMOGRAPHIC AND ATTITUDINAL PROFILE

. Beverly Barnum Carden, M.A.J.C. Sesterii Illinois Uni,lersity, 1975 University of Florida, 1975 Adtiser: WilliamL Cathcart 4 Adviser: Ramona R. Rush The purpose of thisstudywas to present One ulpful method of gathering informa- a comprehensive chronology o Illinois cable At completion of the tion necessary to make a complex social-sys- television regulation. tern function smoothly is the survey. As a study, municipalities were the only political research tool, the survey is useful only if entity in Illinois with the 4press statutory two,:way,dommunication occurs. The respondent abilityto franchise CATV.systems. must.be willing to answer the questions in- Several court cases were studied in Il- The e rliest case cluded in the survey. Recently the increas- linois cable's history. ing numbers of persons declining to partici- determined that municipalities have the This power was pate in surveys have become a concern to the __ability to franchise CATV. over public research community. attributed to their authority This study examines survey nonrespond- streets and ways. Illinois mun cipalities ents from four recent studies conducted at the also have the statutory ability to franchise. University of Florida and compares their at- No statutory authority, over cable exists A 1973 titudes toward survey research with the,atti- for the Illinois Commerce Commisiion. over tudes,of persons who did respond to the same case said the Commission could not rule cable TV as "telephone and telegr ph mes- surveys. 5i a

W2 A 4 . sages," as stated inthe Illinois Public Science and Mathematics; Social and Behavior- Utilities Act. a1 Sciences, aild Humanities under Genetal; s. The latest litigation was still in court and Reporting and Writing, Editing and Graph- at completion of the study. It involved 'the ics, Theory and History, and Law and Ethics statutory ability of an unincorporated town- under Journalism. ititistical tools utilized ship to ,franchise for dible service. C were the Kolmogorov-SmirnOv two-sample'test The study attempts to project into the and the frequency polygon. future of Illihois CATVregulation with a The study revealed similarities between survey of.the attitudes of state cable law. the samples of accredited and non-accredited alinoie cable operators, municipal officials, programs. Charts of the various course cate- and-the Illinois Commerce Commissioners were gories on the frequency PolygOns showed the surveyed. All cable-operators werelegainst 4 greatest difference to be four semester hours state intervention -in the industry.4 Over in the General category (in Social and Behav- half of the municipal officers shared this ioral Sciences) and the greatistdifference attitude. to be eight semester hours in the Journalism Of all the provisions thatlthi state category (in Theory and History). The Kolmo- could regulate, the'most popular proved to be gorov7Smirnoy.test, utilized as supporting a clarification of the franchising authori- data, also revealed very ciote similarities. iiii-i-c-the state. It is a lack of clarity Thii study concluded that the curricular which prompted the lawsuit currently in liti- guidelines established by the'American Coun-

gation in the state. . cil on Education for Journalism are generally The Illinois Commerce ComMissiondis- followed biaccredited and non - accredited played a lack of interest in the.question- programs% While individual differehces do .naire. The three responses, Of the five sent, occur between the individual programs, the were evenly'split, with one Commissioner for sequences as groups were very similar in cur- state regulation, one against, and.one "No 'ricular content. coiment."

5 If ; ANALYSIS or SELECTED ACCRED/TED APPLICATIONS OF UNIFIED SOCXAL THEORY AND NON-ACCREDITED NEWS - EDITORIAL TO THE DEVELOPMENT OF A CURRICULA IN JOURNALISM GENERAL THEORY OF POPULAR CULTURE Bob A. Cari011, M.A. James 0. Castagnera, M.A. East Texas State University, 1975 Kant State University, 1974 Adviser: W.J: Bell Adviser: Jerry M. Lewis

Journalism education should be based on The thesis is an extended essay in which a wide and varied background of colipetent in- it is hypothesized that unified social theory, struction in the liberal arts and sciences, derived from the sociological tradition, is as well as. professional courses iiiwjournalism, applicable to the study of popular culture. acdording to the American Council on Educe- In Chapter I the'author suggests that at -tion for Journalism (ACEJ). This study at- present the students of popular culture di- tempted*to determine if any-significant dif-. vide themselves into two camps or factions. , feyences exist irr4he curricula of the ac- The first group views popular tulture as 'he created'and the non-accredited news-editori- culture of mass men trapped in miss society. al programs. The second group sees popular culture as the Thirty accredited and thirty non-accred- cultUre of free men in a pluialist society. ited programs were selected to provide'geo- These opposin§ perspectives on popular cul- graphic distribution.Courses_were divided ture the author has termed "pessimistic" and into General and Journalism wiffi further.sub- "optimistic", respectively. The debate which divisions of English, Foreign Language, has raged between these two camps for more 57

O than a century is characterised by diatribe sen td teach.filmmaking grouii of people in and emotion. order to study and compare how they behaved To,i114etrate thesepoints, the author in this situation. This study describes how teviewe the.major contributions to, the liters- eight groups 'f teenagers were taught to make 'ture,of popular culture, from Alexis de films using 16 mm equipment. Theso_groups TocqUeville to the present. This review, can be categorized into fourClusters: (1) which comprises Chipter II of Ihe essay, black "lower clase;" (2) black "middle serves as a vehical for the development of class," (3) white "lower class," 14)-White one of the main arguments of the thesis, i.e.', "middle class," which represent'boih.male that those theorists viho have approached the and. female informants.. In order to make thi study of popular culture using the methodolo- social process involved .in learning a com- gies of social science have deeonstritiiiiiiii7; tiRication comparable and available for anily- highest potential for the eventual develop- sis, I decided to use-an exactly siMilir ," ment of ecunified theory of popular culture. method in .teaching all eight groups-of teen- In Chapters. III andIV the author exam- agers. All groups were provided with the ines the unified social theories-of,Sorokin, -----same technological information and the same Marx,,Weber, Durkheim and McLuhan; and dem- amounts of cameras, film and other technologi- onstrates how the central problems, methods cal requirements of filmmaking. amd.models discussed by each of these thee- The.purpoits of this study'are twofold: ristr have applicatioh to popular culture. first, to develop a method by which * suM-

. The., chief conclusions of the thesis are bolic.mode in general and a pertieulaiTabaiT; (1) that social science, rather. than humanis- filmmaking, cin.be studied; and second, to tic philosophy or literary criticism, offers present:a demonstration of this method in4 the best path to' a unified theory of:popular the results of this particular analysis. To culture,(2) that unified social theories this end, an analytic scheme, based on the "already in existence are applicable to the work of Worth and'Hymes, was developed and 'development of such a unified theory, and 'is called.in this-study the sociovidistic

(3) that diatribe and debate must give way to 4icheme of analysis. .o serious research along, the lines suggested by The resultsof the application of`this the thesis, if progress toward thii Unified, scheme to my teaching of filmmakingfto eight theory is to be made. groups, their behavior while filmmaking and' .the films. they made are analyzed `rand diicus- sed in terms of (1) the usefulness of the analytic scheme, (2) the pattern of communication revealed, an-e(3) someof the social implications of the use of symbolic materials by different segmentsof our society. 87.

t"q ' FILM AS-VISUAL COMMUNICATION: A SOCIOVIDISTIC STUDY OF FILMMAKING Richard Megson Chalfen, M.A. UnItieisity,cof Pennsylvania, 1974 Adviser:Sol Worth 88 ''EXTERNAL PROPAGANDA OF THE PEOPLE'S REPUBLIC OF CHINA This is a study of one particular form . _ of symbolic behavior: filmmaking. It is Te-Cheng Chang, M.A. also a studyof'howthis particular form is University of Oklahoma, 1974 used as communication. For this purpose com- Adviser: Karlen Mooradian munication will be defined as being basically understood through the observation of certain Three-major-areas of Red China's exter- social behaviors. nal propaganda are examined in this study: For the purpose of studying how film- war and revolution, China's reunification, making-as One,specific mode of, communication and refugeei in Hong Kong.According tothe -is organized as social process. I have cho- Chinese communist external propaganda inthe 58

4 11

field of war and revolution, thedictatorship tiVe dissimileiriik conditions for pairsbe has to fulfill ihree.banic tasks: (1) defeat individuals. \ and overthrow imperialists, revisionists, and "PIX" is agraphic,illustration (draw- reactionaries in order to establish,the rule ing) of certaine\ements-and relationships of,the proletariat in the world, (2) mobilize which represent, moat commonly used ideas-and the oppressed and the exploited masses of the idea fragments:Therefore, a picture con-, country and draw them into the process of. etructed.of themhas A direct reference to building socialism so as to govern theme- and our ideas. An individual's Pictures have characteristics whichrepresent some majoi (3) organiie socialism and liquidate. the, - classes so as to effect the transition into /eaturei of his ideds. Similar and dissimi- .. the 'classless socialist society. lar cognitive style as an naipendent-vdri-

As to Chfna's reunification the Study able was operationalized ,V ,effilyzing indi- found that the affortslocus.on the, overseas viduils' picture characterietics. Chinese and the Chinese student in the Uhited A-coorientation situationT Was created by States in an effort to persuade them to sup- pairing Ss with similar and dissimilar cogni- Tort the reunification'of China and regain tive styles to work on a problei solving the control Of the 15 million people now gov-, task, omit° come.up with a join response. erned by Taiwan.- The dependent variables - affect and With regard to the' Hong Kong refugee cognition - were measured based on \s' re- problem, the author found that while it has n9 sponses to a 12-item questionnaire it the end Apparent connection on the surface with the of task. 4 _eaternaLPropagandaof China, it is: never- The findings suggistecognitive simi- 3 theiesi, recognized as adefense:propagiiida. larity - i.e., a common mode to share ideas - or counter-propaganda designed to counteract tO be a facilitative condition in coorienta-- the reports published outside mainland China, tion. People who were matched on the-simi- which,quote those who have fled Red China and larity of their cognitive styles.communic led

who depidt it in a lesi than favorable light. . more effectively, they also gained greater satisfaction from performing the proplem-

' solving task.

II9

COGNITIVE SIMILARITY AND ,COMMUNICATION EFFECTS 90 Mei-Chin Chen, M.A. THE EFFECT OF FINAL PAUSE DURATION AND University of Washington,1975 VOWEL DURATION UPON THE COMPREHENSION Adviser: Richard F. Carter AND RELAYED RECALL OF ORAL PROSE . Kevin Michael' Connors,' M.A. The research objectiim of this explOra- UniVernity of Texas, 1974 tory study was to observe whether cognitive Adviser:Wayne A. Danielson. style contributes to dyadic understanding and dyadic satisfaction in a specific situation Vowel and final pause duration were separ ratelymanipulated in order to determine the Context - a problem-solving task. effects of-their variations on listening com- The major concern was to develop a mech- . An acoustic method was developed anism for the observation and construction of prehension. to distinguish final (voluntary) pauses from --cognitive style, which refers to the way phonetic (involuntary) pauses. people.see things, i.e., the way people.con- The results indicate that compressing -struct their cognitive "pictures" ofthings, vowelsliy a ratio of .42 and lens (at least ideas, etc. 581 of the original durationremaining) signi- new, methodological instrumentcalled ficantly impairs listening comprehension. Re- "PIX" invenied,by Carter the cab- ducing the average final pause duration (.4 struction of cognitive similarity and cbgni- 59

4. a

sec in the normal condition) to .2 and .1 sec ideals of Thomas Jefferson, helieved that "all significantly, impairs comprehen'slon, but pot coimunities divide' themselves into the feWand Significantly more in'the 11 sec condition the many." The first class should govern the than in the..2 sec condition. This suggests second, he said, and ihould'behave.like proper that finalpauses.serve as "chunk" markers statesmen. In 1831, Alexis de Tocqueville, a rather than as information processing time young French.noblemarwrOta Democracy in periods. The interaction effect was not sig- America, -an'which he outlined the dimenSions nificant. of a potential tyranny-of the majority if the raw.force of public-opinion held sway.

91. 92 WALTER LIPPMANN: A STUDY OF AN-AMERICAN CONSERVATIVE W.D. SMIiHEAS, 'PHOTOGRAPHER -JOULNALIST Kathleen K. Constinzi, M.A. May Katharine Cook, M.A. University, pf Maryland, 1975 University of Texas, 1975 Adviier: Richard D. Hoyt Adviser: Robert S. Klhan-,,

0. Thesurvex of Lippmann's work hows'a Contained in libraries at the University consistent wish'to place authority in a small, of Texas at Austin are more than 0,000 photo- select group., In. A Preface to Politics and graphs and 2,000 pages of manuscripts that Drift and Mastery (1914), he called upon an comprise the W.D. Smithers Photography Col- elite coalition of statesmen and scientists lection: to assume leadership. In the New Republic This collection documents the history of article "Insiders and Outsiders" (Nov 13, the American Southwest and Mexico for the 1915), Lippmann differentiated been those years 1910-1970 is seen by a man who lived in who direct public affairs and those who do the region all his life. not. - "Leaders in the Rank and File" is a This thesis is a biography'of the man, theme and ch4ter in Public Opinion (1922), who built that collection. It contains a de- as in "Agents and Bystanders" in the Phantom scription of Mr. Smithers' life including his Public (1927); Lippmann felt that the art of careers as .2 photographer, journalist, author, governing should be entrusted to experts, artist, mule packer, Army cook, inventor, like the statesman/humanist of i Preface to mapper, businessman and historian. Samples . Moral's (1929). During the depression, Lipp- of his photographs are included. mann wanted the government to serve as inter- venor. Then in the.Good Society (1937), government became arbiter and guide, whose func- 0 tions were administering juitice and organiz- ing the "inchbate mass." Lippmann steered an unreasoning publA.c away from charisma jargon dUring the war years. For the drift- 93. ing and alienated public of the 1950's he THE HISTORY OF THE PENAL PRESS 'IN proposed the.public philosophy and a 2troniger, INDIANA STATE CORRECTIONAL INSTITUTIONS revitalized executive. Michael W. Cooney, M.A. Faith in a small corps at the top has Ball State University, 1974 beet: a trait of other seminal conservatives; Adviser: Mark Popovich The British statesman Edmund Burke, consid-, eared by some to be the fathet of modern con- This thesis is a history of all known servative thought, placed his faith in a publications of Indiana Boy's School, Indiana "natural aristocracy.".. Alexander Hamilton, a Girl's School, Indiana Woman's Priion, Indi- conservative counterpoint to the republican ana State Farm, Indiana State Prison and . 60

.66 _ to

, .''' I Airlisstudy was,:beguf aea'resuli of read- ana Reformatory at Pendleton: Irldianapenal' ing the book An 49 For An Eye, written by institutionewere among'the first in America the inmate'staff Of the Lake Shore Outlook. to allow inmate 'newspapers and magazines. The book contains censored material notal- The six institutions studied published. at - lqwid inside the pages of the Lake Shore-Out- "least twenty-seven different publications /look. Smuggled out of Indiana State Prison, during an eighty-year period. An Eye For An'Eye was the first of a series The history of the penal,press in Indi- e- of events leading to the cessation of the pa- ,,,:anewas traced, through reeding every availa- -. nal press' in Indiana. ble issue-of.esch.publiCation and through . personal interViews with past and present in- The conclusions of the study show the relationship of An Eye For An Eye and the mate staff members and administration person- decline of the penal press in Indiana. It nel: From the informatiOn gathered, a de- Also concludes little prospect is in,store . tailedSccoUnt of. the journalistic talents of inmate writers, the varying Ayles'of the :fir the reinstitution of penal publications, but thatreiniiitution is needed to proVide publications and the institutions, as wellas- the utilization of talent and allowable ex-:. a complete content analysis, 41: presented. preesions of individuality important tosuc- : The first Indiana penal publication was cessful rehabilitation. the Plainfield Reformatory.Published at the ti institution ofthe same name (later Indiana Boy's School), the first issue oethe Plain-

field Reformatory was dated February 15,1893. .

The Most.durable publication also,came into ' existence during the 1890's. The Reflector, 94 published first at Jeffeisonville prison and A COMPARISON OF THE COVERAGE laterlat Indiana Reformatory at Pendleton, OF THE BOLSHEVIK'REVOLUTION BY THE ATLANTA JOURNAL sUrvived,several content and format changes. AND THE ATLANTA GEORGIAN during its seventy -fiveyear existence. The , Robert Stephen Cross, M.A. Reflector was discontinued in 1972. During University of Georgia,1974 the existence of the Reflector, most of the Adviser: Albert L. 'Hester other Indiana penal publications began and ceased publication,/ Many were short lived:, This thesipis a comparative message often only an issue or two were published. analysis of the coverage of the Bolshevik Content. prior to 1940 consisted prima- takeover in Petrograd in November 1917. The rily of feature and oueside_news material: two newspapers studied,were competing after- With the exception pf the Reflector, post noondailies in Atlanta, Ga. The Journal

1940 content concentrated on inside news and - 'then belonged to a local companyand the

' inmate views. The Reflector did not become Georgian to the William Randolph,Hearst chain. \\insideand inmate oriented until 1949. In Two important collections of:original docu- each of the publications, the degree of ments (translated into. English; the autnor censorship was the force which determined cannot read Russian), one edited by John both direction and content. -.Bunyan and H. H. Fisher and the other by Indiana penal publications were the 're- 'Robert Browder and A. F. Keiensky, were used cipients of many awards. "The height was to*checkthe historicity o2 the reportage. reached in 1963-when both the Lake Shore Out- Three lines of inquiry Welre set up: look (ndiana State Prison) and the Pendleton, comparative accuracy of the two papers:com- Reflector (Indiana Reformatory) were ranked parative completeness of the two papers, and among the top ten penal publications in Ameri- comparative rapidity of reporting specific ca. Now, just eleven years later, the Indi- facts. It was easily established that the .: ana penal press barely exists. Only the high Journal contained many more factual errors, school newspaper The'Boys School Herald and but also was much more complete in its cover-, Super Star Spectrum (Indiana Boy's School and age, and was,as much as two days aheadof the Indiana Girl's School joint effort)-is still Georgian in getting specific events reported being published. in the news columns. Thefactual errors re- 61

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ported were divided into categories, and it ' The business publication is expanding wai.es4blished thatcst of the Georgian's and developing as i medium of comiuniiition.. errors weremisitateWints of thi facti Of Its overall design is becoming mare Attuned; s militarpconflicts, while most of the to the expectations of .its publics. Utlile format does play a role in deeign capability, Journal's errors concerned the roles of the ,cost is a secondarylconsideration, and both 'politipal leaders involved inthe revolution. may indeed be subordinate to creative use-Of iThis'provedthat the.4ournartried harder the imaginAion. than the Georgian to explain the political issues behind the fighting.

96 ' . 95 FUTURE OF CABLE TELEVISION IN EDUCATION Sandra Earriet-Cutlez, DESIGN TRENDS IN EDITORIAL PRESENTATION: 0 A SURVEY OF BUSINESS COMMUNICATORS. University of Pennsylvania, 1971, Mary Anne Gillis Culpepper, M.A.X.C. Adiiser: .William H. Melody.

/ niversity of:FlOrida, 1970 a Adviser: Ramona R. Rush The study analyzed the claimed potential 0. . of cable teleVision for primary and secondary ThereAre more-than ten thousand busk; education. This.intailed exaMining_possible 'ness publications in existence today. They o applications on cable television, including Include both internal and external publica- e instructional tel computer-assisted tions which are designed to improviemployee instruction and two-way feedback uses, and relations, convey the company aiessage .relating those tO the needs of theAsducation- public, and in some instances, act as a sales al institution.- C. tool. The study exanlined"the basic tepnologiz In.orderte gain more information on de- .cal charicteristiCs of-Cable teleyisiOn and . sign and editing techniques in business pub- demonstrated how its multiple channel rapaci- lication:, a mail Survey was sent to a sys- ty and two - way - feedback potential lend them- tematic, random sample of 439 editors whose selves to-a variety of educational uses. By comparing cable television to other instruc- names were selected from the membershipa. rolls of the International Association'ef Business tional media, such as broadcast television, Communicators (IABC). Three hundred and six-' film,'closed-circuit television andlnstruc- teen, or 73 per cent,of the questionnaires tional television fixed service, the study were returned. indicated that under certain situation. ,Lacie From these responses profile of the' televiiion might -be the most cost effective typical business publication was deyeloped. means of transmitting educational information It is a four to eight page monthly magazine given the condition that the instructional published for employees.. Printed offset by a programeAre.fully integrated into thepr- contract printer, the type is a'transitional riculum. ,. roman,*ten point With one,point leading, It The claiMed uses of cable television in is set justified. The.headings are predomi- teaching and edutation range from teacher . nantlycsans serif, cap/lower case. Appro*i.-. training, to. productions ,Of Shake- mately one -third of the printed material is feearian plays. The study illustrated these art, of Which 80 to 100 per cent iephotog- applications, with real-life examples where raphy. they exist. Cable television can offer Similar profiles were developed for the schools the opportunity to. originate and/or variouS publication formats-magaZide, news- schedule programMing.to 1;404 their. specific paper, and newsletter. 'needs. In many cases, cable operators have 62

0 assisted schools reth their cable systems by telecast entitled "Let Me Speak To The Mana- providig equipment and labor at cost. ger." Within the thesis was described the The second section of the study examined overall success and respect-which has beep, cable television from the educator's perspec- 'attributed to both Shapiro and the program. tive. It addressed. the following questions: The research project entailed in-depth How can cable television facilitate educa- interviews with Shapiro and a worthy investi- tion? To what extent should cable television gation of theprogram itself. This ihspec- be introduced in schools to contribute to tion included all pertinent facets of produc- meeting the objectives of;the educational tion, desire, and purpose pertaining to "Let .system?The thirty-year history of initruc- -me Speak To The Manager:" tional television suggests that ITV has not lived up to its claimed expectations. Aiveh the .relatively small demand for programming, the Market for instructional programming can- THE APPLICATION OF MASS COMMUNICATION not presently -support the production quality THEORY TO THE OPERATIONS OF _programs. THE TRANSIT...INDUSTRY The -study analyzed the institutional ar- James Lee:0y Deatherage III, M.S. rangements of the educational profession and Oklahcaa State University, 1975. concluded that it i* not in the vested inter- Adviser: Walter J. Ward ests of theeXisting institutional structure', which includes both administrators and teach- Scope and Method of Study: During re- ers, to seoramodatitself to the implementa- cent years, the role of public transportation tion 'of cable television in the classroom. in the nation's urban areas has been expanded Administrators participate in a'decision-mak-. and encourages. This development has come

ing precesh based on 4short range objectives about as thexeSuft of the problems stemming , rather than long.range ones, which cable tele- from the usage of the autanobile. Many urban visien falls under. Moreover, teachers are areas are'utilizing transit as an alternative given-noincentive to:use instructional tech-, to the automobile and as a means of reducing nOlogies. Many appear threatened by the en- Auto congestion. This new role for transit, croachment of cable television on their au- historically a depressed industry, implies a thority in the Classroom and their security, dynamic role. for public transportation in the in their iositiOns. transport marketplace. Therefore, the adop- The study concluded that cable televi- tion of the discipline of marketing seems es- sion cannot-be justified as an educational sential to the success of transit improve- delivery system, given the present institu- ments. The use ofstass communication theory tional constraints, within the next five to as a basic structure for a marketing strategy ten years. The last section recommended the is explored. The results of the efforts of direction of change that could be made for the Metropolitan Tulsa Transit Authority are reviewed as a case study. educators to-'utilize cable television as a . means of achieving better quality education Findings and Conclusions: The Metropol- at a reduction of per pupil costa. itan Tulsa Transit Authority begah an -expan7 sion of services in 1912. In attempting to increase passenger awareness of the improver mentseamarketing strategy was devised and implemented. During the second stage of this "LET ME SPEAK TO THE MANAGER"--WFAA- strategy,-communication theories on the dif- TV'S FIRST PRINCIPLE OF PUBLIC ACCESS tCsion of innovations were utilized as the Russell Edward Dealey, M.A. 'basic philosophical structure for a marketing University of-Texas, 1974 program. The result was a tremendous.in- Adviser:Ernest A. Sharpe crease in patronage. Therefore, the study concludes that mass The specific intent and dedired purpose communication theory has been shown to be a of this thesis was to investigate a man named potentially effective transit management Mike Shapiro and his Sunday night, prime time tool. 63 4

69. -LIBEL LAW 1970-1973 'THE NEWYORK TIMES RULE apo . AND STORIES OF PUBLIC.INTEREST -'AN HISTORICAL AND DEscupf VE . STUDY OF THE CINEMATIC Dwight Deay, M. ,S. VAMPIRE FROM 1922 THROUGH 1974 University of Kangas, 1974 James - Joseph Desmarais, .A, Adviser: Del Brinkman California StateUniversity, Fullerton, 1975 SupreMe Court left two impor- AdViier: George Mastro anni

tantquestions unanswered in the 1971 Rosen -' ' bloom case: ',Whatt is a "Story of public in- This study tracii the hi tory of the .terest"?; and what is 'treckless disregard:for vampire in cinema from its fi at appearance the, truth "? -lin' Nosferatu in 1922 through Andy Warhol'a , Rosenbloomwaa'a distributor of-nudist Dracula in 1974. magazines, a private citizen, who, according Divided into two\aections, the iirit to the court, became involved in a story of part of this thesis includes a dismission of public interest when he was charged with sel-. 'the major Vampire films f om around the world and theMovements and tr nds,that have influ- ling pornography. The ruling, ii. ,the 1964 New . York Times v. Sullivan case applied equally, enced:them. Included in this section. are to public figures and private-citizeni, the ouch chapters asAhe va pire in literature ;. Court said. .'prior to its first appe rance'on the screen,. .The TiMei rule, meant that Rosenbloom; Dracula and the vamOiri films,,of Bela Lugosi' -could not recover-damages for Philadelphia plus the Dracula seqd s. There'SalsO an radio station efioneous report that he extensive look at suc early vampire classics peddled obscene-literature, unless. he proved like Noiferatu,andVaA r as well as a study WiP recklessly.' disregarded 'the truth. of the filmsof'Chri topher.,Lee and Hammer Future state -and federal decisions, the Films. In addition,, there are chapters de- court suggested, woulddefine."a story of voted to the vampire in AMerica, the vampire public interest`'' and "reckless disregard for around the world, a d the television vampire. the truth." This thesis, through case stud- There-is also a Can luding chapter which in- ies, outlines the definitions of these terms cludes asummation bf'a number.of the convert -' by U.S: courts froM 1970 through 1973. Be- tions found to be ontained inmost vampire fore RoSenbloom, several state courts cor- films. These inc uded,the sexuality between the vampire and i s victim, 'the use of reli- - rectly anticipated the Supreme Court by ruling that private citizens involved in a story gious motifs,an the ritualized deathTscenes. of public interest must prove that defamatory The secondart of the'thesis includes a statements, were published with, knowing falsi- filmography of o er 180 films. discovered to ty or reckless disregard for the truth. contain -a vampi e element. 'In addition to the The research ended three months before title Plus :any 'ter:late title it may have, Gertz v. Welch Inc.; which ruled that a pri- each entry inc udes the year of release, the vate citizen needed to prove reckless disre- director, the 'istributing company,, the Major gad for the truth only if he sought punitive players, and brief annotation. There are damages. also lists.of non-vampire films with mis- The thesis concludes that newspapers leading titl s, vampire films announced but ublishing deliberate falsehoods can reck- as yet unmad , plus alist of vampire shorts, essly disregard the truth.imat.-least-seven___ cartoons, an tabletop animations. '. ays and that, except for gossip mongering and invasion of a person's sex life, a re-- Porter's right to report news of public interest is almost unlimited.

S. 'any governmental agency or legislative body 101: of eliminating an apparently acceptable busi- .ness practice of giving and receiving favors. SING A SONG OF-SIXPENCE: THE 1959-1960 PAYOLA SCANDALS AND SUBSEQUENT LEGISLATION Barbara A. Diekhans, M.A. '102 University of Washington, 1974 ' PROFILES OF THREE NEWSWOMAN Adviser: Don R. Pember Gioia E. Diliberto, M.A. University of Maryland; 1975 The 1959 payola investigations concen- Adviser: Ray E. Hiebert trated primarily on the payola practices taking place in the radio-music indubtryt This Pauline Frederick (NBC UnitedNations thesis traces the fact of payola in the music correspondent), Meg Greenfield (deputy edi- industry, and the radio'business when radio tor, editorial page, the Washington Post), successfully joined music and broadcasting, and Helen Thomas (chief, United Press Inter- ' and defines. the practice from a historical national WhiteOlouse correspondents), are perspective. Radio and the recording indus- three women who have achieVed unprecedented try blended'in the rock and roll era of the levels-of achievement in a male dominated fifties to create an intricate sYitem.of profession. Their profesiional and personal' bribery connecting the performers,Ahejiecord lives are examined here in the context of companies and the disk jockeys.The congres- their news organizations and their involve- siOMal: .inquiryinto the payola practices of Ment in politics. the f3rbadCaster,prompted the Federal Communi- What does it take to,become a successful, --, cations CoMMission and the FederalTrade Com- journalist? What pressures, obstacles and mission (the two regulatory agencies most sacrificesare peculiar to women in the pro- ,closely tied to the supervision of broadcast- fession? How do some of our largest, most ing) to instigate their own investigations prestigious news; organizations regard and into the problem from their respective points treat their female reporters and editors? of view: the FCC concentrated on the role What is it like being the only woman on a', played by the broadcasters; the FTC investi- campaign bus or flying over a war zone? How gated the fair practiCes implications.inVolv- does a career in journalism affect a woman's ing the record, companies. State legal au- personal life? Under what circumstances do thorities focksed on'the criminal aspects of newswomen have an advantage over their male, the practiCe of accepting and offering bribes. colleagues? This thesis d4ails the events of the These are some of the questions this multi - pronged investigations, as well as dis- work has tried to answer through profiling cussing the impact of these investigations the lives of three remarkable newswomen. upon. the record and radio industries, the mu- . sic world and the public. The immediate results of the payola scandals and iavestiga- tiOns werea flood of recommendations frdm 103 all sides,, administrative rulings, legisla- MIAMI HERALD v.TORNILLO: tion- -all in the attempt to control payola PRESS FREEDOM AND PUBLIC ACCESS piactices--and legal prosecutions. -Marilyn G. Dilley, M.A. The basic conclusion of the theists is Universrty.of'Wisconsin, 'Madison, 1975 that the scandals of 1959 opened the eyes of Adviser: William A. Hachten the. public and the regulatOry bodies under-the-table behavior-of, among others, ,40nJune 25, 1974, the Supreme Court qf . . the disk jockey, but the exposure of this be- the United States ruled, inThe MiamiHerale . havior did little to halt the activity as Co. v. Pat L. Tornillo, Jr., that a Florida ; evidenced in the more recent. outbreaks of law providing for political candidates' right payola of the, sixties and the= newly to reply to a newspaper attack was uncOnstij payola of the seventies--"drugola." Further- tutiondl. The case originated in Dade Cpun- more, this study questions the capability of ty, Florida, in September, 1972, when-Tornillo. 65 was a candidate for the Democratic nomination section has instructional materials which for a seat in the Florida House of Repre- can be used as the basis for lecture sessions. ientatiyes. The Miami Herald published two In addition, most sections have visual editorials questioning Tornillats-integrity: aids, either transparent Slide, or mounted Tornillo, after sending two replies to the black and white prints, thaecan 'be used with newspaper which The Herald refused to print, their accompanying scripts as a hitsis for filed a civil action under\Florida's compul- class lecture and discussion. sory publication statute 104.38. This thesis ii concerned with freedom -of. - the -press issues involved-in the case, and with implications of theSupremeZourt's unanimoue decision declaring the statute un- constitutional. .Libertarian and social re- 105 sponsibility principles underlying a free prais and a right of public access to-the EFFECTS.OF THE FEMINIST MOVEMENT ON MAGAZINE ADVERTISEMENTS press are reviewed. Briefs court opinions 1 Janet L. Dooley, M.S. and decisions, and case law cited by each The University of Tennesiee, 1975 side are analyzed to deterMine how the case

Adviser: She'rilyn K. Zeigler 1 affects the individual right to free expres- -sion And the functional right of the press to This study examined effects of the femi- 0 :free expression, nist movement on the Content of magazinead- The.majakr conclusion'of the thesis is -4 vertisements directed toward the feminine that Tornillo has strengthened the free market. Areas of investigation included: `speech and press clause because of the Court's (1) assessing the need-for feminist appeals .reliance on libertarian principles to reach in advertising,(2) 'determining perception of *--the 'decision. If the Court-decides to proj- differences in 'feminist appeals between ads ect this line of reasoning to television and ftom pre- and post-feminist periods(the let- radio free press conflicts, the Tornillo de- . , ter beginning in 1968), and (3) assessing ef- cision would have a major impact on a case. fectiveness of feminist appeals. challenging the constitutionality of govern- Group interviews were conductedrnith a ment.regulation of broadcatt media. random sample of married women students at The University' of Tennessee, Knoxville. Re- ipondentscompleted questionnaires pertaining to portrayal of women in selected ads, while r they viewed slides of the Ads. 104 0 o' Results indiCated there have been some INSTRUCTIONAL MATERIAL FOR A CLASS IN feminist influences on advertising following STILL PHOTOGRAPHY AND PHOTOJOURNALISM widespread acceptance of feminist ideology. 'Dennis R. Dimick, li.t. , : First, all respondents indicated a need for Ufii rsity of Wisconsin, 1974 feminist advertising appeals) "feminists" ex- :45dviser: C. Burnett. pressed a stronger desire for these appeals than did "non-feminfAs," while both groups Thiseproject is designed'as a basis for felt the appeals were needed more in ads for a still photography ClasS in theDepartment family products. of Agricultural Journalism at the University Second, all respondents terceived a of Wisconsin -44adison.! greater degree of feminist appeals inadd The objective of the Project islto or- - froM the post-feminist approaches. Finally, ganize available%nstructional materials for feminist appeals were most effective in help- , communication photography into a package ing respondents plate to ads, and in stimu- , ° which could eapily be Used VI a still photog- lating "liking" of ads...somewhat less.effec- raphy class. i The instructionalomaterials provided tive in influencinq, purphase decisions...and" will give aninstructor.basic instructional ineffective in procuring attitude change or aids which can te'used in that class. tech, recall of ad content. 66 .

.12 0 , , -. . .

' 106 way of R- factor analysis. The testing was 4 vis -a -vis student demands on student neWspa- ZtEVIL'I:/-OF _ZU CONTROVERSY .pers. OVER NEWSMEWS,PRIVILEGE .*

Glenn Newton Dotter, M.A. ' . Study respondehts were a random sampling University pf North Carolina, 1975 '(.1220) of some 5,600 full time and on-campus Adviser: A.14. Secrest students at California State Universityk, % 6 Fresno. Respondents were asked to evaluate ,* An examination offhebontroversy over * 20 opinion statements as to "your. ideal of newsmen's privilege is presented as a series how a-newspaper should function."The state- ,------of-five'articles'intendedfor newspaper Pub- ments were selected in terms of quasi-bal- Ircation. The purpoie.of the articles -is to anced block design; they represented politi- presenivto the average reader the dimensions cal, informational and play, demands, and were of thii problem, which involyes a newsman's scored on a Likert-typi Scale. Resulting, right to keep his confidential sources of in- questionnaire data were subjected to factor formation' secret. ana'lyticaL and varimax rotation procedures on- a CDC 3170-Computer. . The first, article provides a gineral

overview.of the subject as well as 'some of Six factors emerged that were signifi- . the philosophical arguments pro and con. The cant--i.e., with eigenvalues greater-than-one. secOnd'aiticle examines the relationship be- Due to ambiguous.loadingdone of these (FIZZ)? tween reporters; their sources, and the gov- was not interpreted. The other five -- inter- ernment. preted in?terms .of R-methodological proce=' The.third articleseviews some of the dures--were: Factcir I/Journalistic Idealism; more important court cases leading up to and Factor II/Moral Responsibility; Factor 1v/so- Including the Suprehe Court's decision in cial Responsibility;- Fhctor V/Journalistic Branzburg v. Hayes (1972). The fourth arti- Independence, and Factor VI/Journalistic En-, cle examines the impact of that decision on tertainment ,Reinterpreted in terms of Q- the 3ournalisin.pr'ofession and subsequent ,:methodological procedures, Factor-I fitted court cases. the logical demands-one would expect from 'Elie final article focuses on the issues Stephenson's mature reader. Factor VI con- involved ii,formulating shield laws, to pro- tained the logical demands of Stephenson's tect newsmen from revea.ling'theil.- sources. pleasure reader. actors II, IV and V were not strictly sug ted by Stephenson's typol- '1 . The situation in the various states and the chances of Congress passing a federal shield ogy, but they are the utilitarian-type de- law are examined. mands of his non-pleasure reader.

107 1.01 . A TEST OF DOROTHY PARKER'S CONTRIBUTION THE LUDENIC NEWSREADING THEORY TO LITERARY JOURNALISM DURING USING R4PACTOR ANALYSIS THE FIRST HALF OF THE TWENTIETH CENTURY David M. Dozier, M.A. -Valerie Marttila Dueber, M.A. California State Universi y Kent State University, 1974 Fresno, 1975 Advisor:. Harvey Saalberg Advisers: W. J. Ingenthron A d. R.C. Adams ti The 1920's and 1930's marked a literary The Ludenic newsreading theory of springtime in New York City, and Dorothy Willm Stephenson has not been tested em- ° Parker was an established wit and literary pirically since its introduction.Moreover, figure, hobnobbing with luminaries such as the theory is a,product of 0-technique and Robert BenchleyMarc Connelly, George S.

, its Methodology. This study was an attempt Kaufman, Harold Ross, and Alexander Woollcott. to test logical implications of the theory by These people, who blended theatfe with Jour- 67 4

naliim, made ;up the famous Algonquin Hotel riers to further implementation. Round Table, a luncheon circle ?roe which a The establishment of an educational ca:- refreshing new humor emerged during ambiva- ble.program requires the evercoming'of bar- .lent times in the United States. riers and some insurance that the potentials However, Dorothy Parker was more, than a of cable will be utilized. Thin, in 'turn, _party wit, quoted-and'misquoted around,New requires precautions against loss of authori- York. She was a literary journiliit; a. spe- ty, over-centralization, and over- enthusiasm. .cial breed of writer- who. not merely reports * For the most part,-programming is the most the news of events, but reports the news of important factor in the successful implemen- life for the -discriminating reader. Her dra- tation and maintenance of an instructional ma and book reviews that appeared In Vanity cable system. Obtaining the hardware. is the Fair and The New Yorker during thOle yeari simplest, while producing the software is a reflected an acute awarenessot the literary ,difficult and continuous process. Context, world around her. But', most important, was uniqueness, and localness are three. factors her uncanny abilityto write about her keen 4hich stand out As being essential to a.suc-, observations with imagination, humor, Ara cessful program. The use of cable in Berks County; Pennsylvania, substantiates this. The study concluded that the use of-ca- 'blie in the school system would help improve . 41 education.

108 , - POTENTIALS OF CABLE TELEVISION IN 'EDUCATION WITH-EMPHASIS ON THE 'TEACHING OUENGLISH.' 110 VirginiaTebyrica'Eaton, A STUDY OF RADIO LISTENERS IN INDIA TO University of Pennsylvania, 1974 _THE FAR EAST BROADCASTING COMPANY, MANILA AND THE FAR EAST BROADCASTING Adviser: William-H: Melody ASSOCIATION, SEYCHELLES

Anne Ediger, . . - The study analyzed the potentials of the Syracuse University, 1974 aglicationot cable technology to formal in- Adviser: Robert S. Laubach

stkuction, programming which can be useful' to 0. the high school English teacher, and the wil- This study deals with'listeners of two t) ue of cabieto the classroom. Christian broadcasting organizations beaming Instructional cable television has many radio programs into India: the Fat East potentials. It can increase the effective- Broadcastahg CoMpany (FEBC), Manila, Philip- ness of classroom techniques through appli- pines, and the Far East Broadcasting Associ- . cation to various learning situations, make ates (FEBA), Victoria, Seychelles. Aims available a wide range of program types, ex- ,.and purposes ofFEBC/FEBA are to serve the pand limited re4ources, enrich the learni ng threefold of man--physical, mental and._ experience, increase communications bet?een ,spiritual--by means of Christian radio pro- schools through interconnection and create a grams, means foi quick dissemination of new instruc- Listener response over a period of years tional methods and discoveries. has shown -that the audience reachedas not 'Barriers to the implementation of cable the audience aimed at primarily. In order to instruction exist both,,in the school.system ascertain reasons for this, this study was and in the community. Some of the most com- undertaken, seeking audience demographic in- mon barriers are due to prejudices and mis- formation, their listening patterns, program conceptions held by teachers, administrators, and station preferences, and other program- and citizens; and some are due -to the effort related information. Of 18 languages in a teacher must make to learn to adapt his which FEBC/FEBA broadcast programs into teaching in such a way as to make the best India, four were chosen for the survey: use of "the system. Misuse-of the cable sys- Tamil,Telugu, English, and Hindi. A total tern, leading to failure, =Ira's° create bar- number of 4,'832 questionnaires were' mailed, 68

7 4 and 3,430 returned, realizing 70,98%per cent ans responded more positively to the Indian returns. ethnic titles than did non-Indians.There Th data show that the largest percent- were exceptions, however. Respondents' age age of the listening audience,is,comprised and sex were at times significant, which of high school and college Students between means that factors other than race are -in- the ages of 17 and. 20, The great majorityof volved in a person's preference toeard ethnic listeners are Christiani. Listeners indicate material. a distinct preference for Christian message Generally, though, members of-A racial programs; they also favor music and sofigoMf_ or ethnic group respond positively to materi- all de.;-ription, news, programs for youth, al that realistically portrays heir group. .and drama. Thus, material of ethnic'apPeal can be used Implications of these findings indicate to-motivate'handicapped readers, to teach that a change in program type and format will them to reed,- and to enhance their self-con- be necessary in order to reach more of the 'cept and pride. Moreover, material of ethnic intended FEBC/FEBA audience. Much more ettenn -appeal-can Promote interest and. understanding tion will have to be given to the type,of pro- among all of America's people. gram that appeals to youth, and to the non7 Christian. A credible news service should be established.

112

THE PARTIES, THE MEDIA AND POLITICAL KNOWLEDGE H. Stuart Elway, 111 University of Washington, 1975 PREPARATION AND EVALUATION03 A SAMPLE OF ETHNIC-ORIENTED Adviser: Alex S. Edelstein MATERIAL FORADULTNEW READERS p. Judith A. Ellison, M.A. This thesis was an exploratory study de- Syracuse University, 1974 signed to test the relative usefulness to in- Adviser: Robert S. Laubach diViauals of.-iolitical parties and mass media with regad to political knowledge. With the advent of black studies, blacks Because we were interested in the indi- have been demanding material, of black ethnic vidual's use of his party, usual conceptions content. Spanish, Indian,. Asian, and other of party structures. and functionsere not ethnic groups in the United States are also pertinent here. By conducting a random sam- crying for material that portrays their group ple survey with open ended items, we allowed in a realiitic, positive light. each respondent to define "politiel party In this study 107 adult new readers- - for himself, in terms of its usefulness to black, whit ,and Indian, male and female, him. This conceptual approach, and its meth- teenager to Older adult--evaluated a pamphlet.. odological implementation, distinguishes this Kwanza: -A Celebration, an example of black study from most party research. 4 ethnic material' developed by the investigator. The study was removed from an electoral The purpose of the exaludtion was to sec context in hopes of generating insight into if blacks, in fact, do respond positively to the functions parties perform from day to day black ethnic material and .to see if they re- for those who identify, with them. Much is -spond more positively than non-blacks. Re- known about the relation of an individual to spondents also were asked to react to other his party w).th regard to voting. Almost ethnic material -- television programs, peri- nothing is known about that relation between odical's, biographies, boOks and 'pamphlets. electio'ns. Blacks did respond more positively to The results of the study were clear. black ethnic material than did non-blacks. Using partial correlations to test alterna- Whites responded more positively to white- tiVe causal models, It could not be demon- oriented material than did non-whites. Indi- strated that,political parties were perform- 69

75 ing any linking functions between citizens 111 and political actors. Party identification *lowed no correlation with respondent knowl- THE RELATIONSHIP OF POLITICAL OPINIONATIONTO ATTITUDES TOWARD edge about the'state legislature. Nor were . JOURNALISM-AND THE JOURNALIST'S ROLE party identifiers more likely than non-iden- AS EXPRESSED BY UNIVERSITY JOURNALISM STUDENTS AT THESENIOR LEVEL tifiers to have anything say to legisla- Richard D. English,M.A. tors. University of Missouri, 1974 Those most likely to have informatiOn to Adviser: Keith Sanders ' share with legislators were most knowledgeable of legislative events. And those-most This was an attempt tediscover what re- knowledgeable attended to 'the greatest numbei lationship, if any, exists between the polit- of mass media. Thus, mass media appear'to be ical opinionation of journalists-to-be and performing effectively as facilitators of po- their attitudes toward the function of Jour- litical linkage in termS'of information/in- naliam.and the role of the journalist.Test- .struction. The parties do not. ing was'limited to universityjourdalism students at the senior level in Missouri, Cali- fornia, Texas, Ohio, Michigan, South Carolina and New York. The expectations were that "liberal" students would reject the traditional codi- 113 fied guidelines in jGarnalism of"responsi- JAMS J. KTLPATRICK: A CONSERVATIVE AT WORK AND bility" and "objectivity" and that "conserva- JANE GREY SWISSHELM: FEMINIST/EDITOR, tive"' students would sustain those codes. Kathleen L. Endres, M.K. Political opinionation was measured with University of Maryland, 1975 the use of Rokeacn's Opinionation Scale Advisers,: Ray E. Hiebert (1961). The wording.of the statements was Richard W. Lee revised where necessary to add timeliness. Attitudes toward journalism and the role of The first part of this thesis studies journalists were measured with the use of ()- one of-the most influential conservative col- methodology as developed'by Stephenson. umnists in America.The paper reviews his Spearman and Pearson Product Moment Correia, political philosophy, his writing style,'his tions were used to correlate one withthe views of the press, and his role in the Wash- other. ington Press Corps.The paper is based on Four "-types" or attitudinal groups conversations with Kilpatrick, and interviews emerged from the testing: (1) Marginal with other members of 'the Washington Press Traditionalists; (2) Strict Traditionalists( Corps. (3) Situational Traditionai;ts and (4) Ac- The second part. of the thesis is a stddy tivists. There was a close relationship be- of one of the early women journalists in tween Types .One and' Four and Types Two and America, lUane Grey Swisshelm. The .study Three. Elements differentiating the former' traces her life through her Pennsylvania 'two from-the latter two most often pertained years, when she wasrespAsible for state to journalistic ethics. The former two ex- women's rights legislation, to her Minnesota hibited an approbation for situational ethics years,where ehe.helped form the Republican whereas the others remained legalists. party. In addition, Mrs. Swisshelm also Opinionation was found to.be just left opened the congressional press gallery to' of center. It was found that regardless of women and ebited her ownnewspapers when few opinionation, there was an overwhelming be- women did such things; The paper provides an lief by the students that the traditional , analysis of Mrs. Swisshelm's role In politics guidelines of "objectivity," "reporter re- and women's rights progress. sponsibility;".arid "information gathering" remained pertinent and valuable. Regardless of opinionation, these

'4 journalists-tobe believe that it is possible- 70 ,, for a journalist, to separate his opinionatidn subject. Specific aspeAs covered include from his role. They sustain, regardleSs of discrimination, salary, changing attitudes to- the activism ob the late 1960's, a strong be- ward women in public relations. Additionally, lief in the value and intentions of "objec- the careers of several leading women in pub- tivity," *information gathering," and "re- lic relations are noted; two recent studies porter responsibility." of female public relations practitioners are reviewed, and women in the work force in general are discussed: t, The original research for this thesis consists of a nation -ride survey of 265 female public relations practitioners. This survey was based upon a random supple drawn 115 from the Public Relations Society of America

THE TEXAS-OPEN RECORDS ACT: ' Register: Each woman received a question- -.A HISTORY AND AN ASSESSMENT naire disigned tooexplore not only her job Robert Hays Etnyre, Jr., M.A. status but her feelings about her career. University of Texas, 1975 Date,are analyzed in two-parts. First, Adviser: Norris G. Davis tual data such as job position, salaty, age, and educational background are presented. A history of the Texas Open Records Act Secondly, questions regarding the feelings of was examined to judge the success of the Act these-women toward their profession are dis- in transforming the substantive concept of cussed. This section covers feelings of dis- "freedom of information" into a constructive, crimination, participation in policy deci- workable procedure. The history consisted of sions, and career satisfaction. Finally, a three inquires; the odyssey of the Open Rec- summary and conclusion complete this study on ords Act through the Texas Legislature, its the role of women:in public relations. implementation by the State Attorney General,, " and its judicial record in Texas courts. The

' historical analysis pointed to five weaknesses in the Act that limited its ability to provide access to government-held information. Despite these weaknesses, the Act's 117 strengthsparticularly a section commanding THE COMPOSITION, PRODUCTION AND the State Attorney GenerAl to issue decisions EFFECTSOF TELEVISION NEWS DOCUMENTARIES A CASE STUDY OF --regarding accesp disputes between a request- WHAS-TV, LOUISVILLE, KENTUCKY .er and a governmental body--marked A good Virginia Dodge Fielder, M.A. eginning in achieving the piocedural frame- Indiana University, 1974 wo to nsure "freedom of Information.' o Xlviser: J. Herbert Altschull

This case study traces the development and effects of a news docUMentary produced in 1971 by WHAS-TV, Louisville, Kentuoky,The , 116 documentary, Louisville: ()Pen City?, was a THE ROLE OF WOMEN IN PUBLIC RELATIONS two-hour expose of vice and corruption in Lynne S. Farber, M.A.J.C. Kentucky's largest city. University of Florida, 1975 Four elements which play a crucial role Adviser: Glenn A. Butler in the composition of news documentaries are discussed: (1) subject matter;(2) overall This work is the result of an analysis purpose:(3) control Iv subject or theme; and of information relating to female public re- (4) point of view. The interrelationships lations practitioners in the United States. among these elements are analyzed through an It concludes a hiStorical study of a woman's in-depth.examination of the composition of plaCe in.the public relations field by means the WHAS documentary. of reviewing the literature dealing with this Factors which Influence the production 71

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yr.

of focal news documentaries are enumerated Herbert Mullin in.1973. A news gag was is- and. classified according to whether they dis- sued'in an effort to keep additional informa courage or encourage this type of progriming. tion krOm being disseminated, but several new, The influence of each of 'these factors upon.. bodies-were discovered after the gagwas is- WHAS is discussed in an attempt to clarify sued resulting in.overtwice as much informa- the effects each can have upon the decision- tion being disseminated about Mullin after making Processes of broadcast managements and' the gag than had been before.The third mass news personnel. murderer was Edmund Kemper in 1973:, A news The.effects of Louisville: Open City? gag was issued in an unsuccessful. attempt to are discussed, specifically in terms of keep information about Kemper's psychiatric whether or not the documentary's stated pur- condition out of the press. poses were achieved. Several factors are Two research methods were used for this suggested which appear to'enhance the proba- thesis: content analysis of Santa Cruz daily bility that a news documentary will be influ- 'newsPipers-and personal interviews with rep- ential. resentatives of law enforcement, the.judici- This study also trace! the historical .ary, and;, the preie whowere affected by the development of the news documentary at both gags. the network and local station levels and sug- Findings of .the content analysis include gestststrgtegies local broadcasters may adopt the following: The most incriminating evi- to increase the use of news dodumentaries as dence came prior to or concurrent with the ap- effective public -service tools. prehension of each_suspect--before the news gag could be issued. During newS7gag periods, information was gagged Which the public should have known in order to protedt itielf. When news gags were issued shortly after the ,apprehension of the suspect, nothing could be

lle a si4d to favor th; defense although much had been said to favor the prosecution, but when MASS MURDER IN THE REDWOODS: A COMPARATIVE ANALYSIS OF THE PRESS the gag, was issued later, both sides hadthe COVERAGE GIVEN TO. THE THREE MASS. opportunityto discuss their case-with the MURDERS IN SANTA CRUZ, CALIFORNIA, AND AN. INQUIRY INTO THE EFFECTIVENESS press.

OF NEWS GAGS . `Attitudes generally held by interviewees

Bobbie Arlene Fink, M.S. 4 included the following: It is the nature of 1 San Jose State University, 1975 the crime rather than the press coverage, Adviser: David Grey' which arouses.community hostilities. Respon- sible facts do not hurt a deferiaant's right The First Amendment rj.ght to ihedom of to a fair trial. The Santa Cruz press was speech and freedom of the press which encom- responsible in its coverage of the mass mur= passes the right of the public to be informed derS, but there were problems with the metro- is believed by many to conflict with the politan news media which reach the Santa Cruz Sixth Ameridment right of accused persons to a area. News gags are not effective. fair trial. One method.by which'the judici- Suggestions toward'eliminating the ap- ary has sought to end this conflict is gag= parent conflict between fair trial and free, ging officials from discussing a case with press Were better ronperation between press the news media. and law enforcement agencies, responsible re- In Santa Cruz County, California, there porting' by all involved in the dissemination were three mass murders in a four-year per+d. of crime information, and juror education

After each suspect was apprehended, a news programs. . gag was issued. This thesis eicamined the need and effectiveness of each news gag. "The.first mass murderer was.John Ftazier in 1970. A news gag was issued in an unsuccessful attempt to keep Frazier's trial in Santa Cruz. The second mass murderer was -72

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119 the present.. During less complex times this backward-sideward look proved adequate if not THE EFFECTS)OF RACE AND SEX ON THE , PERCEPTION OF POLITICAL FIGURES rewarding.' The complexity of modern society,

Jack S. Fishman, 'M.A. . . however, With its onrush of technology and University of Pennsylvania, 1974 threats to traditional American freedom of Adviser: Larry Gross the press, calls for a look in a third.direc:- tion--the future. A 2X2X2X2 factorial design (101160 under- It is the development of alternative gradtiateS) tested the effects of:(a) race-of scefiarrps of the'future, through the forma- communicator (white vs black),(b) sex of , tion and consistent; funCloning of futUres commudicatof, (c) race of subject (white vs study'groups, that newspaper problems of,the black), and,(d) sex of 'subject, on_the pen.- futurE -may, be more easily met. .By the study caption of pOliticalfigures. Dependent, of nuperous possible futures, and in the set- . variables consisted of 16 bi-polar person ting.of strategies to accommodate each, news-b perception; scales. papers may more effectively meet tomorrow's Results of analysis Indicated thclol- .challenges. lowing significant main effeFts: (1) bla'A tBedausei& deals with the probable

commhnicators were perceived as more confi- -3 rather than tie actual, study of the future dent than white communicators,(2) female is iometiges consOered little more -thbn communicftors were. perceived as boeh mere science fiction. HOwever, futures study, stable and more unchanging than male communi- with its attendant, growing body of litera- cators4,(3), white subjects Perceived dbmanYhi-. ture and developing methodology, has already cators as'boih deeper and more competent than, made significant contributions to an aware- . .blaCk subjects, and (4) female, subjects per7 oess of the future in business and industry. ceiyed communicators as both more fair and o Its contributions, if sought, may provide better (more good) than male subject's. significant help to the newspaper business. Those significant interactions that ap- 'the actual. written or visual depiction pear most relevant indicated that: white of futures scenario has a contributory subjects perceived while communicators as effect both in stimulation of the depictor to less competent than black communicators; help "make it happen," and in commending fu- . black subjects perceived white communicators tures study to-Others: The 'testing of print 'as more competent than black communicators; journalism scenarios of the future among white males perceiVed black communicators as editors, publishers and reporters is likely less intelligent than white communicators;_ to stimulate action eventuating in the devel- black subjects perceived white communicators 4 opment of more newspaper futures study groups. as less stable than black'communicatorsr -female subjects perceived female communicators as less competent than male communicator's; male subjects perceived female communicators as more competent than male. communicators. - 4 421 r CABLE TELEVISION: k STUDY OF PUBLICACCESS 9 , John Allen Frair, 4 , 120 M.A.% East Texas State University, 1974 THE IMPACT OF THE FUTURE ON THE NEWSPAPER Adviser:, Otha C. Spencer, Herbert Paul Ford, M.A. California State Univeriity, The Federal Communications Commaaplon Northridge, 1975 issued 'regulations'in 1972 requiring all ca- Adviser:" DeWayne B:, Johnson ble syetems within the top4one hundred television markets to make available to the pub- 4 In terms of itself print journalism has' lic at least one channel on. the cable systems 5 devoted most of its.attention to the wst and on is first-come, first-seryd, non-discrimi- 73

4 I ,

natory baiis.This channel wduld have stu- "Nowheld on the Fourth of JulyWee 50,000-70,000 dios and equipment furnished without charge. near Ripley, WV, the Fair-drat+. Since cable televisibn has the potential for visitors. Public relations students in the fundamentally altering the Current pattern of WVU,School of JournalismCdesigned and imple- television programming and radically-alfect- mented the promotional campaign for the 1975 ing communications-between indkViduils and Fair. With a $9,000 budget, some 15 students group. within the society this t-2y reviewed planned the promotion campaign nearly a year 4, ' ,,the history of cable television'and public in advance of the 1975 access and, the issuesinvolved in the use and The thesis describes how theories of learning, motivation, attitude, and attention A regulation of'access channels. were applied in the public relations cam- \ The 'study 'traced the history. of cable television and public access through, pub- paign. Two theories of communication--the lished material, litigation, and Federal Com- two-step flow theory and the diffusion process-theory--ere discussed in relation to , munications Commission rulings. Public.ac- cosi channels in operation before the'Federal their function in the campaign. v CommUnications Commission ruling were studied The'campaign relied heavily on the mass. radio0eievision, newspapers, maga- - %and compared. Through the comparison of pub../ media: lic access channels in New York City and zines, brochures, billboards, and bumper :smaller communities, the study pointed out stickers. problem areas in use and control of .public In thethesis, a survey plan isoffered accessanh showed different methods used to by which officials of the Fair may evaluate regulate, finance, and promote the'access, the seven public relations tools. Should the reveal where channe14. surveybeconducted, it would Many of the fears of both sovernmental fairgoers came from. andwhich toolsthey saw agerloies end' private groups that the public ort6heaid before coming. The publicrelations campaigns access channels would: (1) not be used, (2) Practitioner canbetter plan future be censored because of political reasons, and by analyzing, thesurvey data ansi by relating the data to campaign objectives,population, (3) be used only by radical groups have not density, distance and/or.drivingtime, types been borne lout,. The study found different of highways, and media coverago available: %problems and solutions in small communities and large cities and that theFederil'&:- munications Commission's policy of diverse experimentatiOn will produce information for future decisions on the federal,, staff, and local 'levels. 123 CHANGES IN SCIENCE WRITING SINCE 1965 AND THEIR RELATION TO SHIFTING PUBLIC ATTITUDES TOWARD SCIENCE Sharon M. Friedman,M.A.. 122 'The Pennsylvania State University, 1974 . . DEVELOPMENT IFT THE PUBLIC RELATIONS Adviser: John M. Harrison CAMPAIGN FOR THE 1975 MOUNTAIN STATE ART & CRAFT FAIR Te A nationwide survey of science writers Sharon Lynn Stricker Frazier,M.S.J. assessed' changes in.science writing and sci- West Virginia University, 1975 ence writers since 1965. It asked the way Adviserl EdWard C. Smith they wrote and whether science writing'was affecting public attitudes toward science. The thesis describes the public rela- Major changes found in science writing tions campaign for the West Virginia Mountain since 196Sincluded increased interpretative State Art 4 Craft Fair, and relates theigis- reporting,. the use of more reader-relevant tory of the Pair. information Within science articles and the Product of the arts andcrafts movements presentation ofscience in a more unfavorable of the 1930s and 1960s. the Fair was origi- light than in 1965. nated in 1963 to celebrate the West Virginia Changes in thetype of science writer centennial. 74

.. 80 o, showed younger writersthose aged 20-30--to riers to reaching goals; 3) solutioni to bar- have taken more science courses .and prepared riers; and 4) criteria for evaluating:solu- for science writingl'while still in college.' tions. These strategic consideratibris,were Most writers over 31 entered the profession' posited here to Operate together'as a uni- after working in general journalism. YoUhger dimensional, cumulative scale of,complexity science writers were more skeptical about .the (goals -least complex, criteria for.evaluating science establishment thanldid their alder solutionsnmost complex). The findings indi-

colleagues. 1 cate that the unidimensional,'cumulative Public attitudes toward science were , structure of information applied for infor- 0 considered-more negative than in 1965, with mation availability but not for information environmentalists, consumer activists and sharing:; popular scieqtist-critics cited as most anti- Thii reflects the factionalized state, of , science. Many science writers indicated the Asian American community. While stra- . - ft changes in their own ,attitudes toward ibience tegic information seems readily accessed,by and the way in which they write their arti-. community leaders, ihformation sharing see s Iles due to changed public attitudes. Nega- to be homogenously low,, so that an adequa e i- tive science articles were also thought to exploration of this concept could not be made reinforce negative public attitudes toward. here. science., Factionalization in the community was .A model of attitUdinal change toward 'seen to be most evident in the varying deg' science among the public andfscience writers grees of assimilation in the Community. ,It, is hypothesized, indicating' he existence of was conceptualized here in the context of an almost- closed communication network be- community stan3rds. Hence, relative assim- tween anti - science groups, scier.cerwriters ilation, in .e,ssttnae a z-score for individuals and officials of the governmental and scien- as they deviate from the mean.of assimilation tific establishments. lor,the community. It waa'hypothesizea that those closer COthe mean would be Uetter.at/ accessing and sharing information.' Findings cOnfirme4 this far informatio'n" availability but not foryinformation sharing (for the reasons discussed above). This finding runs

124 cbgnter to some truisms about the "middleman" or "marginartindividual who supposedly does.0owo . 'INFORMATION AVAILABILITY AND INFORMATION SHARING: not fit well, into either ethnic or Anglo zul- A STUDY OF STRATEGIC CONSIDERATIONS ture. What. we find herels:that middlemen MADE BY ASIAN AMERICAN COMMUNITY LEALERS are most ablto access4nformation about .strategic considerationdife '.. Rita Fujiki, M.A. the community. Uni'versity of Washington, 1975 Adviser: Brenda Dervin

This thesis explordi some ideas about types of information as they are available and shared in a factionalized community set-, ting. The distinction is made betWee'n two 125 kinds of*informatlon that are necessary for AN'EVALUATION OF PUBLIC RELATIONS the movement of the collectivity: 1) infor- AS PRACTICED BY SOUTHWESTERN BELL TELEPHONE bOMPANY cif mation availability, the extent to which in- .1 . t Eddye S. Gallagher, ford'ation can be accessed by the individuals. N.A. and2) information sharing, the extent to North 'texas State University, 1975 which an individual' can access the strategic Adviser:Tae Guk Kim preferencerldf other individual: in the 'community. A four part typology of information This study presents a detailed analysis about strategic considerations pertains .to of the public relations organization, objectives, and pilEtIces of Southwestern Bell both kinds of information: 1) goals; 2) bar- 75 . r

C Telephone Company, Dall.as, Texas. Informa-

tion sources lncluded:interviews with tele- I 1.27 phOne company public relations personnel, A DESCRIPTIVE CONTENT ANALYSIS company publications, and other publications. OSELECTED ISSUES OF TROE-CONFESSIONS, The five chapters deal with the history and MODERN ROMANCES, AND TRUE STORY, - MAY. 1972 THROUGH MAY, 1973

deyelolxnent of the company and its liaublic re- s AS )1 CRITERIA FOR'FREtLANCE WRITERS ' lations program, and the organization, func- 'Tommie Geveden, M.A. tions, and operations of the public relations Murray State:Wiversity, 1975

department. - Adviser: Robati:PC. McGaughey

With a lOngiand varied history of public - relations. activities, the company executes The imispoie of thisstudy was to present numerous activities for employees, customers, criterion for freelance wfiters in theOcon-

. eat:rational institutions, the community, fession-magazine field by'rneans of a descrip- stdacholddlli, and l'he media. The studyrec- tive content analysis.of selected issues of . ommends that the department establish a com- True Confessions, Modern, RoMances, and True mittee''to formulate long -range public rela- Story, from May, 1972 to May, /973: tions goals, ir.itiate a management oriepta- Areas.of analyAswere sentence lengths; tion program, and advertise in area high, 4tructural patterns of stbries,;guantitative school and college publications. descriptioe.of the narrator, amount of dialogue,freguency and length of paqagelicon- taining descriptions of sexual acts and nar-

' rator's reaction to the incident, stead types, and the broad subjedtasis of the nerrator'.s, story. Ninety-nile articles were examine among the fOhr selected issues from each publication. TM, average sentence length among all three publications was 13.82 words. It was 126- found that about'45.6 per cent of the stories followed'a :'five-step" structural format: HISTORY OF THE PLANO STAR - COURIER 1873-1973 "lead," "tie-in" with the basic story line in- Judy W. Garret, M.J. troduce&in the head, "flashback" to an North - Texas State University, 1975 er time, "tie -in" once more to the main plot, Adviser: Reg Westmoreland and "moral tag" containing what the narrator learned during the course Oftne story.' 4lith- This study traces the history of the in this average format, 1.1 per cent of the Plano Star-Courier% Information was obtained., story was the lead, 10.4.per cent was the from newspaper files, interviews, and direc- first tie-in,'24.1 per cent was' the flashback, tories. 60.3 percent was the Second tie-in, and 4.1 The thesis is divided into six chapters: per cent was the moral tag. The length of the Chapter -I introduces the study; Chapter II average article was about 6,218 words. chronicles the founalingof Plano and the Narrators Were female in about 82.9 per first newspaper publications; Chapter III cent of the stories' examined. The average concerns consolidatibn of the newspapers in female narrator was married, had two chil- Plano; Chapter IV traces the changes in own- dren, worked in a business office, was ership; Chapter V describes the newspaper un- twenty-seven years old, resided in a house der- family ownership and corporation owner- rather than an apartment, and was a high. ship; Chapter VI summarizes oe history, in- school graduate. The aver:* male narrator fluence, and future of the Star-Courier. had been married for seven years, had no This thesis combines the history of the children, was thirty-four years old, and Plano Star-Courier an, the previously unwrit- worked in a jobinvoP;ing either skilled la-

ten history of the town. For 100 years, the b* or managemept. , Star - Courier reflected the attitudes, values, Dialogue occupied 29 per cent of the av- and needs of people in the community. erage aiticle and was Most frequently,found 76

s Among plot segments in the initial tie'in. Description!, of sexual acts were found in. 129 .about ongr half of the confessions stories; THE USES OF COMMON CARRIER REGULATION male'parratoss tended to be more positive IN DATA COMMUNICATIONS toward sexual experiences and to relate pro- Douglas Daniel GoldschMidt,',MI,A. portionately more sexual incidents than did, University of Pennsylvania, 1974 females. C1 the seven lead types listed by Advisor: William H. Melody( George L., Bird in Modern Article Writing, em- "narrative" was used in about SO per cent of This thesis presents the Federaal-Communi- the articlet. citions CoMmission's_gleciiion in 1971 to al- About 21 per cant of the confessie; low competition7in data ana specialized com- rit4 hinged on some "communication" pr."-Ilem mon calriage as a case studefon the effects Other "character flaws" in order of the.... or the F.C.C.'s use of its regulatory powers frequency of use concerned "involvement,"- over common carriers, the ability of ,A.T.sT. "OreoCcupation with appearances," "protec- to affect the implementation of the F.C.C.'s tiveness," *faith," "lust," "selfishness," decision, and the effects of A.T.sT.'S ac- "materidlism,' Niespohsibility," *preoccupa- tionson181 development of competitien in tion with the past," "character judgment," data andipecialized carriage.

"submissiveness," And "jealousy." ' The market structure.in interstate telecommunications as well as the effects of F.C.C. 'regulation on that structure are discussed in order to indicate the major sources of A.T.iT.'s pOwer--its control over fictor 12$ inputs through its control of Western Elec- tric and the Bell Labs, its horizontal Mo- A BIBLIOGRAPHIC REVIEW OF . ' RESEARCH IN THE FIELD nopolization of interstate communication, and TECHNICAL MANUAL USABILITY its control of 83% of the overall. telephone Jay Jerrold Goldberg, M.A: businesa in the United States. The agenda of California State University, ' Fullerton, 1975 the F.C.C. and the development and conduct of Adviser:Martin Mein the data and specialized carriers-''businesses are seen to be strongly affected by A.T.sT.4s' This thesis is a review of experimental actions directed at preserving ite'monopoly studies and surveys in various fields that over interstate communications. relete to, and can be applied to, the use- Bell's argument* against competition on , the basis.of losses of economies of scale or bility of technical manuals. After an in's- losses of beneficial cross-subsidies to rail- tial discussion at the cunent state of ex- ,perimental research in the field of technical dential, users, attempts to forestall interconnection of the specialized common carriers manual usability. this paper presents the to the Bell networks, proposed costing meth- 'findings of,some surveys of weirs and their' opinions of the strengths and weaknesses of odplogies, proposede competitive rate struc- technical manuals. the study provides a re- turee, and new services, are each analyzed in view of'research that lends itself to recti- terms of their rationale, their effect on .- tying some of the weaknesses. the-development of competition, and their re-' The research reported is in the fields littler; to Bell's larger resPonsibilitiesto of readability, typography, illustrattons, provide monopoly telephone service. and'printing. From the findings of these Finally, the F.C.C.'s role in common studies, conclusions are drawn on how techni- carrier regulation in the face of new compe- cal manuals might be.desiened to be more use- tition is criticized fOP its failure to ade- ful. Areas that require further research are quately plan or anticipate the market struc- cited. o ture, which would arisein a market with weak The thesis includes an index and in ex-. new competitors and A.T.4T.,'and in its tenstve (129-entry) bibliography covering failure to consider the effect of the exist both Cited wcrks lind additional reference, ma-' ing market structure in telecommunications terial. on its decision which could radically-change 77

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..- -4 that market structure. It is concluded that that the way th use Laboratory Animal Sci- rticles of interest to'them the development of a competitive market ence is to read . structure ia telecommunications, and the full and then save the book forfutUre reference.

reaping of the benefits of modern communica- . . Respons s to the survey 'suggested that A. tions technology; will only come through"` ..t.k there are wa s Medlfal publications can be market planning, including anticipation of restructured to facilitate reading and under- \ 'externalities, and structural analysis of ,standing. R aders,cquested,for example, markets and inenstoies, by the F.Cfc. the implementation o;key Words at the bpgin- ning of arties; the\moving of certain sections-to dif erent pla' es in the journal; the instituting f a.cdmul tive index; beginning a news and s ort'note section. These recom7 .k30. mendaiions i dicated tha'readers of medical READER USAGE AND CONTENT publications, restricted, s they are timer - .EVALUATION OF A ECJENTIFIC l,..wise, need aprofessional journal that is not LABORATORY ANIMAL SCItNCE JOURNAL, only 'inform 'tive and up-to\-date, but easy to Barb4a Glenk good, M.A. "get around in"as well. 1 . Oh4,University, 1975. Byron Scott .

The purpose of thisstudy was twofold: (1) to xamine the readership'of one scien- pl' tific ublication, in an attempt to learn , more bout its particular audience; and (2)' A METHOD OFINVESTIGAT NG THE OCIAL MEANING OF ODOIN A to gain some insight into the relationship TIME CONTRAST. SITUATION between the professional person:and his pro- Karen Miller Goodman, I\.A., fessional publication, particularly as that University of Pennsylvania, 1974 relationship pertains to the medical journal. Adviser: iRay L. Birdwhistell The alpience of Laboratory Animal Sci-

ence was questioned regarding use of and The study explored amethod\\of ascertain- opini /ns toward the journal. Areas examined 4ng theisocial meaning of odor in two differ- were:, (1) attitudes toward content and edi- ent time periods; the earlier per'od spanned torial policy;(2) the Manner in which the the years 1890 through 1910, and he latter journal is -used; and (3) the nature o£ the period hovered the late 1960's an the early audiince piesently receiving the journal. 1970's.1 Odor-related advertiseme is and in- The research tool was a questionnaire formant representative of each tit e period mailed to a random sample of subscribers to were selected. Context analysis tchniques Laboratory Animal Vence. It dons sted of were adapted to determine whether onceptions us . multiPlechoice, r4ings, dichot 34 about odor in magazine advertisemets: (1) open-end questions. correspond, for each time period, ith re- Responses to the questiorinai e deflected' ported social practices taken frominterviews, current trends in medical publicatidns. and () change across time in relatlionship to 'here were, for example, a number of requests, changes in informants' reports. for this particular journal to publish mater- :Conceptions about odor among ehrlier ad- ial in a more unspecialized, concise and less vertlisements, later advertisementi,earlier 'time-consuming manner, underlining the need interviews, and laity interviews wee highly of tp rwlical person to learn the latest ad- consistent. An association of odorwith so- vancements and gain additional knowledge in a cial class and position was suggest,d wy the direct, easily accessible form.' Also empha- data. Higher social class membership was as- sized was a desire for more articles of. a sociated with social desirability and.prefer- praCtical, immediately aliplidable nature. red social Odors. Similarly, slowersocial Results showed that one important role ,class membership was related to lowe social the medical journal days is.that of refer- desirability and unacceptable socialodors. &Ice book. A majority of respondents stated Surprisingly, only one major difference 78 across time wasuobserved. In later adver- magazine circulated free to pproximately tiiement and'intervieW Samples, it was sug- 35,000 employees in the home furnishings in- gested theit higher clue people made them- dustry. The Problem with Which this investi- elves fragrant for the purpose of romantic gation is concerned is that'of determining involvement with Members of the opposite sex. whether three demographic characteristics, In the earlier advertisements and interviews, 'including type of busineis, position,end ex- fragrances were, seemingly, utilized more perien6e, affect frequency,-of readership cr frequently to signal one's social position to influence of'the magazine: members of the opposite,sex and, unexpectedly Questionnaires were mailed in the spring found, to members of the same sex. of 1975 to arandom sample of 1,000 recipi- The'findings of this study allow the ents-of Market Place. conClusion'S.that: (1) odor has a definite Analysis of the .data showed the groups

meaning in social contexts, and (2) this , hypdthesized to read most -frequently and to meaning is relatively'stable across time. be-moat influenced by Market Place did not However, because of the - exploratory nature of read and were not influenced most frequently. this study, the-resulting data Must be viewed The major conclusion,of this study ii as indicative rather than conclusive of that the recipients of Market Place have a trends present in society during the two time high frequency of readership of the magazine. periods selected for study.

134 132 THE ROLE OF CCTV IN THE CORRELATED ASPECTS OF gAREER MOTIVATION LIFE OF TH4 CORPORATE COMMUNITY IN AIR FORCE INTERNAL PUBLICATIONS Eleanor Gibson Bale, M.A. PETERANT05-GOUBERT, M.A. University of Pennsylvania, 1974 University of Texis, 1975 Adviser: William H. Melody Adviser ":_Erne'st A. Sharpe-

. The study examinee the use of television This study seeks to explore a possible in its utiiitirian applications by industry, correlation between commitment to a long term referred-to as closed circuit televisionor military careervand favorable attitudes CCTV. First, CCTV is placed:within,its his- toward Air Force internal publications., The torical perspective, dating back to the twen- experiment compares readership attitudes of a ties; then the current uses of CCTV in all . career oriented group to those held by a ran- its many and varied forms are detailed: the. domly selected Air Fqrce group, containing a trends for the future, and the role of plan- mixture of'careerists and ncn-careerists. . ning in the path of future growth are also The overall results show that careerists hold described. " significantly more favorable attitudie-tOward -_-_--- The main thrust of the study focuseeon the,tested periodicals than dp non-career- the use of CCTV in its specific application ists, as measured,by the Mann-Whitney U test. as a medium for employeetcommunications as a Specifically, careerists rate the evaluative' truly modern manifestation of the Human Rela- dimensions ofcredibil4ty, familiarity, depth tions school of Management, and also asia new' of readerihipand informativeness(signifi- application of a new communications technop-,, tlyvtigherover all tested pedicafs. gy. The intersection of these.two roles with

within one-CCTV function, makes it an ideal ,

133 focus for the study of the role of planning 01.9

in developing humanistic capabilities and for , AN,ANALYSIS OF THE FREQUENCY OF READERSLIt AND INFLUENCE OF A HOME exploiting the fulr technological advantages FM-WRINGS TRADE MAGAZINE of a medium. By means of a survey, loosely Virriet H. Greaney, M.A. based on a systems approach, representatives North MVO State University, 1975 froni corporations allover the country. were Advisers Tae Guk Nitm queried about the criteria theyTied fur im- plementing the video technologyforemployee Market Place is a home furnishings trade communications. The results of the survey 79

-85 t indicate that during this formative period of PrOfessional association membership is the use of CCTV for employee communications, operatioealized using membership in the Pub- the planning process is a haphazard one and lic Relations SCOlety of America, the largest . full of glaring deficiencies; it is charac- ,association of PR practitioners in the United terized by lack of shared knowledge among States.. The study compA'es the survey re- .,users'industry-wide,end lack of .guidelines sponses of 161 PRSA members to those of 65. .set down-by individual companies, for exam- non-members in order to consider five broad ple, no established set of.credentials for subjects which were selected for investigar

praCtitioners, no overall objectives for the tion. - use of the medium, ignorance of any pertinent No statistically Signifpant differences media research, ind no adequate feehaek are found between the 'member and non-member mechanisms. -In spite of all of these glaring groups regarding either their professional deficiencies, the users of CCTV are buoyed values and norms, or their concern fOr con- by a blind belief in-'the efficient character- formity to professional norms. However, sta- istics of the medium and its impact, and-plan tistically significant differences are found ' to expand its use.The study calls for in- in the dimensionality of practitioners judg- creased systematization in the use of the ments, theirself-criticisMs of their,per7 medium, and more rigorous evaluation of its formance, and their perceptions of PR as a r. strengths and. weaknesses by those who use it. profession. Specifically, this study finds that PRSA members are more highly evaluative ih their judgments, more critical of their . performance, and consider PR considerably lesi professional than do nen-members. 135 The study co4Fludes'that while Statisti- PROFESSIONAL ASSOCIATION MEMBERSHIP, % tally significant differences are found be- PROFESSIONAL SOCIALIZATION AND tween members and non-members, the results do THE PROFESSIONAL ORIENTATION OF THE PUBLIC RELATIONS PRACTITIONER not necessarily support the socialization hy- Kirk Edward Hallahan, M.A. pothesis. It suggests that because no dif- University of Wisconsin - Madison, 1974 ferences are four# in practitioners' values Advisers: Jack M. McLeod and norms, professionals association member- Scott M. Ceatlip shipinstead may be a form of self-selection, in ahich,prXitioners who are highly evalua- Thii study explores the professional tive and critical, or who view PR as unpro- orientation of the public relations practi- fessional, seek out professional association' tioner in the context of Profesaidnal associ- membership. ation membership in an effort to measure the In addition to considering the-role of 4. professional development of contemporary pub- theprofessional association in professional V lic relations and to analyze the possible socialization,%his study also sought to pro-., role'of the,prolessional association in the vide empirical evidence related to the pro- process of professional socialization, one of fessional development of public relations. three broad sub-processes which this study It concludes that there remains a wide dive's-

suggests comprises the process known as pro- ..., genceol"professional values and norms in the fessionalization. field and that the practice lacks a'strong The study presents professionalizatice professional orientation. Much remains to be' paradigm, defining a pr .ersion as an occupa- done before public relations can consider it- , tion that exhibits high degree of pro/es-- self. in the full meaning of the term, a pro- sional socialization, profesnional'organiza- fession. 'ao. tion, and professional recognition.' As one, -dimension Of professional organization, 'It Hypothesizes th"at the professional association servos as an agent of professional socialization and thus contributes to a more professional orientation among member-practitioners. 80

i3 6 136. 6 137 SHEPPARD V. MAXWELL: MODELLING THE NEWSPAPtR FIRM: A STUDY OF IMPACT A COMPUTER SIMULATION. W. Scott Handley, M.A. Joseph McGarvey Harper,, M.A. University of Wisconsin, 1975 Upiversity of Texas, 1975 Advisers William A. HaChten Adviser; A. Richard Elam, Jr.

Dr. Samuel.H. Sheppard was convicted in This thesis develops a mathematical 1954 of second degree murder in connection model of the niWtpaper financial system. The- with the death of his wife.Massive and model is designed to predict newspaper income Sometimel prejudicial publicity began almost, statements given selected variables. Data immediately with the discovery of the. murder from the newspaper industry were used in for- ,and did not abate until after his conviction. mulating the equations in the model. The

.In.1966, in a major deciiion dealing model was tested on data from six newspaper - with the relationship between free pre and^ operations under four sets of conditions. A fair trial, the Supreme Court of the United computer program toesimulate the newspaper" Sates - granted his petition for a writ of financial System-generated the income state- abeas corpus. The Court ruled that his ments. trial had been unfair because of prejudicial The model offers an approach to gaming publicity which had saturated the Cleveland and problem-solving by newspaper managers. area and because of the trial judge's failure The thesis also reviews e limited.4ork done to control disruptive influenced in the court with computer models in e newspaper indus-

room., try. ' In Sheppard, the Court foe the first time set down guidelines on how to avoid such problems:Sheppard was re-tried and acquit- 1,38 ' tid in a prochedingmarred by none of the theatrics of the first trial. THREE TEACHERS This study traces the events bf the case, Nancy Kellogg, Harper, M.S. /starting with the murder and then moving University.of Kansas, 1974 chionplogically to Sheppard's aolaittal: It Advisers Del Brinkman then examines examples of thecases in which 'subsequent decisions hhve cited the Sheppard Formal education has become commonplace opinion. Allsuch caaos were researched, as in journalism, Yet little is, known of one listed in Sheppard's United States Citations. intangibleanpeCt of that education--the ef-

From mid-1966 up through mid-1974, this fects of great teachers upon their students. , constituted 521 cases and 536 opinions.Ap- This thesis examines the teaching proximately 70 percent of these canes were styles of three such teachers at the William disposed of.unfavorably to the party which Allen White School. f'Journalism. Using - brought the action. Bringers of actions have first-person observation, the.outhor drawn a' had to do muoh more than merely cite Sheppard picture of throe award-winning teachers in an. in order to gain their objectives. .attempt to 'record their talents an well as,to Major conclusions of this ctudy are that provide examples for Others. the Sheppard guidelines for controlling prob- The observation techniques used in femszof prejudice and publicity Are perform- writing each chapter differ, just as the ing well and that their performance hen been teachers and their cOurnee differs -- an imposingan with an exact satisfactory to the U.S. Supreme Court.This knowledge of the English language, teaches 'itudy also concluded that there is littleor no chance of their being amended. editing by constant give-and-take With each student.

, ilother, a scholar of great breadth, saturates his students' minds: with information to help them learn and love the history 'he teaches. -- The third, a teacher of incisive, 140_ perceptive mind, mixes styles into an eclec- COMMUNICATION AS A' MEDIATING, VARIABLE tic yet cdmprehensive whole and adapts to IN HUMOR , changes in material and the needs of the Patricia Dempsey, Harris, M.A. students in his magazine courses: University of Washington, 1975,' The major point of the thesis is that Adviser: Richard F. Carter , teaching is a'talent worthy of recording. This study focuses on how an individual 139 identifies a message as humorous. Previous A STUDY OF CONSULTING FIRMS studies have tended to foe:), on variables AND TELEVISION NEWSROOMS which relate to the amount of humor a Message Candice Cecelia Harr, M.S. produces. Few studies have considered the Iowa State University, 1974 conditions that determine whether or not a _Adviser: Jack Shelley message is received as humorous. In-this study,,it was prbposed that the This Study investigated areas which had following two conditions must be present in =- -been the subject .of critical comments by some order for an individual to dentify, a mes- television newsmen andothers regarding:prac- 4$ sags asAtiMorous: (,1) Tst the individual ticee of televiniOn news consulting get more than one implic tionfrom the mes7 In_generalo this produced a study which sage, and (2) that there be a-discrepancy be- souilit to iind out what kind:: of,recommeSda- tween the two implications. tiOns news consultants were making to their In order to test this proposal, subjects TV station clients, and how station tanagers were presented with cartoons having ambiguous and news difectors, respecti;m1y, of these captions. For each caption, one of the two -stations evaluated the consultants' recommen- interpretations were usually more probable. dations: Specifically;. the study sought to The range of,probabilities between the two confirm what thesonsultantis were recommend- interpretations of each,caption varied among ink, whether these recommendations might be the captions. Half of.the cartoons used in seen se-emphasizing "showmanshio" in televi: the survey had drawings representing the siornews, whether news_directors perceived captions' expected interpretations and half these recommendations as Intruding into the had drawings representing the captions' un- editorial decision-making prerogatives of expected interpretations. news personnel, and whether news directors It was proposed that an individual must would tend to be more critical of the consul- see both interpretations of each caption in tants' recommendations than are station man-, order to identify its sourc of humor,, It 4 agers. was further proposed that an individual Questionnaires were mailed to news di- would not see the less probable interpreta- rectors and station managers of a net valid tion without additional information, i. e. sample of 112-stations believed to have used pairing the caption with as drawing of its news consulting firms. Fifty-eight or 36 per unexpected interpretation. cent of the questionnaires were returned. The results showed that the subjects From the analysis of the responses from wore more likely to identify the intended the returned questionnaires tke,study con- source of humor-when the following conditions eluded that: consultants tended to Make the were present: (1) 24.caption was paired same or olnilar recommendations to many of with drawings of its unexpected interpreta- their clients; consultant recoAmendations tion, and (2) the discrepancy between the two tended to emphasize the 'showmanship" aspect interpretations was greatest. Moreover, when of television news: news directors tended to these conditions were present, the greatest be more critical of consultant recommenda- number of subjects defined the cartoons as tions than did station managers; and newt: di-. humorous and gave the cartoons the highest rectors did not tend to consider the consul- humor ratings. . 'tent recommendations as an intrusion into the editorial decision- making prerogatives of news personnel. si

tad

r 141 nifiCant,number of them broke the four deci- tel maJc,inura%in program to commercial trassi-: TELEVISION'S LCUD.COMMERCIALS tions set doWn'by the FCC. Carol Haskiri, M.A. mc The Vast,majority of the commercials at University of Missouri, 1975 fault were- ational"--those produced nation- . Adviser: Ralph Lowenstein ally but broadcast locally, as Opposed to 9 those,broaddei*directly ,by-the:networks or Sinai the dawn of the era,of pre- those produted4aid.broadcast48Oally.The recordednessages, the volume levels of tele- hypothesisas thatIhese'particular comer- vision hae.been a source pf ir- ciali.haye a high.prOpensity toward excessive ritation and even discomfOrt for millions of volume because they are not being properly American viewers. pre-icreened by local br\oadcasters and be- In 1965, following years of consumer tcausethose on.theproduCt4on end ofcommer- complaints and industry studies, the Federal cials are not concerning themselves with vol- Communications Commission-issued a policy ume control. statement on the issue.' .- Interviews" with those inv lv\ ed with Inthe 'statement, the FCC acknowledged broadcasting and advertising production sup- that broadcasters were-dealing with two sep- ported the hypothesis None of thi\six sta- arate though somewhat related problems--vol- tions,Oontacted regularly pre - screened com- 'lime and loudness. Volume can beelectroni- merciale, For loudness (although at somestay"' cally measured and controlled technologically '\.4 ' tions,rommercials were pre - screened for Vio- with little trouble because it is a qiantita- \. lations of Federal Trade Commiseion,regulas-, tiVe measurement of sound preisure. Loud7 tions). '' \ ness, however, is a subjectiVe evaluation'and Not only did advertising producers not not so.easily measured,and.controlled. 'cooperate with volume .control guidelines/ NeVertHeless, the FCC did set forth cer- they often used, 4Olume,pitch and tone to tain guidelines toward volume control. At . give the effect of loudness for an attention- the same-time it asked broadcasters to keep getter. - in mind that volume 'level control did not . While-the case against broadcastersand necessarily control loudness. As one teat advertisers in the loud commercial issue is for subjective loudness', the FCC asked that not herd and fast, this limited study aends commercials be pre - screened before broadcast. some support to viewers',compreints.and After examining the background of this points out a need for formal, extended, regu- issue, the purpose of the thesis was to de- larized studies to ensure that viewers are termine how, aster 10 years, broadcasters are not being victimized by a commercial decibel conforming to/FCC specifications barrage. The study also had both quantitative and Subject aspects. First, the noise levels of commercials and program material for one week of programming on each network were m1 asured 142 by mean$ of a sound level meter and compared. LOCAL GOVERNMENT ACCESS TELEVISION VIA Second; industry spokesmen from the National CATV: WHY, WHERE TO, AND HOW Assoc iation of Broadcasters, the yhree Duke A. Hayduk, M.S. . networks, loc'al stations in Detrp , Michigan, an Jose State University, 1975 and Columbia, Missouri, and advertising agen- Adviser: W. diehard Whitaker cies were interviewed about their agencies'. efforts to control commercial loudness. The thesis represents an attempt to de- The overall results of the quantitative termine the possible utility of Sal Jose study indicated that while the volume of com- 1CAlifornia) City Government access to cable mercials is on thC average more intense than television (CATV), via a "local government ac- that of regular programming, it is onlz by a case charmer as required in the Federal Com- fraction of a decibel. ..Some commercials munications CommitiOion's (FCC) 1972 Cable could be faulted on an individual basi'S, how- Television Report.and Order. ever, becaueemeasurTents showed that a sig- CATV legislative history is 0. ' 03

8 9 reviewed. Emphasis is given to tracing the and interpret data on the founding and early evolution of federal jurisdiction over CATV. develOpment of this magazine, which, corning The stpte and local government regulatory at the end of the conformilt 1950s, perceived picture is reviewed. A survey of known uses and illuminated the early evolution in-South-

of CATV by local governments is presented. ern California of the conflict between the 1 The body of thethe?sis is concerned with conservative establishment and the emerging' results of a.questionnaire administered to counterculture. All San Jose City GovernMent.departments. L.AI was founded with a few thousand Purpose of the questionnaire was to obtain dollars in pooled capital by four young information relative to possible futuie uses friends, who edited it at home and found d CATV byandividual city departments. .A- short cuts to have it printed at the lowest mong results obtWined were the following: of possible cost. It achieved a strong local the total twenty-six departments or interde- impact and earned recognition during its partmental units responding, seventeen (65 fourteen -issue publication hislory for ,a lib percent) felt that the indiVidual department's eral, humanist interpretation of evehts. public information/service responsibilities Still the magazine no more than broke could be at least partially implemented even financially, so after the issue of De- -through the use of CATV: twenty of twenty-six cember 1960-January 1961 thesuhscriptidni respondents (77 percent) stated that depart- 14st was sold to Harper's.and the rest of mental personnel would or could be made a- the eriterpriseto the Southern California vailable for varying periods of time for pro- Promp.ler,, which became Los Angeles Magazine' duction of programming for delivery via CATV. in 1961. Other questions requested information or cur- This study found that L.A. Magazine'i rent departmental levels of public inform- contribution, with-its Variety of fiction_ tion/service delivery, associated costs, and and nonfiction, poetry and criticism, pho= current areas of Insufficiency in departmen7 tography and drawings, was to bridge the gap tal public information/service responsibili- e 'betwee'n traditional, establiShment publi- ties. cations and the modern City magazines and In conclusion, an attempt is made to alternative press which were to flourish, in temper the 'ideal" with the "real" in specu- the 1960s. lating on the probable Actual use to be made. .The study concludes with an appendix of CATV by San Jose City Government person- fisting all masthead entries and changes, nel. Following, specific recommendations plus an annotated table of the contents of concerning a possible course of Action re- each issue, for the entire run of L.A. Maga- 4arding development of lObal government.ac- zine. cess telecommunications via am. in San Jose are set forth.

144

HAVE MAGAZINES FOR THE EARLY 143 ADOLESCENTS ChANGED AS A RESULT OF TELEVISION? .,FOUNDING AND.EARLY DEVELOPMENT OF L.A. MAGAZINE 1958-60 Donnetta Heitschmidt, M.A.J.C. Lincoln Murray Haynes, M.A. University of Florida, 1974. California State University, Adviser: John V. Webb Northridge, 1975 Adviser: Tom Reilly A content analysis of selected magazines Jor children aged ten to fourteen is recorded L.A. was one of the first of the modern fort the years 1952 and 197-3 to compare sub- city magazines when it began publicatqp6 in ject matter and to discover television's ef- October 1958, thoughfollowin§ a tradition fects on these periodicals.To substantiate datirig to the -turn of the centur9 locally findings in addition tO providing information / d and nationally. The objects of this Study,. when resources were unavailable a survey of were to collect, sort, set forth, analyze, the editors is also included. 84

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It is noted that specialization hasoc- eralist Papers, and some fagts about the curred in early adolescent magazines, by age jhree authors - Alexander Hamilton, John Jay 4 and content in educational Magazines and by and James Madison. age only in commercial periodicals with the The analysis of the total 85 'papers sup- exception of a, single issue which may concen- ts,the hypothesis. The authors of this trate on 'particular subject area. Refer- assic of politicaUstructure used both the ences to books, on the whole, are cited more tecl.gues of-modern advertising and com-i-

often thin any other medium,-while teltviiion munication theory. . is referred to more oitehin the 1973 issues The conclusion is that while both the thlan in the 1952 publications. Fresently the Constitution of the United States and the ad- majority of advertising, if any is accepted, vertising, industry are among. those facets or, appeals to the readers; pribr tNthii time, our society receiving much criticism in 1974, Child Life included advertisements whi/h were the Constitution is still thl basic framework' directed toward the parent. of our poiitical'and economic structure. iinc". Televiqcin has had varied effec, on to someAegree'owes its existence to another I early adOleacent magazines. For soili publi- historical treatisei the Federalist Papers, cations editots said television hag created that-very closely resegble an advertising an impetus for use of colol'and pictorial in- campaign. clusions, while other publications editors concluded that changes were a result, of evolving social norms'and competitionmithin the magazi ndustry. Eaily adolescent magazines referred to in this study are Current Events, J%inior Scholastic, National Geographic School Emile= tin,,Riad Magazine, Ameritan Red Cross Youth News, chila tile, and Children's Digest. 146. FIRST AMEVDMENT ATTITUDES AND KNOWLEDGE: A SURVEY OF TEXAS'HIGH SCHOOLWRINCIPALS, NEWSPAPER ADVISERS ANg STUDENT 2Q/TORS 141 Jdyce SydellHerring, M.A. University of Texas,,1974 THE SELLING OF THE CONSTITUTION; THE FEDERALIST PAPERS VIEWED AS AN Adviser: Norris G. Davis ADVERTISINGCAMPAIGN 1 John Grant Heller, M.A.J.C. Included in the study is a summary of University of Florida, 1974 . the status of First Amendment protection'for Advisor: Leonard J. Hooper' high school''journalists through 1972 and a' survey of Texas high school principals, news- This studi is a qualitative content paper advisers and student editors.Attitude analysisof the Federalist Papers. There are and knowledge statements were responded to on ten categories, five from modern advertising a five-point_pcale and statistical analysis executives who have achieved distinction as vhOws correlations or dependenCe between dif- copy writers dnd five IfoLthe field of coml, ferent gr9upt(pand school sizes.;Signified:1v muniaation theory. The Federalist Papers is also deterZined between certain attitudes . were printed in New York City newspapers__ And knowledge statements. Result:tit:how the 4. witn6ut charge and cannot be considered an variation of each chool position and school overt advertising campaign. However, it is size with the principal° being the most lib- hypothesized that thole are enough-similari- eral in their"attituaes and the most knowl- ties /tio consider the Federalist Papers as edgeable concerning the law. very much,like an advertising campaign "se 'ling" theproposed ,ecnstitution. The initial three chapteis give.an historical background orconptilutionalismiin the United States, the rodeo:It/for the Fed- st

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147 envirAmenthl dommunication'as developed by THE CAME ROONIAN -14*WS MEDIA its practitioners:Obvious similarities in f Helene C. Bourdon Higbee, M.A. definition and practices lead to the conclu- University of Montana, 1975 sion.that park interpretation and environmen- Adviser: Warren J. Brier tal communication are one. in the same. They in turn are quite similar tothe journalism This study describes and examines the professitni's interpretiyereporting. In CameroonianBews media in 1974, a landmark faCt, park, interpretation and interpretive year in the emerging nation of Cameroon and reporting practices and Policies began inde- in the development of the country's journal- , pendently at about the same.tipe, shortly af- ism. ,h ter WA, I. This is thefirit'extensive study of the Park interpretation is placed in its own Cameroonian media. The research Comprised environment using a model, "7 of F,ark In- interviews with 20 jouinaliste,who worked for terpretation-. It graphically shows park in- the independent newspapers or the government terpretationin its relationship to the park media and a study of the-Six Cameroonian news- management; park resource base, and p'ark vie- papers from Apri1,1974 to December 1974 and .itorth the national radio-network in April and May Third, since park, interpretation is a 1974. communication process, it.is explored along . The nation'2 press coin ises two nation- the lines of_a simple communication model: al newspapers controlle y the government solarce, inessage, channel, and rev.iver. Each sand four independent ne spapers, each appealr aspect is discussedinrelation to its rele- ing to a different publi .Because Cameroon's vance for the practiciA park interRreter who official languages are Fr ch and English, must design effective interpretive communica- ' the media exhibit many'cntkpeteristics of tions. Pros and cons of several avail!ble British and French newspapers. interpretive media are outlined as well as The media db not hake a profit.. More- , some guidelines for selecting the appropriate over, the journalists''.job is complicatedby medium. the fact Cameroon is a new nation thdtis de- Fourth, one medium of interpretation, yeloping economically and'politically. interpretive writing, is-,discussed in detail.' The national media are trying to accel- This discussion culminates in a step-by-step erate the development of Cameroon. The edi- process for'preparing written interpretation, ti tors of the independent newapaper believe essential for effectively using any other me- the public deserves complete information and dium of park interpretation. news in which they are interested. 'Even though park interpretation has been In 1974 the media...reached about one- essentially i communication activity since sixth of the population, a percentage that its inceotion-more than a half century ago, should /increase rapidly as more Cameroonians this studY'id among ene first to examine it beqome educated and earn regular incomes.

from this perspective. , A text for an interpretive booklet was prepared as the aecOnd part .of the thesis tO 148 demonstrate the author's research and writing <," PARK INTERPRETATION AS AN ENVIRONMENTAL abilities and, furthermore, to show that the COMMUNiCATION PROCESS WITH A SAMPLE writing procedure outlined previously does INTERPRETIVE BOOKLET TEXT ON THE MARITIME DISASTER HISTORY OF SISKIWIT function. The booklet text is.preceded by an . BAY, ISLEI RtmiLE, LAKE SUPERIOR explanation of how each of the writing steps Thomas Robert Holden, M.S. was applied. tO this particullr prOject. University of Wisconsin' 19/4* The booklet topic was selected to be Advisers John I'ett functidnal beyond academic requireMents, that is, to be'useful to the park area which the Thin study deals wi4:park interpreta- booklet is about. Less than one-fifth of the tion in four ways.' First,it\eSploree vari- overall marine chsualty repearct, conducted is ous definitions of part intorpretation and represented 'in the booklet.- The overall ma- a 88

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rine casualty study is based on 90 percent The variables found phave a signifi-, * original local history research in relatively cant negative effect on penetrationArere the new territory, though a few modest studies eumber of broadcast TV stations receivable,in had been conducted earlier.' the community, particularly the number of TO416mmarize, park interpretation is eve. -primary networkchannels; the effective vironmintial communication and at least,simi- MonthlypriceCtHe leve of plant penetration; lar to interpretive reporting. Purportedly * and the market penetraion of4e0a system. . interpretive publications are abundant. How- ,The only variables found to havea poeitive ?ever, isffective interpretive publications are effect were system age, and median household Inversely proportional to;their variety. income, although the latter wax not statie- This can be rectified in part by deffianding ticilly significant. that park interpreters be communicators imp first, and resource managers and specialists 4. Using current average value? for the explanatory variables, the study estimated ul- in human and natural history second. This is f. timate penetration levels in a large urban directly opposite to-phe apparent qualifica- market betwrin 23 and 29 percent, levelstog ' tier priorities by which park interpreters low to support the kinds of,innovative pro- are currently selected and part of the reason gramming and social' services which many ex- why interpretive publications and park inter- peck CATV to provide. The estimated price pretation in general have yet to approach :elasticity was unitary, suggesting that in- . their potential effectiveness. creases in cost cannot be fully passed through to consumers in the'form of higher prices*ithout causing approximately offset- ting reductions in penetration.

4. . 149 AN ANALYSIS OZ THE DEMAND FOR CABLE TELEVISION 'Terrence R. Huitedt, M.A. 150 UniveAity of Penncylvania, 1974. PERFORMANCE AND PROFESSIONALISM AMONG Advil:en William H. Melody WISCONSIN TELEVISION JOURNALISTS Karl A. Iddvoog, M.A. I The study measured consumer demand for University of Wisconsin-Madison, 1975 cable television by Meansrof a Multiple re- Adviser: James Hoyt gression analysis of aggregate market data. The dependent variable was CATV subieeiber As criticism of the news media has in- penetration, the ratio of homes subscribing cieased, professional ittindards have become to cable TV to the number of homes passed by more important to tho journalists themselves the cable.. Ttm'explanatory variables includ- and to their critics. But,professionalism ed the number of primary network, stations re- alone may be meaningless if professionals are ceivable over the air in the cable market; simply pious egotiAds who. philosophize about the number of duplicate network stations re- moral and ethical, codes while still/being in- ceivabie; the number Of independent stations ept journalists. Their bn-the-job'perform- receivable, the number of norl;commercial sta- Ante is crucial. tfohs receivable; the effective monthly price; This field survey studied broadcast jour- the median household income in' the market; nalists at every Wisconsin commercial tele- the age of the system; and the penetratioll'of vision station, focusing on professionalism, the systZm:s plant .into the market area. performance, and job 'dissatisfaction. All veriablgs we;c exprewl as loga- ,,The study found professionalism and Or: tithMs, implying teat equal percentage changes formance to he related. The high professioh- in the indetiondent variables (rather than als do the best jgb. equal ablolute changes) produce equal effects o studystudy also examined fob disSa isfac- on the dependent variable. The analysis was tion to find out what journalists think based on a sample of 0 oable,TV systems. their jobs and to determine the /tlationsh 'the R? statistic for the regresaion.waa .44, of job dissatisfaction to prOfessionalism 07 .

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4, performance. More thad half of the reporters an the attitude scaler but replaced the panel in the.sample-Were highly dissatisfied frith judgeiWith'a single judge, who rated se- their jobs. There was little relation be- leCted editorials which appeared during the tween job' dissatisfaction andithe other two years 1942-1945 on a five point scale. main variables, Professionalism and perform- ./t was discovered"that the Register re- ance., tained a heetrib-to-favorabre attitlude Basic bilckground on Wiscoasin:television tiiroughoet the yearis-studied, andwas (ten as . journalists such as age, years of teleilisiOn an indication that the Register was top far . experience, education, and salary isalso in- reMpvea'frOk the West Coadt and its "Japanese cluded in the study.Wisconsin broadcabt prelbleT," both in terms Ordistance and journalists are young and inexperienced. physical contact with the. Japanese American Their ayerageage"is twenty-eight; most have population. only four years of television experience. The Times' editorial attitude' was found to be considerably within the unfavorable 'zone of tbe attitude scale.

- On the whole, the Register, was seento display a More belance4 understanding of 151 the Japanese and their proble9s than cdd the A COMPARISON OF THE DES MOINES REGISTER'S AND THE LOS ANGELES TIRES' Times,'and for'a number of reasons, including EDITORIAL ATTITUDE TOWARD the Register's distance from the West Coast JAFAMESE AMERICANS: 1942-1945 andthe scarcity of Japantee in Iows,,com;-: Natalie N. Inada, M.S. bined with.the,Times' lOcatien in the renter. Iowa State'University,1974 .*of ibe Japanese populationam the West Coast. `Advisee: Karl H. Trieaerich s DUring World ;War /I, thousands of Jape-, ese Ameridans were uprooted from their homes len the West Coast anti' placed` intorelocation ,caMP41'iocated 'deep within the tiation'sinterir or liecauSe federal Officials in charge Of. -* , -152 evacuating these people were convinced that THE' NEWSPApER AS A,REPOSITORY the evacuation was a "military decOlsity." OF HISTORY:THE PAKISTAN-BANGLADESH STORY AS COVERED BY THE NEW YORK TIMES In this'siUdy, the Los Angeles Timed' Zahid Igbal, M.S. editorials were read in.light of the mounting , University of Kansas, 1974 hysteria that was known to have been develop- Y .1. Adviser: John B. Bremner ing on the West Coast'during the peiicd under study4end compared with those ofthe Des Early in 1921, just two months' after-1 Moinei Register. the December 1970 olectioris in Pakistan,.t))e The working hyObtheste was that both the East Pakistani people launched a massive Register and the Times would lay aside region- civil disobedience' movement in defiance of a and racial myths endemic to their reseed+ the central government in West Pakistan, a tive publications' area and editorialize in- thousand piles away, This protest was spark- stead for 'andand laWful treatment of Jape..., - / '04 by the sudden PostponeNnt ofthe nationa'l J. .nese Americads:,.

Iftssemilly session; which would have drafted-a , The methodolopLused.in this-study. was a EOristitution for the country, for no reason kodification.g4 the Thurstone-Chavemethod other than West Pakistani resistance to the 0P.4 appeaiinginterval scales, in which East Pakistanis' plans fbr provincial auton- editorials Are read.,,then rated, by a panel, omy. of judges'on the basis of the intensitiesof East Pakistan remained paralyted during `attitude expressed toward a Oven topic on a a modthrlong protsdt, toward the end of which Niicale whichranges "from 1 (Most unfavorable) the demands for autonamy had grownto,a popu- tb6(neof;al) and 11 (most favorable). lar demand, for independonee. .Qn March 25, Tho modified Theratone-Chave technique the army, recruited mostly frbh West Pakista4

used also asaixfied equal-apgearidg intervals cracked down on the civilian population. The' 11. r foreign press was expelled as the army in- ty, though this was the case only atthe dulged in widespread killing SO, in 'the Jar high level. Junior, high children of con- Months following, millions of East Pakistani'{ sensual families seemed to divorce public af- fled to India. Because no newsmen were faIrs media. use from political acts, which allowed into region, there. was no. way of had been predieted.as a meani3Of &Voiding Verifying the East Pakistani refugeestalee conflict with pat'r'cs. For protective chil- OT massacrelbythe army. The army authori- ,dren, public affairs mass media use,and very ties insisted that rumors of, genocide were basic political. knowledge were the direct untrue. predictors of political activity-. 4his thesis examines t) New York Timed The,thesia cencludes with suggestions of coverage of the year-long period Of struggle, additional variables which right have in- which ended in the birth'of.Bangladesh. creased ihepower of its models3.and with a 'Voids in coverage are filled in by the author, reassessment of the role of mass media for who was in the iegion,at the.timerIti.a a political activity. In larger terms, it pro- ! history 3:1f the disMerberment of Pakistan, poses that the development of specific Models written almostrentirely from the columns of . of childhood political socialization can the New York Times. yield explanations for the v'trieties of adult loolittcal,hehaviom which hive been observed.

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. AN ANALYSIS OF tRAVDA DURING'THE AMILY COMMUNICATION OID DIFFERENTIAL S/NO -SOVIET CONFLICT 1056-1973 POLITIChl. SOCIALIZATION Robert Jpsinkiewicz, M.A. Marilyn Jadkson-Beeck, M.A. University of North Carolina, 1975 University of Wisconsin - Madison, 1974 Adviser: Michael'E. Bishop Adviser: 'Sritven H. Chattel!

This thesis deals with the Sino-Soviet Political socialization research often 4 conflict as repor'ted in Pravda, which witha -"s presents a single Model4o,describe political circulation of at least seven million is the Socialization processes(nccurang in child- largest newspaper in the Soviet Union and the hood. In contrast, rece4t co6enication re- , official newspaper of the communist party. search suggests that thefamily's approach to Primarily, it is a study.' of hos( the paper political,cOmmuniCation rediots'the chit'd's performed to accordance with Lenin's theOry poiktical learning process. of the communistpress as a vehicle of propa- Thieihesis hypothe ized differentia . ganda reflecting shifts in Soviet policy.' patterns of political so ialization for chil-, Secondly, it is a study of Ptavda'e newt and drii from four 'family co nunicption environ- editorial functions and the pepeF's ments: "laissei-faire,"' plurilistick" "pro- a. lance of a political sniirorent.under stress. tective," and "consensual:" 'For children of'. ' The methodology used was a qualitative analy- each family type. a.seve&hvariable path model ars of news stories and editorials concerning . of political seCializatian was illustrated ' the conflict from the beginning of 1956 and tested. The data were obtained from 1,292 , through" t40 end of 1973.. junior diuk'seni;d highlitke'lool students inter- The,conclesionsdrawn are that the news- viewed in five Wisconsin itits during the paper acted amino more than anfinstrement of 1966 preaidential.campaie *as -0 official policy during this periods and that T411114 oethe path moels supported major the Soviet government put theApaper's sum- aspects of the hypotheses Only for:children Valiance function into operation*-ronly niter of laissez -faire familieswasrolitical af- the diaputefiad deteriorated to suchan.ex- tect a predictor of pol.t cat.ectivity. ref: temt that the government either could pluralistica, publi4ftare mass media'uee longer hide or 4.11d not wletw.to hide thhpron- . was the sole antecedent opolitical acelvi-, ence of conflict from Pravda's readerShip. $9

C _155 obtained primarily'through.interviewe with THE APPLICATION OP MARKETING TECHNIQUES P oil executives and service station dealers. TO SOCIAL ADVERTISING: DENTAL HEALTH CASE STUDY Maio:trend oil compenies having lease Agree, 'irlentgliththeir dealers are American Oil Christie Jelen, M.A. Univeraitylof Toxai, 1975 Company (Anoco),.Stanlard011 Company df California (Chevron). Continental Oil Company Adviser; Williem:11indak. (Conoco), Phillip Petroleum Company (Phillips 66), and Texabs Incorporated (Texaco).The The thesis. confiders the extension o4 Interviews were supplemented with information business advertising techniques to-thefield of social Or non-product Advertisisig-includ- cli2= periodicals and textbooks reloted to the ' Arab oil embargo end dealer ralaticis. ing'a comparison of busineWandsocial elver- There were four matOr findings"Of the . tieing development models.The dente( health thesis. First, fe4er than heliof the deal- case stu8y followsthe social advertieing ers felt their oil companies had keen hdneet xmodel ahl include,results from a trivariant ' during the Arab oil erbargo.` Second, oil analysis of 'dentalhealth appeals. company executives knew Cher direction belt not the magnitude of gasoline shortages9 Thera* public relations courlialing wets not used in planning dealer relations. Lastly, contact 156 .through the marketing representative walk the THE PUBLIC RELATIQNS BETWEEN SALTLAKE most helpful farm. of dealer relations' during CITY'S MA.IOR BRAND OIL COmPANIES ANO the etbargc. .IIREIR.DEALER-LEASEES,IiVRING THE ' ARAB OIL EMBARGO Or 1973-1974 Recommendations ferthe oil caw-anion' -104Ler relatio.4 pregrwts 4201 Edworq.floyd John. N.A. a. 1. Place greater attention en p.blic re- University of Utah, 1971 lations planning, includingprogrves to .'Joni - Adviser:. Parry D. Sciensen tot and improve.dealet attit.udes 2, Greater -'emphesis should t* placedon one marXet-ingt Oil companies' re/Anions with their representatives" counseling duties. t'tpervi-. Service statidn dealers are of vital impor- sore should evaluate th# rapregentattAson .tance Campanied' relations ef- that; coureelirg abtlitrtes as %MA as ).114M forts-. The dealers nmat the publiOallyand records. ). Co-p.n.s-dealer mentinna erg ein influence the puhlic'e image of MA '2,11 co4 be improved by certi!--eirg the, earlr t'a " pinion. Often, sheet a customer than')of en reduzingtt,eir ntre, and v.akir. oil company is due to the spinens he hoe of greater effort to it-pr* ue ettorlse.na, a. the cempany's dealers. Positive dealer role-. Dealer ad,,'sori etould to a $Art of , tions can be of great value to the oilzo-r- every dealer tftlations,vIra.... The pante* durirg a perioi,of_Tlasie ifthe co-...- shoul4 L*4elett*-4 ti ere dealets- ponies have develcpcd;ffertive prl.grars to . insure dealer evpport, Daring the Arab oil eltharqr /f19711171. thb oil ofr-paniee were w,do! atwic, Shortage: of inclinn, hi,mer n' industry pv)ilt ftqqrea ,740"0raw,- ,wt.:,191 openly criticise the ell iniuntAr. 157 The thesis studied tt.e wars five,-4,;:r Tf! T%)- tet,. brand ,41 c:,-T4nleo in Int Lase Ci4,.vtith. Mrtom . toaduotei their lealer relate:madur.v,If tfto Arab oil e-bary. of 1111-1174. teArra hatIA-1 M%ft oixt;,...o,, lease a4reemerts with'the trs,,4 nil Al.yinar ta f..-ef cot-panics were teat ship 1r :Alt Late City. .ire tf fornM 11.4, t ,r,NC-Kt doalefahip studied. tt h%044-. Vrformition.about ea;rr tU,11, enfant *et w.,411 pt. ;A Pf: C 1-tive branch information. This situation has be no significant differencein reading times between Roman and sans serif type if column, been illustrated onboth the federal and .4- state level. It can lie explained in part by widths and content were held constant, but the fact that most governmental- information that readers would prefer Roman type over is generated and/or collectedby the myriad sans serif. of executive agencies and departments. Two versions of a front page of actab- JAnother,facet is that:Congress has been loid-size newspaper were made up. Each ver- somewhat hypocritical by demanding openness sion had four story pairs matched as closely in the executive branch, while retaining its as-poseible-using-Flesch-scores and addition own powerful secrecy. Although initial al criteria. Each version was set in two movement efforts were focused upon the execu- different ways: once with Roman body types, tive branch of the federal government, Con; then with sans serif body types. Also two gress and the courts did not escape, later story pairs were set in 10.5 picas and the attention of freedom of.information propen- other two were set in 14-pica widths. e, ents. The efforts to open Congress, however, Two hundred subjects participated in-the were led not by the media to the degree as study. Each was asked to read four stories; such efforts to open the'executive branch, two set in Roman, one in the narrow width and but by citizens' lobbying groups. one in the wide width, and two'set in sans The advocates of freedom of information serif, one in the narrow and one in the.wide have experienced defeat in the courts. width. Reading speeds of the subjectswere Events, leading to judges' stringent authority recorded for.each story and the subject was over the conduct of their cburts include the then linked to make a,preference for Roman or "circus atmosphere" surrounding the arrest sans serif type on two identical story pairs and/or trials.of the accused assassins of he had not read. 'John and RobertsKepnedy and the Supreme Roman type faces were read significantly Court's decision regarding Dr. Sam Shep-. faster than sans serif types on two of the pard's trial for the 1954 murder of his four story pairs (significance level was set wife. at .051. Another threat exists in the conflidt Readers preferred Roman over sans serif between the citizen's right to know and the type on all the eight possible story compari,- citizen's right to privacy. The dilemma ' sons. The Roman preferences were statists -`, poseitby the two rights is almost'certain to cally significant on five of the tight com- engross the press and government for the rest parisons. of the century. The stories set. in the wider column Chapters deal with the movement's' widths were read at a faster rate than 'those 1 source,: the momentum of its development, the set in the more narrow widths. And a single, drive for access to state governments, the column story was read slower than a story set tooli of withholding and disclosure, and in multiple columns suggesting that horizon- freedom of information groups. tal makeup might be faiter to read than vertical.

- 158 159 A STUDY OF READING SPEEDS AkD READER PREFERENCE4, POPULATION AND FAMILY PLANNING BETWEEN ROMAN AND SANS SERIF TYPE CONTENT ANALYSIS OF PRESTIGE . . NEWSPAPERS IN ARGENTINA, COLOMBIA, Mary Ruth Luna Kahl, M.S. ) MEXICO AND THE UNIUD STATES Iowa State University, 1974 Sarah Ellen Williamson Kanehro, M.A. Adviser: J. K. HVistendahl University of Wisconsin, 1975 Adviser:John T. McNelly This study examined the difference in reading speeds and reader preferences,between This thesis examined the population and Roman add sans serif type. family planning content of four prestige hew The researcher hypothesized there would newspapers, three fro;i1 Latin America and the 91

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0 New York Times. These newspapers during the FedeKal.Communiciticins Commission on the is-, years 1969, 1971 and 1973 were compared in an .sue of cable accessibility is reviewed. The' effort to discover differences and similari- -Commission!s,1972,,ruiings regardingaccess ties in their treatment of birth Control top- are compared with altefnative policies to de-. 0 ics. An attempt was then made to look at tenant their impact on 41) the distribution their family planning content in the social of access opportunities and costs to various . context of population platform's and demo- segments.of the paUlgtion and, indUitry

graphic data of the four nations during that tendencies to innovate.A princip41 goal of z,

pertod. _ cable - policy- should be the entpuragemedt

Results of this study supported thelly-. widespread educational use. ' 0 potheses (1) that newspapers of countries The,riitlent is that,.he social ilue of whose governments are favorable to population, cable in urban. settings is in its use as a controlioulg.have more favorable coverage of substantial.yehicle fo'r 'the'local distribu-

family 'planning thin newspapers whose govern- tion of special purpose programming. (2) merits have taken pronataliSt stands;(2) that ,Policies w4A-provide forincremental 141- more articles in all four newspapers would creasei%in the, number of channels dedicated- deal with societal issues rather than with for public of commercial use do not provide-a individual,, personal issues; (3) that the sufficient:incentive to the Cable industry to Latin American newspapers would carry more either expand the reservoir of cablez,s13ace of Stories with United States datelines than the to continue technblogical innovatiomin the Times would carry with Latin American date- direction,ofinteractive capabilities. .,' lines; and (4) that more stories on-family " In order- to maximizeAhelong run 'acces- planning and population. control in-these pa- sibility of cable within the major.-4rkeikoa pers would be staff-written than would -be poliCY is needed which pirOVideseconomic in-

from news services. s. centives loothe cable industry. Common ear- Three hypotheses which Were not sup- rier regulation is-recommkended as the,best ported dealt With differences in amount and long-run approa to accomplish these ends.

, - favorability,of coverage among the four newspapers. Aside from testing hypotheses; as a descriptive study, this thesis found that all in all the 'stories on faMily planning occu- LANGUAGE BARRIERS pied a very small proportion of the newsholes AMONG INTERDISCIPLINARY RESEARCHERS -' of all four papers; -they- were generally more Jerry Lee Kern, M.S. favorable to family planning tan unfavora- Iowa State University,-1913 / ble; and no significant changes -took place in Adviser: J.KPHvistendahl these patterns during the three years studied. This study attempts to determine concep- N tual and language differences vong various scientific disciplines and what communication problems'these differences create in an inter- 160 disciplinary situation. The study further A FORECAST OF THE ACCESSIBILITY seeks to determine how scientists' predispo- OF URBAN CABLE SYSTEMS siti9ns toward interdisciplinary research in- Judith Ann Kates, M.A. fluencestheir perceptions of various scien- University of Pennsylvania, 1974 tific messages; bow variations in syntactic Adviser: William H. Melody chara4eristics affect scientists' perpep- tionsiof the same messages; and whether sci- This report explores the consequences of entists in an, interdisciplinary situation a counter forecast on cable accessibility in petpeive messages from other disciplines as the year, 1980. The marketrationale which not credible. Researchers participating in supports current projectiOns of the range and the environmental resources review study of design of sable services is explored and the Ames Reservoir -f.r-'e' as the focus of the criticized. The historical position of the Study. 92

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The following hypotheses were generated: tivity isvaivable.Again, rewriting inthat scientists believe interdisciplinary re- creases credibility for the former group. In search is hindered by conceptual clashes, has no case does rewriting decrease credibility low operability, but has long-term value; for discipline members or for scientists who that evaluation of the credibility of a tech- rate interdisciplinary activity as valuable. . nical.message; is a function of the' scientists general orientation to interdisciplinary,acr o tivity, his specific-orientation to other" disciplines, and his percSived valueoein- 162 terdisciplinary research; that scientists THE EDITORIAL ATTITUDE t) OF THE WASHINGTON_POST IN A perceive CTIginal_Messages from Other disci- -. THREE PRESIDENTIAL ELECTIONS -plinecas not credible; ,that.rewriting_these__7____ WITH EMPHASIS ON THE WATERGATE AFFAIR messages increases perceived 9redibility 'dr Vincent D. Kohler, M.S. nonmembers of a discipline, but decreases Iowa State University, 1975 credibility for, discipline members; .that sci- Adviser: J. X. Hvi.tendahl entists who perceiva,interdisciplinaryactivi- ty as, valuable rate original qesgagep more This study endeavored to explore the na- credible than do scientists who perceive this ture of editorial attitudes toward RiChard activity as less valuable; that rewriting. Nixon at the Washington Post during the Presi- r . . o' these messages increases perceived credibili- dential campaigns of 1960; 1968, and 1972, ty for Scientists who do not believe inter- with emphasis during the last period on the disciplinary activity to be valuable but de- Watergate affair uncovered by the Post. The creases ctedibllity for those who believe studyetevaluates the Post's unsigned "house" this activity is valuable: editorials concerning Nixon and the corre- TJe respondents were asked to rank the sponding Democratic candidates'bn a sentence- credibility of 10 journal articles on t set by-sentence basis,-categorizing each sentence of 20'semantic differential scales.The ar- as a report (a statement of fact or direct ticles represented the 10 disciplines partici- . quote) or judgment (an implied or outright ,s pating in the Ames Reservoir Study. Half the evaluation) statement, and utilizing a five- groUP received original versions, while the , point' scale ranging from ftqualified-favor- 'Other half received rewritten versions. The able.to unqualified-unfavorable to determine scientists also filled out two questionnaires, the magnItude of criticism or praise. The one to identify their orientation fainter- scores were then aggregated and considered in disciplinary activity -and the other to evalu- terms of direct comparisons of mean scores Ale their aE.tithdes-tdiiard this kind ofac- between Nixon and the Democratic candidates. tivify. The study found that anti-Nixon editori- . Results indicate that scientists per- al attitudes were long-itanding atthe Wash- ceive conchtual clashes are a problem in in- ington Post. These attitudes, skeptical in terdisciiplinary,Activity, that this activity 1960, became more negative in 1968, and fi- ii"only somewhat operable, but that it has nally became virtually completely negative, long-term value. General interdisciplinary as "a result of the Waiergate'acandal iii 1972. orientation does not influence how scientists This would Seem to indicate that vested edi- evaluate credibflity, of technical messages. totial attitudes are a major "fact of life" It is the predispositions held in the value in the daily press, and may mutate according Co. structure and developed from specific orien- to the press's perceived relation to trends

tation to other disciplines that affect their - in the daily news. perceived credibility of these messages. Sci- The scope of consideration of this entists do not perceive original messages study dould be profitably expanded. Studies from other disciplines as credible, but re- similar to this one could be carried out on a writing these does increase credibility for number of other nationally- or regionally- nonmembers of a disciplihe. Scientists who prominent dailies, or'Cn-foreign newspapers. do4lot believe interdisciplinary activity'to Methodologically more ambitious studies might % by valuable rate original messages lgss cred- consider manifetations of editorial'atii- .' lible than do scientists who believe this ac- tudes in editorial cartoons,.signed columns, 93'

:,* ea,. How do these correlate with "house" . 164 . . editorials?With the particular news stories KALEIDOSCOPR: -AN UNDERGROUND from which they'deriveiMany such areasare NEWVAPER MD THE LAW ripe for-study. Donald John Kdsterman,,M.A. University of Wisconsin, 1975 Adviser!' William Blankenburg_-

.., Th. lite 1960s saw the emergence of the P163 0' underground press. - across the'country.This PUBLIC RELATIONS PROCEDURES OF thesis takes a look at one particUlar Milwau- TWO WYOMING SCHOOL DISTRICTS -- A COMPARATIVE EVALUATION kee underground paper, Kaleidoscope, and con- Patricia M., Korp, M.A. centrates on its legal problems. The.University of Wyoming, 1974 Kaleidoscope, a.bi-weekly,, was the larg-- Adviser: William J. Roepke est Wisconsin 'underground papeand one of the country's most stable, despite the large '. ... The purpose of-this study was to examine amount of legal action it faded: Its legal the public relations programs of two Wyoming questions were.resolved on the local level as public school districts -Laramie County Dia- at the state and O.S. Supreme Court levels. . trict fl in Cheyenne .and Albany County Dis- On Oct. 3, 1967, Kaleidoscope printed trict 11 in Latamie. The study-examined the .41 first edition. It visualized itself as 'a scope of the public relations, programs in recruiting tool for a growing east aide hip- -';%hese two districts, ranging from. their organ- ' pie-community.-Well-written and creatively ization to their activities. Also included in edited, the paper flourished, bringing reac- o the study was a content analysis of school tions from those"offended by the new paper's 0 news4n both the Wyoming Eagle,' Cheyenne's leanings. morning daily, and the Laramie DailyBoomer- Its roblems soon reflected these of 2m. The following recommendations were made other 4ndergrounds across the country. Ven- which grew out of this study: ors were denied permits to sell pr were has- 1) Both districts should have full-time 7,1led-by repeated arrests; editor John Kois public relations directors, which they do not was arrested twice on obscenity charges; and now have. Pressure in the form of a boycott was piaced Z) These PR directors should have both on the paper's, publisher.

journalistic and public school experience. . What followed, and what becomes the ma- 3) PR ongoing policies should be estab- 4jor concern of this 'thesis, were a series of lished for each district..Each district - lengthy court battles as well as numerous . should have separate PR budgets. small legal incidents. What effect the paper 4) Each PR program should be evaluated had--on ether undergrounds, dri the minority periodically. press, and on the establishepress--is also .5) Each district should publish regdiar explored. newsletters for the locaLconstitutency. The stoxy of Kaleidoscope: An Under-0 6) The Districts' entire-curriculum and ground. Newspaper and the Law is one which all of their employees:-.-.-from superintendents should' be of interest-to anyone who wishes to to bus drivers, to.students...should be in- gain insight into the contemporary meaning,,dof volved in ongoing public relations and public the freedoms of speech and the press. information programs. 7) Public relations should not be 165 utilized only in "crises" situations. It should be continual, 'even during the summer- USE OF THE CLOZE TECHNIQUE TO TEST THREE READABILITY time. LEVELS WITH ABE STUDENTS Doris Kreitlow, M.S. University otWisconsin, 1974 Adviser: R. Powers

The massive and 4rowing prob.lem of adult 94

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functional illiteracy in the United States is significant difference in the way they scored directly-associated. with-a4,Ancreasing polari-, on the three readabilitylevels. Level III zation of our society students, on the,other hand; 'made their poor- 4one of poverty, and one of afilu:Srcq. est scores.on the eighth grade' materials Through.the Adult:54110:g41464ion (ABE). (which matched their reading--1- levea and made Programs in all 50 states.a strOn4!attack on4, significantly higher scores on the third grade illiteracy has betn launched. Adult educA- material. tion for non - readers and for low One of-the factual topics of the, articles, readers has' made a further look at"...readability marijuana, showed that the topic or subject research necessary-- this-time to apply well matter is i variable which can have an influ- 'researched readability formulas to tIle task ence,oncomprehension. -Level II and-III stu- of -Preparing evaluating materiali for new" dents made significantlywer,scores on the adult reader's. cloze tests of, this topic, no matter-what the The purpose of this study is todeter--..- _readability level they were dealing with. mine whether low level or-third grade (Le el The findings of this study strongly sug- I) ABE students can comprehend faCtual mate- gest, that when coping skill, or vocational. rial at third grade readability level as well information is to be read by ABEitudents, it as- sixtNgrade (Level II) ABE students can should be written between third and sixth . 1 comprehend sixth grade materialef5and as-well grade-readability levels. This should also as eighth grade (Level III) ABE students com-, 'be done with questionnaires,, tests andex- prehend eighth grade materials. 1 aminations, and written instructions.

Lf the ability of each level to compre- '4 The findings suggest that Level LABE hend their own particular readability level students.cannot be expected to gain factual is not significantly different, this knowl. information from reading and that instruction edge would have direct application to the in coping or . vocational skills must be sUp- p reparation of materials,for these students plemerredwith other teaching tools until particularly in vocational. 'leading is improved. To"test this hypothesis, nine short erticlevo£ factualr information were. written covering three, topics. Each topic was writ- 166 , ten at three readability levels--grade AGNEW VERSUS THE MEDIA three, grade six, and grade eig t A A SYMBOLIC CONFRONTATION ON CONSTITUTIONAL FREEDOMS In three test groups, each of which was Paul-William Erdll, M.A. made up-of three sub-groups representing the . California'State University, thrte levels of ABE students these materials Nprthridge, 1975 were tested following the Greco-Latin Square Adviser: Samuel N. Feldman idesIgn...... T4Ltest.comprehension of thesarticles the cloze iecenique.was used. Every tenth OnNovember 13, J.969 then.Vice President word of the articles was deleted and a blank Spiro T. Agnew attacked network news commen- was substituted. ,Students were asked to fill tary. His speech was carried nationally in the blanks with the exact word deleted over the three networks. From'ihat day, without a previous reading of the full text Agnew became embroiled in a media-government of the article. conflict-that-did-not-subside-until-his-res:-- -Analysls of variance showed significant ignation. This thesis analyzes the thrust of differences in tree way in which the three the reaction to Agnew's criticism of the levels of ABE students scored on the cloze press by leading authors who wrote political tests. On the articles where their reading biographies of Agnew, three leading American level and the readability level of.mater:ial newspapers, the viewsof editorial writers was matched, Level I students made their best from other American dailies, the thoughts scores, but their scores were significantly containedyin the more important magazines lower than those of the other two levels. and the stance of electronic media execu- Level II students made their best scoreson tives and commentators. material which matched their reading level Though, naturally, the emphasis is on with readability level, but they showed no the two media speeches given in November 95 10 1969-reaCtion from the entire span of . were subjected to the Pearson Product Moment. Agnem's!'tesure as Vice President is included. .Test and to a and Chi Square tests of sta.- The second section of the thesis is the more tiitical significance. Permissiveness in important one. In effect,'it is an analysis adviser views,of taste standards correlated of a large npMber of speeches in which Agnew wderately with adviser enforcement of these discussed the,Media in whole or in part. standards. A smaller but significant corre- First, a comparison is made between lationl:xisted betWeen enforcement permis- t what, Agnew Said about the media and-what siVenes and role-percsived "liberality." media representatives thought be said about Experienced advisers reported significantly them! More importantly, the thesis is based fewer taste problethan did inexperienced upon a symbolic-interactionist foundation in ones, who -- interestingly -- tended to work 0 .1 which the interpretation of the conflict is more often in rural settings. Open ended-, responses provided evidence that experienced seem from each of the protagonist's view- , point, adviseri may avoid taste pPoblems in several. .informal ways- -e.g.; by exerting care in ap- 6 a pointing student editors.

168 tr 167 A HISTORY OF PUBLIC RELATIONS `COMMUNITY GoLLEct NEWSPAPER ADVISERS AT,' BOYS TOWN AND-PROBLEMS OF TASTE- Patricia Aft Larsen, M.S. -Peter C. Lang, M. A. a Kinsas State Unlversit!Y, 1945 California State University, 1 .- Fresno, 1975 dviser:- Caiol E. Oukrop o viler:. Dayle Molen 2, Inthe 58 -year history o' Boys ToWn,'its I I Community c Ilege newspaper advisers three directors have. had three different ap- often seem'trapped y conflicting legal proachesro public relations. This history standards regarding heir,ownresponsibili- will follow the styles of Father Flanagan 4,, .ties to administratorand student rights-of, I'from 1917 to 1948; Father Wegner, L948 to free expression.latis,study attempted to 1973; and Father Hupp, L973 to present. assess relationships between instances of Boys Town clipping, files, CheOM'aha such. entrapment, adviseattitudes and demo- World-Herald library, New York Times Index graphic characieristics, nd environmental Nebraska Histories). Society files; Interviews settings of communityco leges. and ratters were used as sources for this Relatedly a survey q estionnaire was history. A Chapter from a hot yet published . - mailed to student newspap r advisers at 94 book by Pauf"Williams, former managing editor California community coll des. By way of of Omaha Suh Newspapers`; now an assistant Likert-type scaling res ses, advisers were professor at Ohio State University, was also asked to evaluate their 'role liberality:" used. L. i.e., their tendency to dentifi with students Findings shOw-that Father Flanagan, journalists instea&of th aaMinistcators. founder of Boys Townfelt the public should Advisers were asked, siiilarly, to evaluate always be informed of what he was trying to their Own perMissivene7Sas to their views do for-the boys in his charge and how money of journalistic taste tandards, and as to public donors provided wds-spent. Father how -they-enforced suc standards. Other Wegner was not devious, only secretive, abdut nominally and ordinal y-scaled-responses ,pro- the wealth that was amassed at Boys Town. vided data re the ex 1 erience, sex and age of Press coverage dbring t11 e-25-years,that advisers, as to hOwpften they experienCed Wegner was director dealt with .sports and job-relattd "taste"iproblems and as to .choir activities, with pleas for financial whether they worke fin rural or noh-rural hellinterspersed. No financial reports

., areas. , . were released to the media during Father

Sixty-nine a visers responded. Results' Wegner's directorship. . 96

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Father Hupp inerited public relations

. 17% problems.:. However his philosophy is to maintain an open- or policy with the media. TELEVISION AND SEX ROLES He is working wi formalized.pUblic rela- Kathryn Levan, A.A. tions guideline -the first such, guidelines University Pennsylvania,,,..1974 in the history f Hoye Town public relatiods. Adviser: Geoige Gerbner His, approach personaland financial con- diti6nsiand'p4ogramsarereported to. and by The purpdsi of the study was twofold: . , themsIia. to-analyze masculine and feMinine stereotypes in television drama eel to examine possible correlationi between television's' depiction of male"and'fimale,charactersand viewers' .00deeptions of men and women in the real world.. Regarding television's images of 169 males and females, the study considered CRITICAL WRITING AND THE STUDENT soaio-demographid variables (profession, JOURNALIST: SOME SUGGESTIONS, FOR IMPLEMENTATION OF AN ARTS REVIEWING , maritaratatua, age, race, etc.), persOnal COURSE IN A DEPARTMENT OF JOURNALISM goals, means of attaining goals, personality Phyllis Malheney Lepke, M.S. traits, and personal relationships. In order Iowa State University, 1974. to illuminate the relationship be en tele- Adviser: Rodney Fox vision viewing and the beliefs of viewers, a

4 questionnaire based on television's masculine

This study is based on the'author's ex-' and feminine stenotypes was,distributed to a perience while teaching an experimental arts sample-of respondents whose answers were then reviewing course at owa State University. compared according,tO the respondents' mass After presenting statistical evidendithat. 'media habits and the respondents' sex. shows increased involvement with:the arts by The resulti of this research showed tha the public both as participants, and specta-t television drama portrays men and women' actors, the author points mit the need for well- cording td'separate sets of masculine and trained critics of the perforMing and visual - feminine values end supposed sex-linked per arts. The thesis, continues with the presen- sonalitytraits. The world of television- tation of a course of study which could be fiction is often not consistent with the ce implemented at major college and university sus of. the actual society.and-presents a di .:departments or schools of journalism. Empha- torted view of reality, emphasizing parti sis is on practical application rather than ler patterns of huMah interaction and social theoretical conjecture. The student; were stereotypes, .isked'to write six reviews (one each on film, Testing of individuals with differen dance, music, theater, art,, and an event of mass media habits indic &ed that viewing f

. - their choice) and a longer.cr:itical article. television drama correlates positively wih a EXamples,of student writings tare included television-biased conception of the, reap: along with information on othey'student proj-' tive roles of men and women. 'The'results ects. draw attention to several possible facto s The author provides suggestions for affecting the cultivation of television- axed preparation, implemen ati,on and evaluation of ' conceptiors of society: the degree of nac- a course of this type. Among the subjects curacy in television's portrayal.of me and covered are: the .critic's function, criti- women, the thematic emphasii placed on these cis;i1 of the critics, selection of a text, issues'in television drama, and the d gree to mechanics of class organization, calendar of which television's representation of en and events, resources, and methbds of evaluation. women corresponds to widely accepted, pre- It is the author's conclusion that journalism existing stereotYpes. Regarding theisignifi- t departments provide the most fitting home for canoe of program preference in the adoption an arts reviewing.courser it is rbcommended of televisioh-based views, respondents who that thii become a part of the offerings of preferred news and information programs were journalism schools in 'the near future. lisi likely than those -who preferred dramatic '7

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showstOcdnieivereality in'the direction of.- /72 television fiction. REPORTING ON GOVERNMENT MEETINGS A comp risen of male and femalerrespond- INALLAS: A STUDY. OF THE TEXAS. ents sugges ed,that sex influences not only OPEN MEETINGS LAW the develo ent of mass media habit's but the 6 Don W. Levy, M.S.1, effects Of ass Media exposure on the indi-,* University of Kansas, 1975 vidual. I appeared that teleOision's depic- Adviser: Del Brinkman tion of'ma e 46n4emale characters might re- Open meetingslaws have been the subject inforce s ;differencei'whiCh then become . parent inhe Mass.media behavior of-men and of con versy'since newsmen_began a-push for . women. greater o e ness in local, state, and federal Theesearch demonstrated that&910vi- government after World War II. Today, about sion view, ng may, be a significant factor in forty -five states have open meetings laws. D. the deV'ell patent df-attitudes and social'be- This study focuses on the application of havior rei atihg to social stereotypes and the Texasop6n meetings_law in'Dallai. A .other va e-laden ,conception of,seciar reali- brief history Cif Texas open meetings leglsla-. - ty. tion and a chapter on legl interpretatioArl ofthi--law-arel3rovIded. /Interviews, newspa- . e per clippings, and other theses are used to sketch pictures cif government secrecy in Dal- las before .the passage of the,law and after.. Dallas newspapermen who were covering or had covered city and county government and some Offilcials-were psked about their experiences PROPAGANDA TECHNIQUES OF THE with the law and their opihions of its effec- BERGSON GROUP: 1939 TO 1948 tiveness. - Charles Jacob Levine, M.A. , piCture that emerges is that of a University of Itexas, 19,74 city%with.a long history of rule by a busi-:' 'Adviser: Alan Sbott , ness elite that used secrecy to strengthen' its'control. Although the open meetings law even Palestinian Jews came lo the did ,open up many meetings -- particularly

Unit States in theearly 1940's at the ' those of regulatory boards -- many officials beh:t.of the militant undergcound fighting have continued to cloak their meetings in se' fore' in Israel known as the Irgun Zvai Leumi crecy -- primarily the county commissioners (IZL court, the city council, and the school For a turbulent decade they created one board'. Loopholes in the law allow them to fro't organization after another, all headed find legal excuses to meet secretly. by ropaghnda chief Peter H. Bergson, after The thesis concludes that, despite thete Whothe generalmovement was eventually loopholes, the law has helped to open up gov- n ed. ernment in Dallas. In turn they callea,for the formation of al ro-Allied Jewish Army, large-scale evacua- ti n of captive European Jewry, and. finally 173 flkl support of the Irgun Zvai.Leumi in its , THE EFFECTS OF PRESENTING fiery attempts to drive the British occupying "ONE SIDE" VERSUS "TWO SIDES" Vsi grmy from the Jewish homeland of Palestine. CHANGING OPINIONS ON A CONTROVERSIAL' ISSUE AND-THE ORDER OF PRESENTATION This thesis documents their various lob- (PRiMACY-RECENCY) /by efforts and propaganda campaigns. ' Mary Jane Guittedu Lewalk, M.A. kr Kent State University, 1974 Advisor: Murvin Er. Perry

The purpose of this study was to repli- r cate previout research In the area of Oi.der Presentation and ,its effect on persuasion.' 98 . Twcrexperiments wereconducted on ten- sitional caules. Two experiments were con- year-old fifth=grade pupils at Dentzlek Ele- ducted to ilivestisate whether differencst in ' '4nentary School'in Parma, Ohio. ihe.visual cues and in the.amount'of infer- In the first experiment the children matiOn presented, in televisionnews programs were presented orally with PRO and CON argu- would affect this tendency. It was predibteci ments regarding the subject bf Impeachment of- that high Vlshalcues (on-the-scene) and high . '1- a President. One experimental group was giV- information (twice the=;erbal content) would- en the informaLoli' in PRO-CON order; another -iscreasesituational attribution. Combining experimental grOup received'the infetmation hggh ind low visuals manfpulitiOns in CON-PAO order; one control group received: and low levels of information produced the

only the PRO -information; qmother control- - four experimental conditions. group received'onlye CON information. In the first'eiperiment..# a full Latin Subjects were asked to checkka'qUestionhaire iclUsre design was used with all,subjectsex- regardingImpeachirtent. The number of responl posed:to the 'four eXperimental conditions. fees favoring Impeachment. compared to ether Manipdlat'ions consisted of black and white

. responses, was expressed in chi square 2'x 2 video tapes of students expresling their tigles'infi alto in a percentage table. ,views op,a.current topic of local interest.

. It was, ound that the results of only TWO-of:the predictions for high information two groupsshowed significance--the.PROovs. and the-coutuination of.bigh visual-high in- CON comparison ,and the tON vs. PRO -CON com- formation increasing situational attribution parison., There was no primacy effect, mainly: -wire tentatively supported. 'e because the responses were'given anonymously, . A second experimedt was conducted to, thus eliminating public' commitment. strengthen the Visual manipulation and con-

' A second. experiment cOnfpctin4 . 'trol for sources of error variance.; The 6, blocks of infOrmation (Extrovertive-Introyer- video tape stimulus'was presented as anlediT tive) about an unknown peer and a list of 'torial comment and the design was modified adjectives to be Checked after, the experiment also. Results were strongly counter-hy- Four groups wee; involved one .grodp reading pothetis. Extrovertive information only; another group ' It is Sti;gestedthat'the general high -t readingINevertive informationonly; a level of situational.attxibution shown by ' third group reading. the infecw4tiop, in Extro= the subjects is attributable to theidter's

vertiVe-Introvertive order; and a fourth . in-role behavior as a news commentatorover- group readingthe information in Introver- riding the tendency for dispositionalcau- .tive-Extrovertive order. sality.

(' It was found after comparing percentages of Extrovertive choices with-the other adjective ehoicesethat no primacy existed mainly 175 because of the high cognitive needs of the . subjects. A STUDY OF ATTITUDES TOWARD Ppe1C-RELATIONS SOCIETY ACCREDITATION HELD BY ACCREDITEQ MEMBERS OF THE CHICAGO CHAPTER

Max I. Light, M.A. - » 174 . A ..1 Northern Udiversity, 1974 _, AN INVESTIGATION OF THE POSSIBLE Adviser: Albert 44.ker. 4. I 4. EFFECTS OF VISUAL CUES AND AMOUNT OF INFORMATION IN TELEVISION NEWS PROGRAMS ON ATTRIBUTION TENDENCIES This,thesis study was designedto reveal Jean Durall'LewiN M.A. :the Atitudeof the accredited members of the ,UniversitY.of Wisconsin, 1975, Chicago Chapter of the Public Relations Socie-

Adviser: Steven H. Chaffee ty's Accreditation Program. 4'4 The research was designed to test three According to Attribution Theory, an"in- major hypotheses. These cover (a) theab- dividual will attribute his/her own actions stract (or philosophical) valUe of the pro- to situational causes while an obseri6ter will gram;(b) its theoretical advantage.to agency attribute the individual's actions to dispo- or dounseling practitioners and (c),its prac- 99 .

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0 A _tical value to the accredited practitioner in results of this study are. unique.t0 the popu-4. .. terms of new business; increased ia)/ary.or orig% latfori surveyed or whether they truly repre- , .- f. ... nYilced i'mageind'progniti/on received since' sent the overall,datg thrOghOut the.country itiachiemeMent., vL W .

0 A questionncfre4as sent td 162 inclivid 1,6 . ,k uals total of 1111 '(or eighty -seven per- t cent) completed queitionnaites were returned- 0, v.176 ,,,1 ,The.independent-tr'ariablee n the study were.- !

4, the sub-groups in- the Chicago ADA LOUISE HUXTABLE: A CASE rfUDY . - squares' were 'selected 'to-testethe-hypibthepes. 1.te Jerome Lloyd,.M.S. fijn significant ditferencs.in ettitudeA of UniyeriltY of Kansasi 1975 . 4, the groups. Adviser: CalderM. Pickett In all, 57/factors refating to poiSibfe . differences were tested in-the study 9rough ' Somivress critics, especiallY those pf the measurement of 1.1 key and interrelated the n journalism, have contended in recent ' 'questions having to do with three hypotheses. Years that three of thermost glaring flaws of Of these, hosiOlficant..stItistical-dgfer- the newspaper, presi are "imege-making" of

' edges could be determined within the CtlitAgg various sorts; anti-iqellectualism: and the _group cross - tabulation i 52 cases. tsndard oiltihjectivity whe'n it is exercised

, The findings of the stud'; in accordance so that it is dblolutely infle$ible. 'These t. 'with the hypotheses tested seem generally, if shortcomings...of the 'press, according to the 0 pot conclusively, in support. 'Accredited 'pror. critics, drain much newspaper writing of the ftridnals ip t) Chicago Chapter arefcft4e andtorigisalityAt:mightshaver. program "per se," see value liariit as a decent Such- critics argue that pelf-expression hV beginnihg but feel it needs to be stirength-::' the writer might afford vie6d'of our culture eneci. .They feel that, while accreditation from perspectiA)es that Would,.invitincteasgd mayAe more advantagebus to "counselor" prac:. investigation, interest, and invaYerfenton4'

titioners, (nearly t .thirds of those re r the part of the newspAner reader. :1 1 sponding think so) ttfere seems little to, no This'thesIs begns by quotiAq relationship reported between 1cbievanent of cussing anuMber of .thinkers and socialFcrit- accreditation and resultant el nt acquisi- ics, including Daniel doorsti, To Wicker, ' iica, a monetary raiseor a promotion imyank. ind Davis S. Broder, who neve'argued that Ift Finally, and somewhat tied into this lack of adeerth of clearly defined values has been ` cause-effect-relationship, there is aotairly detrimental to the/advancement oisodern conclusive consensus amon4 ChieagO Chapter kind. ,The argues thiat involvement of members that,%forthem, accredited status the newspaper realer wouff 1X-increased by Hasn't really changed anything.And, while permitting the schooled, articulated writer the statistical findings on the practicality to go beyond the objective ideal of writing' 'of. the accre4Itatiqn program may'beconstrtied that has been so stultifying in much of our . as being inconclusive, there appears more evi- journalism. It then offers a portrait of one- dence pointing away from it than in support °Nrriter who has been pfrmitted by her newspa- of it. per to present informed and even opinionated . ' Further studY'can proceed in several di- treatments of an important-aspect of our cul- . a ture: FA rections. It is possible that s logical fol- architecture and urban design. This .. lowupstudy might take the form of a survey writer is Ada Louise Huxtable, architecture of the non-accredited members of a given chap7 critic of the New York times. BecAuse archi- ter. These results might be clods- compared tecture iart as well as engineering, and with'an accredited sample 4ithin the same because it deals with day-to-day problems of chapteror be compared with other non-accredi- esthetics, Huxtable as a critic deals with tdd sameles ih vanious other chapters.Of `- values in much the way that a political col- equal importance, howover would be studies umnist or a writer of social commentary deals of accredited pctitiOners. in other larg6 . with political and social issues.The thesis city markets, such as New York and Los An- concludes that many newspaper readers are Eteles..,This might help determine whether the ready for other Ada Louise Huxtables and that 100

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American journitlism would..be eatly advanced 170 Ak by newspapers' extending the Opportunities of MONbSERIF: ArMISTORICAL REVIEW social andartistic criticism to other re- OF.THE.TEtHNNAL DEVELOPMENTS AFFECTING THE DESIGNING OF TYPEFACES porter and critics. o Carl Floyd Loomis, M.S. Syracuse University, 1974 Adviser: C. M. Matlock ;! physfcal act of xeprOduction printing ii I:4219.11y a mechanical procedure. *Be-

171 .. cause of this, -the designing of the4ypeface Evolved in it has always been affected by COFRELATION OP GALVANIC SKIN RESPONSE WITH A CONSISTENCY MEASURE OF KIRILIAN the methods usej to transfer the original de- PHOTOGRAPHS. AND THEIR PRE/POST 4. sign to a forM competible.with the reproduc- DIFFERENCES FOLLOWING EMOTION-AROUSING STIMULI' tie:I-process. The paper reviers historically the major Donald L. Lombardi, Jr. M.A. technio.l devaiopmeqt in the. manufacture of.* California-Slate University, Fullerton, 1975 type and the effect they had:oh'the type de- Adviser: Marvin J. Rose; signers of that time.: The developments re= %... viewedrare: Chinese block printing, Guten- i . i consistency measure of Kirlianphoto- berg'S procedure for casting movable types, e Graphwas"deieloped, the pantOgraih-router fok manufacturing wood % 0 , expetement was conducted to determine: type, the:EenAon14achine for engraving' .r , ..41T)Oether the con;istencyAmeasures ofKir- punches and eatrices,, and the Inter-type lianphotographs of S's were significantly '1Fotosetter,' which Ode phototypsetting different between pre- Mulus andpost- PA1Atable to a printing industry geared to stinulus'photographs: a'., (2) if the "con- :4*".hometil composition. siSfacy" measures ofKi;rlian photograph's This is 'followed with-a discussion of would'shity a -highcorrelation with simultane- _.some possibilities arising from a marriage of ' . 41 :.ousmeasureltents oi 'pulse rate, respiration ,computer techhOfOgif:to-iypedesign_andmanu7 ,. . , and galvanic akin response (GSR).' facture.. EmOtion-arousing WOmuli consisted of A final chapter describes the design a three *d.rdlideas: abeitiont,fmaking love, .rmopotonal typeface with a.pronounced,serit, ti rape.. qtimull were presented to the 22 9A called 'Monoserif,' and constructed using via a tape recorder and were spaced a? two techniques applicable to computer programming. minute intervals.Kirlian photogtaphs were aken at r. point coincidin4 with increases , .,. in csik: . , . ' Pilot tests were conducted to Select .1 17! , stimuli and test the "consistency" measure- f ment df Kirlian photographs, in a reactive ATTITUDESOF MISSOURI NEWPAPER EpITORS TbWARD AGRICULTURAL NEWS measurement situation. . . . David Wayne McAllister, M.S. . A '1E4, repeated measures anattYiis of -. variance wasperformed to test pre/Rost dif- Oklahoma State University, 197,E e ference:: and Rearson Cr) was used to de- Adviper: Walter J. Ward termine correlation. Both tests did not dem- onstratsignificant differences or correla- Scope and Method of Study:A number of

, tions. unusual factors hive affected the field of ' ' Recommendations were made for future- agricultural news in recent months, idclud- ..search. . * r) *ing United States wheat.sales to Russia and , China, rising food piices,,consiimer boycotts,

higher agricultural profits, heavy rains and .

flooding. in the state of.Missouri,.higher .

d , prices of livestock feed andthe shortages of

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fuel' and fertilizer supplies for farmersGand of newsprint for newspapers. These develop- ill ments have given reason for those' who supply PoZZARATiON OF THE HIGH newspaper editors with 'agricultural informa- JOURNALISM TEACHE14 tion to question how much.of it,the editors CERTIFICATION REQUIREMENTS RELATED,TO TEACHER NEEDS want and will-use: A30-item questiOnnilre was Carolyn Cowler McCune, MSJ ! mailed ln..7anuary 1974 to a randoryample WestXirginia University, 1974 of 90 of MissOu-ii"1037 general interest newe- Adviser: Edward C. Smith l:a:pees: Of thoie sampled, 10per cent of the . dailies and 73 per cent of the weeklies re- ThS.purpope ofthe study is to determine .turned completed questionnaires. a the eparaticn needed by West Virginia high Findimpland Cohdlulions:. A high,degree, sch 1 journalism teachers. cf.7interest in agricultural riewswai reflect-. Colleges and secondary schoolswe1re sur- ed in thetresanses AboUt.hall the editors. veyed to learn what preparation is u.ff red expect-td use more at/riot:It:9ral news in )0974 0. teachers and.what the teachers believebiey . than they, did in l03.*Alricultural news '"Y;Aneed. . competes, well with Othertypeadf news.in 4" , ffournall,eachert and advisert West Missouri newspapers. It ranks as the third, Virginia are' rested in becoming4better .'most important type of coint;6t1-ifter4local. ,1 pfepared.. ications are that schooli and ... news and.adVertising--fbr weekly newspapers departments ofouaalism at-state-colleges leer7 'D'ailies ranked it sevepihOf . and hnixersitieit are Lemming more concerned ten content Categories. Extension apecial- ar the pieparation o,f the high school jour, ists.in thtTpunty'Or area were named nalism educator. Colleges are revis0g.their dailieind weeklies as the most. important . : progrimS4thtpreparestUifnts to become sources of agricultural news. Four basic trachelfp df high schdol.journalism. Colleges e. preis iervicesof theOniversity-Of M3,0,ouri- N ' *ere itclu'dingspractical.study of such topics Columbia Agricultural,Editoe's Offic&were s as art anticipated as problems-of the adyis- 7'0 found generally e6 be wall received -.by Mis- - . , .+ ''''.- tr. C`. souri editors, who rated them "4ofer on a . Twenty-nine teacher- advisers re rted ST .t. five-point scaly of "excellent" to "po6r44 they had received no advance preparatioir for Orily slight regional differefices were.faitnct their responsibilities. Topics they would in Missouri with respect to editors% inteiest dike included ip preparati for teachtng in agricultural news; these dike'rencesI co uld thigh school journalism.in de review of have Occurrea'by chance, ;t : basic journalism techniques, staffrOrganiza- 4. 4.,. I ... t. ;. tien, publications financing, yearbook design, curriculum planiing,,tvaluating student , I 110 work,-and printing proocesses._ r. '. Based on'questiohneire'reiponses, the ASSOCIATION AND COMPANY b. .** thesis author offers'the following recommen- PUBLICATIONS IN TEXA§: 16 . f. 4. :%ST4tISTICAL.REVIWAND.DIACTORY% dations: strictly enforce existing journal- Wanda Lee Veirusky.M.A.% ism certification requirements, include two University of Texas, 1974 high school journalism - relayed courses in r .: Adviser: DeWitt.C.'Weddick state journalism certification requirements,, *. strengthen.or abandon.certificationin lan- The purpose of this study:was tq guage efts comprehensive program, assist, .. mine the'numblf of asiOdiatiovand company journalism4 teachers end a'dvisers through in-

. periodivls is upepn Tents an to prepare ,a . servi..eryceworkshops,.4elevant dummer school directory of them. Asasecondhry, but sig- courses, snd visits.by colldge jotirnalismin-

nifiCiat, purpose, the Itudi.%somqht tosecure structors the high school classroom. . Certain informatiOn\tWetit each of these publi-. Y .! cations including' thhisic characteristics. .:?..41r the content, the financesif.apcittee background of.. the " . At . 102,

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sa. I II V -'s I 1 0 3 l$2 method for restoring site public trust.How- ever, it was interesting-to note, ip view of , A SURVEY ,OF ATTITUDES OF MEMBERS OF THE 1974 _KENTUCKY GENERAL ASSEMBLY the.Watergatercentered turmoil on the nation- TOWARD A'STATE OPEN MEETING LAW al scene, that a sharp difference of opinion Dwain McIntosh, M.S. existed between Democrats' arib Republicans in Murray State University, 1974 comparing public confidence in the media and Adviser: 1/..._.1.._Hortin- in government generally. Democrats indicated a great deal more public confidence in the When the Freedom of Information Commit- media than in government (58.6 percent media, tee of The Society of Professional Journal- 10.4.percent government, and 31 percent equa ists, Sigma Delta Chi, releasedits annual or no opinion), while Republican feeling was report in February, 1974, Kentucky was one of nearly evenly divided (38.9 per:cent media, seven remaining-states with no open meeting 33.3 percent government, and 27.8 percent law. That report stimulated curiosity about equal or no opinion), but with many of Re ub- why no law had been passed at that time and licans charging that the media have been about future prospects for enactment of such grosslyunfair in coverage, analysis an edi- a statute. This study was devised to study torial judgments. the attitudes of the 138 members of the Ken Respondents also indicated that they ey are tucky General Aisembly to,ascertain if the in stihstantial accord in favoring so exemp- mood that had been against such a law was tions (65 yes, 5 no, and 6 no opinio )to an changing and to gather related information on open meeting law. That finding is congruent their backgrounds and opinionswhich may -haute!with the law eventually enacted,w/ich in-

' a direct bearing-oh their responses. eludes a even cceptioas. Designed originally as primarily descriptive, the study was expanded to provide historical insight when it became likely during

the information-gathering process for the * S1Zthat the Kentucky Legislaiuye would 113 enact an open meetin'g law during the 1974 session.' A chapter tracing the historical CHARACTERISTICS AN SYMBOLIC FUNCTIONS 7+ evolOement of open meeting legislation in Ken- OF FICTION TELEVISEDMEDICAL

- :_itess PROFESitewPORALS ANDTHEIR tuckgrwas added,'and the bill was passed in EFFECT ON CHILDREN _ _ late March and signed'into.:law by Gov. Wen- James M. McLaughlin,-M.A. del H.FoVeXpril'1. University of Pennsylvania, 1975 i'4uestionnaire was theprincipal re- Adviser: George Gerbner search tool used in the study and elicited response from seventy-six legislators--55 pet - This study was condUcted with two prin-

cent of those contacted. Personal ,interviews cipal objectives in mind: 1) to,determine and the collection and study of-appropriate ,thetrind of ch;racters whoare cast as medi- documents from the files of the KentuckY'Leg- cal professionals on television, how they . ialative Research?Commiesion were other data- _perform their duties anal how these. character- ". 1. gathering methods.usedmethods. during the cOurse.of istics and patterns of performance arg.sym-, the study. and%.2) the.extent of,the'effect 0 ,bolizad, Study findings indicate a close correla- that stereotypes presented on television con - 4 tion betweeh questionnaire resPOnse4in'favor cerningta specific profession have'on viewers of anopen meetin'4,1awand the,overwhelming of television.

votes - -80 -6 in the House of Representatives ,,, A content analysis of a 15 program and 29-3 in the senate--by which an open sample of,"doctor" shows dealt with the ster- eWn4 bill was enacted. iOtypes,of race, sex, and age, personal. qual- Resultsshowed`thatthe-respondents, al-t tties and symbolic functions of doctors, ) thodgh representatives of a branch of govern- nurses on television. The functions'and , ment themselves, believe that public confi- roles of doctors and nurses were looked at by dence in government has reached an extremely .determining hoy they were cast. in Ordering low ebb and that more openness might be a and advising situations, in their physicAl . . 103 .3'

1 e 6 environments, in the context and nature of their.interadltion with other characters, and in howytgey dealt with problematic situations. A cultivation analysis compared'the television stereqtypes-of doctors and nurses held by'grade school children at various'grade- 1W4 levels (3rd and 8th) and with various.viewing habits (high and low viewing) with the tele- 'THE EXpRESSEDREADING-INTERESTS_ AND MOTIVATIONS OF MALE LITERACY vision stereotypes found in the 15 program STUDENTS IN KABUL, AFGHANISTAN content analysis and with the 1971-census fig- 0 Gordon Kay Magney, M.A. ures for the ages of medical professionals. Syracuse University, 1974, The research on the content of the pro- Adviser:Robert S. Laubach grams revealed explicit stereotypes by sex, race, and age for both doctors and nurses. 'Over 80 per cent of Afghanistanrs liter- Further, the qualities and patterns of duty ate adults have not studied beyond the sixth performance and problem solving showecPthose grade. For these new literates there is that always characterized doctors, those that tually nothing espy enough for them to read always characterized nurses and how they dif- ieDari or Pashtu. qtred. The difference was especially related The purpose of this research--the first to the doctor being more independent and pow - of its kind--was to discover the expressed erful anein situations in which he controlled reading interests. and motivations of male the situation and was the force behind the literacy ;students in 4(abul. Eight Afghan in- resolution of problems and dilemmas. The dif- terviewers surveyed 271 men in 17 classes, 4,3 ,) ference in the treatment of-male and female , during the summer of 1972. Half of the men patients was 'highlighted and the order of were married and over half worked in offices. hierarchy in power functions from doctor The others were salesmen, servants, crafts- down-to patients was analyzed.,,,,. men, technicians, waiters; transport workers The study of the effect of television on or unemployed. 'viewers ,revealed that th'ildren who watch more The men said they were most interested television do tend to have stereotypes of med- in reading about the Islamia religion, sto- icalvrofessionals closer to those represented ries, and news. Their favorite book titles on television than do those who view less. were about Islam, child training, jobs; Af- When data from the 1971 U.S.. Census was used ghan history, theit constitution, homeim- as a basis for comparison, it was found that provement, their customs, health and poli- children who were low TV viewers tended.to tics. 8 'have stereotypes which more closely reflected The main reasons given for wanting to the actual census figures, while the high become literate were economic improvement, viewers, as previously stated, reflected intellectual development and social advance- stereotypes portrayed on television. 0 ment. The skills that the men said they would, Since it has been shown that television like most to learn were typing, car repair- . presents consistent stereotypes both in char- ing', English, driving and tailoring: adters and their functions, and that children I recommend that the expressed reading do tend to alsimikate what they watch on tele- interests of these men be compared with their visions there is a need for a continued and needs in, the light of the national education- consistent monitoring of both the message and al priorities, and that inexpensive, easy its effebt. j 0' reading materials be prepared and disttibuted a to theme I also.recommend that practical skills like typing, auto mechanics, English, tailoring and masonry be taught in follow-up courses for literacy graduates.'

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116 115 IDENTIFICATION OF AND MEANS OF REACHING A POTENTIAL MEMBER OF A RACQUET CLUB IN THE DALLASMETROPLEX WITH SUGGESTIONS THE EXPRESSED READING INTERESTS FOR RACQUET CLUB FACILITIES AND SERVICES 'AND EXPECTATIONS,OF NEWLY LITERATE WOMEN IN KABUL Cheryl C. Manney,. M.A. Grace Enid Magney, M.A. North Texas State Uni4ersity, 1975 Syracuse University, 19'74 Adviser: Tae Guk Kim . Adviser: Robert S. Laubach This study gathers demographic data on In 1967 it was estimated99-per-______members of three Dallas racquet clubs, deter- cent of the'Gomen in Afghanistan were illit- h nes-what_media will reach club members,. erate. Even when women did become literate, iscerds facilities thaihiffibers-expect_from_. there was hardly any reading material avail- ...)their racquet club,and suggests ways the

able at their level. data can be"used in an'image program. .:. The purpose of this study was to provide 'Five-chapters makervp this study. Chap- guidelines for those producing literature by ter I explains the purposes of the study and, discovering the reading interests and expec- tells how research was conducted. Chapter I tations of newly literate women In Kabul. explains the steps in building a corporate, This baseline Study was the first of its kind image. Chapter III gives research results. in Afghanistan. Chapter IV explains how data gathered fit

The target group chosen was women, age intothe total image program for a racquet . 14 and above, who were enrolled in literacy club. Chapter V concludes. classes in Kabul. During the summer and fall Members desired good.tennis facilities of 1972, seven trained Afghan women inter- above anything else in a racquet club. viewed 197 women located in five different 4 ft clais sites. Results indicate that the women were 117 mainly interested in religion, sewing and solutions to family problems. The women came WHAT 'I SHE LIKE? to the classes because they wanted to get a A STUDY OF FEMININE ROLES ON SATURDAY MORNING CHILDREN'S TELEVISION good job and become better intormed. Doreen Nelson Maronde, M.S. Significant'correlations at .05 or less Iowa State University, 197e- c indicated that women of poor living-condi- Adviser: J. Paul Yarbrough' tions who were just beginning their literacy training were interested in sewing and prac- This study attempted to determine the tical religious tdioics.llomen,of fifth and importance and character of females portrayed sixth-grade reading ability were interested on Saturday morning network cartoon shows. in .careers,,social cudies and reading for The author hypothesized' 1) that females would relaxation. -Women exposed to the mass medii ,play insignificant roles, and 2) that when' were interested in home improvement or inte- presented, their portrayals would be stereo- rior decorating..Newly literate, married typic. In order to test the hypotheses, the women were interested in raising a family and author videotaped 32-15 minute segmentsZof improving husband-wife relatiohs. - network cartoons from four Saturday mornings These conclusions, are all based on what inthespri9-0-fr9147A count of male and thesewomen literacy students said they were female figures was kept, and female time on interested in reading. The actual users of screen was noted. A stekeotype" behavior code materials prepared may differ from the sug- was developed based on Rosenkrantz et al. gested targets due to factors not revealed in" StereotypeQuestionnaire on which, stereotypic ...- this study. and nonstereotypic behaviors could berecord- ed for each female. The study confirmed both hypotheses. Fewer females than males were presented in 105

1;1 reproduction of the content. the shows, and they spent little tima on the Information related tb four realistic screen. When females'were shown, they were social problems was presented to 120 sixth presented stereotypically. Interestingly, as and seventh, graders in three.different media females grew older, they grewmore stereo- --print, audiotape, and videotape.. The ob- typed. Thifew-children_who' appeared were" 't "Wet of the experiment was to see how the not given stereotypic presentations. By the -presentation medium WOuld,affect subjects' time they were teenagers, however, they were creative problem-solying performance. "Crea- acting stereotypically threetimes out of tive probleM-solVing was defined'on two five. The adult females were overwhelmingly qualitative levels, both involving an inverse stereotypic, especially if they had starring relationship to given information. The first roles. criterion assessed responses for ideas that Females.received nonstereotypic ratings were different, or free from the stimulus main three of the 12 major categories of the terial (Getzels and Jac son, 1962), while the study: aggressiveness, competitiveneSi.and higher level criterio valuated responses 0 _ ,home -world orientation. However, much of the for trent:format of the given stimuli nonstereotypic presentation may be explained (Jackson an ssick, 1965). bythe medium's demand for action - oriented Two-g al_hypotheses were tested. H1 roles. predicted t Tiat subjects expOSid-to-the-inforz___ Females received highly stereotypic mation in verbal .(print or audio) form would- treatment in the categoriesadventurousness, produce significantly more solutions selected emotionality, and irrationality. Because the by one set'of judges as stimulus-free'and by male pole of behavior is valued in these

another set of judges as transformational . .areas, females are generally presented in than subjects' exposed to the information in roles that cannot be Admired*. aisual (videotape) form. H2 nredicted that Thisstudy suggests several areas' for no significant differences' wobld'irise in the further research. he instrument developed performance of the print and audio groups. for this study could le used to determine the The two grades were tested on different f. character of Male cartoon roles. Beyond that, days and under somewhat different conditions. it is important to study the effect..of these Confounding occurred in the seventh grade au- portrayals on children's understandings of dio group.when the experimenter, maunder= themselves and the development of their own 4 standing her role, gave .S's special encour- sex role beholvior.' agement,to be creative.1Since her results seemed-excellent, a decision was made to test the media variable underoonditions in which.. all three sixth grade groups Would receive direct encourageMen't to think creatively.

In the Seventh grade the findings came ' 'HS out as expected. The'audio/video comparison THE'CREATIVE PROBLEM-SOLVING yielded results significant beyond the .001 PERFORMANCE OF SIXTH AND SEVENTH- level-iOrThoth criteria OiEFF.tive problem-. . GRADE PUPILS UNDER THREE MEDIA solving, while the valid and reliable print/ PRESENTATION CONDITIONS: PRINT. 4 AUDIOTAPE, AND VIDEOTAPE video comparison also reached significance. Caroline Meline, M.A. The latter finding' is considered to provide

Temple University, 1975 _ support for'acceptance of HI. Significant Adviser:-.fan B. Roberts differences frOm comparison of the audio And print responses were neither expected nor Nearly all educational media studies of- found: . the pastvhavcompared and evaluated media .In the sixth grade, the same order of preientations in terms of the ability of sub- effects id in the seventh grade (au4io,.then jects to retain and reproduce-information print, then video) was produced for the_ - content. This study, "however, has done what stimulus -free criterion, but only one com- is effectively the opposite. Media effects .,parison; audit; vs. video, was significant. were measured by the absence of.imitatiO1 and For this first criterion, the, H2 was only 1.66'

12 4-

' t partially supported. On the transformation at the hands of each newspaper's editors. criterion, it was fodnd that despite the fac- Fifty important antiwar or anti-draft tor of - instructions, the_performance of sixth events that made headlines during 1965-71 grade subjects wa;markedly poorier than that were, chosen. Each of the four newspapers of the seventh graders.- None of thegroups wag checked for its treatment of the 50 stor pr6d1Ced more thana few transformational.po- rise. - Iiiihne, and neithei'the5audio/videonor the o Tabulations' and measurements showed that 'print/video comparison reached sigKificance. the Stars and Stripes and the three yardstick This finding seethe to. indicatt'a differdnce newspapers' were fairly close overall in their in the capacities of 11-year-old childrenis judgment of which of the 50 stories-were in- compared with 12-year-olds to achieve the deed "new." (i.e. deservedoinclumion in the radically new perspective required fora newspapers), how the stories were to be edi- trangformation. Such an explanationmay find ted and hom_they were to be played. reinforcement in the theory of Inhelderand Piaget (1958) Where'll years'is thoughtto be-' a transitional age in the development of 190 children from concrete to fdrmal, or abstrabt AN HISTORICAL PROFILE OF THE AMERICAN thinking. FORCES RADIO'AND TELEVISION SERVICE Larry:bean Miller, M.S. Iowa State University, 1974 Advimer: K. Hvistendahl - A COMPARATIVE CONTENT ANALYSIS "'OF THE EUROPEAN STARS ANIrSTiIPES This stddy-examtned_the origin and de- a*ND SELECTED'U.S. NEWSPAPERS, 1965-1971 lie/Opine:ft of the-U.S. military John netWOrk.operated by the Department of Defense. Indiana University,.1974 The American Fortes Radio and Television Advisor: TreVor Brown vflt-' Service beTg'alk,in 1942 as a series ofunrelitt-, ed radio stations operatinat various,over- Despite their protestations"of Independ- gees military installations. Today, AFRTS' ence, newspapers operating withina military spans the globe and easily Claims the title framework have generailybeen'suspect among 'as the largest broadcasting network in the at least. some'of their readers. No exception .world. to this was the European Stars and Stripes, a Only one comprehensive study of this. daily tablOid offering natfonai'andinterna- network has been done, and that study was tional news, sporic,.'features.and some mili- conducted in 1951. An updated version it- tary coverage and-having a daily press run of long overdue, and this paperattempts to com- 120;000 in 1972. plete the story. This study was undertaken to find out The author, a former AFRTS staff member how the European Stars and Stripes!-coverage while assigned to the U.S. Naval Base at of the domestic American draft and war pro- Guantanamo Bay, Cuba,.sought a broad range of test movement during 1965-1971 compared with information aboUt AFRTS from official and un7. similar coverage in three carefully selected official sources. Included were interviews ' civilian commercial newspapers. anclmaterials from dozens Of persons who have The three yardstick newspapers, chosen served with AFRTS, along with numerous other o mostly for their comparability with the Stars sources. and Stripes were: the. Fort Wayne Journal- Much new inforMation.about,the formative Gazette, the South Bend Tribune and the: In- years of AFRTS is included: a close look at ternatronal Herald Tribune (Paris). .One iM- the organization and implementation of.short- , t portant factor'held in common was thatall wave broadcasts; the "unofficial" responses four dailies subscribed to the domestic ''A" ,to'Axis Sally; .a training school for milAary wires of AP and UPI. With the knowledge that .broadcasters; General MacArthur's staff learn- the same copy' flowed into the offices Of each ing of MacArthur's firing via the Armed" of the chosen newspapers it was possible to - Forcer Radio Service; and other events,of sig7 compare the subsequent treatment of stories nificance,end interest to military and broad- 107 . 'cast historians. 192 4 O- The study begins With the formation of A CONTENT ANALYSIS OF ,AERTS (then:-AFRS) under the leadership of EXTENSION- PREPARED NEWS APPEARING IN SELECTED GEORGIA WEEKLIES Cblonel Thomas H. A.Lewis. It traces the Sharron Smith Millwood, network's development into a sophisticated, University of Georgia, 1975 organization ofradio stations around the Adviser: Albert Hester world, the addition of, television, satellite r broidcaiting, and continuingefforts to main- The study-centered on a content analysis tain credibility as a valid medium of infor- of Cooperative ExtensiOn Service news appear- mation and entertainment for military person- ing in 14 Georgia Weeklies. nel and their dependents, rather than a propa- , Six variables Were studied: subject ganda vehicle for the Pentagon. matter, attention score, photographs, clip. The paper examines the various member art, circulation size, and story length. 'To

networks-of AFRTS, its shortwave division 4 - analyze subject matter; news items were di- headquartered in Washington, D.C., and the : vided into 3 categories and13 sub-categories. production facility at Los Angeles, Califoil. Results showed 15.7 per cent of all Ex- nia. tension- prepared news, received'use. AgriculL. 0 tural hoW,-to ana general interest stories were the most-used news. Four-H:winner, fag- 191 ricultural event and appointment;'and home 1 BLACKS-IN MASS COMMUNICATIONS 1975% economics event and appointment stories were WANTED BUT NOT AVAILABLE, OR the least-used news items. AVA/LABLE'BUT NOT 'WANTED? To determine hoshow:Loh attention Exten- Oscar Cecil Miller, M.11.J.C. sion news received, a-scoring method designed University of Florida, 1975 by, RichardW. Budd was used. Attention ---zAdmiserL1Harry H. 'Griggs, scares could range from 0 to 5. Results show-

ed Extension news received consistent low ' As evidenced by a number of Studies, the play regardless...of- subject matter. 'The aver- 'mass commullications-indZsfry still has a age score 'for all stories mITred-was-2--01...... _____ great,dealof catching'Gp to do.in minority Findings did not Conclusively show sto- One ,such study conducted recent- employment", ries-with photographs received better use ly"indicatedthat the standard minority, than stories without photographs. Slories- group's constitute less thah 1 percent of the with clip aA*dinot receive better use than -b professional UnitedSiates-news force.-` stories without clip art., phis study, locusingron:Blacks,-was an Story length did not spearto be a -attempt to pinpoint the factors that contrib- factor affecting; oyerall use. Findings rele- ute to this paltry percentageof minorities vent to stories 4.99 column inches or lets in the industry.-10ne hundred and fifty let- sand 20 or more column inches were inconclu- ters were sent to Black journalists, broad- sive. The'data did. show stories 5 to 9.99 casters, journalism educators and advertisers column inches arid 10 to 19.99 column inches /tovelicit opinions on the small percentage of had little or no change from-overall use. minorities in mass communications. These', then, were considered "goqd" or "safe"

. Almost all the replies undersCored 'past story lengths. employment practices by thi media as being Circulation was not found to be a factor the main reason for this under - representation affecting .use.. Among other reasons .given were lack of 'prepa- 19'3 ration by Blacks for work in the media, employment discrimination and Black verbal PUBLIC ATTITUDES TOWARD CHILDREN'S TV. skills which have not been a marketable com- ADVERTISING: SOME INFLUENCING FACTORS modity in White society. The findings are Pau). Leonard Morlgerato,M.A.J.C. impOrtant for two reasons. 'h'ey supply use- University of Florida: 1975 Jul-data to journalism educators and proVide AdViSer: Frank N. Pierce\ recommendations on how to increafa minority- the media. Children': television advertising con- participation % 108 . .

. i1 stitutes-a multi-million dollar portiod of rikl. content. The main concern was with out- television advertising. It is also a very side pressures (censorship) directly exerted influential type of advertising because of upon the communicator and reflected in media

the innocence and susceptibility of the view- content. The 1968 Brazilian political crisis. 4 ing audience. Governmental agbncies and con- was used as a natural experimental situation. sumer interest groups, aware of the power of Two-major questions were considered: 1) what children's television advertising, are con- happened to the editorial content of the Bra-. ,cerned about the need for effective regula- zillan press when censorship,was imposed? 2) tion. Advertisers, advertising. agencies and what happened specifically to front page news broadcasteri are also aware of efforts to content? further regulate their commercials. Natu- 4 An analysis compared the, content of six rally, they favor self-regulation. Current prestige papers published in the three larg- survey research has indicated that public at- est Brazilian cities during six months before titude's lie somewhere between those of adver- to six months after the censorship, classify- tiserS and would-be regulators.`' ing stories according to four main categories: Q' This study sought an indication of poe- . 1) Goverdementr 2) Public Events; 3) Politics; sible causes hlhind the public's attitudes. 4) International. ---- o Five variables were examined: 1) Sources of Significant drops occUrreelinthe.pro- information and influence; 2) Knowledge or portionof political news. ThisVai- true. awareness of current regulations; 3) The type / both for inside pages and front pages,,a1- of regulation desired; 4) Favorable and un- though the cnangei were greater for the lat- favorable attitudes toward Children's televi ter. News about political criticism, anti- sion advertising; and' 5) Measurements of two government activities, street demonstrations, personality chaiacteristics, Misanthropy and student unrest, worker protests, and the like, ___human_mariability.,related_to_the_per!ception____ were-completely-eliminated,--Thls-was-due-tok---- of. advertisements. censorship and also the fact that these op- The results.indicated: 1) Public attic position activities were being suppressed, tudes are,ohieflybased on exposure, to,' or from the political scene as a result of hard- viewing, children's television advertising: ening military control. 2) There is no significant difference rmong To fill the news hole, all newspapers respondents with favorable and unfavorable , increased coverage of other news categories. attitudes in their use of available sources In doing this, they followed different paths. of inforMation or desires fox any particular All iscreased news about public events such type of media regulatioil; 3) The personality as nonJofficialtedhnicgl news ,boncerning the

characteristios whiCh are measured did not . economy, industry, health, education, trans7 . influence,,attitudes in either direction; portatioh, etc.,-and trivial dews such as A 4) Knowledge bf, current reguli'tions plays an sports, entertainment,;crime and °thy police influentia4role in the forming, of -public at-. events, and hilan interest.stories. There titudps on this subject; 5)'Respondents with was also a general increase in official news. the strongest attitudes and opinions favor A In this point, the-press again seemed to re- increased regplatibn by either a Broadcast , fleet what was going on in the country: -the Center spodiored by the advertising industry, cpntralization of power expanded government the TV broadcasters,.ip the,government. activit ies and this was followed .by press coveragof adainistrative, procedures.There was alto an overall gain inforeign news but 194 not as much as in other ,categor=ies.

CENSORSHIP IN BRAZIL AND three papers increased foreign news, three CHANGES IN PRESS CONTENT' decreased it. Luiz GonzagaF. "Matta, M.A. The proportions of increases and de-

, Indiana University, 1975 creases differ froi,one paper to another,' AdViser: G. Cleveland Wilhoit probably reflecting different political orientations of the newspapers, their degree of This study analyzed hOw,changes in a influence On public opinion, and other local. political system affected newspapers' edito- circumstances. This is true for front pages' . 109

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//as well as the whole newspaper. Generally; 80 per centcent of the newspaper coverage avoided inside page changes were similar in kind if primary sources and merely reported the sales not in amount to front page changes. There of the two volumes, used Kinsey as a face was a difference in the increase of public tious reference point for articles about sex event news. -The-gain in this category was and scientifi; research, reported the actions much more significant when the whole papers of persons who capitalized on Kinsey's fame were considered than when front pages were for their own personal gain, quoted critics ,examined separately. This.suggests that who were often ignorant of Kinsey's findings '.these subjects are considered good for inside andconclusions,,or reported the general con- . pages but-not for front pages. Editors pre- cern of the public about the open discUssion ' ferred to use foreign ,items to replace the of sexual behavior, lOss in political news on the front pages. The presi'iended,lc(report.only the'most The findings suggekt that in exceptional controvci-zill of Kinsey's findings, beginning political' situations, newsroom control brings with the publication of Sexual 'Behavior in sharp changes in newspaper content. On the the Human Male in 1948. Claisification of

whole, there was a qualitative loss in new? - the articles by type and date shoim a huge categories: the proportion of-trivial7 increase in newspaper coverage of Kinsey top: sports, and sensational news grew while po- ics after the release of Sexual Behavior in ,Litical and cultural news decreased. The the Human Female in 1953. Analysis ok-ifle press',1ost much of its 'capacity to create articles'also reveals that columnists were publiCdebate and chafinel political opinions the journalists most likely to write about toward consensus. While public debate on nab Kinsey and the group most likely to distort tional issues is suppressed, newspapers',po- Kinsey's research or treat the scientist in a litical content undergoes a similar process. facetious manner. Virtually'no differencea In Brazil, rafter the Decemper19689:- in journalistic treatment are found when the 4itical crisis, the presesreproddced the de- pipers-were analyzed by size and geographic bilitatiod-oLpolitica.The censored press .location. .4 * . -echoed a controlled-.country.. The studylsuggests that the journalistic coverage of Kinsey marked the beginning of a mew era of frank discbssion of sexual topics 19c-- in the - nation's press.

NEWSPAPER TREATMENT OF DR. ALFRED C. KIiISEY'S SEXUAL RESEARCH -t Richard S. Musser, M.K. 9 Indiana University,°1974 Ad;iser: G. Clevelani-Wilhoit 196

COMMUNICATION-AND DEVELOPMENT: Newspaper accuracy, editorial emphasis AN INVESTIGATION IN and the use'of.sourCes in reportingthe con- SELECTED UGANDA VILLAGES troversial sexual research of Alfred C. Kin-. Thomas B.O. Mwanika, M.S., gt*, Indiana Unis7ersity zoologist, were stud- University of Wisconsin, Madison, 1974 ied. 'A systematic random sample of 534 news Adviser: R. Powers stories, editorials, features, columns, re- vies, lettersto the editor and.miscellane- 'The extension methods in Uganda have 'ous items from the archives of the Institute always been based on a unidirectional approach for. Sex Research (ISR) Library wits classified by which chalige agents 'seek to talk to rather by newspaper circulation size, geographic 10- than with their' clienteles. cation,,andwhether the articles included For instance, in agriculture this ap- material verifiably paraphrased or directly proach is usually based on the assumption quoted from the two Kinsey books on sexual that the agricultural staff are all and'alz behaviOn,;Kinsey himeelf'or members ofthe ways omniscient and hence cAn prescribe the IRS staff. Correct-treatments to farmers' farm problems.

Straight news coverage of the Kinsey re- Thus, the approach precludes any possibility '

_ search was surprisingly accurate. But about of input from the farmers who are often ex- 110 pected to adopt whatever is introduced with- the Department's achievements and failures out question. When the farmers have refused were always the subjects f reiteration. to adopt certain innovations, or when certain The thesis comprisesfour chapters. The innovations have simply failed for some un- first chapter describes the- setting for the known reason, the recourse of some extension.. study, and describes Uganda's phySical and ists has been to dub such farmers asioonser- social environment, agriculture, and the com- vative, lazy, or unmotivated.This has been munication systems. the case in Uganda where efforts to get cer- The second chapter diacusaes the role of tain practices adopted have been grossly un- communication in development. .Several com- Successful. munication and development experts have The introductions of ihnovations intended to interpret development in terms of creased proportionately from the time of, national output figures of economic activity; Uganda's Independence (1962) when the admin- during any one period. The author takes a . istrators and politicians, over-anxious for different view from this definition of devel- . national development, introduced, project opment. He bases his definition on the no- aftr project oftentimes without adequate tion that "an army moves on its-stomach." . planning. The result has been itevitable That is, any army needs foOd for energy failure of'several of these innovations and whether for charging or retreating. Simi- large Monetary losses. Uganda's Department larly, it would. be preposterous for any coun= of Agriculture continues'to report low crop try to talk of,development if such country ts. yields in the farmers' fields compared to cannot-even feed properly the increasing those in research stations; and the yields mouths of her population. One other basic, of some crops are declining!' idea of this chapter, is that communication is The importances of agricgltcre to Uganda's an etdoryoffic discipline whose role,in devel- economy and to the welfare of the majority of opment is controversial. The writer attacks her people cannot be over-emphasized.There- the existing theories, methodologies, poll.- ' fore, it is imperative to find answers to the and practices, and presents components . various farm problems. of a communication strategy in rurardevelop- This study is. an effort inthat direc- .,ment as alternatives to them. tion. The study is designed to ,teat the The third chapter,discusses the research farmers' kndwledge and their evaluation of a proposal in which the basic theme is-that number of selected innovations in agriculture, since agriculture the backbone of Uganda's health, and social orientation.The test' economy, any Uganda Government effort to s-not-of-course-exhadst-the-diversity-of transform Uganda's society--in terms of in- contentin these three areas. However, the . creased output per man -hour and improvement author has selected the que:.tiohsout of many of individual. well - being - -is automatically areas of content with the hope that their use, effort to transform agriculture through in- we have things that discriminate the knowl- creased awareness of agricultural production edge and attitudes of our respondents on possibilities and alternatives. The Chapter these areas. also explores the study's problem area, ob- The study is also intended to provide jectives, hypotheses, and its significance. , N Uganda with a_communication system which al- - The last_chapter explains the methods lows not only dialogue between the extension and instruments which will be utilized in workers and their farmers, .rbut alsol. built- the collectioh And analysis of the data. Ninself-evaluatifig system at thevillage tti level. This research project is. basically a prOduc\O(the writer's formal agricultural' training aridNhis approximate' two- and-half years of field perience,as Assistant Agri- .. Officer 0) with Uganda's Depart- ment of Agriculture. uring that period, he'. got exposed to the doper ent's periodic re-. o ports and, meetings at vario levels where 111

1 L 7 a

, 'be.obtained, debated, and responded to by 197 public officials at each stage of the de- CITIZEN PARTICIPATION IN cisiOn-making process; and 4) credibility and .TRANSPORTATION PLANNING: Case Study of a Pandora's Box trust.

in Government Public Relations t Results indicate the major obstacle; the m Ronda L. Hager, M.A. public relations counselor will be faced with, University.of Wisconsin-Madison, 1974 in establishing a working partnership between ' Adviser: Scott M. Cutlip the public and the professionals are government unresponsiveness, public apathy, ladk of The frustr'ation of citizen anonymity government credibility and public trust, and and powerlessnesi which bore the "power to . the questionable representativeness of.vgbal the people"iorotests of the 1960's has, in public opinion. the last.few years; been funneled into a new form of.political activism--a movement to gain citizen participation in government de-

,cision.making. 1911 The ubiquitous movement for a voice in THE STATUS OF WOMEN government has caused transportation profes- IN BROADCAST JOURNALISM: sionals, and specialists in every other A NATIONAL SURVEY agency of governMenl, a certain amount of Abigail Jones Nash, M.A.' 'consternation and turmoil. The issue--is-ob----L -University bf Wisconsin-Madison, 1974 viously not just one of public relations, but Advillt: Vernon A. Stone public relations is a big Part of the problem and a big*part of the solution. How the po- National samples of women4JMployed on tential participant will be located, how news staffs at radio and television stations citizen input will be evaluated, and how in- were surveyed by mail in the'fald of '1973, as - volvement and interest Will be sustained over were their news directors; Two question- a long project development period are only naires; one for each group. of respondents, some of the questions the public relations were-designed to examine how working condi- practitioner will be called upon to answer. tions for women in broadbast news compare to But the major difficulty for the practitioner those for"men, and to assess newswomen's job ' is that of devising channels for participa- satisfaction. tion and feedback wpich will allow all who Two-thirds.df the newswomen said they are affected or interested to participate in tad been discriminated against on the job be- decisionrmaking. cause of their sex, and the areas of pay, The'purpbse of this thesis is to ex- promotion, and story assignments were.fre7. amine through survey technique the need for, quently mentioned examples. Data on salaries and difpculties inhenent.in.establishing indicated that newswomen were being paid less channels for,partnership between spedialists than the average news staffer. From one - and their affected publics. Transportation, .third to three-fourths Of the respondents planning is used as the-case study.Four 'felt their opaortonities4A-vardoup'areas of issues are examined: 1) responsibility-- 'employment were not as good as those of men. At,the same time, 45 of the newswomen the extent. -to' whichithe three sample groups- - -transportation department personnel, members said they had been favored in some way be- of a transpOrtation public interest group, cause of their sex, but 82% said they should

. not be.favored. and members of,the general public--believe' that. transportation plans must be the product Despite perceived discrimination, more of their Joint labors;.2) performance--the than eight out of ten newswomen responVing to

perception of whether elected officials and ' the survey expressed overall satisfaction trans§ortation.department personnel Are us- with their jobs. Although job satisfaction ing every tool and resource at their dispos- ratings were consistently high, respondents al to satisfy the transportation concerns of who reported discrimination or relatively most Wisconsin residents; 3) opportunity- - poor job opportunities were also more likely are there opportunities for citizen views to to be dissatisfied1with their jobs. 112

8 News directors were generally pleased G. than half. of the colleges who responded to with newswomen's work: 898 rated the job the survey. A survey course in mass communi- e performanCe of their women employees at cations and an introductory course in news "good" or "excellent."About one-fourth said writing were taught at 50 per ceneof the women did not perform as well as men,,but community colleges.,While a majority (84. more than two-thirds said the job performance per cent) of the community colleges pub-, of the two sexes was the same,.Fewtnews di- lished a newspaper, very few (12 per cent) iictors noted any special problems posed by published a yearbook. Less than 30 per cent worms on ..their news staffs. of the instructors had earned a major ox Minor in journalism band only 23'per cent had fa master's degree in journalism. Newspaper work was the main type of experience of those instructors who had-had media experience.

19?

JOURNALISMANSTRUCTION AND ACTIVITY IN MICHIGAN PUBLIC COMMUNITY COLLEGES 260 - Judith Nickless, M.A. THE "TRAIL DUST" COLUMNIST: Central Michigan Unfirersity, 1974 A BIOGRAPHY OF DOUGLAS MEADOR, Adviser: Thomas Rood , -,Julian StanAy'Nolen. M.A. East TexasState University, 1974 The objective of this study was to de- Adiriser: W.J. Bell termine the extent of journalism activities in Michigan public coMminitycolleges. .The Douglas Meador, in almost half a century four areas of.investigationwere: ,(1) the of publishing his small town riewspliper,' journalism program, .(2) student publications, gained national recognitfen through hip col- "",(3) duties of the instructor-adviser, and umn;- "Trail Dust,".a collection of word poi- (4), backgiound and training of instructor- traita of the Authvg,seand philosophical , adviser. paragraphic. This study providesbiographical The study was confined to an examina- information, lis personality; and philosophy. tion of journalism activities in Michigan Meador's memoirs of pioneer publishingin the public community colleges. Private cOmmuni- - ranch country of West Texas merit, preserva- ty,00lleges were not included. tion. -The mail questionnaire form of inquiry Taped interviews with the edttor-pUb- was msedto.conduct-this-survey..- A five - lishei, his wife, Lila, close relatives, cOm- page queitionnaire was sent to all community 'munity leaders, aridarea editors provided colleges in Michigan. A cover letter ex,- 'many anecdotes. Files of area newspapers, , plaining the purpose of the survey was also articles from profeisional magazines, and sentwith it. The letter included a provi- correspondence witMormer business associ- sion to indicate that there was no journal- 'ates added.to the interviews by providing ism publication activities at that college. some detail and verifying dates. Clippings, The questionnaires werevMailed March 31,1974, letters, and other materials kept in scrap- and a second round was sent one month later books by Mrs. Meador!, phis early issues of,.. to those collegei-that had not responded. the Matador TribUne-and-the Roaring. Springs - Seventy-five per cent of the colleges re- News not only provided an outline of theedi- spOnded to the survey. tor's professional.career, but insight into The findings of the study-indicated' his writing,style through his column. that i little less-thall two.thirds ofMichi- . Material, especially excerpts from his gin's community colleges offered formal column reprOduced-by other publications '. courses in journalism in 1974.. Thigty-six across the nationois abundant.Not only per cent did not offer journalism for credit. t. does.MeadOipretentan interesting philosophy- In,iddition the number of-students enrolled in his column, but his philosophy of communi- in journalism courses.was increasing in more., ty journalism deserves attention. The fact " 113 a

that he has been quoted so often by others in viewing; the higher educated showed stable 4 the profession rrlustrates an important con-, viewing oftthis,programtype. Viewing of tributibn def*te the limited_circulation of Nevis and-Edification was lower when more of hisown newspaper in. the sparsely settled each program type was available. This was ranching area. observed regardless of"personal characteris- . Meador' book, his column, and his news- tics. FUrther analses revealed that th'e paper have earned him recognition far beyond ..amount of Entertainment available strongly area. He not only speaks the influenced viewing ofNew an Edificatiori. iaimg9tzetof his neighbors in the ranchcowl:- The audience appeared to decrease viewing of 'try, but frequent appearances of excerpts *ems prograni type, in order to take advAn4 frorahis column in publications across the tage of the greater quantity of Entertainment nation have reached.a much wider readership. offered them: kk 'The findings again demonstrated the at;-.. tractiveness of entereainment.programming to . - 201 the audience,.and ado isuppOrt to the notion that television is the most."mass" oftfie . SUBSCRIBER VIEWING IN CABLE TELEVISION -Mass media. SYSTEMS OFFERING DIFFERENT AMOUNTS cr PROGRAMMING Bruce A. Nygren, M.S. 4 Iowa State University, 1974 202 Advisers: J. Paul Yarbrough Jack Shelley READERSHIP AWARENESS OF FLOORIDAls NEWSPAPER SPORTS GATEKEEPER$ Will television viewing be:.avior vary Thomas Patrick O'Hara, M.A..C. when more programming is available?Iniight ''University of.Florida, 1974 on this-issue Was 'sought from the xesults of t ,Adviser: Leonard Hooper a questionnaire mailed to subScriberi of.fr4e Iowg cable TV systems. These 'systems,. This study draws.a profile of plorida---- various assortments, offered from 7 to.,11 newspaper sports gatekeepers-af

. Availability of TV prograhming ----eve*-Miaer of the sports department who cable system YAS-determinedlhiough a mea- regularly handles layout answer the ques-. sure Of uoyiuplicated programming (UP). UP %tionnaire. was defined as programs bearing different ti- Respondents were asked to. estimate read- tle'' duringMeasured half-hotir periods. All ership by interested sports readers of vari- .programming was grouped into three categories_ ouspieces of information usually found in.a ....News, Entertainment, and Edification ("edu- newspaper sports section.. The questions were cational" or "informational" fare). based on a nationwide 1-969 Associated Pres;`, The main hypotheses proposed that total Managing Editors survey conducted by Carl J. viewing and Entertainment viewing would, be Nelson, Inc. higher where total UP was more abundant. It 'Florida's-sports gatekeepers were.found was suggested that News and Edification vieW- to be .relatively young, well educated, inpx- ing would remain stable regardless of total perienced, and almos- exclusively white males._ UP for each program type. Their estimates of readership were close to Results indicated that total TV viewing findings in the APME study. on informatibri. and viewing of Entertainment were signifi- .about major sports but were not so oninfor- Cantly higtlr Where UP was higher. Geuerally; station about less' significant' sports. this finding. was observed regardless of re- 'hero was little consistency in esti- spondent sex, age, education, or occupation. mates by meMbers'ot the group. This trend Thg exception occurred with Entertainment was present even among editors from th6 same 114 7.1 . - newspaper. ie . . .11...... 851e to reportersr-forums such as nation- The great majority of editors reported al and regional ousing conferences. and tN o, I that hone of their estimates werellased'upon housing jbournals. A int repeated* accen-, any.form of readership sAveys or newspaper tuated in the debate wad that stacking and research.. I' squeezing thousands o* -people into acres of inner-city land certainly wollK . dude grim social problems -- problems AMilar 1 4 to those soon m!thifesied at Pruitt-Igoe. __ - 201% After establishing that the lOca:rpiss failed to.heed-warning signal), about Pruitt- PRUITT-IGOE: THE NEED FOR --Igoe,-the writer talked with reportereasho "EARLY-WARNING" ...JOURNALISM lhad dolleredlruitt4goe during the 19508 and 'Barbara Olenyik, M.A., attiMpied to account for the poorperformr... , Indiana University, 1975* pnce. The- writer concluded that several fear, Adviser:-Ralph-LHolsinger tors contributed to the pre'ss' insensitivity,

to "early warning" information.These,fac- ' pis'pap-roexamines how the §t. Louis tors lecluded'an overdose of press, covered the public affairs issue -of dependence\on officials for information, an , high -rise' government -owned Public housing in "event" orientation to news.and an inability the 1950s. It focubes specifically on ' to establish a liaion with.the'poOr. Pruitt-Igoe, the mammouth 11-ster black housing complexin downtown 9t. Louis which, since the-J'ate 1950s swift* had deteriorated 0 into a wasteland of gutted cars, shattered glass and hukah excrement.' By the early 26( lijOs, the project had been abandoned. 'AWARDING A CABLE TELEVISION FRANCHISE.:---KCASE STUDY OF When the wrecker's ball leveledAhe ,,Sr..TOGAr, CALIFORNIA, 1968-74 firlt of the 33-buildings which comprised' Joan M. O'Mara, Pruitt-Igoe.in 1972,news accounts-in-the-twb San Jose State University, 1975 St. Louie dailies--The Post - Dispatch knd.The--- kdvieer: Gordon Greb Globe-Democrat -twtre replete Withphreite:;Ch such as "vertical-ghetto," "high -rise trage- The hypothesis of this.thesis isethat if . dy," end "urban jungle.' However, a content a city, actiAg'in good faithlid in what it enalysis'of'news accounts,in the early 1950s, belieVes is the best interests ofd citi- When the doors of Pruitt-Igoewere filet zens in developing; and installing a communityor opened to tenants, indicated that then there C.A.T.V. system, sets.standardsAnd ideals were no dispaiaginwords, no critical coM- projects for franchises at too high a 'ents about the pribject. Indeed, news ac- level, then it willbe Impractical!. or impos-

counts of the period hailed*Pruitt-Igoe as an sible for firms tocompetebd8Atse of the ' architectural` achievement and clai4ed it !/' . conditions imposed.: The paper is a case 4 would rescue children from the squalor. of the sttidy involving the citytof Saratoga, Cali- ' slums.' fornie. . r- The p'ress' strong endorsement of Pruitt- The issue was studied from March, 1968. Igoe in the early-1960s led. the writer.to ex- to,April, 1974 using the case study method. . 'amine whether auchsan endorsement was justi- The city ,of paratoges experience in.develop- . fied. TO accomplish this, e review of liter- ing a functioning cable television fignehise ature on public housing in the late.1940S and extends over a period of eight years`..,During early 195os was made. The writer discovered the:peciod 11366-74 the,city council negoti- ' 4. that an active debate about the merits of ated to-obtain for its city the best and most high-rise public housing projects suchas advanced C.A.T.V. ,system in the country.yhy 4,ruitt/gdoe was. taking place around thecoun- it UOes not have .this remarkable system aftert,

try by sociologists, psychologists,414ychia- eight years is a topicof-great interest . trists and housing experti.Furthermore, the among, Saratoga're'sidents._ The'feeling that- debate was taking place in forums readifylac- an average system that works is better than 115

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c , s b I

ei 4 . i44' ,.. . no televisionreception-at alXis a lirevalent ' At significant grOupa (significance by .N i, attitude among.the tolin. Population of : 'agroupp s sizei or influence) was 'degignec11o. ,35, O. The reason th; 'tlii.ditk does not proyide i sight' into cgmmunity problems and

Alas/ a AIT:Vi system'yetappearf/ to 41.re- . to ',needs. '' ...11 i -, ... ' . .lated i'61 th6tinusual demandiheleity admils-%, TheltrelevIdlokttaIfon Was to be built ., 1 f . istrators have placed_ouSthosa;biadingfor ( J. in Orange Lake, Flprida/ ro the television A I the franchise. s ^ audi)ence was compgfied of those residents Who . a. , 01 4.. . V. a C s 4 I 4 . . v1919 type)of stinOards,that Wele looked. lived-within a 58:mile radiustf,the.datation. . ... -. ,

,,..! . at inoKulel'', agingg*Ver things;:bondEng,re-% g Both,a random sample of thkedliral"fublic ."-e' .%/9iremekts, undergipendivivrule4,and itudip and selected leaders were questioned by %means. . . . . "-.,' .; elyipment. iaraCd4;S: Pel4W5113undergroud. .`ciPperiona interviews. , ,,,,/,,o ,-''' .1% plaoemen of the cable.was:aCk!ary befo e .e The indings1 1Fom both studies indicated'. . 1271; the city'?autil4ties,wete 9'r.percen anumbe0 r of problems in the areas of goy_bin!,, 4 . i. overhead, but the city 'eorimoil wanted the t 'ment, economy, entertainment, services, Ste.. 4 . . 0 , s.r l 1 ble sl.stetn*bo be entire ly:Underground. In' These findings were used to complete thee .< 1 1 .AUduit,* 1971i''the co e'4f0Ily amended' "Ascertainment of: Needs: section of the broad-

enabling oginanc 'eliminate the undbr- cast applitation kiIr a construction permit 0 . \. - grounding provision. But, thetamendmeneof files with the Federal Communications-Commis- p *this )ordinance proviAed fox an-asiOtinding sion. The findings also were used'to make 0 . #,050,060 construki.F.Eind to be posted. recommendationsto the programing director 3 Another example of allemnrpsenabIe of topics for television announcements, and demand, was the requiremientAa community television programs. .4- . , . . . . acd'i studio to:be located in t city'and All Woe rrattion determined bythe stud- to b fully e6ip'116'with thetrost ensi,:n ies was intended to serve the programming eqpmentavailablet'This requirement ha44e. director as a source of reference for design- be.-14t alphdughtheie was &studio available ing future television.programs to best ;:-- . . serve 41.the iitmediAe aNacent community,whichwai the "publics interest." only, being partly used. The titY,also,was 4 rewirAnga mobile studio with col'or equip-. . . ,.N4. . ,%% '1mesF, a requirement (that even many large 4 ,-- cities have been' unable to afford. Saratoga officials have had good .i4 T 206 tiar, but. by making unrealistic demands to ., achieve an ,ekPensive blue ribbon systelm they 'MUCKRAICING .GNU RAY STANNARD BARER t. have been left with'nesystem at all. (.4%id, " William Quayle Parmenter, M.A.' -o- is in direct contrast to the surrounding cm- Universitrof Maryland, 1975 ' . .munities whith all have functioning C.A.T.V. 'Adviser: ,Carter 11%BiySn

/ systems.. Orr April 14, 1906, President Theodore Roosevelt unleashed'his famed "Man with the .1ftic,k,Rike" speech, andso named the "muckrai, 205 ars." These publicity. men for reliOrru:.some .NEED AND INTEREST ASCERTAINMENT, OF A. responsible otheri:Tiresponsible, labored TELEVISION AUDIENCE IN ORDER '10 valiantly during the Muckraking 4A, 1902 to- PROGRAM IN THE "PUBLIC INTEREST" .1912, to:expose the evils of concentrated= .Vt Nanette Oitto, wealth and institutionalized immorality. University of Florida, 1974' I *. The antecedents of muckraking are iden- . Adviser: ' Leonard'J. Hooper li tified inAise*reformistl,spirit emerging in the 1870s in newspaper crusading, pre-muck- Aq exploratbry stud? of a proposed tele; 'raking novels, and the cycle of governmental station's audien6 was-designed to de- o reform that ppssed'through' the cities and termine community problems and eds, Indi- ./A states to the federal government. o Economic vidual interests; and character tics of the ana socialfactors Associated with the Muck- aedience. A follow;uy study of leaders of 'raking Eraare identified as agrarian dfsconr-' "116, .

a I' t

tent, concentration of great wealth, ) hy random assignm4t. It was predicted that cal-corrugtion,.unfair distribution of-wel- the higher the complexity, the lower the far and opportunity, and commercial and'in- * itial consensus and the greater the impact dustreal corrpution. Excerpts Of Muckraking f communication on increasing consensus. Era articles, and capsule biographies of Results indicated a high degree-of unrelia- muckrakers illUstrate the interactionof so- bility irk -the measuring instrument IE was .cial and personal lectors during the era. suggested that "behavior oriented" rather The biography of Ray Htannara Bake;, a than "opinion" items would have provided prinapitl, muckraker for McClure's and Ameri- greater stability. can magazines, is examined in some detail. Two,of his noteworthy series, ofieon labor t Il Condifions ana labor racketeertng,.and esec- ond, The Railroadion Trial," are analyzed for their impact on the day, and their influ- legislation. Contemporary interest in muckraking is 204 assessed'ai the highest it has beeninyears: Top domestic muckrakers and investigative.re- BRITISH BROADCASTING:-

FROM MONOPOLY TO COMPETITION . topics.to investigate' and the `.Robert G. .Pedersen; M.A. hazarAf:theittrade. Based on interviews' Univefsity. of-Washington, 1975 with 12 foreign grass spokesmen, t -t. Adviser: Richard B.! Fitchen eluded that nowhere in the world does rakingexist in the same vigorous, full -bod- . 'This thesis constitutes` an analysis of ieddevelopMent as inthe United Stitea. the 'reasons for the British- decision in 1954 __ to introduces COMmercial television into their

broadcasting system.- . The importance-of-the-deCiiion was se= a. phesized by the fact that prior to p1954, the 207 British' Broadcasting Coiporition--the ni- FAMILY STRUCTURE MD tion's,sole broadcasting authOiity--was,' TWO - WAY COMMUNICATION pro.bably--the..world's outstandingexaMPle,of George W. Phsdirti, A.A. the 5overninent-sponsored monopoly, bioadcast- University:OtTWisconsin, 1975 'ing organization and served as alodel,for 'Aiviset::-Jack McLeod mart'' othir,countries: The 1954 move in- spired obbers'to follOw suit.. As critic Rage's- -theory of:faMilystructure and Wilson f'!.Dizard put it: ,` comMunicationwai combined with a specially - The shift away from'state-oriented ,constructed measare of consensus to make television broadcasting toward commercialism' began in the 1950's. predictions about types of_families in The event thattrig- vari-. gered th shift was the British government's oui stages .of their life cycle and-incul- decision to ntroduCe commercial television ture with Various levels of complexity. in competitio with the goVernment chartered BBC4Within a few years, dozens ofhdther The-measure of consensus was developedto countries adopted similar arrangements. slibw the inclusion,of,personperception The thesis traces the historical dgvel+ variables without encountering the statis opment ofBritish broadcasting'frim.its be- tical dependencies which have, hampered simi- ginnings in 1922, withepeciaL,referenFe to ler 'research efforts. British ettituaes toward the.,monopoly and aup.lesat one ithge in the family life commercialism in broadcaSting. The latter cycle calledthe unlaunched period (post- were separate but interrelated4spects of adolescent childrenstill living in. the home) .the 1954 decision and thiY were treated -were sampled and asked to discuis'the*behav- separately The thesis then proceeds to ior of their collegeage children-incampus analyze the immediate events surrounding demonstrations and one other topic of lower the 1954 decision. complexity. A.thfra topic was used as a The 'thesis concludes that the existence' control. TopiA discussed-Were determined of the monopoly ran contrary to Englishtra-, . , 117

y 1 4 3 I . 4. ditigns of freedom of expression, as exempli- comit,int with differences in ideas..Ideas fied\in other areas such as the print Media were looked at as some kind of "mental pic- 4 and theater, and that the monopoly would,in- tures" th'at people have which are exchanged

evitably have fallen as a result.' Thed,'eter- in communication: mination to adopt commercial television, on An attempt was made to avoid the lan- the other harid, was primarily a practical one. guage component altogether in collecting the Television demanded a far greater monetary data. 'Respondents employed.a set of symbOls 'investment than radio, andTEngland,'after to represent their ideas from the field of World War II, was financially strapped. Com- observations which were in the form divisual mercial funding was considered the only vi- stimuli. The stimuli were,divided into two able alternative. -If the English could have' groups consisting of five'themes.depioting afforded it, the would probably-have insti- situations' from different cultural settings. l. tuted a non-commercial television service as Twenty photographs were-ch6sen.frdm Edward competition for the...BBC. Steichen's The Family' of Man for this purpose. The two cultural groups were selected from Indian and American-studentson this campus: The major hypothesis in the study that

20! between culturedkifices would be greater than within culture differences was supportid THE "STANDARDS-FOR-OWNEASHIPI: but only with respect to three of the eight ------WELSbN.POYNTER,S MANIFESTO types of ideas used. There was a separate Donna M..Peltier, M.A.J.C. hypothesis with r9spegt-toeach type of idea University.of.Florida, 1975 suggesting the direction of the differences. Adviser:Harry H. Griqg; This was'based on a given cultural rationale. The results supported four of these eight hy- In 1947, Belson Poynter wrote the Odthesis. "Standards for Ownership of a NeWspaper or The orientational approach taken in this Radio Enterprise"--a manifesto embodying his research was found to be very useful to philosophy of journal-ism-as-well-as-practical stUdYifig Meaning-cross:culturally. The use piolicieS' for his newspaper, the St. Petei.s- ,- of visual stimuli which added to the attempt bprg Times, and radio station WTSP. This of gettinPat a subject's ideas Could be fur- study examines and evaluates Poynter's recent ther developed in terms of color and motion, -claim-that.a11.15 Points of the " Standards" et. cetera. have been 'carried out.,

- Data for the study were deriVedfrom two 'main kind's of sources:\ personal interviews' with Poynter, and a number of his colleagues both past and present; and material froM the 211 Times Publishifig Company's'library and_from_ personal files., While Poynter is not yet en- PUBLIC RiLATIONS IN ISRAEL: THE STATE OF THE ART titled to bOast'of complete success, the evi- hiChael*.Pers, M.A. dence indicates that most of the "Standards" ,,University ofTexas, 1975 have been implemented. Adviser: Alan.Scott

The thesis is an overviewof the field 210 of_public relations in Israel. It concen- Irates on three main aspects: (a) the firms- - z,4;,A COGNITIVE APPROACH TO STUDYING MEANING IN CROSS CULTURAL COMMUNICATION their structure, clients, and areas of public Manjunath Pgndakur, M.A. relations activity;(b) public relations and University of Washington, 1975, the media; and (c) the legal status of public

Adviser:Keith R. Stamm . relatidWin4Israel anditsstandards. .

'The main purpose of this thesis was to study whether cultural differences are con-

121. 212 213

'A STUDY Ot. THE FEASIBILITY OF CRITICAL: MANAGEMENT DECISIONS IN A A'MAGAZINE FOR THE NATIONAL AFFILIATION SUCCESSFUL INDEPENDENT UHF JO' FOR LITERACYADVANCE TELEVISION STATION: A CASE HISTORY Marcia Rae Nichols Piepgrass, M.A. Michael. A. Pi4eitelli, 'Syracuse University'," 1974 University of Floridai1974.: Adviser: Robert S. Laubach .0 Adviser: Kenneth A. Chriatiangen . c

This study-obtains opiniens.from the Successful operation.of an independent leaders and newsletter editors of the Nation- UHF television station ih.coMpetition with al Affiliation for Literacy Advance (NALA) on three VHF network affiliates is rare. This two questiops: "Would a national NALA liter- study is a case history of such a station, acy'magazine be feasible?" and "How would analyzing critical 'management decisions such a magazine be se up, operated apd fi- , which led to that success. The stationstud- nahced?" ied was'WTOG: St. Petersburg, Florida, which Data was collected through a leader began' roadcasting in early 199.and was questionnaire (pretest), an editor question- within a year operating in the black. , naire and a content analysis of a ,year's is- 'Methodology of the etUdY consisted of sues of NAL?. publications. interviews with-the original management team For a new publication to be started /ALA at WTOG, as well as with the current top man- must be assured that the magazine: is need- agement and with the president of the sta- ed; would be financed, have apurpose, have a tion'os parent companY, Hubbard Broadcasting ' sourceof news, and be7supplied with-news. Corporation. Pare one oV the quettionneire concluded Live management Acisions appear to have that a literacy magazine would do more:than been critical in ihe;htation's sUccess: (1) existing publications, have regional and na- the original selection of a market which ex- tional information available, have willing hibits strong, growth tendencies, has a high reporters, and would be important enough to 1114 conversion rate and in whichone of,,the finance. network-affiliated stations is weak;(2) the -- The content analysis-showed-that the decision. to- spend large amounts of moneOr major news source would be the newsletter first -rate equipment to insure coverage and editors. picture quality equal to that of the Market's Part two of the questionnaire concluded VHF stations; (3) the'decision.to counter- that the staff shouldte two to itirIe people. program the network affiliated statiotis in , Policies ind objectives, should be determined order.to offer the viewing publiO a distinot by the Laubach Literacy puldishing committee, alternative to what was being scheduled by by the NALA executive committee'and by the the other stations; (1) building a small, editorial staff of the magazine. Evaluation versatile staff rather than the more tradi- should be done by the same group and by tional large, departmentalized organization tutors. The-magazine should be financed by so that every staff member was able to per- ( paid subscriptions. form a number of tasks;(5) 'the development. . This section also concluded that a maga- of a positive, aggressive sales philosophy zine size-would be 1/2 x 11 inches, 8 to beiedon selling the value of televisionad- 32 pages in length, illustrated by both pho- vertising and the 'ability of an advertiser to tographs and art work, would supplement news- reach more people by spending'a portion of letters and replace Literacy Intereom and his budget on the independent station.* Literacy Leadership. The study scpportedANALA In beginning a magazine within two years; a

119

.12o lic, but thht too little information is pub- 214 lished. Scientists indicated quotes and 'A COMPARISON'OF PRESCHOOLERS' factware reported fai.rly'well, but relevant VER'BALoi.AND NONVERBAL BEHAVIOR infotmation about inference, method of WHILE VIEWING SESAME STREET AND PINK PANTHER study, and results is often omitted. Dorothy Gallagher Prawat,M.S. -Oklahoma State, University, 1974 ° Adviser:. Jamie W.- Rhea.

Scope of,Study: Eighteen preschoolers were video-taped in groups of faux ol.,fiVe, 216 while,wat&ing randomly. seiected.ten minute segments of Sesame Street and The Pink Pan- THE mitToHE OE UNDERGROUND - ther. Observers viewing the vide apes used COMMUNICATION IN RUSSIA SINCE THE SEVENTEEN'TR..CENTURY a category system to record the frequencies Bill RainbOlt, M.A. of certain behavars'thought'to be indicative North Texas State University, '1975 of affeetive'aad cognitive.involvement,in the Adviser: Reg Westmoreland program. These data were analyzed in an effort to directly assess children's viewing TheApurpopes of this study were (1) to preferences for the two types of television identify the reasons for and theProbesses'of fare. : underground communication in Russia since the Findings and' Conclusions: The Pink Pan- seventeenth century and (2) to'utilize the ther, a 'popular but violent cartoon show, ,information to interpret-the clandestine---. eliciedNaignificantly more nonverbal affec- media's significance.--- tive behaviorsmostly in the fOrm of smiles The stud concluded: (1) underground --than Sesame Street.' The two programs did media have evolved because Russian governments not differ in verbal affect, in nonverbal or have oppressed free speech;(2), dissidents in verbal "relating" behaviors. Children have shared similarities in'the methods of .demonstrated significantly more motor move- illicit communications;(3) whereas the ear-' ment "initiation than imitation while watch- her clandestine press tended to'be 'either ing both programs. The same was true for literary.or political, today's samizdat is a verbal behavior. This beliesthe,notion that -synthesih of many varieties of dissent; (4) television is a "cool" or noninvolving medium underground media have reflected the unique at least for young children. characteristics of Russian`journalise4 and (5) the Chronicle of Current Events is un- parralled as a news journal in the history of Russian_dissent.-1 215

AN INVESTIGATION OF ACCURACY IN NEWSPAPER SCIENCE REPORTING David Lynn,Pulford, M.A. University of Texas, 1975 Adviier: James W. Tankard . __ 217

This study used,a Mdil questionnaire to .AUDIENCE INTEREST IN A CONTROLLED CIRCULATION COMMUNITY NEWSPAPER, investigate the accuracy of newspaper science THE SADDLEBACK, CALIF.,.VALLEY NEWS articles as judged by a sample of scientists Betty Waters Rawlings, M.A. whb recently had an article about their work Californta State Univers>, published in a newspaper. Thi's study found . Fullerton, 1975 more errors in science news than Previous Adviser: James Alexander studies found in general news. Sources marked 2.16 errors per story. The-.purpose of this study was to examine Scientists seemed to feel. that newspaper ' eleven variables in relationship 'to thetwill- coverage of science is important tp the pub- ingngss to pay for a controlled (free) cir- 120 r t.

culation community weekly newspaper, the value to the school system. Responses were Saddleback Valle News, inSouthern Califor- tabulated and analyzed. .nia. This study Of the potential audience This investigation-concluded that the - involved the use of a questionnairewhich position of the'director of school public also 14obed reader preferences: relations is no-highly professionalized. A probability' sample, stratified by sex, Little agreement on defining major duties and Jaf194 respondents was obtained from a cir- responsibilities existed among superinten- culition area of.14,932 households.. Each re- dents, or among directors, or betWeen super- - spondent was given a questionnaire to be intendents and'their directors. filled out ih the,presence of An interviewer. Superintendents and their directors were Results were tested on a .10 confidence polarized,in their.perceptionsof the major leveolufor statistical significance. The sur- responsibilities the director should be per-

vey revealed that 164 (84.5 percent) of the , forming to implement a successful program of respondents were readers, and 51 (31.3 per- school public relations_. Superintendents recent) of these were willing to pay- to receive flected a traditional approach to public re- the newspaper. The findings identified only lations, with an emphasis on media relations one variable, frequency of readership, which and printed publications. Directors, on the had statistical significance, when aisociated_ other hand, identified two -way, inter-per- willingnessto pay. Readers and non- sonal kind's of communication as the activi- readers were compared in relationship to the ties which they felt would be most beneficial eleven variables, also. fOrgood public relations.' Another item of disagreeMent between superintendents ,and their directors revolved around' participation in management-decision- '211. making. The,mjority of superintendents 0 t 'agreed that,not only, were their directors not rTHE ROLE OF THE DIRECTOR OF SCHOOL PUBLIC. RELATIONS 'involved with this Hlow, but_ also they should CimstanceE..Rebich, M.A. not be involved. However, the.majority of Keilt State University; 1974 directors saw themselves participating in Advisor: Harold Van Winkle Management decision-making, and they agreed that they should participate as part of their This-study,collected factual data to responsibilities. 'describe systematically the role of the di- Not,only did superintendents and their rector,of school.public relations-by deter- directors disagree on the "shoUld's,nonly Mining: the performed role 'of the director. one pair was. able to agree on the three ma.7. of.school-public relations and the preferred jor duties the diredtor is,now performing. role of the director. - '*Data concerning the performed anepre- . ferred roles of the director of-School...public__ relations"were gathered from the responses to 219 questionnaires completed by twelve practicing A STUDY OF THE-APPROPRIATEN -directors And their superintendents in,North- "OF THE JOURNALISM CURRICULA IN eAstern Ohio_ COMMUNITY COLLEGES IN FLORIDA AS A 'BASIg FOR UPPER DIVISION A chart listing 25 different duties was 'JOURNALISM EDUCATION IN THE presented to each director and superintendent ,STATE UNIVERSITY SYSTEM -to check the role he perceVes the administra- Brian Edward Richardson, ,M.A.J.C., tor now performing, as the school public rela- University of Florida, 1975 tions director and the role he feels the di- Adviser: John V. Webb rector should be performing Also, each re.: spondent identified and ranked in order of The extent.and content of journalism importance the three duties on which the di- curricula"in public community colleges in rector is-now spending most of his time and Florida are examined, as well as the amount the three duties on which he would prefer the and type of communication about articulation 'director spend most of his time for major PR and transfer requirements between journalism 121

127 and mass communications facultiesat communi- vey questionnaire to gather data. ty colleges and aeleated state universities. Results indicate that portable televi- Questionnaires'were mailedto Florida sion equipment ii used by all 13 hospitals'4 community college journalism and mass com- and that mobility is a great asset., The municatibns faculty members. Results were study showed how-medical television is used .,analyzed to profile these community college to meet burgeoning communication demands, but --Iatulty_members and to determine the number that budget limitations'arean Overriding and type of journalism-and masscommunica- reason restricting its use'and potential. tions courses offered in the community Until the finanbial climate improves it does teleVisiOnlb leges. not appear that hospital use of Courses also were.Yexamined through inter- 'orange county will ;xi:ow fast.

views at four community colleges which send ' Present and future use appear to be p the most graduates to the University of Flori- greatest in.the areas of eduaation.andtrairo. da's, College of JoUrnalism andPCommunications- ing." 'Use was highest in teaching hospitals .In and the University of SouthFlorida!s Depart- for the education of medical students. ment Of Mass Communications. The purpose was other hospitals too, the main role.of - to compare the community college Programs for the education and training of medic's' with the recommendations for a community col- staff, ancillary personnel, students and pa-

lege transfer sequence. - tieilts:, Recommendations include_imprevino com- 'The_expense of acquiring, maintaining munication between community-college mass,cbm- and utilizing video equipment appears to lim- . -municationsfaculty And the state universi- it its potential and tends to suggest that ties through the us"dAof professional society hospitals may f_nd mutual benefit by sharing meetings, increased circulation of transfer use,of_television resources in the future. information catalogs and visitations by uniL versityrepresentativei to the community colleges. Establishment of.a.standardiied uni-

versity_, parallelnass communications curricu- 221 . lum to' beoffered'' in the community colleges is also recommended. ./NTRODUCTION'OF ECONOMIC FACTORS INTO SPECTRUM RESOURCE MANAGEMENT John O. Robinson, M.A. University of Pennsylvania, 1974 220 Adviser: William H. Melody A STUDY TO DETERMINE THE USE, FUNCTION AND POTENTIAL OF TELEVISION This study considered the merit and fea- IN ORANGE COUNTY HOSPITALS sibility of altering the present method of Elizabeth Bronsdon Robertson, M.A. spectrum (radio spectrum)- resource management California-State University Fullerton, 1974 to include a greater involvementof economic Adviser: George A. Mastroianni factors in the allocation and use of the re- Source. Two management mechanisms were evalu- 0r/eyed the use of televi- ated. First, as has been proposed by many,, sion for medical communication in hospitals. .athersr a-ma5ket_systemyithminimum ad "minis- The purposeof the study was to determine the trative regulation Was assumed,'"and its over------capability, roles and usefulness of televi- all performance examined. In the second case, sion in the 38 acute general hospitals in Or- econoM1c incentives were combined with an ad- ange County, California. It, also surveyed ministrative system, as management tools. possible uses of television in,the future. Several general functions that must be Slightly more than one-third, or 13 hoS- performed by any effecti4e method of spectrum pitals, were deterMined to use medidal tele- resoUreemanagement were defined. The alter- vision by a .preliminary telephone survey. nate methods of resource management, includ- The full study, was then designed-involving ing the present admilistrative system, Were personal intervie41.sof hospital administrar judged.On their ability to accomplish these tors 'in'these hospitals, using a focused-sur- functions. In addition, the performance of 122

1i0 . the market system and the combined adminis- _the public feel the media should be, and what trative- market systemwerecompared to that they feel the media aren't. othe present system. This study deals entirely with the magi A basic premise maintainedthroughont .media of Canada--radio, television, and daily the study was that the current allocation of neWspapers. The theme of this study is the - .the spectrum.resource must be accepted -as an roles-and respinsibilities of thCanadian initial condition for'inalysis. Fediaviewed froM'themedia manager position. It was concluded that a market.system A mailed qu'estionnaire, the fundamental-tool would be unsatisfactory asak management of this thesis, ;ought responses based on the mechanishf It would not allocate,there- company and personal philoiophies of the me- source to ,the priorities estab- dia'managers on how the-Canadian media meet lished by current national policytt No prac- their responsibilities and roles and just tical means has yet been determined by Which. what these roles end'responsibilities are.

- property rights in the resource can be estab- The statistical results and the respon-

lished..., Finally; when analyzed only on .the dents'. qualifications are categorized in Cour basis Of:economic efficiency, it, was found subject areas: the goyernment and the media, that the expected.market.conditions would'be responsibility in news projection, public more nearly monopoly than effective competi- responsibility of the-media, and bias and tion in most partsof the resource." Further, bSlievabiiity in the media. the opportunity would exist-to exercise mo- The pdrpose of.this exploratory study nopoly.power in the Spectrum resource market' was to aid in alleviating a lack of Canadian- in a manner that would reduce cdOpetition in media research. Conclusions in this thesis product markets.. are drawn on-an inferential basis, using only While.it iS.ConclUded that the spectrum *material githered through the mailed ques-

resource:mist be allocated'administratively, tionnaire. . the, analysis indicates that the present ad- Definitions of media roles andresponsi- ministratiie method:would be much more ef- bilities.are examined through inspection of fective if certain market incentivei-werein, majoi studies conducted in the United States cOrporated-as management tools.Y. In'particu- and oe-by the Canadian Special Senate Com- ler, the present concept'Of the resource as mittee on the Misi a free -good isa,fundamental weakness of the present system. A rental charge is recommended to dispel this concept, and interject economic incentive for conservative use of the resource. 223

ANALYSIS OF AGRICULTURAL NEWS CONTENT PREFERENCES OF FLORIDA NEWSPAPER 'EDITORS AND SELECTED FLORIDA READERS Michael Ross Ruffner, M.A.J.C. 222 University of Florida, 1975 AdViser: Harry 41. Griggs' THE ROLES AND RESPONSIBILITIES OF THE CANADIAN MED,A: A SELF-PORTRAIT The purpose of'thisstudy was to asCe:' --Bruce-PL.-L.-Rozenhart, M.S. .7.)x San Jose Stateliniversity, 1974 tain-the1 iTegItural-news7preferences-of AdViier: David Grey Florida newspaper editors and a selected group of Florida readiri.The study surveyed - 235 newspaper editors and 400 newspaper read- . To enter into a discussion on the roles and responsibilities of the mass media of ' ere by-mail questionnaire. A,content inaly- communication in today's society is remark- sicalsewas performed on agricultural, news ably similar to a fly trying retrieve a stories appearing in all Florida newspapers delectable tidbit from a spider's web. The from September, 1974, through November, 1974. , circumstances leadingto this entrapment are A response rate of 66,percent wis achieved . acquired by efficient investigation on what for the reader survey, and 54 percent from various media experts,ublic officials, and the editor survey. Analysis. of 170 igricul- ins

129 tural news stories was performed. typidally done at one-day district meetings Reader preference was for stories be- O'r'it longer workshops.

tween 5 and 10 paragraphs in length and .per- i° This trainiWapproach has some inherent taining-to research, how- to- do -it, or gar- problems. The result hasbeen a very limited -, dening themes. _ Little preference was-indi- amount of-recent T.V. training for'Extension cated for itories with pictures or which agents. The problem, then,:is howto help stressed local events. agents perform effectively on television.L Editors, on the other hand, Overwhelm- The study suggests.that some type of inglyexpressed a preference for stories Workshop situation will increase TO,. The workshops with pictures, and a local theme;A majority enc. for Extension ageltb. p of editors Prefeined stories under 10 column will tend to go ittcr'mor depth rather than inches and expressed adesire for agricultur- expending time on basic information. The al news fillers. Family and how-to-do-it paper suggests developing self-instruction stories were the preferred themes. materials.to coordinate with later workshops: The content analysis showed that less In these terms the objectives of-the thin 25,percent of the newspapers in the paper were: state printed some agricultural stories dur- 1 To assess the T.V. training needs of ingsthe period of analysis.Only 32 percent Extention agents: of the stories published had a local theme, 2. To produce a .self-ilistructional pro- in spite of the stated preference by editors gram on the use of T.144or Extension agents. for local stories, but over 45 percent of the 3. To'get agehts' opinions about help- stories were under 10 column inches in length. fulness of' the self-insruotional project on Contrary to the stated preferences of the editors, the vast majority of the stories did 4. To improve in the broad sense the not contain pictures, and the most frequently T.V. performance of Extension agents. published agAcultural theme was that of the future event.

225

AN ANALYSIS. OF THE DES MOINES REGISTER'S COVEgAGE 224 OF THE SOVIET UNION AND ITS RELATIONSHIP TO IOWA PUBLIC OPINION A SELF - INSTRUCTIONAL PROGRAM ON 1936-1940 __SIMPLE TELEVISION VISUALS FOR EXTENSION RERSONNEL_ Deanna J. Sind's; i:9. Pamela Sue Sadowske, M.S. Iowa'State University, 1974 University-of Wisconsin, 1974 'Adviser: James W. Schviarti, Adviser: E. Kroupa ,Newspapers like the Des Moines (Iowa) Communication is an essential element `Register play a prominent part in the lives for all education% Land-grant universities of their read4s as information gatherers. and their extension systemS rely heavily on and agenda setters, particularly in subject mass.communioation methods .to disseminate areas about which readers had little previous knowledge. their educational infOrmation. This was especially true before In Wisconsin, although training in add-. the spread of public television. The pur- EdErcinir readily-recogni z ed,-mos pose ofsthis study-was to analyze the Des Extention agents have little background Moines REgidter's-coverage of news related. to- training in the communication skills they use the Soviet Union from 1936 to 1940. To do on the jab. this, a content analysis was conducted with Without background training new agents randomly selected issues of the newspaper for face the situation of being expected to pre- the five-year study period to obtain quanti- seneeducational programs on T.V. when they fiable data. know little about the medium. For agents'al- To insure that the sample issues analyz-, 4 ready on the job, in-service training is ed would represent the total accurately, re-

. 124

130 tr,

constructed composite weeks were devised. and print industries.A critiquof the no-': The,five-year period was divided into twenty ;tion that ownership rights include the right three-month'periods, or quarters. Each to determine,ihe product and'a discusain of quarter was, in turn, divided 'into twelve the institutional and personal interests that weeks. Since seven issues of the Register bear on message maserproduction are used to were printed each week, there were a possible support the contention that collective bar-, eighty-four issues "in in average quarter. gaining is in effectiVe and appropriate way ,These lisols were taken as the sampling Uni- for workers bothoo achievethe right to a verse: In addition to'the-randomly.selected Voice in the product and toexercise that issues, all the Sunday papers were analyzed. right once it is recoghized,; , A.search:bf,state and national dOCtimen- material. relating to the study period, was.', conducted ith library materials to iden-

tify diplomatic policy, create historical._ perspectiveand,define contemporary 'public opinion. The data obtained from the substud- 227 ies were analYzed'io determihe:if there was a THE THAI PRESS: A CONTENT ANALYSIS. relationship between the Register's coverage Guy Scandlen, M.A. pattern' and identifiable public opinion in 'California State University, its readership. Fullerton, 1974 It was originally hypothesized that Adviser: M.'J. Rosen there would, be a relationship between the Register's coverage and Iowa public opinion. Five urban and'three rural Thai-language However, after examining the content analysis, newspapers were content analyzed across six- contemporary state and'nittonal affairs air teen/news categories. Significant differ- the Gallup P011, it was found that the Soviet ences between the urban and rural newspapers Union was not generally perceived tote of Of Thailand were found in all content cate- goriei except: great. importance as a news subject until the 1) crime and Violence; 2) Thai governmental affairs; 3) commerce; end otthe studyperiod. Available data on and 4) human interest. public opinion did indicate, however, that Both urban and rural papers gave their greatest proportions of the public must haVe received information space to: from other sources which enabled them to form l)' advertising; 2) the arts; ana 3) human interest. In governmental affairs, opinions about the Soviet Union. - the urban papers gave Significantly greater space to national, news;_ the rural papers to local-news: _ Data from concurrent readership surveys and this study suggest that an expressed preference for national news wag not being _226 . met by Thai newspapers and,conversely, that COLLECTIVE BARGAINING By NEWSMEN. t: FOR A VOICE IN THE 1TtODUCT 'the-large.prOportions,of space given 'io,advertising; the arts; buian interest; and Marianne'Sawicki, M.A. sports appeared unwarranted. Only the space_ University of Pennsylvania, 1974 Adviser: George Geihner given to news of crime and violence appeared 'consonant with reader preferences.

BroedbaSting and newspaper industry 'Studies concerning the influence of the Thai press on public- knowledge and opinion documents, union contracts and convention were recommended. . minutes, trade press repoits, journal articles, ana, personal Interviews are cited to outline the progress and goals of newsmen six areas that comprise,newsmen's demand for a voice in what the media say. These findings are evaluated with reference to the similaritiei and differences of, the broadcast 125,

131 :0

!,22$ departments would-be helpful, '(b) trust cus- NW. tomers are concerned about fees, and (c) they A STUDY OF ATTITODES''TOWARD BANK TRUST'OEPARTMENTb HELD BY LAWYERS' (lawyers) would, not recommend l'hank trust *IN WINNEBAGO COUNTY, ILLINOIS department.sotely on the-basis of fees. Michael J. Schelstrate, M.A. 3. There is little if andiversity of Northern Illinois UniverSity, 1975 opinion betWeen Group I and Group II lawlex's- ,Advisert Albert Walker concerning factors in recommending bank' trust departments to trust customers. Of The Study centered oh the attitudes of seven factors presented in the Itudy-, , lawyers toward the trust departments of com- spondents generally agreed expertise of the mercial banks. The purpose of tha study was trust department personnel was the most im- to reveafthetexisting attitudes of Winnebago portant;

" County, /11inois, lawyers toward, the five 4. There is diversity Of opinion be- ;bank trust departments in that county's largz tween groupi concerning the quality of trust est urban"areas Rockford, and to determine if department service at three of the five._ .thoieettitudes are a function of 4,1awyer's banks of the study: lmerican-Nationalpank, percentage of trust and estate practice to First National Bank, and IllinOis.National his total law practice. Bank. In each cale.GrObp II respondents A questionnaire was designed and mailed tended to rate the .quality of. trust service to the 275 lawyers listed bythe Winnebago significantly higher than did GrOUPI. County Bar Association as practicinginthe 5. Therejs little diveriity of opin- county of Winnebago. UsableIlfriiey'instru-. ion anong the, respondents concerning enter- mentswere completed and returned by 139 law- tainment and special programs which the :yet's (50.5 per cent). trust departments occasionally provide.Most Twenty-eight hypotheses were tested to lawyers agree (a) they have a good time at determine if statistically significant dif-. --thiEritiZrtmentsponsored events, lb) ferentes existed between the responies of they appreciatethe special treatment, and lawyeri'When grouped according to their Per- (c) the banks are not wasting their time-and centage.of-!Tew practice devoted to trusts and money on these eventi.

estates; that ,is, lawyers with little or no . 6. There is little diversity 4 opinion percentages of trust and estate practices concerning bank trust literature. Most,law- t - (Group I) comparedsto lawyers with moderate yers generally agree (a) the literature is

°or high pekcentages of trust and estate . helpful (although a significant difference practices (Group II). in responses-was-notiOed7SilWeen groups),

- The results of the statistical tests , (b) they would mind if the literature was not 'conducted for six of the twenty-eight hy- sent,(c) advertising and, promotional pur-, potheses were-statistically significant, and, poses are the reasons for sending the Uteri: therefore, not retained. ture, and (d) the banks will generafly'pro- The following conclusions are,based on videany needed'llterature, _- the findings Of the study; 7, Conceknin9 a.number of subject 1. There is diVersity of specific opin- areas, most respondents generally agree ions between Group I lawyers and Group the Rockford bank trust departments ancarea lawyers concerning their familiarity with lawyers are making honest and sincere of -ti bank trust department fee schedules. Lawyers forts at cooperation,(b) trust. departments

, with moderate or high percentages of trust should not 'trough draft" legal documents, andTestate-Rractices-are generally more fa-. And (c) if asked, and if practical they miliar with what the Alialdapnrtments will would review a draft of a 10.21 dotument With charge than are lawyers with little or no the trust department priorto'execution of percentages of trust and estate practices. t.. 2! Thereis little if any diversity of opinion between Group. /.lawyers and Group II0 lawyers doncerning the fees banks charge trust customers. Most lawyers agree that, -(a) a Table of Fees from each of the trust 229 230 MASS MEDIA CREDIBILITY: THE MEASUREMENT OF AUDIENCE ATTITUDE ,A STUDY UP THE.FROFESSIONAL AND. CHANGES IN SAN JOSE, CALIFORNIA EDUCATIONAL BACKGROUND OF BETWEEN 1964 and 1974 HIGH SCHOOL 4OURNALISM TEACHERS. , AND ADVISERS IN WYOMING Robert G. Schildmeyer, M.S. Carol,P.,SchAidt, M.A. San'Joie State University, 1975 GI The Univeriity of WyoMing, 1975 Adviser:Gordon-BI-Greb''--- Adviser: David C..Henley K . I The -credibility of. the mass media has The purpose of this study was to deter - been of concern t4 communication researchers sine 'the professional in&educational back= and'membersObf the media for many years. ground of journalisi teachers andadvisers 4n alhen-ViCe President Spiro Agnew attacked-the 'Wyoming public high schools. mass media in a speech at:bee'MOines, owa;' The Methodology utilized in the study November 13, 1969,additional intereet in included the distribution of a 61-item, four credibility was generated. -page questionnaire which was sent to all This- thesis traces.fhe-history of the known journalism teachers and advisers in the concept of media credibility from the days of state. colonial America to the prevent day, United a Fifty=one respondents returned the ques- States. The thesis ilso outlines research tionnaire. All-of these questionnaires were covering audience attitudes in San Jos* Cil- used in the study. ifornia. Results ofthe survey showed: The research project:compared.the resat' 1.. Forty-two per cent of the advisers of a telephone survey taken in 1964 by Richard do not teach journalism but sponsor it as an Carter Of Stahford University and Bridley.S. extra-curriculir activity. '` 1Greenberg'of Michigan State University and re- 2. Ten per cent of .the respondents have Pgrted in Journalism Oulfterly, 42: 29-35.,.. . a major in journilism and another ten per ,1965, with the,results of another telephone cent have a minor in journalism._ survey'taken during Miy and June of 1,74. 3. Seventy-eight'per cent of the teach..4 . Data generated by the research provided' prs (3!) had less than the 12 hours in jour- proof -for the following hypothesis: the San .nalism required for journalism certification' Jos* public in 1974 was less likely to believe in Wyoming. While only 11 teachers have news- reports on radio, television, and in enough hours in journalism to be- certified to newspapers beOauseof perceived bias, editor- teach it in Wyoming high schools, 26 teachers ial positions,Elitfaiiii-frowelected 1*a-ors' .,reported. that they did,io feet, teach jour- and political candidates; media self-criti-- nalise. cism, and. other factors. 4. Only 16 per cent hadany professional The thesis alSo.containsan annotate d _ 4 experience in journalism. bibliography of principal studies in the

. S. The majority of the teachers.queried field of credibility and a study of theatii- (52 per cent) said they did not intend to twfes of news directors andnews editors in take any courses in journalism in the future. the San-Francisco Bay Area to media credi- Recommendations of the study include: bility. The findings tended to indicate that strengthening certification requirement's, of- news media execitives, is a whole, were not fering more post-graduate courses-and work- awareeof the public's views toward credi-. shops throughout the state, and requiring all bility andWere doing little to imPr4e media Englishteachers to take basic classes in Credibility. journalism as well as requiring all hi4fi' school students to have Chite-Of-journalism or,mass media in English classes: "

o 12?

133 ire written'at an appropriate level odiffi- 231. culty and are comprehended sufficiently, by COMPARING READABILITY AND CLOZE Southern Brazilian,farMers. :Cloze procedure PROCEDURES FOR DETERMINING FARMERS' COMPREHENSION OF.AGRICULTURAL EXTENSION is judged as alseku_tool 6)r measuring pub- PURLICATIONS'IN.SOUTHERN BRAZIL lication difficulty. Wilson Schmitt, M.S. Finally, some practical recommendations University of Wiscontin, 1974 are made, 'based on a stylistic analysis of Adviiier: Lloyd Bostian' the major errors made by respondents in cloze completion, to help extension agents to bet- ASCAR, the agricultural extension agency ter communicate with farmers. of the State of Rio,Grande do Sul, Brazil,. uses publications as one of the major means 4. of diitributing techniCal information to far-, mers. Practical questions for the agency in- elude! what is the level of difficulty of the writing and how well do farmers under- 232 stand these publications? COMMUNICATING'HEAiTHINFORMATION TO , ' This experiment tested the level of dif- THE URBAN POOR: AN EXAMINATION OF THE ROLe0E-THE MASS MEDIA IN ficulty of a sample ASCAR publiCation using THE HEALTH SYSTEM AND AN ANALYSIS orTHE 'Matz (Brazilian-Portuguese) readability for- MILWAUKEE COMMUNITY HEALTHFAIR mula and doze procedure: Previous research Virginia Marie Schramm, M.A. in both readability and doze_ procedure was University of Texas, 1975' 'carefully reviewed. Adviser:: ,Werner i.'Severin 'Cloae scores were achieved by testing - farmers in spying 1974 with passages seieCted This thesis presenta'an overview of the from 15 pub4c'ations. FIrmers were nter- -current crisis in the nation's he$1th care viewed in 16municipips representing the geo- delivery system! examines the media's sub. graphic and agricultural areas serviced by stantial role in contributing to this crisis; ASCAR. The 225 farmers provided additional and.inalyzes the kilieukee Community Health information on use of publications andAther Fair,,anon-triditional, Consumer-talon-tad, media. healthproject, organized and Coordinated by Readability scores ranked most publica- a consumerhealth,Organizaiion in Milwaukee, tions as "easy." According to Bormuth's cri- Wisconsin. The goal of the Fair was to in- terion, this represents an 88% comprehension crease consumer awareness of existing health . rite. A'comparison of rank order of diffi- resources and to increase consumers' c9incern culty of theublications, produced no signi- for community and personal health by: 1) prb- ficant correlations. ,Howver thelargest vidin4 a vehicle for personal-interpesOnaW correlation-(710-was-found-between the doze consumer-provider communication; and 2) at- ranking and the author's ranking. `tracting mass media attention totMe event, thereby-fostering a greater public awareness. In testing doze methodology, the commonly-uied exactord count method was com- ,pared to synonyin count, but a,synonym count did not improve doze discrimination.

Of_additional Variables analyzed, higher' I

cloie scores were significantly related to O 233 farmers' eddcation, their judgement ofASCAR .publications as easy to read, judgement of A' CONTENT ANALYSIS OF THE WOMEN'S newspapers as easy to read, and'regularity of PAGES OF FIVt KANSAS NEWSPAPERS 'newspaper reading. On the,other hand, pmil- Marsha. Sears, M.S. iirity with publiCation content, and disposi- University of XInsas, 1975 tion towards publications were variables that -* -Adviser: John B. Bremner . did not affect farmers:, comprehension of the --analyzed material. This study examines changes in the con- 'Conclusions are that ASCAR pubilditions tent of what traditionally have been called. 128

1 3 SaU the women's pages of a newspaper. Five af- Eirit twelve weeks of coverage in three San 'ternoon-dailies were"ptudied: the-Kansas Ci- Antonin daily newspapers and interviews with ty,Star (Kansas state edition) and four Kan- broadcast media perso nnel are - included:

sas papers --,the Lawrence Dally'Journil- - i'roblams encountered by news gatherers,and

ibrld, the Salina Journal, the Topeka State . news sources are discussed, as well as.ug4 Journal, and the Wichita Beacon. gestions fo?avoiding such problems in the The years studied are 1960 and 1972. future. 1960 was chosen'bicause it predated the ac-. tive equal rights movement, which gainedim- petits from Betty Friedan's 1963 book,, The FeminineMystioue.-1972'was-chosen because 43S it 'was the year the researchbegan. Randomly' 0 elected,'the same week froth eachyear was DIFFERENCES' DISPLAYED ilf...TWO AGE GROUPS itudied: Octobei\20-26s. IN REACTING TO IDENTICAL MESSA= All material on women's pages, excluding Wendy Kay SheitOniM.A. advertising, was studied:The material was University of Pennsylvania,. l.75 e Adviser: . divided into two categories: "traditional" LarryGress copy, relatingto woken in their roles as homemakers, wives,. mothers; and "now" copy, This study,explored t he notion that relating toWomen in careers and in society !meaning is derived by'a reideris.sereeult in non - traditional roles. not of individual, isolated message: which. Though the changes varied from paper.to lare.relid,:but rathei as a result of interac- o paper, the'study,showed that "now" material tion between a message and characteristics occupied more space and a greater percentage, brought'to'ihe communication situation by the of the women's pages in the five,papera in* reader himself. Specifically, the study ex- 4 1072 than in 1960. 'she Kansas City Star's amined the significance of differences in one "now" material'increasewas.the leaste from .4 of these chaacteriitics, the reader's age. 2.9. percent in 1960ito 6.4 per centin 1972. The messages used were daily newspaper The idialliA-2WAmen:Entreased: the most in horoscope columns. Readers in two age grouper "now" material, from 5.1 per cent in 1960 to high school students and senior citizens, 40.1 per cent in 1972. were interviewed on six daYst. Each of the -subjects had the same istrological'sign; and According to the results of a question- ; mite lent to the women's editors'of thpa- each was asked,to interpret the day's horoscope listing. The subject: re-stated the: pers, most readers still want club, society.i.. message in their own words, and explained how and nuptial copy, but less than'before.The the hqr6sCope was.ba wai,,not true for them editor' Agreedthai women's pages were be- 'that.d4. doming more' interesting/because of wider'appeal to a genTral.audience.' -The interviews were analyzeilin terms of seven categories, including specificity of reitatement"specificity of illustration, ir- relevance of re-statement and illustratiOn,, a hedging factor, originality of vocabulary and %"hale effect." , 234 The major pattern to emerge was that the older subjects seemed to focus an specific THE NEWS MEDIA AND THE SAN ANTONIO DIPHTHERIA SPIDEMIC words in the given message, often to the ex- Kay Elizabeth Canter Sharp, M.A. elution of the meaning of the whole message. UniVersity of Texas, 1974 The younger sublectiNippeared much mere.com- Adviser: DeWittiReddidk potent in-their ability to recognize the tor P tal structure of the message. Pdssible iml The thesis is a description -,and discus- gplications of this finding were explored. . ,sion'ef.thedia coverage of the San'Antenin diphtheria epidemic in ihe.ceummer of 1970. The results of a content analysiT the a 12! 135 1 o' I

; . the South was defeated .i.efacti equally evi- 23f. '. dent is the=ntilbution of Mississippi's .11 newspape5 eaitois and their -place in history. HALF-SHEETS AND HOPE: MISSISSIPPI'.' NEWSPAPERS IN THE CIIM, WAR 'John A. Shields, Jr.,'M.A. Univeility of Mississippi, 1974

Adviser: Ronald T: ratter 2S7' r 4 i., 4 , 'CRYSTALLIZING PUBLIC HATRED: 19,1861, Missiisippi newspaper editors KU KLUX KLAN PUBLX'RELATIONS. forgot the differencei which had divided IN THE EARLY 19202 them during the election of 1860 and concen- 4ohn.Mack Shotswell; M.A. trated their energies toward.unitihg.the University of Risco:lain-Madison, 1974 Avisei: ScOtt AL Cutlip ,citizens of the state'in a common x;

They used their columns tb plead, cajole, ad- I monish .and even threaten, dependiq on the In early 1920 the reyived Fu Xlui Klan state of army andcivilian morale. Every -was amather weak fraternal organiiition,:uo- Sim-.. wrong sensed by_ the editots received scathing der the Oidanoe ok,founder Bons. When the Xlin_began to stagnati'and attacks as the newspapermen attempted to lo se mcney, Sirpions resorted te'hiring.public.-, foster high morale.and defeat potentially ': relations assistance-in, thdform of Edward dangerous tumors. o s, Young Clarke'and the Southern Publicity Aslo- .Even during the lean years of-'l$63 1144, thoseffeweditors Whose newspapers had ciation of Atalanta. Within a year and a half. survives struggled to-offer a modicum of hope the Xanbldisomed,fro:C.a.Meinberlhip of;3,000 . to besieged Mississippians.When self- 'to.i national strengthof more than iociAcio. 'sacrifice and deyotion failed to brihg.vic- ay 1923-.klansmen.numberad in'the Claikeand his associates.Were ex- tory,the finest talents of the newspapeiMen, .. were severely tested in averting a preature porienced promoters who,haclbeen successful . collapse ofthet Confederacy.' Their responses win funs - raise :,g driVes in the South: In to the challenge offer today's historian their campaighfor the XteKlueKlan, they em- :tare insight into the lives-a: those who ployed many accepts'zie tools:and tactics of manned the home front. $* contemporary public relations, including'a . Throughout the war, the Mississippi XY% speakets' bureau, house organs, press re;. pres s'Contended.with.capricious state and leases,prisa conferences, pplicity Photos, ConfederitegovernMents, a widening scopi external publications, and pseUdo-, At times, howe4fer, military defeat,, financial stringency and ements of many.kinds. :they also resorted. to the unethical practices Private suffering. That newspaP2tmen contin- Tled to labor under tpeie con4itens is rather of exaggeration, cover -rips, character assis7 , .remarkable, as was the optiliptic front they sination, and blackmail. This thesis is a estudyof,that campaign and itaimpact on presented to their readers. nt,4is doubtful that the pen and women of the Confederacy American society. -. would have remained resolute had .the editors ThelKien promoters were able to greate published the wholetruth about the desperate the'illusion ofSocielli responsible perfor- militery situation, thus the newspapers can mance by predenting the order as it; agency .hardly be faulted for glossing over the hard-' for reform. Apparently reali:At that' sup- ' ships and turning military defeat to morale port could best be aroused,bystirring up*

victory. . mmotione against perceived sdgial ills, Because the COnfederate goirernmeni chose Clarke and iiieassociates olleqted the Klan as --1.91 to use the press.as a weapon against a Panacea.. Rather than.4reA the Kldns ternal pressures, the newspapermen were left messages to some vague "general public," to their own deviges. They contended Clarke had his recruiters focus on the polder' all their power against.that which-threatened comp':ex--opinion leaders, economic elites, the South's quest for "freedom, and in.doing- institutional hierarchies, speclal-interest' io, sufferedas much as, or more an, any gro?4, leaders; -and 'thui influenced phliC other segment ofMississippi scci ty,That opinion from OitHin communities.** 13"

a 1.

Decause:of this effective,. though some- against reports coming in from the frontier. times nefarious, public-relatiOns campaign, This failing contributed a great deal to the the Klan"promoters mobilized many concerned general public's biased perception of the Americans in the early 1920s by crystalliz- Indian-white situation in the West. ing theirvaguasuspicions into specifid hatreds.

239

238 A UNIT PRICING: ITS ROLE IN RETAIL GROCERY ADVERTISING: AMERICAN INDIANS IN Ira Michael Southward, M.A.J.C. HARPER'S ILLUSTRATED WEEKLY 1857-1877 _ University of Florida, 1974 -Nancy Hurley SmithM.S. Adviser:- Leonard J.,-41ooper University of Kansas, 1975 O Adviser:Calder M. Pickett This pager surveys the chain'retail gro- a ceiY industry of the United States and cate- 24 1257, the Plains Indiana had their \ go rizes the use of unit pricing in advertis- first realencounter with the U.S. Army in ing appeals. whit became known as the Grattan Fight. At The paper studies, among other criteria, Vie time, there' were few'whites.in the region the effects of'size of the chain (number 6f compared to the many Indians and buffalo. BY outlets) and requirbeent by'state law of unit 1877, the buffalo Were alx0ast gone, the last 'pricing in retail.grocery outlets on the use of the Indians had been 'driven to reserva- of unit pricing retail grocery advertising. tions, and the whites had taxen over.' The paper also summarizes the type of Harper's Illustrated Weekly began pub= advertising and the media used in conveying ,.lishing in ,1857 and did extensive reporting, unit-pricing information to the public. almost from the start. Considered one of the most successful jouiialistic ventures of its time; the Weeklp'is a treasure `trove of American Indian illustration: and a 240 valuable chronicle of the frontier whiten ' ,CONFIDiNTIAL,NEWS SOURCES `MP THE .story of the /ndian=w6ite conflict. FLORIDA NEWSPAPER REPORTER . Thiwthesis 1, a historical study of, the ByrOn John St. Dizier, treatment ..indians.receiVed in the .Weekly froth University of Florida, 1974 1851 to 1877. Every issue was examined for' Adviser: Alarry R.1Griggs the twenty-year period, apdan appendix Is d se. iAluded that chronologically4lists every in- This.stUdy wasshased pm the results of stance of Indian coverage discovered. 100 questionnaires sent to ten reporters at Thestudy shows tha4 most ofthe cove,- - each of Florida's ten largest,daily newspa- age consistedoffest-moving, colorful re= pers. The questionnaire sought information ports from blasesources -- military per:. about the reporter's frequency of use ofi.re-. soanel, frontier newspapers,, and settlers. ,liance uponand prOtection of confidential The Indians Hld no. spokesman, and the-clear news sources. It also asked the reporter's i4lication/as that done was considelnd cap- opinions of proposed "shield laws" designed

. - able of the role. % u to provide him with a legal means of protect-

' . The study_Abows that the-Weekly's edi- rnghis.source's identity. torial,cqmmetts about,Inaiane were usually Results of the survey showed that almost A benevolent and enlightened, including some all repprters, regardless of the typi of news t*ceptive exposes on the politics of Indian they'cover; rely heavily upon confidential affairs and the plight of reidrvation sources in thdir reporting. Twenty per cent . of the respondents had atote time been'asked A major point in the thesis is that the bya judidial body to reveal the name: of ation uied in dditorial writing never their sources, Out only one-fourth of them red to have heen.,ipplied asa check had'coMplied and named their informant.A . ' -131* 4.

-:.

, slight majority wanted no shield' legis-latiOn-.0 at all,"but'of those favoring such a 242' most three-fourths wanted the Privilege to be THE UTILITY OF 'PUBLIC SUPPORT absolute. -' TO CITIZEN ACTIOWIN The results are important.for tro roe- AMERICAN BROADCASTING

' ,sons. They supply data on the.actual day to Robert Noise Steeg, M.A. day useeof confidential news sources by a University of Pennsylvsnii, 1975 'large number of reportersand they reveal the. Adviser:Wi1lian5H. Melody opinions of a,grOup seldom heard from but one that would be most affected by any shield law. Support from members of the general public has been.lauded by both public-interest activists and academic observers as an important element of the pressure activities of citizen groups -- collectivities of listeners or Viewers--in.broadcaiting. In my theiie, I subjected this assertionto critical analy- ; 0 241 sis, determining whetherand how a broadcast citizen,group's public support - -i.e. demon- A STUDY OF PUBLIC RELATIONS IN THE MIAMI LAND BOOK OF THE 19205 strable endorsement of its actions by lay-in- James Russell Stanton; M.A.J.C. " dividuals--can help it to exert preisure University of Florida, 1974 within ,_the American system of broadcaiting. . Adviser: John Paul Jones Through its.use of Public support, a broadcast citizen group may attempt 'either This paper represehts a st:dy of the to gain. legitimacy (i.e. standing) in Miami real estate and building boom during, giyen Proceeding-or-to; exert influence over the 1920s and of the pdblic relations prac- the outcome of a matter. I condUcted an tices within the boom. institutional analysis of the susceptibility The author's purpose in conducting the. of various' citizen group targets--Congress, study was twofold: To gain an unders-tanding o the FCC, the White House, the courts, and- of-,conditions that helped create the boom and . broadcasting practitioners - -to pressure its collapse and to determine the extent to based iipon public support and directed toward whicht public relatidns was'a factor in the these goals. k booi. The analysis revealed the various specific courses of actiowthrough which', in re- The author chose to limit his study to ..- conditions and practices in the Miami area;-, latioh to,each target, Public support can be the first area in Florida to feel the effects most effectively utiliZedto achieve group of both the'boom and its collapse.ACondi- legitimacy or influence.] In°addition, this study developed a set tions in that area Jere typical of those . throughout the State of Florida, if perhaps of generalizations to guide the effective use more exaggerated. Of public support by broadcast citizen groups. In the main, I found that while pub- From.his examination of the period, the 0 author drew several conclusions: The Miami, lic support will be ofwidespread usefulness .* boom was an orgy of land specuLtioncaused to .the group seeking legitimacy, its utility' by suckfactors is climate, Coolidge prok-' toward group influence is far more cum- Perity, and improvements in transportation; scribed. In this latter regard: itcame to an end after speculation reached --A group's public support will help it in-' A saturation point; many public relations fluence the legislative or administrative .practices were influential in making, and. formulation of broadcasting policy only if Stimulating 4 speculative atmosphere and in the issue at band ispolitically salient -; cushioning the initial effects of the boom's i.e. is of widespread, importance among the decline. -electorate. On such tissues, a group's pub.= lid support adds to its actions democratic overtones which are politically and philo- sophically important to Congressmen, who in 132

k turn also seek to influence FCC rule-makings !artists" vs. "non-artists." on these issued.,If the salient connotations Viewer -to- Photograph Distance are.not:initially attached to an issue, they The accuracy with which viewers perceive may be tied to it,by the citizen group 'depth in a photograph is.theoretically con- through 'Ai-definition of the narrow broad- trollable by a mathematical relationship be- casting issue in terms of a more broadly im- tween fooal length of the lens'used to take portant concern. 'the,photograph, print magnification and --When the. enforcement of broadcasting policy Viewer-to-print distance. is at stake, citizen groups seeking to uti- "correct" distance - focal length x lise public-support must appeal to alreadt,-- number of diameters of.magnificatiori, established legal provisions which require The "correct" distance gives proper per- broadcaiters and/or the FCC to respond to spective. Proper perspective means the most the expressed will of numbers of the public realistic impression of depth, i.e. the angu- in order'to aatisfy.lthe "public interest."' lar relationships seen between objects are In the absence ofsuch provisions, a citizen the same as if the objects. ere viewed with groUp's public support will not help it to one eye from the original camera position. exert influence. The experiment reported here tested the influence of the correct viewer -to- photograph 0 distance on how.accUrately viewers judged depth from relative size cues in photographs. Viewer Experience

, 243 The.history of perception theory shows that an emphasis on individual differences THE EFFECTS OF VIEWING DISTANCE AND ART TRAINING ON ACCURACY 0 and Past experiencexhas graduallybecome dom-, DEPTH PERCEPTION FROM RELATIVE, inant in modern theories. These theoriei are SIZE CUES INPHOTOGRAPHS supported by'(1) studies in different cul- Helen L.'Hteeves, M.S. tures indicating that background-experience University of'Wisconsin, 1974 affects how viewers interpret illustrations, Adviser: John Fett (2)experiments showing that prior knowledge , of subject matter or content of illustrations Accurate depth representation is neces * influences their effectiveness as a learning iary for an impression of reality in two di- tool and (3) research demonstrating tpat mensions. The-perspective depth cues'are training improves three-dimensional Ldepth therefore important in pur ability to per- perception. ceive (see andjudge) depth in photographs. To see if accuracy of depth perception Relative'size is the basic, perspective depth was a learned response (if viewer's familiar cue. with perspective depth cues were able'to Recent experithents have indicated that judge depth -more accurately than less experi- in some situations, "realistic detail" is an enced viewers), this experiment also tested imperetint factor in facilitating learning. the influence of art training, on accuracy of Since a photographer's aim in making aphoto- depth perception. from relative size cues in graph is often greatest accuracy -of subject photographs. representation, it is assumed in this paper Methodology that accurate depth representation (therefore accuracy of viewer depth perception and ac- Four photographs were taken. of two rec- curacy of communication) is an important re- tangular objects separated by different dis- alistic detail in photographs. If this as- tances in depth. The depth cues in the pho- sumption is correct, an attempt to define tographs were lifilited to relatilie size. some conditions Where accuracy of depth per= A total of 54 subjects, half artists and .ception is greatest is clearly worthwhile. half'don-artists (27 in each experience The factors ("conditions") tested in the group), and three viewing distance groups (18 experiment described in this paper were in'eieh viewing distance grobp) viewed the viewer-to-photograph distance end (2) Viewer four photOgraphs. The "middle" viewing dis- experience in 'using, perspective depth cues,. tance group viewed the photOgraphs from the 133

s.39 correct distance, determined'by the ''dsf x m° Differences-between the image of public formula. television in the-abstract, and the image of Results local public television appear to have been A three-way analysis of variance (be- the result of'interactions between their ex- . pentad measurements on one variable) showed periences watching WUFT and the students' that neither art'training nor viewingdis- major field of interest, their past experi- tance had'a significant influence on accuracy ences with instructional television, and 'of depth perdeption from relative sizecues their overall conceptualization of television in photographs. primarily as an entertainment medium.While The viewer's' responses differed signifi- the students have a good image -of public tele- cantly for tie four photographs.-Accurady vision in the abstract, other problems, par - was greatest for theea:ler-photographs with ticularly lack of program information, caused the shorter between-object dietances, and the overall attitude toward MUFT'to be less

, least for the photographs with the greater positive than the attitude toward public between-object distances. television in general. The-artists performed significantly bet- Major recommendhtions included continued ter than the non - artistson the. more diffi- publicity gf "public television".as-a term cult photographs with.greater betWeen-objedt and description, with a special'publicity distances. It is on these photographs that effort in the campus newspaper, the effect of -training is more likely to show-

up. -

245

OPEN MEETING, LAWS IN THE UNITED STATES: AN ANA PSIS OF THEIR EFFECTIVENESS 244 AND A PROPOSEb MODEL LAW THE IMAGE OF PUBLIC TELEVISION Catherine RobinsdhStrong, M.A. HELD BY STUDENTS OF THE COLLEGE OF- Kent State University, 1974 JOURNALISM AND COMMUNICATIONS AT THE UNIVERSITY OF FLORIDA Advisor: Murvin,Perry clIraw. Stewart, M.A.j.C. * University of Florida; 1975 , In the,1950s journalists decided that Adviser: Arthur J. Jacobs -politicians conducted too-much Rf.the public's business ih secrecy'.- Except in rare This study determines the image, of pub- instances, lawi did not prohibit the-practice lic television held by students in the Col- of excluding thepublic from government meet- lege of, Journalism and communications from ingibso members of journalism societies -their experiende watching WUFT-TV, Channel 5, launChed a nation -wide campaign to enact Gainesville, Florida. open-meeting laws in each state. The sample of 185 showed low viewership Laws requiring governmental meetings to of public television.' Although 80;percent of be open to the public currently exist in forty -six states, but only three score high in the sample watched television; 60 percent , never watched public television, and another effectiveness. The law should include a e !' 25 perbent watched it only.one houra week. policy statement, penalty and enforcement D Those who did watch, did so infrequently, and clauses, notice provision, and detailed word- they, watched only selected programs. ing to control the extent of the law's juris- The 'description for WUFT chosen most diction,, executive sessions and discussian- frequently was "public television", but only only Meetings., by 21 percent of the sample. "Educational. The thesis includes a model law which .television" was a very'close second, with 18 would prohibit unnecessary private meetings. percent. "University" and "informational, ,television" followed close behind. It is clear the station did not have k distinct image in the minds of the students. 134

140 246- havtOnot been selected by any of the investigated,American institutions; although the THE SELECTION OF OUTSTANDING FILMS IN FIVE COUNTRIES: number of American films selected:by all AHMETHODOLOGICAL, EXPLORATION American. sources together has exceeded the Peter Szekeres,44.k. number of American films. selected by all University of Pennsylvania, 1975, European institutions. Adviser: George Gerbner ' The over-representation of 'top grossing - films, the non-seliction oftinternationally The study has analysed the characteris- recognized,American films by the American in- tics of film, selected as"important" or stitutions themselves have been interpreted. "'outstanding" by the institutions of film art as indicators of the lack of an aesthetic such as lists of :great films"; books; film concept of "what iA outstanding in film art" -festivals and cinematheques. it considered and as indicators of assumed concepts and 4 these major questions; (1) Which are the values outside the realm of aesthetics. The films selected from among all lOng films ever study was an attempt to initiate a systeMitic "produced? (2) What are the nationalities of sociological research on our film culture 'and those films selected by institutions in to reveal the sad fact 'that the lseleCtion Of Europe and America? (i) To what extent the" outstanding art works has been determined by national and international institutions of , factors inherent in commercial and pOlitical film art agree upon "what is outstanding" in considerations, international market power film art (4) Are there direCt relationships and in the unilateral flow of audiovisual

between selections based on "aesthetic quali- communications in the international market. f ties" and selections based on commercial success? (5) To what extent the "most distinguished" selections determine the selections made by all other institutions? (6) Are there American films considered as outstand- 247

ing by European institutions but not selected . 4 by their American counterparts? The study WOKEN IN ILLUSTRATIONS FROM LADIES' HOMEAJOURNkL (1890-1899) has also been an attempt to compile the most VANITY PAIR (1920-1929) 'comprehensive lint of "all time, great films" Nancy Jane Taylor, M.S. ,

ever made. - University of Illinois, 1975 "Based on a'quantitative research, the Adviser: Arnold Urban results of-this pilot study have shown that (1) The overwhelming majority of 'all time ,,,The purpose of the thesis is to under- groat films" have been selected from the-mi- stand the reality that women were creating nority, of film producing countries-- Mainly and experiencing .in the 1920's by studying 'from the U. S. and Western Europe; and that its reflection in the-commercial illustra- the ."world-map"°Of great films is especially. ,tions in one of the most timely magazines of narrow when the American institutions select. the decade, Vanity Fair. The material stud- `(2) There it a national and international 10 includes the covers, the advertising art agreement upon "what is outstanding" in fild and the illustrative designs used throughout art. The agreement between the institutions the magazine and, for comparison, also of the same country is the lowest when the throughout Ladies' Home Journal from 1190 to 'American institutions select. (3)'There is a 1899. The method of research used was per- direct relationship between the commercial sonal immersion in the magazines in order to Success of American films and their selec- recognize the patterns and changes in the im- 4 tions' by -the institutions of film art in each 'ages and styles presented, and to then relate of the five countries but primarily in the 'representative illustrationsto the attitudes U.S. (4) Most of the films selected by a few 'Of each magazine's specific audience. institutions as the "most outstanding art - it was apparent from this analysis that works" have also been selected by all other by study4ng commercial illustrations' one can institutions investigated. (5) A great-many gain insight not just into the historical internationally recognized American films events of a period, but also into the illu- 135

.14 -1 `2t

sions and the emotions of the people living increased so no pattern Could be identified. together at the time. The style of graphics The study measured anANcompared several and. the portrayal of women (as seen the other variables as. well,/inciuding proportion accompanying illUitrations) reflects both of news hole, devoted to fenvironmentalitews, 'Changes in artistic traditiOns and changes in types of pollution given greatest play, at4tudes towards each group of women, sources of environmental articles, and Ladies' He Journal's commitMenito the tra- sources of infortation within those articles. .0.,ditional values of home and family was in It was found that there is a heavy reliance sharp contrast to Vanity Fair's eaghasis on on government sources of environmental news frivolous gaiety and.,social liberation. Yet and a limited use of industrial, academic and despite the change in graphic style and sur- private (including conservation) news sources. face content, and despite the efforts women Also, it was found that etaffmources and were making in each period toward social and wirservice.sources are used fairly equally 0 economic freedom, the underlying image of in environmental news coverage, and that.a women as either romantic virtuous creatures paper's heavy relianccon wire copy can re- (in LadiesHeme Journal)or romantic, silly sult in over-emphasis of news of national creatures (in Vanity Fair) changed very scope, little. In comparing the environmental coverage of the 11 dailies during the study's time frime (March and April, 1972), the Washington Post and Los Angeles Times made the best over- . all shoWings. 24$ They devoted more total space, a greater proportion of news hole, had high TREATMENT AND EMPHASIS-PATTERNS OF frequency counts, and gave greater play to ENVIRONMENTAL NEWS CONTENT IN MAJOR UNITED STATES METROPOLITAN DAILY environmental newscontent than did the other NEWSPAPERS, MARCH AND APRIL, 1972 nine papers. The Nei., York Daily News, New Selina A. Taylor, M.S. York Post and Philadelphia EveningHulletin Temple UniversAy, 1974 made the'poorest overall showings in compari-' Adviser: Edward J. Trayes son with their peer papers.'

The term Afghanistinism refers to the .practiceof':giving attention to things far removed and ignoring those closest and most obvious. This study's primary quest ,was to 249, determine if 'the nation's largest daily news- DRAMA: -papers (those with circulations over 500,000) MEN AND WOMEN IN TELEVISION THE,USE OF TWO. MULTIVARIATETECHNIQUES are practicing Afghanistanism with regard to FOR,ISOLATING DIMENSIONS environmental news. Specifically, the hy- OF CHARACTERIZATION pothesis which stated that a significant re- Nancy Signorielli Tedesco, M.A. .litionship exists between the scope of envi- *University of Pennsylvania, .1975 ronmental news and the display it is given Adviser: George Gerbner

_ was teatedby computing a contingency coefficient which proved to be significant at the. This study examines the portrayal of ma- .05 level of probability. jor characters.in a four year (1969 - 1972) TO measure. display,. an attention score sample of prime-time, network,driMatic tele- was computed based on space measurement in vision plays and televised feature films.. column inchei. Each article's scope or focus The specific focus of this-analysis is to was measured on an ordinal scale according to isolate the image of males and females in the proximity' of its news. television,drama. The analysis is a simple but yet sophis- In examining the relationship between 1 display and focue further, it was'found.that ticated analytic scheme.to examine the most environmental news of internationalifocus re- extensive archive of message analysis data ceived the greatest .play overall. However, currently available.This data is part of display did not increase tniformly aslocus the ongoing Cultural Indicators Project at 136

142 the Annenberg School of Communications at the roles,'are empl4edk have adventures, and'are JUniversity of Pennsylvania. /he,inalytic more likely to be involVad. n.viOlence. Males

prodedure consisted of two multivariati sta- are active, powerful, and smart while also ' tistica techniques -- cluster contingency fairly, attrictiVe and warm. However, their tr analysis;-- as well as traditional analytic independence requires that they remain un- descriptive statistical procedures. Method- 'attached (not Married) anA thus are able to ologically, the study demonstrates the util- take risks. . ityofthese multivariate statistical tech- This study also substantiates the find- . niclues, for the development of reliable and ings of previous analyses of mass mediated, replicable measures of characterization and character imagei. in particular, an impor- Cultural indicators. tant and consistent finding isthe under: 9Ubstantivelyi the study find: that representation of women in theie programa. character, in dramatic television., programming SpeCifically, only 2 percent ofthe major, can Se described accurately by three dimen- characters in this sampleof'dfamatic tele- sion of characterization -- a.morality division programs are females. mension, an effectiveness diMension, and an Overall, this analysis reveals that the age,dimension. Theie dimensions. are isolated characters who populate dramatic television in three analyses -- the analysis of all programming from 1969 to 1972 convey images characters in these programs as well as. the that maintain the societal status quo, sup, specific analyses of only males and only fe-. port traditional notion of social morality; males. and Perpetuate traditional stereotypes of

.The first dimension of characterization -human nature.' , (morality) reveals that characters are di- : vided into those who are basically "good" and those who are,basically "evil." In particu- 250 lar, "good" characters are those categorized as good, successful, and/or happy; while COMMUNICATION AND COGNITION. "evil" characters include those categorized . EFFECTS FROM POLL QUESTIONS, as*bad, unhappy, unsuccessful, the killers, Diana P. Tefft, M.A. and/Or those who are killed. University of Washingtori, 19794: The effectiveness dimension of charac- Adviser: Richard F. Carter . terization reveals that major characters are also differentiated into those who do things Public opinion polling attempts to get (the "effective") andthose who do not or can citizens to think about a situation. This not perform (the "ineffective7). This dimen- involVei communicating a situation to re- sion is interpreted as representing the basic spondents, so that respondents construct distinction-between male and female charac- as of the situation, and then, perhaps, an- ter images in dramatic television program- swer a question about the situation. -Involv- ming: i44.J.Ocitizens in governing cannot neglect The image of femininity revealed-in.thi citizen participation--by polling or other analysis-of characterization: is one of pas- means- -being limited by people' communica- sivity; overall, females are married, portray tive and cognitive capacities about itua- comical roles, are unemployed, are young, and tions. We cannot diicover these limitations neither successful nor unsuccessful. They if we'only observe answers to poll questions. Sri attractive and warm, but also powerless This study described respondents' ca- and stupid. Females generally lack indepand7 pacities to cope With situations differing in once and are missing when adventures take element quantity (the number of things in- place. Moreover, they are more likely to be volved), and type of content(whettler things victimized than commit violence, and are leas were ordere4 in time). Dependent measures likely to be bad. were piCtorlal constructions of ideas of ifi- The image of masculinity in television uations. 'Communication was reflected by the

drama is, in many respects; just the opposite,, number of elements and connections in idea . of that of femininity. Males are active and constructions; cognition was shown by how tile' . . . :imdependentto they are older, portray serious elements were put together. 137

143 ft-. Results showed that people had a diffi-- as the first source of information; more cult time getting ideas, of situations with males told someone else after hearing it more than a'fewelemints. The number of 'el.:. from the 'fiat source', and thus activated ments in ideas increased as thernumber of. the word-of-mouth communication channels; e lements in situations increased; The types and more females.sought further information of ideas people used, to accommodate more from interpersbnal sources. impbtiant news e lements, indicatedcognitive difficulties. _A brief revieW-cl.tifteen diffusion studies conducted inothe United Time -linesin'situations-created difficulties. for respondent:. States is also included. The findings proyide some empirical guidelines.lor,ttailoring queltion to respond- e nts' capacities. They also Suggest that new polling procedures must be invented to help 252 people think about more compound situations. :A DESCRIPTIVE STUDY IN SELECTIVE EXPOSURE IND'PERCEPTION OF' RELATIONSHIPS BETWEEN HIGH PREJUDICE AND LOW PREJUDICE, BLACK AND WHITE 4 TEENAGE STUDENTS TO 'ALL, IN THE FAMILY' H.Roy Thompson, M.A. Temple University, 1975 John B. Roberts 251 Adviser:

NEWS DIFFUSION:AMONG SOUTH DAKOTA The study addressed itself primarily to STATE UNIVERSITY STUDENTS' Festinger' theory of Cognitive Dissonance Vadakkeveetil Alexander Thomas, M. and its inherent concept ofSelective Expod South Dakota State University, 1974 ' sure and Selective Perception, asapplicable Adviser: Ben C. Markland to the weeklytelevision show, "All in the Subjects, consisting of 100 black This study attempted to determine-the Family ". and 156 white junior high schobl students pattern of news diffusion of Vice President from Berlin, New Jersey, first answered a Spiro Agnew's resignation October10, 1973, "social issues" questionnaire todetermine among the students of South Dakota State,Uni- degree of prejudice.. Then, after listening versity,Brookings. .vto a tape recording of.excerpti. from U.:el/low, The study was conducted by using a five- they answered a questionnaire about "All in percent simple random sample ofiSDSU stu- the Family", which replicated portionsof dents. A questionnaire, which asked the 224 previous studies by Milton Ookeach and Neil respondents the first source of information, Vidmar, is well as Stuart Surlin. Data were the time of hearing,the news, location Of tested by Two-Way Analysis of Variance,"t" hearing the news, if "they'had told the news tests, two-tailed, and the Chi'Squirestatis-. to anyone else after hearingit, and if they had sought further information from any tic. Festinger was found'to be substantiilly source; is the basis for this study: :confitmed ?along teenage viewers of"All in The most important finding froil this the Family", with a notable body offindings: study was that when the event hid "extraordi- .. in supOort,of the Rokeach/Vidmar andSurlin nerY iignificance," interpersonal source be- applications of Selective Perception. Race came the most important first source of:in- appeared to be a more- predominant factorin formation, followed by television and radio, , 'Influencing respondents' perceptions than in order. Newspapers became the least im- e ither sex of the viewer or degreeof preju-. portant first source. dice. Generally, respondents tended to iden- One-conclusion was that as interpersonal' tify with the television characters.who held communication became important due to the similar beliefs to 'their own and.whO wereof '. "extraordinary significance" of the event, the same race and sex. Although much bf the the role.of females in interpersonal communi- how's satiric content was generally per- cation also -became dominant. It was found ceived.as intended, many blacks found the that more females hadlinterpersonal.sonrCe 13,1

141. f.

7 *00i portrayal of white prejudiceegainmt, -views separately within their office:I' during. blacks to be offensive, 'While conversely, a the spring of 1975, .They. were questioned' with portion of iheowhiti teenagers found the respect to their attitudes toward_ Financial show's portrayal of-black prejudice against Public Relations practices,'their existing, whites to be offensive. The bigotry-oriented relationship and the type of relationship racial humor on the show was also-found to .which Would be most beneficial to them in the serve.as econfirmatinn of existing viewer futUri. prejudice among manyteenege viewers,"both The findings of the thesis were present- . white and black..., lid in descriptive terms. -Generally, the data The Selective Exposure aspectuf-rest- unnfirmod the researcher's supposition that It inger's theory was only partially'confirmed. there was not much direct contact between the With whites'viewing,the Show more In them two groups. The study did.shed light on-why blanks, the race of the teenage viewers was this is so and uncovered areas where this fdund to be a statistically significant fac- o communication could be increased for mutual . tor in influencing 'exposure to 'the show: benefit. o , . Nigh-prejudice blacks viewed the showAese than lqw prejudice blacks, but not significantly so. The extent of a viewer's preju- 254 dice also did not appear to influenge the willingness of whites to expose tilmselves to MEDIA ATTENTION AND AUDIENCE KNOWLEDGE ABOUT TWO INTERNATIONAL NEWS ISSUES "All in the Family". Thi; latter finding was Carol A. ICThniston, N.A. contrary to the findings of Rokeach and.Vid- University of Texas, 1975 mar. .Adviser: DeWitt C. Reddick

In a study designed to look at the agenda-setting effect of masetzediathree 253 kindeof%Media--newspapers, news magazines, SELECT= BANK HOLDING'COMPAHY and network television news--were:examined TRUST OFFICERS' VIEWS OF for attention to two international news CORPORATE FINANCIAL PUBLIC RELATIONS PRACTICES issues, -the European EConomic Community and Throckmorton, M.A.J.C. the French presidential election. in addi- %University* Florida, 1975 tion to the'cOntint analysis of medii, two Adviser: -Glenn A. Butler population samples were surveyed for knowledge about the two news issues.

Financial Public Relations or Investor No-significant linear correlation be- Relations,is.a relatively new profes.ioh, tween media useand information question having gained widespread prominence in the 'scores was lound; and no signifiClht differ- 1960's.. Financial Public Relationepracti- ence between population sampleswas disgerned. %inners have directed their energies. mainly The, author points tna potential threshold. lowardthe 'individual investor andthe more effect, below whichtejenda-setting is not than 124000 security analysts across the operative. ' country. . MC:purpose of this study was toexplore the relationship that exists between these 255 Financial Public Relatighs practitioners and THE CHARLES KUR3LT "ON THE ROAD" Bank Trust Departments. Today, Bank Trust '.TELEVISION SERIF'S: A STRUCTURAL Departments control the world's largest poOl AND PRODUCTION ANALYSIS of investment money--more thin $90 billion., Jane Thornton Tolbert, M.A.J.C. A probe was conducted within the state .Uni4ersity ofF1Crida,' 1975 of, Florida among the eleven largest Bank Adviser:Kenneth A. Christiansen 0, lading, Companies. The Trust Officer and/or ' the investment :/rust Officerof each Bank, There are several reasons for the selee- Bolding Company were given in-depth inter-. tion.of "On the Road" as a topic for study. 139 a

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4 A lrirst, the dharle Kuralt eries:$repiesents a titular emphasis upon determing if there is iignificant.style of reporting. Second, the variability in theirerformance, 2) assuming series is important-becauseof its-wide audi- that variability exi imreporter perfor- Third, the investigatdi wanted mance, to examineante *dent factors's:id-an- ..ence appeal. . to achieve an undersianding of the Charles cillary behaviors associated with individual Kuralt teChnique. reportetls behavior, a 3) examining the t It was determined that the investigation consequencesof this behavior, especially the : 4 must (1).develop a system for analyzing the way it relates to .the influence of,reporter " organization, vocabulary, leads, endings, and in the legiilative system. types of questions and responses; (2) probe A reporter' activity was conceptualized the-background-ofruralecliteraiy develop- .a the articulation of'three-major subsystems: .ment, and (3) analyze production techniquet mass media, legislative,' and target systems. and question thole participating in the pro- rich have several components, with the legis- . duction of the series to determine if. there, . lative reporter in the focal position. are any formula /or the Series. 23 variables, separated into /ive cite- To this end, the investigitor examined gores, were developed.' the early Writings of Kuralt at the Charlotte Structural factor: comprised four mari- News,'hi work on cad Nei+ speciall,hi "On ablei. .Three dealt with-editor concerns, the Road" production, and -hi writings,for while the other was the type.of medium for,

the CBS radio series entitled' Dateline Ameri- whiCh a reporter works. 4. ca. To attain a comprehensive understanding. Reporter :perceptions comprised. eight of the,"On the Road" series' and tlIC ruralt variables. Three were reporter perceptions approach, the investigator traVelediwith Kur- of news values, and five were reporter'iPer- alt and the crew to watch tories\being pro- ceptions of theitroles: duced. Reporting performance was comprised of Through interviewing ruralt,eexamining one variable contrasting investigative. report*. 4.the production of "On the,Roae and analyzing erg with reaction reporters. the writing style of the aeries, three gener- Ancillary behaviors comprised six vari- alizationi about the series can be made. ables. Four resulted from analysis of re-.. First, rurale meth o xpreasion is what sponges relating to the techniques a'reporter mike: the series.The pro ction techniques .use in dealing with sources. T'Wo additional are straightforward. Secpn ,the appeal of measures related to perceived norms governing the imies can be attributed to Nits'human in- reporter-source interacrion. terest quality. Third, certain ,stylistic de- Consequences_ of reporter performance'

, vices reappear throughout the series. -.comprised four variables dealing such ma-,

, sures. The independent variables cohstituted all the variables except consequences of re- 256 porter performance, while the dependent Irani- ables were reporting performance ind Conga- THE CORRELATES OF -REPORTER PERFORMANCE AND INFLUENCE:. A STUDY OF quences of.reporter performance. 1971 IOWA LEGISLATIVE REPORTERS

' Hillard Robert Torgprson, H.S. 14 Iowa'State University, 1974 257 Advisor: J. Paul Yarbrough EDITORIAL REACTION -'OF SANTIAGONEWSPAPERS TO The study focused on data drawn from.25 ECONOMICAND POLITICAL EVENTS OF GOVERNMENT of 26 reporters who spent half or More of. ALLENDE'S their working hours_ covering the legislature. Flavia Lucia Corrga Torrio, M.S. 1974 4 `It's purpOse was to examine correlates of re- University of Unsex, porter performance aninfluence within a Adviser: John B. Bremner legislative system?'To. accomplish this the The election, on.,September 4, 197u,of -following objectives were kept in mind: 1) of determining how reporters perform with par- Salvador Allende Gossens to the presidency 140

(4 4

Chile put Chile in the headlines of newspa- To gain an insight into the relative impor= pers and news magazinesthroughout the world. tance of agricultural information sourees.for. Allende Was elected on kylatform to lead various.and specific aspects of farMing. Chile along the road.of socialism. "During Data for this study ware' btained froM his three years at thhead of the Chilean two grdups of respondents. The first group governient,Allende had to face enormous/eco- comprised-of 104 Wisconsin farm youth seise... 4 nomic and political problitems. On September .ted !ram the participants of the Farm and In- 11, 1973, the. milaary, in coup d'etat, dustry Short Course held at the-University of ,overthrew Allende'sconstitutional government Wisconiin, Madison, from Feb. 11 - March 31,. and established a military dictatorship in 1974. The second-group was made up of the Chile. fathers of the selected youth. Mair ques- This thesis afialyzesthe editorial tionnaires were used to Collect data from- stances, of two Santiago daily newspapers, the both groups. right=wing El Mercurio, and the left-wing El Xxceptfor information-sources such as liglo, .to -determine how the newspapers re- newspapers'and family members, there were .,,acted to drastic economic and political - disparities in the fathers' and'eons' concep-, Change. The thesis. examines the editorial tuelizations of the information sourcesfor positions the two newspapers took on eight swat of the aspects of farming.Most of the economicand political events during disparities. occurred in the ratings of the Allende's governMent. importance of farm Organizations and 1);c0. The findings show.,that emotionalism and cooperative. The fathers considered these sources'more important foemany,aepects of `sectarianism characterized most of the ediu faimirig.than did the sons:Apart from the tonal: inboth'papers. In general, the extinsiOn agents, who the sons rated'as a' right-wing paper took.stands unfavorable to more important source of information fOr crop = Allende on all eight events studiedi.and, in production than did the fatheri, the son's neral, the left-wing paper took stands fay- evaluations of other information sourceswere or ble to Allende. Neither paper changed its generally lower than their fathers. -- 'edit rial positions during the entire period Regarding the sources of information on oftho\study. environmental issues, the sons thought local The thesis-Concludes that neither paper cooperative, own experience anc salesmen were filled its editorial responiibility to less important than did their fathers. help the p blic understand-the direction of A greeter percentage of fathers than of change and e importand and controversial the sons felt that the extension agents were ftiisues of the Allende government. . bandy or available, trustworthy and easy-to- talk with. Similarly,-more fathers than sons..

4 felt thaeradio farm programs wereup-to-

date. But on the other,handi fewer fathers , 251 than.ions considered their own experience up-. COMPARATIVE.EVALUATION OF to-date. Government bulletins, and reports AGRICULTURAL wire judged practical, u0-to-daterand sap- SOURCESSi WISCONSIN FARMERSAND THEIR SONS proachable' by more sons Ulan fathers. Celli* I..tidofia, M.S. Geerelly, it appears the sons were more University of Wisconsin,, 1974 skeptical and judgemental of agricultural in.- Adviser: Eugene.Ad\roupa, formation sources than their fathers.. From the findings of this research, the

The objectives ofithisstUd,were:- (1) author recommends: that suitablOnedia should To identify the differenczo betwe7 Wisconsin be used to effectively and=efficiently-dis- farmers and their Soh.' evaluations\of agri- geminate specific kinds of agricultural in- cultural information sources for specific as- forekatiOn to farmers. The information needs pects o'f farming Operation and-managementt and media use patterns of Wisconsin farm 0(2) To identify the differences in howhe youth--the probable future farmersshould tie fathers and the sons *seess the characteris- given special consideration by agricultural tics of agricultural,iniormation sources; (3). 'communicetors. 141.

7 'joking-stratogies:- 259 During the -time of analysis of the -data, A SPECIFIC KIND OF JOKING a joking sequence we's-to:rid that occurred SMALL FACTORY upon-the introduction of newinforiation. in Joseph Alan Unpin,' M.A. such instances, the bearer otinfOrmation The University. of Pennsylvania, 1975 Would eventually become the target of p joke Advisor: Virginia Ingersoll by the person to whom th news was moat rele7 vant. A study was devised -to discoverhOw ,The study, attempted to discover the-con- often this joking sequence occurred after the \

. nitions which surrounded the bantering type introduction. of new inforpation. It was of joking,4Dehavior occurring in a particular found to occur quite frequently. industrial setting. This aspect -of-- joking Other directices for research are sug- activity was chosen because a critical re- gested by this study. The examination of view oftheliterature showed that the use of condition: associated with joking ight'be conditionetp.support interpretations of the studied in other types of groups such as function, of joking was necessary, though families or parent-teacher-associations: Difr, often ignored, in research on joking behavior, !vant types of indirect communication! that In an-attempt to remedy thii 'shortcoming, a subvert other forme of interactions,'such imethod of recording conditions was devised. 48 insulting, fighting, flirtation, and sar- For each i' and a field-study was 'conducted. casm allomight be studiedusing this ap- . joking interaction the following conditions proach. associated with joking were-examined: the identity of the, oicer, the'person joked with (the jokee),lha target of the joke,,ind the audience. Also recorded were the time, the -place, -the ability of others td enter the 260 interaction, and the specificity ofthe referent. WRITING IY HIGH SCHOOL STUDENTS: . After the two month field study was can- 11 CONTENT ANALYSIS dutted, the results were 'analyzed.___Patterns Sandra Helene Utt, NS.7 were discovered indicating that joking was West Virginia University, 1974 not random..Certain people joked more than Adviser: Edward C. Smith others; Certain people were jokedwith'more than others; and bertain people were in the ikequency of ling9ago errors by''.high' audience more than others. Looking at each school juniors at Eastern Academy, Norfolk, worker': foking activity it appeared that for Virginia, was determined by content analisis. each worker'an equilibrium existed-among the Categories of errors were grammar, syn- taxe:punctuation, and spelling. roles:.Each.worker joked is. much, as Je was Nr. joked.With and as much as he was the target- Spelling proved the most difficult cats- * of jokes. In addition some people joked more gory for the students. . with certain people. 'and somirarely joked at Grammar errors were second most fie- and, they all withothers: quent. Incorrect use of it, Alsoevi- In terms of, the other variables, the accounted for most grammar errors. results suggested that joking occurred at dent were lack of agreement in number of sub- different frequencies during the course,of% ject and verb and lack of agreement in number the Week as well as during the course of the or person of pronoun and antecedent. day.. The frequency of joking alsovaried Third highest frequency of errors. was punctuation, misuse Of the comma being the ,according to place., These overall patterns were at times-reflected by eachworker's most frequent. Syntax was the-I.ourth largest category. indiO.dual patterns and, at times, each The student correcting his own errors* worker's patterns were unique. These pattirns, combined with those concerning con- resulted in reduction in frequency of errors. text and referent, provided the grounds'tbr specUlating about the existence of individual 0

. 142

.1. 8 c. so

' 262 ',.

AN- EVALUATION orAiEss PERFORMANCE ' IN INDZA THROUGH CONTENT ANALYgiS'OF'194i3 NEWSPAPERS .241 Teiple.University; 1975., TIRE ECONOMICS` OF AUTO RACING Adviser: John Lent .,t. Kurt. Van def Dusien, Indiana Univetsity, 1974 -The objectivkof thie,study pi. to Adviser:. 'William L. Pittman late press performance in India.byanalysing "-the content of selected newePiperkend by The sport of automobile racing hay rare ,'jtidging the content against certain.critical ly been the subjectof anytbing ather than 'statements Cade by gdvernment authdrities; colorful (andloiten mrsle'itding) featurkato- 'neWspaper, editors, journalism educators 'end ries and.superficial "who-won-the-race-and- otberie. . who-was-killed newspaper coverage. All but The moitiieguent criticismin India. is ignored Ly the news media has been th'efact e ;that conglomerate newspapers (those managed that from its inception professional auto 'directly or indirectly by persons or trust. racing has bean a multi-million dollar bat- o or corporetiOns having large. financial inter- tleground where the'itakes are high and the , !este in other industriea or business conceive) -66sti;are often higher. !ignore developmental PrO.lims faCing the'na7 This graduate-level writing project con- ,..... Ition as they are mbrkiriterested in Opesint- .sists of a five -part newspaper_ aeries plus 'ing-governmental and.politiculfiews. ,Accard-.. three magazine - length articles which explore . ing toIndia'sDeputy Minister for Inforif-.'-. tha Costly'economics of racing fromtwo dif- .tion and.Ercadcastingi "government ii commit=, Terent vieWpOinta. The first involves an ex- ted to'delinknewapipers from big industrial amination ofothe actual-coats'and financial houses." This ..44,a.eerious step that affects. diffieuftiei involved by small and. large the freedoi of/..the'prassin India. . It teams alike ,in competing in events like the ..1, -sential, therefore, that a syetematidinaly- ' Indianapolii'500 ot major-league stock car sis of the'mmnifest content oI Indian newspa- racing.s We find, fovexample, 'that a. modern persiw/r/: ade to examine whether there is any, Indianapolis-car costs about $80,000--and significant correlation between ownlishipiand ,' that the cost of running a team at Indiani0o7.' content. ' . liscan exceed $200,000.,'The second view- // ,Twr of.the specific:elms of this study. point relates to'the nature and degree of have been to find out whether there is any corporate involvement 14 autoracing--who is statistically significant difference -4 spending how much in what ways.for what rea, the quantity of developmental; governmental, sons. There, for exaMple,,we find that Good- . end political newsin the same newspaper: and' year.and.Firestone alone.have spent mar: than whether there.is any statistically Sign/fir. flock mip.ion on racing in the past ten years. cant differende between.the conglomerated eased. principally on extensive inter- / , newspapers and independent,fieWsiapers . viatie withknowladgeable.perstine in racing linked With no other industriel.or buaifle over the.summer of 1974;.theaznicles con- .interest) in the quantities of the Itt44"14 clude that-rading.is,inidanger ofpricing it- types of news. % ...... i self out of existence. For, as the sport's Ai(Windi) and Hindu iinglish)..have been costs spiral ever higher, fewer and fewer selected. as representatives of the sponsors are willing to foot the bills. ant newspapers:,Malavaia tianorama449alie.' and Times of India (English) repionient;-the ... .., conglbMerates, ' : .

...------. One'of the Cpsrational problemirenCoun7 . teredinthii-stig; has been the able:iceof . .

definitions of developmental, governmental, . and.political news in existing literature. For, example, deveidPment journalism is dis-

143 / . 7,,,,,

14 ) It

- A cuised quite often in developing nations, but 263' no scholar has Sofar advanced any clear INTERNATIONAL STUDENTS ON THE . ) , definition for developmental naps. This -. UNIVEESITTQF'FLORWAMPUS: study,:has made a huMbleittempt to fill that ANALYSISOF THEIR ST GLY HELD ATTITUDES 'TOWARD U.S". NATIONALS vacuum in developmentjournalisni.literatUre. X. Usha Rani Vyasulu, A.A.J.C. :This study also differs from earlier studies UniversityOf Flotida,'1975.1 in theQeld of press performanOe in India\t AdViser:Itamona R. Rush incidentally,'are very few") in that

it devotes its major attention to the rela- . . 'During ihi post World War II era, more . tionship between ownership and content 8f, . . students have comp to the United States-than.', newspapers. Again, no previeug%tudy has . slyer before.. These stUdents spend anywhere. tem.ted toquantify and compare the three from six weeks to six years".in a siles4alized tl;pas,of news. . situation in a university where their 'inter-. , Findings indicate that There is

,ikats,.exposure to the mass-media; oppoltuni- 1 cant difference among the soaseted -newspapars- ties for observation, and the nature of,their in the quantitiei of*developmental, govern=- . . contacts determine how thorough-their knowl- mental and political news. they present. The redgeof_ hostcountrybe6;;Ms. .indeOlondent.A1 and Hindu give moredevelop- \ ' In order ito gain &deeper understanding. , .mantalnews thanthe conglomerate-conix011ed . . of the opinioh lor mi ation process among'inter- Malayala.Manorama and Times of India. The 'national:students, 1,44 students on the Univer- . ,.. conglomerates focus more ongovernmental news. t d N sitrof Florida campus were Personally inter- ' (-17 ''.Eut all four/newspapers ignore'vitdi'develop- viewed. ? : 4 .mental problems:suCh as family planning, : T 'Mass media arf 6ominant solreesof in- -' 1 housing, communications, labor welfare, emr formation about U.S. 'nationals for the inter,- ployment, health, hygiene and medicine, Ad- &national students both prior to and after the ministrative reforks, national integration' ,students' arrival in. the U.S. -However, the and sotialvchange which are not found among] Ampertance of interpersonal' sources, sua,as the top ten priorities or,any of thefour . the student's U.S. friends-Must not be Over; *. newspapers. looked.1 A 4 Ownership may : be the only major rose- . The relationship between mass media and son tor India'sneGspapers being indifferenE, interpersona/ influence upon eke interni:-. to developmental problems. A larger study pf tional student's impressions afterhis..mar-: the Indian newipapr,industry is essential rival is such thatas the influence of, the beforelicorrelating press.performAnce to con- miss media increases, ao 'too does the Influ- glomerate ownership. Zt Is recommended that ence of the interpersonal relationships. The'. more- newspapers in eacheowiersblp category greater the number of close, U.S."friends the and in each of the sixteen major languages of international student his, the more favorable Indialare analyzed fOr news and advertisement s the attitudes of the student toward U.S. nal content iworder to arrive at more generaliz- tionals. ,* abiZ and conclusive results. It is also reel- International studentS generally do not ommended that the problems faced byEbe Indi- participate in any voluntary associations ate an' newspaper industry prestudied/in depthr the University of Florida. +Those who did *before takingldrastic steps wfiich in the long participate, however, have generaliisfavor- run will affect the freedom Cfapeech and ex- ableIttitudestoward U.S. nationals., pressiOn essential for the promotion of demo- 'Similarly, the experiences that tht in- craticdeals in developing Societies.' 6 * ternaicional studenthar,both prior to and aftsr his arrival in the U.S., affect h:r pressions of U.S. nationals:

M 1 -5 II I .4 (4:, 0

Q NI'Tomorrow:' planning program, public communicaf 244. . tion effOr4eAlf-the'city government aimed -at AGRICULTURAL MARKET NEWS promoting"citizen involvement, and coverage OF WISCONSIN BROADFAST.MEDTA provided by the citylkneWspapers are examin- . Douglas,K. Walker,44.§. ed..Study,evaluates-6iforance Of the city University' of-Wiscoriain, 1974 . ,admiuistration aind newspapers, Concluding - Adviser: L. Bostilin that significant dedication and cooperation'

. . 1. between government and -the press are'essen- _The.purpose of this study is to deter- tiarif the principle of massive citizen pai-' mine mhat Wisconsin' 102AA, 107 FM and 21 ticipation,i to relceiVe its ultimate 'testi television stations are providingas agricultural market informatiois progrkmming..'Spe:

CgicallY -this study sdugA to do'cument the , * amount, timing, frequency end completeness ,of 266 fiiadcaat i4rlcultural market news reports. A . In addttion;cdate were tollested on the' 4 AMERYCA'S PETER. PORCUPINE: -TH4 NO*PERIODICAL WRITING OF sources of maet price inforeation, the WiLiaAM COBBETT, 17040.000/1017-1019 kindof ty and price,nformation -.Karin K. Walsh,-M.A.' broadcast; a ertising income and spOsorship The 'Pennsylvanie State University, 1974 of market hews reports anti 'staff assiVned to Adviser: JOhn M. Harrison . . -agriculturalonews progrmming: F. 7' I

. '" Datspitor this study were collected' by 1 William CobbetE, who emigrated' in'1712 . . sail questionnaire and telephone,contacti ,from England to America, wrote as Peter Por- With all WiecOnsin radro and television, sta- cupine from '1194 to' 1400_ in 'tions. .7- Althourjh he returned to the U.S. seven- . - The author found that most.stations-now leen years.laterand wrote several works ,i14hd less than 30 minuted daily onagricul!- while living as a farmer on Long Island, it turar news programming, as shown on Table .1. is with his firmerican residence.that "a, t Over 406 of AM stations give 15 minutes oE this thesis is primarily concerned, particu- 1.11 of 'agricultural news on a typical week- larly with the pamphleis.he published during .day, while over SO% broadcast no news on Sun- that period; of whiCh more than half a mil- days. Wisconsin FM stations devOte even less lion copies were sold. time to agricultural news, with three-fourth Cobbett was passionately preoccupied coming 30 minutes or less on a typical week- with himself, asauming without hesitation day. TV stations offer no agricultural pro- that his readers would find the subject just gramming on Sundays and six of eight stations as fascinating as he did. Because of his responding to this question devote 15 or high opinion of himself, he believed com- feWer minute during the weekday. pletely In his ability to discuss,a wider range of'subject with greater accuracy than anyone living or dead. The overconfidence allowed him no just appreciation of his limi- 265 tations. Cobbett saw _verything as either wrong CITY PLANNING, THE PRESS AND THE GOVERNMENT: or right, black or white. And this,.combined CITIZEN PARTICIPATION IN THE with his lack of education, explains his sim- "AUSTIN TOMORROW" PROGRAM IN ' AUSTIN, TEXAS plistic approach to subject matter.This "John CharlesWalMsley, M.A. tendency to over-simplify is obvious in near- University of Texas, 1975 ly everything Cobbett wrote, although he him- Adviser:Gene Hurd elf did not realize it. He imagined he was, &inking. But an argument never had a chance Case study of city planning program in- to settle in his mind and suggest its ramifi- volving citizen participation discusses con- cations. Instead, it passed at once to his .repts ofommunity and direct citizen partici- paper and was served up hot, as Hazlitt said, pationin government. Design of the "Austin .like pancakes. 145 A

X51 Cobbett his been called by same the their scores on the post -test. In addition, in- father of PopularjoUrnaliin"and* the students' attitudes toward this-method of sena: that heMadi his works readable and struction succesifully transmitted knowledge available'to the masses, perhapsho was. But to the students. respects/ that claim-seeme to do e. ." . in many disservice to journalism. He was e.spasmodic humanitarian at'beSti was capable ofignoring_ enormous cruelty and injusticeand seemed much more interested in using hispublica- tion: for petsonal vendettas rather than for -the good of his readers:, 261

A CASE STUDY OF. SEIKO WATCH - K. HALTORI AND COMPANY, LTD.: FUNCTIONAL ANALYSISAS AN EVALUATION TECHNIQUE FOR FOLIC RELATIONS PROGRAMS Jennie Lou 4Sin;.M.A. University of Texas, 1974 267- Adviser: Alan Scdtt EVALUATION OF THREE INSTRUCTIONAL 0

, 'VIDEOTAPES DEMONSUATING__ kEGIONAL ANESTHESIA MOTOR SKILLS An analysis of the ,public relations program of Seiko watch company producedSy Inter- / Paella M. Warwick, national Public kelations,Company, Ltd., Ney / .University4of Florida, 1974 York, utilizing the fundtidnal analysis meth- /,'Adviser: Kenneth A. Christiansen od to determine the effectiveness of the\pro-

4X11-71iviltiatien is presented of three inr gram, and 'to study the various methods of\a structional videotapes demonstrating selected public relations practitioner, especially regional anestheiia motor skills. The video- these used in the Seiko program. tapes contained ,cognitive-.information,,as welfas an expert example of the motOr'skills. required to administer regionaIvriesthetics. ;"" , Fifteensecond-yeavmedical:students, who were rotating though the Department of. 'Obstetrics and Gynecologyof the University 2.49! of Florida College Of,Medicine, constituted the-study group,., ,The studentiiieWed theme' WHAT DO THEY KNOW AND HOW DO THEY.KNOW IT7 videotapes and receivecen educationalpack- CITY'EDITORe, KNOWLEDGE OF THEIR READERS age'limited to supplementary reading materi--.:: . alslaboilt regional.anesthetics.' An objective Steve 'Weinberg, M.A. and aubjective'evaluatidnwas'undertaken to University of Missouri, 1975 determine whether medical students acquited Adviser: Ernest C. Morgan sufficient .knowledge froM these-videotapes tq, warrant their'continued Use in teaching re,' This study ii'an attempt to learniheexn ,gional anesthesia motor skills._ tent to which city editors of U.S. newspapers AComparison Of-pre7 afi'd poetmtest .use scientific methods to learn demographics Af- 'scores of cognitive information following and .story preferences -of their readers. viewing of the videotapes.and xi:relying the ter a prertest through personal'interviews educational package showed a significantin- with 21 city editors, a mail questionnaire creaie in.knowledge (p<0.01). was sent to 375 randomly selected city edi- An analysis of pre- and post-test scores tors on newspapers stratified by circulation of questions related specifically to the size. After two mailings,S total of 131 - videotapes also demonstratecis significant city editors hed responded.i inctease.in'Inowledge about regional anes- The study concluded that American city";' thetics, _Students who scored theloest,on editors overwhelmingly lack'scientifically ;,the - pretest showed the greatest'increase in derived knowledge of their readers. In only... 1'46

152 V

one--educational.level--of six demographic - spondent indicated the desire to increase ra- ;categories referred to did the majority of dio and TV.usage, but they are restricted by the city editors report that their-knowledge laCk of facilities and broadcast specialists. came filets a survey or from Census data. For The Delphi study showed a liberal ten= !the other categoriemr-age, income, sex; num- dency by institutions to predict, great ber oehousewives, number of Blacks--and in changes taking place in the information field

story preferencl", the number of city editors by 1984, in terms oephilosophy, mechanics, - stating,they hafssientificallysound infor- and administration. However, there was re- , mation WAS much less than.50 per cent. luctance to predict these changes actually The study-concluded'that those city edi-. taking place in their.owninstitutions. .tors most likely to.possess scientific knowl- In View of the greatdesire.to'undertake edge of their'readers were those who:worked electronic media,innovations despite lack of on a newspaper of more than 50,000 circula- personnel and facilities, it is suggested' tion; Were 35 years old or younger; had-been that more .emphasis belput on saturation of city editor three years or leas; had a college. area markets in the form of film clips, which degreehad that,degree in journalism; and, could-be used often and at different times of 2

surprisingly, Sad hot studied research methods . the,dey by TV stations"' in college or. elsewhere. ,The author proposed'and is at work on a brikf manual of inexpensiVeways.for city editors to gain Scientifically sound information 271 about a.newipepers' reideri. A STUDY OF THE RELATIVE ACCEPTANCE; BELIEVABILITY, AND EFFECTIVENESS OF MALE. VS. FEMALE- PROFESSIONAL NEWSCASTERS Susan' McDargh Whittaker,. M.A.J.C. University of Florida, 1974 270 Adviser: Kenneth A. Christiansen THE*ROLE OF BROADCASTING IN THE 0 INFORMATION'FUNCTIONS OF SELECTED STATE AND PRIVATE INSTLTUTIONS IN FLORIDA This study wasconcerned with the fad- 'James Flaxington Whitman, M.A.J.C. tars of acceptance, believability, and ef- University.Of Florida,. 1974 fectiveness of male and female newscasters Adviser: Kenneth A. Christiansen as perceived by selected adults in a control- loeLlistening situation. This study examinee the role of broad- ' Four C.B.S. newscasters, two males-and casting in the informatidhr)rograms of state two females, recorded two versions of a spe- and private college" and universities in cially prepared newscast. The newscasts Florida. A questionnaire and a Delphi study varied in terms of organization, writing were sent to the nine institutions of the style,4and subtle factual points. Eight Florida State University System and to ten groups of adult subjects, approximately 160

private institutions in the state. Thfi persons, were exposed to two newscasts by a questionnaire was used to determine the cur- 'male and female announcer.The presentation rent role of the electronic media in the for each group was systematically varied by campus information function: A return of 89 newscaster, newscast version, and order of per cent was received. The Delphi study playback. provided respondents a chance to indicate the At the conclusion of the newscasts, two probability of certain information function questionnaires were administered consecutive- developments becoming a reality by 1984, both ly. The first studied effectiveness and be- on a general basis and in their own institu- ' lievability; the second focused on verpalized tions. A return of 68 per cent was received. believability, preference, and acceptance. The questionnaire results showedthat The-data were analyzed using the Statistical institutions are greatly understaffed and *Package for the Social Sciences (SPSS) compu7 underfunded,-relying primarily on print media ter program. Two of the three hypotheses to disseminate information.Nearly every re- were confirmed. 147

153 When asked whether they would listen to _newspapers; as expressed by sample iiipond- .a maleor-famale newscaster, there` was no sig- rents.. . ilificant difference in the degree of accept- Nelajor poini'in the thesis-is that the ance of either newscaster. More than 50 per strengthof the Mercury and.News.lieemith cent of the:S's gave-a strong vote.of'accept- the San Jcise "establishment": the older, anCe for both sexes of newscasters. home-owning San Josians.' YoUng people, Contrary'to what was ,predicted, there renters, and newcomers to the San Jose area was.noleignificant difference in the.believ- .are the demographic groups least satisfied ability and female newscasters as .with the lodal coverage of the Mercury and., :perceived by this'sample audience. News -- the groups thtwo newspapers must The retention measurement indicated that strive to attract if they wish to stabilize 'thire"was againno significant difference, in and expand their circulation. .thedegree-of retention of the "unique" sto-, ies in either theale or female's newscasts. Therefore the newscasters were equally effective in.comthunicating theirmessage. 273

APPLIED SOCIAL MARKETING: A CASE . STUDY OF ANTI-SMOKING AtVERTISING Stephen Allen Mille, M.A. University of Tekas, 1974 Adviser: William A. Mindak , 272 . A study cf how techniques developed in A-STUDY-08 ATTITUDES AND OPINIONS OFPEOPLE IN SAN JOSE, CALIFORNIA, commercial marketing can be of use to those CONCERNING;THE'ADEQUACY OF LOCAL NEWS promotihg social causes. Special emphasis is A COVERAGE BY THE SAN.JOSE MERCURY AND NEWS given to the pretesting of advertisements.A -Stephen T. Wiegand, M.S. case study is included in which anti-smoking San Jose State University: 1975, advertisements aimed-at students were pre- -Adviser: Lamar S. Mackay tested:,

As the Oity'of San Jo'se, 'california,,has grown into a metropolitan city in thapast25 years, the-San Jobe-Mercuryand News-hMie grown into metropolitan newspaperi. Th". 274 Mercury and News are two of only three daily f2HE.USES OF THE NEWSPAPER newspapers in'Santa Clara County, whidh has a' TO EDUCATE AND INFORM THE,MENTALLY RETARDECrADULT population of over one million people. Candy Williams,11.S. Oneof the problems faced by the Mercury San Jose State .University,^1975 and Newsasa result of their evolution into Adviser: LaMar Mackay metropOlitan newspapers is thatof maintaining adequate news coverage of the city of San There are many possible uses. of the news- Jose while keeping the reading interest of people living in other parts of the metropol- paper in theeducation of the mentally retard- ..? " itan area. ed adult. The newspaper can be used as en This thesis'asks the question: Do the aid-1n teaching this group almost all basic people of San Jose feel the Mercury and News educational skills. provide adequate news coverage of San Jose? EmplOYed within this paper was a ques-. To answer this question, personal interviews tiohnaire-test, administered to one hundred with a repreentative sample of the popula-, mentally retarded adults in Santa Clara coun- tion of San Jose were conducted. Data assim- ty. The retarded adults were iblected from ilated /rim 263 standardized questionnaires Agnews State Hospital, Twelveacres School (a were analyzed to determine the strengths and Christian Science Institution), and various weaknesses of local news coverage by the two pUblichalfway houses within the county.' 148

15.4 The questionnaire was used. to determine One of The Times' principal concerns was present newspaper interest, reading habits, party politiCi. The Times' founding was the and preferences. A survey of literature turn- culmination of efforti by. Leland, Draper, and ed up very little on the education of mental- Leland's-partner in many of his-newipaper ly retarded adults, presumably due to the ventures, C. A. Bradford. The Timest'however, .fact that education-was heretofore'attempted did/not receive the patronage that it needed with mentally retarded children, but did not to survive-despite the fact that Leland'and Continue into the adult years. This trend is Bradford were connected by ties of faiily or now Mang reversed due to the de-institution- friendship with a circle of professional men -,alisition being executed in California and in PontOtoc, in-Jacksono.the capital of the 'other states. state, and elsewhere. Contained within the paper and appendi-, Draper's and Leland's attitudes toward cee are observations and suggestions' designed the administrations of William Henry Harrison to aid the educatOr in using the newspaper as andJohn Tyler arWmentionid, and the editors'', aviable tool in classroom education. positions on important national questions'are examined. The study reveals that The Times was typical, in many respects, of several news- 0 pi'pers of the, period that were also.conserva- 275' tive in makeup and typography and which aimed THE SPIRIT OF THE TIMES, A PONTOTOC, for fair treatment of.differing political; nal-OUPI, NEWSPAPER, 1841-1842 faction. and political rivals. James Rudell Willis, Jr., B.A. University of Mississippi, 1968 Adviser:J. R. Hoar

Owner and editor of The Spirit of the - 27$ Times, William'Washington Leland (1813-1861), THREE MAJOR REPORTING AND EDITING, started the first newspaper in Pontotoc,Mis-' PROBLEMS ON THE DALLAS DAILIES sissippitand was involved in,Mississippi Jim Willis, M.A. Journalism friam 1836 until the War Between East Texas State University, 1975 the States. Leland played a significant role Adviser: W.J. Sell iillouthernjournalipm*by involving briefly a famous historian in the 1800's, Lyman Cope- This study attempt. to illustrate three land Draper, in the work of the paper. major problems of reporting and editing which The study is concerned with Draper and exist at the'two Dallas dailies and which Leland when they co-edited The Times. It likely exist at several other large dailies. deals with4herivis and careers of both jour- In addition to illuminating the problems, actual stories Of the two newspapers reflect nalists, with the founding of The Timesr and _ with the paper's struggle for survival. The , these problems. Times' role as a vehicle for the dissemina- Several reporters and editor:. on both tion of ideis is an important theme: Leland The DallaaoMorning News and The Dallas Times possessed an idealistic vision of the-purpose Harald were interviewed between the months of of the press. Through its literary essays August, 1974,.and December, 1974..Other and editorial opinions The Times filled a sources were. newsroom staff memos, lectures, niche later taken over by magazines. Leland journal articles, magazine articles, books, was aided by local writers and Southern edi- and newspapers. tors, and since he was also Pontotoc's'post- Reporters and editors at both Dallas master, he drew upon exchanges for thoughts dailies explained their problems as (1) city t". of editors outside the state and thoseof 'desk operation,(2)! best method of covering other countries. The Times supported efforts and reporting news events, and (3) adeqUate to improve Pontotoc and pUblicized the need training for reporters and editors. These fOr.reform in Missilsippi.Leland was out- problems were actually subsidiary problems spoken onthe subject of the need for better including (a) having editors establish Self- transpoitatton and public education. management prac'tides,()) establishing good ,149

155 (. Two multivariate data enalysis.techniques were staff communications,(c) keeping the staff (1) Stepwise mulple regression and busy with meaningful duties, (d) keeping,mo- .used: rale high among staff members, (e) establish-. (2) AIDan AntenaticInteractioWDetectOr. ingAffective editing practiclis,(f) organiz- The results, were analyzed, compared and conclusions and implications were drawn. ing the,desk crew,(g) ,establishing and maintaining discipline, (h) deciding among indi- The findings suggest that the main cor- vidualbest reporting methods,(I) beefing up ral:its; of "Interest" are the physiCal char- the quality of journalism schools, and (j) acteristics of the ads--their 612-6-and-Oelor establishing better on-the-job training pro- and the product class advertised. Less im- grams. portant are the copy characteristici of the Among the conclusioni are (1Y 'sabre funds advertfsement. need to be 'funnelled into the operation'of the newsroom tohiri,more staff members,, to hire baiter staff membdis with more experience, and to keep current staffmembers from leaving foipublic relationspbst (2) that e, 271 the internal promotion system :on both nerspa- THE USE OF MASS MEDIA BY HOMEMAKERS_ per' needs revision as do the criteria for VISITED BY EXPANDED NUTRITION EDUCATION .PROGRAM 'AIDES IN TAYLOR COUNTY, IOWA prompting persons into'editing and, managerial Diane Elizabeth Wolfe, M.S. ', jobs, and (3) that a more progressive-minded Iowa State University, 1974 --; attitude is needed at both Dallas daily news- Y Adviser: J. Paul Yarbrough pipers. - This study is an attempt to fill the gap t.r is information on how low'income peoplen rural areas use :pass 'media, The study explores,and summarizes relevant literature on 277 the beliefs; Values, and behaviors (including communication behavior) of lowindome groups. !CONTENT VARIABLES IN ADVERTISEMENTS AS 'A field study was conducted- -among rural CORRELATES OF READER INTEREST homemakers:invbtveain the Expanded Food and Vardina Wind, M.A. Nutrition Education Program in Taylor Count}, University of Pennsylvania, 4975-- Iowa. Adviser: Klaus Krippendorff 1, The data colledted describes the home makers on the basis:of their personal char . The study objectives were (1) To de- acteristics and examines whether they are ' velop a classification scheme for content similar or vaiy with each other and the gen- variables of magazine adVertisements, (2) To . :eral population. content analyze a set of magazine advertise- The.data also describes the homemakers ments'according to this scheme, and (3) To in terms of theii specific value orientation, identify the content variables which generate their habits,_and_tbeir use of media, (in- the highest interest among the readeri. cluding specific 'content) and determines how A systematic sampling procedure yielded they vary from each other and the genera], '200, advertisements from five issues of a wom- 'population. en's,service magazine. Each ad-had an "in- The study also explores the implications terest" score based on the percentage of sub-. of the findings anddevelopes suggestions for scribers who foilnd each of the ads of "inter- use of mass media in Extension work with est." A set of content variables. was developed encompassing message and sponsors' char- rural poor. The findings indicated that ENP home- acteristics, product attributes and the physi- makers differ significantly from the general cal characteristics of the ads. Recording population and among themselves in age, edu- instructions and procedures were developed as cation, income, in attitudes of alienation, guidelines for two coders. Two pre- and one -rational orientation to-decision making, u,se .post-reliability tests-were conducted follow- of leisure time; and maes media use habits. ing the procedure developed by Krippend6rff. 150

156 . ENP homemakerk spend significantly more time There was no statistical difference in using' magazines,,and listening to radio, but source theme 400ction for members of each less time reading newspapers ttian, the general category (Pm.05).Most themes about candi- population: There was no significant differ-' date,. were favorable. Issue.and challenge once in the amount of time spent watching' themes were polarized either favorable or tolevisionr unfavorable on all networks. Newimenthemes The use of specific content was analyzed could not be subjected to X2 because, of small in terms of the function of the Content for frequencies for favorable nr.unfavorable entertainment, instrumental homemaking roles, .cells. NewsMen neutrality for.directidnal news, and Other instrumental roles. themes did not droi, below 94.0 per

'2,0 ;75 COMMUNICATION CAMPAIGNS OF .POPULATION A.B.C., C.B.S. AND N.B.C. LIVE PLANNING IN THE PEOPLE'S REPUBLIC TELEVISION INTERVIEWS CONDUCTED OF CHINA: A CONTENT ANALYSIS OF DURING THE 1972 DEMpCRATIC'NATIONAL A CHINESE WOMEN'S MAGAZINE (1949-1966) CONVENTION: AN AUDIO CONTENT ANALYSIS. Rau-kiang,Woo, M:A. David L.Womack, M.A. "-University of Wisconsin, 1974, University of Mi-ssissippi, 1974 'Adviser: John T. McNelly Adviser: Jere R. Hoar

This is a content analyiis of 238 The, 551 network.interviews aired during .issues of a'Chiniee.womenls Magazine from the convention. were audially recorded and 1949 -1966. To examine how an official mass examined in three ways. First, ideptifica- medium implemented the Chinese policy of '.tion of interview participants vas made: all ,population planning for the 18 years, four sources by seX and race, all network-,newsmen ,major areas-were investigated: rends; and the sexual- racial makeup of the sources types, sources and formats of the messages, interviewed by each newsman. Second,'a sym- contents of persuasion, refutation.and4legitn bol analysis of each interview was conducted ithation, audiences and the recommended meth- to explore whether or not each member of the ods. four categories formulated--oresidential and It was found that the first communica- vice presidential candidates, credentials tion campaign of public information on birth challenges and platform issues--had received control in the magazine was started in 1955, similar numbers of mentions on each,network. 6 years, after the setting up of the People's ' Third, the greatest symbol frequencies found Republic, The second campaign began in 1962, in each interview Were Aesignated-as princi- after the first one was suspended in mid-1958 pal themes. The themes of each interview because of a more urgent political campaign. were coded`by a primary coder according to a The second campaign was far more inten- three-point direCtional scale. Three second- sified than the first one, aiming at more ary coders verified ptimary coder reliabiliry specific,audi.inces, putting forth stricter by coding a twenty-five per cent interview recommendations concerning childbitth (number sample. Correlation coefficients exceeded of children, interval of children and age, of .715 in all cases. the first childbearing), and carrying more The live intervieW-portions of the three sophisticated, affirmative, intensive and ex- networks' broadcasts were generally alike in tensive messages. There were double to tri- selection of sources as to race and sex and ple increases in the numbers of messages, treatment of candidates, issues and challen- months with messages, persuasion appeals, ges. Results of a symbol analysis showed messages refuting erroneous attitudes, and candidate3 were not mentioned equally in live recommendation of methods, with peaks of the interviewarbi either sources of newsmen frequencies either in 1963 or 1964. Geneially issues and credentials Reader contributions, mostly. in the form challenges weren't either. of personal testimonials, totaled 40% of all 151

1 messages. Personal appeals were emp *44 who support& .the woman's suffrage.movement more frequently than Collective appeals. The believed-wo n should enjoy *,tie `same employ- , appeals of family welfare, natioha economY, ment opportuqties'Snd wages men of thit day overpopulation and sex were de-emphasized. enjoyed and saw the ballot as the women could Top political leaders were seldom'used as achieve thosebpportunities. 1 legitimators, instead, cadres were urged to Having shown the society,of.the early propagandize population planning.by words and 1800s as wellass the reason for the woman's deed. ffrage moveme t, ,the thesis focused on Miss Male audience was included considerably, Anthony'sactivitiesin the movement to shOw.. . . 1 confirming the hypothesis that the messages thscoverage the New YorkTimei gave her and in the magazine Were hot just intended for the movement both news-wise and editorially female audience. Messages to rural audience :throughout her life. The thesis found the were, tailored made: simpler methods and low- New York Timescovered her activities and er marriage age were:euggesteefor the peas- .thosecof the-move ent factually, based on the ants than people in the cities. .'he two cam- histohcal booksw.zittenibOUt her.life and paigns were characterized by'heavy reliance -:activities. However, the study found the ' on the more preventive and positive contra- newspaper'seditorial opposition to the move- ceptiOe methods. ment lacked the1..., faitsto support its emotional, and often illogical, feelings against the Movement. Only whe1 n tiles Anthony wee fOund guiltk'of vot1n4 did, the'New York 'Times stand on firm ground in oppositionto1 her actions

' because it presented\facts based on the 281 United States Constitution to Support its

statements. \ A HISTORICAL REVIEW OF THE The thesis concltided the New York Times 1 NEW YORKZIMES' COVERAGE OF reportedits news stories factually and . SUSAN B:"ANTHONY'S PARTICIPATION IN THE WOMAN'SSUFFRAGE MOVEMENT accurately, but used emotional appeals which Deborah S. 'Woodrow, M.A. lackedvdacts to support its opposition to the 1 BALL STATE UNIVERSITY, 1975 woman's suffrage movement. The thesis also o Adviser: Mark Popovich concluded the New-- York...... Times reflected the society it served, a society that believed. This thesis examined the news coverage woman belonged in the h4e instead of out in and editorial coverage the New York Times a man'smorld,demandingthe4ballot in order gavg Susan B. Anthony's participation in the to achieve equal rights t,iith man: woman's suffrage movement from the time Miss 2 Anthony joined the movement in September 1852 until her death in March 1906.Using various 0 books on ma's Anthony as well as the New York

Times index, a chronological list of events' 182 , and activities involving Miss Anthony's participation in the woman's suffrage movement THE BLACK HEGIRA TO KANSAS: 1879-1880 1 was compiled. Pagesof the-New York Times Sharon L. Woodson, M.S. then were examined on the dates and near the University of Kansas, 1975 dates of Miss Anthony's activities to learn Adviser: Calder M.Pickett what:coverage the newspaper had given her or \ the movement. During 1879 and 1880, fo7es of poverty The study showed that when the woman's and exploitation drove more than 20,000 suffrage movement began in the early-1800's, blacks out of the sonthernstates to seek a women had few of the rights they enjoy today. better life in Kansas. Becau e the social, Society of the time believed a woman's place political, and economic condit'ons were un- was in the home and that ohly man, as head of settled for the black race dur hg this peri. the household and chief breadwinner, should od, many blacks were restless ar a change. enjoy the right of suffrage. However, people' The thesis'examines'how heavy migra- 152 tion of blacks from Mississippi, Tennessee, the NAACP and" Operation PUSH hSve petitioned anetouisiana became an issue in state and. the industry decision-makers to steal, exploit-

national pOlitics. Editorials of four Kansas ing-Black audiences with sex-violence-drug ". newspapers -- the Leavenworth Times, the toryplots and pimp - hustler film heroes., Atchison Champion, theManhattan Nationalist, This anelysii examines to what,exient Black and-the Topeka Commonwealth .1.- were analyzed. people can effect change in. the film industry. All four papers' were leading publications.in Each film scenei systematically af- ,their communities, and all were published in fected'by a hierarchy of power roles'and re- area to which blacks, migrated. lationships-Within the film industry. To The editorials initially 'reflected a men- concretize this assessment of one varticular

.' timental, favorable view of the blaciembve- communicationsystem, George Gerbner'e in-

. ,ment. However, as more and more blacks came stitutional process analysis Model is uti- ...- to Kansas, the friendly, emotional view,gave 'lized. Accordingto the Gerbner model, nine way'to.eonsiderations involving serious fears different piiwei roles may be brought to bear and perplexities." After several months, the upon any given mass-produced message system. Kansas papers no longer spoke of the move- These nine different power roles as defined ment, but of "the problem," as it casie'to be by Gerbner are: (i) Authorities,(2) pa- known. trons,(3) Management,(4) Auxillariee, (5) The,cause of the exodus` was never specif- Colleagues,(6) Competitors'; (7) Experts,(e) ically determined, but historically it ap- Organizations, and '(9) Publics.. In addition pears'to have been due to circumstances in to thii analysis, a brief history of Black the states from which the blacks came and to ,movies'is included, because it is important' the prevalent belief that Kansas represented to know how past events influenced the pres- an el dorado to the settlers. ent situation.. If the newspapersj'dtmmentaries correctly Results tend to suggest that Black peo- illustrate the attitudes of Kansas toward the ple and their organizations will not, succeed exodus, there was a sudden change from radi- in altering the content of Black-oriented cal pro-black Support to one of complete movies. A lack of capital to finance films frustration.The editorials increasingly and to compete with the major Hollywood stu- discouraged the movement of the blacks and dios, places Black people-in a-very limited advised them to stay.away from Kansas tom- power role and relationship. Their only pletely. real power option is at the box office=level- as-a movie Public. The history of Black- oriented movies tends to suggest ihat.iuch films will continue t6 be made as long as there is a great revenue producing potential 283 to-be earned frOM them. THE BLACK- ORIENTED MOVIES: A STUDY OF ritm AS A CONFLUENCE or INSTITUTIONAL POWER ROLES AND RELATIONSHIPS., Patricia Ann Woodward, M.A: University of Pennsylvania, 1974 214 Adviser:. George. Gerbner. DESIGNINg AND TESTING A SELF-INSTRUCTIONAL LEARNING PACKAGE This research focuses.upon the institu- OM'BEGINNING BROADCAST NEWS WRITING tional power roles. and relationships in the Kenneth T. Wulfemeyer, M.Se

' film industry to understand the formalized Iowa State Udiversity, 1974 nature of communication controls in this so- Adviser: Jack Shelley ciety. In 1972, 25 percent of all American film productions shifted to Black-oriented This study attempted to determine if be- .. themes. These recent Hollywood productions ginning broadcast newwriting style and tech- like 'Shaft," "Slaughter," and "Superfly" .nique could be taught more effectively using have provoked significant public condemnation elf-instructional (S-I) materials or using from many Black people.Organizations like traditional lecture-discussion methods. The a . 4 . 153

b 9 I'

author developed the S-I learning' package on story study examined the'relationship of beginning broadcast news writing used in the market variables to financial variables with- . study. It consisted of a workbook and'a in 10 select single station markets in Okla- cassette tape. homa. Eleven market and 'financial variables Subjects for the test, which was con- were:obtained through the existing station or ducted in April, 1974, were 91 students it published sources except POTENTIAL REVENUE, Iowa State University. Fifty -six were.jour- FINANCIAL EFFICIENCY INDEX. and RADIO-DOLLAR nilism majors and 15 were non-majors. The INDEX, which were generated within the study. majors and non-majors were randoMly assigned The market, or independent variables, Wars to two treatment groups--S-I or lecture. .All correlated with the financial,.or.dependent students received a pre-test over basic-begin- , variables; and then compared to similar re- ning brOadcast news writing style. Students lationships reported in a national probahil- assigned to the S-I.group ---ity-iample in 1966. An 11X 11 variable R- view the materials before the pest-test. matrix was generated and linkage analysis Students assigned to the lecture group -were utilized to-divide the variable' into 'cIus- -given an hour ind-a-hilf lecture on broadcast :tors. Factor and regressiOn'anaiytic tech- news writing and five-stories to rewrite _fox_ ---niques were used to isolate variable' and to ,practice one week prior to theoPost-test. predict the dependent variable TOTAL RADIO All of the information contained'in the S-I REVENUE", when r11.other financial variables materials was covered, although-in lesser det may be unknown in a single itation market. A tail, in the lecture. new variable, NEW STATION ENTRY, was added to The post-test was exactly the same as the R-matrix to analyze the amount of common the pre -test. It consisted of 70 objective- variance accounted for with existing market -type questions and two news stories which had and financial - variables. to be rewritten: A total of 100 points wase "Findings and Conclusions:Analysis in- possible. Using the mean differences in pre- dicated that there was nOsignificant differ- test and post7test scores as the dependent ence between relationships of similar market -variable, an analysis of variance was per- and financial variables in single station formed. markets of Oklahoma an those generated in a The analysistshowed students learned national survey..Factor analysis indicates significantly better (significant at the .005 that future analysis of financial behavior level of confide:10e) when they used the S-I may be accomplished with One market variable materials. No significant differences were and four financial variables. It is possible .found in the amount-of learning by majors or through multiple r'egresaion to predict the. .non-majors in eithdr treatment group. TOTAL RADIO REVENUE of an-existing statibn, and a formula was generated for single sta-. .Recommendations for further research in- ,clude: 1. Repetition of the study using tration markets. The.market variables accounted ditional instruction methods other than lee- for more common variance than financial vari- ture-discussion. 2. Develop S-I materials ables when the NEW STATION ENTRY 'variable is on other areasof-jourhalism; especially'~ added to the R-matrix. those in which S-I approaches have not yet been satisfactorily' tested, and test them

against traditional methodsof instruction; 286

A COMPARISON OFTELEVISIONIPROGRAMS BETWEEN THE UNITED STATES AND THE REPUBLIC OF CHINA 285 Chain-Na Yu, M.S. FINANCIAL BEHAltiOR'OF OKLAHOMA, San Jose State University, 1974 SINGLE STATION RADIO MARKETS IN 1973 Adviser: David Grey Robert Earl Yadon, M.S. Oklahoma State University, 1975 The television age did not come to the Adviser: James W. Rhea Republic of China (R.O.C.) until the-fall of 1962. Today, three television stations With Scope and Method of Study:. This exploy- islandwide relays serve as the major medium . 154

160 of information'and entertainment to 150,000 island residents. Since the establishment of the First television station, Taiwan:Televi- sion EnterpriieATTV),,Chinese audiences have had a heavy exposure to American network television prOgramming. The purpose of this study was to, compare the television programa of Taiwan and the United States asa Means of evaluating thOae di:ferences and similirities between the' Chinese and American people which might reflect the pogtical, cultural, economic and social circumstances of the two countries. Two television stations--TTV inTaiwan and EGO, the ABC affiliate in San Francisco 201, \ --were selected to be tNe subjects of this

\ study. The major object was to conduct an PROGRAM DECISION-MAKING IN actual week-long observation of programs on CPSTMALIFIED PUBLIC RADIO STATIONS \\\ the two stations. Sews, drama programs and Thomas: Zucca, iAJ.Ct commercials shown during the Spring, 1974 Universi!Lotglorride-r i975 evening test periods on TTV and KGO comprise Adviser: .Mirkie N. Edwardson the threl major parts. to this study.

TTV And KGO'had a similar programming . . \ The process of program decision{- slaking structure: entertainment programs, dominated in Corporation for Public Broadcasting-quali- ,bothi-information-type programs ranked sec- fied public radio stations was investigated. =ond; and orientation programs related to pub- A list of program decision-making factors was lic affairs supplied only,a.minor part of the developed through personal interviews with total programming. While the structure was program directors of CPA-qualified publib similar, the nature of news, commercials and radio stations. The list of forty factoiS. drama'programs between the U.S. and R.O.C. was then, mailed-to the CPS-qualified publiO are quitedifferent. Compared to American radio stations(other than joint- licensees \ televisiOn, Taiwan programs hive a more and remote transmitter facilities) to gauge \ "political" tone, to cite one difference. the relative importance of each of the factors. Demographic questions also were asked \ of the program directors. Response wee 90.9 percent of the total sample. IX was. found that "station's goals and objectives* was the factor Most important in the program decision-making'process. "Family influence" of the program director was found to be the. least important factor.

v S 61.1ECT _INDEX

*ADVERTISING Abstract Number

Abstract 130 Reader usage and content, evaluation of a Wumber Laboratory Animal Science. Barbara Glenk Good., R7X77- 53 Application of a TransactionaL Model to Ohio University. advertising messages. Charles Henry Martin, Ph.D., University of Texas. '133 An analysis of freqUency of readership and influence of a home furnish- 49 The lnfluence'of legil and voluntary ings trade, magazine,Harriet H. Greaney, restraints upon the gatekeeping function M.A.,PNorth Texas State University. in the regulation of retail advertising copy: A case attic* of the New York 116 Idantificitiort of and means of reaching Daily Niws and New York Times.:.Denst, ' a potential member of a racquet club in Winokur, Ph.D., Ohio University. the Dallas metroplex with suggestions for racquet clubfacilities'and servi- 64 Adaptation of the Fishbein Model to the ces. Cheryl'C- Manney, testintrof advartisin4's Cross-cultural Texas State University. transferability. John M: Barnum, Jr., M.A.J.C.,.University of ,Florida. 214' kcomparison of preschoolers' veibal and nonverbal behaVior while viewing Sesame 131A msthed of investigating the social Street and Pink Panther. Dorothy Galla- seining of odor in a time contrast situ- r gher Frawat, WS., Oklahoma State Uni- ation. Karen Miller Goodman, versity. University of Pennsylvania. 217. Audience interest in a controlled circulation community newspaper, The Saddle- 0 . 141Television's lotid commerdials. Caro,1 Haskins M.A., University of Missouri: back) California., Valley News. Betty Waters Rawlingis, M.A., California State 145The selling of the Constitution: The University, Fullerton. Federalist Papers.visieed as an advertising caMpaign. John Grant Heller, 229Mass media credibility: The measurement M.A.J.C., University of Florida. of audiehce attitude changes in San Jose, California, between 1964 and 1974. 193Public attitudes toward children's TV Robert G. Schildmeyer, M.S., San Jose advertising: Some influencing factors. State University. Paul Leonard Morigerato, M.A.J.C., Uni- versity of Florida. 235 'Differehces displayed by two age, groups in reacting-to identical messages. 239 Unit pricing: Its role in retail gro. Wendy. Kay Shelton, M.A., University of ceryadvertising. Ira Michael South- Pennsylvania. , ward, M.A.J.C., University of Florida. 251News diffusion amongtSouth Dakota State See also'Abstraois 105, 155, 273. University stUdents.:: Vadakkeveetil Alexander Thomaz, M.S., South Dakota State University.

AUDIENCE ANALYSIS 272A study of attitudes and opinions of . people in San Jose, California, concern- Abstract ing the adequacy of local news coverage by the San Jose Mercur and News. 'Step -Number ' Stephen T. Wiegan , M.S., Garr:Rise State University. Newspapeks and their audience: A sys- s tems approach. to the study of low-income readers. James P. Crow, Ph.D., The 271The use of mass media by homeMakers visi University of Iowa ted by expanded nutrition education pro, gram aides in Taylor County, Iowa. 20 Children's_acquisition of current events Diane Elizabeth Wolfe, M.S., Iowa State information in the context of family; University. peers, media use, and pre-existing atti-- tudes. Robert Parker Hawkins,'Ph.D., See also Abstracts 23, 35, 37, 61, 90, 140, Stanford University. -ITf,'153, 165,_111,7_1115.4_205, 221, 233, '242,"*244, 269, 273. 25 Mass communication behavior among blacks in Washington, D.C.: An empirical investigation. Miles M. Jadkson, SyraCuse University. COMMUNICATION i NATIONAL DEVELOPMENT

65 Journalists' perceptions of news values. _Abstract Joseph Lamar Baldwin, M.A., University Number of Texas 17 Mass communications and development:An 119 The effects of race and sex on the per- exploration in causal relationships. . ception of political figures. Jack S. Romeo H. Gecolea, Ph.D., Uni4ersity of Fishman, m.A.,.UniVersity of Pennsylvania. Wisconsin. 156

102 Abstract Abstract 1 Number Number 30 -'What would happen * learning game designed to enhance conceiving of 21 Jackson, the bank, and the press: 0 continuous learning from a communication William Herbert', Ph.D., University of perspective. Francis R. Lalor, Ph.D.,' Missouri. < -41 The University of Iowa.

31 The structure"Of communication in an 35* Pcerdss sectional analysis of consumer emerging frontier community: Jackson- learning among younger vs. older ado- ville, Oregon 1852-56. Jerilyn Sue lescents. Roy Leamon Moore, Ph.D., McIntyre,'Ph.D., University of'Washing- University of Wisconsin'- Madison. ton. 42 Insult, aggressive modelihg, and vicari- 36 Toward a practical approach to journal- ous reinforcement as determinants of imn in developing countries: The case adult aggressive behavior. Susan Higley of South Korea. Jin Hwa'n Oh, Ph;D., Russell, Ph.D., Stanford University. The University of Iowa. 43 Communication: The transaction of form . 147 The Cameroonian news media. Helene C. with substance. Charles* C. Self, Ph.D., Bourdon Highee, M.A., University of The University of Iowa. Montana. , 47 Some.applications of cybernetics to so? 153Family communication and differential cial.systems. Stuart Xnspach Umpleby, political socialization. Marilyn Ph.D., University of Illinois. JaCkson-Beeek, M.A.; University of Wisconsin-Madison. 77. Role of communication in the development of sex role orientations. Jane Delano -185. The expressed reading interests and ex- Brown, M.A., University of Wisconsin- . pectations of newly literate women in Madison. Kabul,-Grace Enid Magney, M.A., Syra- 91111 University. .4%* * 82. Development and implications of a four- level co-orientational process model of 234The news media and the San Antonio ."communication. Snyder C. Caldwell, M.A., Diphtheria Epidemic. Kay Flizabeth 4 UniVersity of Maryland. Canter Sharp, M.A., University;of Texas. 86, Applications of unified social theory to the developmentof a general theory of popular culture. James O. Castagnera, M.S., Kent State Uhiversity. 'COMMUNICATION THEORY, PROCESS 6 EFFECTS 9 Cognitive similarity 'and communication Abstract' effects. Mei-Chin Chen, M.A., Universi- Number , ty of Washington.

2 Post-deciskda selective exposure to. the 86 The effectof final pause duration and mass media. Paul Douglas Adams, Ph.D., vowel duration upon the comprehension University.oTexas. and delayed recall of oral prose. Kevin Michael Connors, M.A., University of 3 A scale to measure attitude on social .Texas. -responsibility of the press. Henry Alvah Anderson, Jr., Ph.D., University 95 Design trends in editorial presentation: of Texas. A survey of business communicators. Mary Anne Gillis dulpepper, M.A.J.C., fluences of interpersonal communica- University of Florida. t n and other peer and family variables on hang* in religious values and behav- '98' The application of mais communication ior .during college. Lee B. Becker, theory to the operations of the transit Ph. , University.of Wisconsih-Madison. industry. James LeRoy Deatherage,III,' M.S., Oklahoma State University. \6 A psychological approach to prediction 107 A test of the Ludenic newsreading theory . \ of utilization of health services and, using R-factor analysis. \ development of.'communicatiens strategies. David M. Melinda Thach Birchmore, Ph.D., Univer- Dozier, M.A., California State Universi- sity of Illinois. ty, Fresno.

112 8 The mediating effectof the. intervention ' The parties; the media and political potential of communications on motivated knowledge. H. Stuart Elway, M.A., Gni- aggressiveness. Jennings Bryant, Jr., versity of Washington. ti Ph\D., Indiana University. - 140 Communication as a mediating variable'in 9 The, social learning of aggresiron humor. Patricia Dempsey Harris, M.A., Waugh expbsure to a Model's emotional University of Washington. expressions contingent upon his performance of aggressive acts. Joanne R. 148. Park Interpretation as an environmental Cantor, Ph.D., Indiana University. communication process with a sample interpretive e-booklet text on the mari- 16 Logical- and Psycho-logical theories of time disaster history of Siskiwit Bay, semantic coding in reasoning. Patrice Isle Royale; Lake Superior. Thomas Lynne French, Ph.D., University of Illi-' Robert Holden, M.S.,, University of nois:. Wisconsin. .0 157

103 t

A 0. 'Abstract Abstract Number' Number 1,60 The role, problems, and impactof the ; 161 Language barriers among.interdistipli Jerry Lee Kern, M.S., American television news' correspondent: nary researchers. William Marke,ApOobaum, M.S., IowaState University. overseas. University of:Illinois.. 6 Th: effactuof presenting '"one side" ver- 173 Some drug addicts'' responses to theanti- sus "two sides" in changingopinions on 73 orderof drug campaign.or if you weri a.junkiet a contrdversial issue and the Toby Bonwit, presentation (primacy-recency). Mary. would you buy that stuff? .Jahe Guitteau Lewalk, M.A., Kent State M.A., Indiaha University. University. - - 18 The communicationt nutrition iod weight control information to a college popUla 174 An investigationoethpossible'effects of visual cues and amount of information tion.. Bonnie Jeanne Brownlee, 147A., in television news programs on attribu- Indiana University. tion tendencies. _Jean Durall Lewin, A Gibia E. M.A.,-Wiversity of Wisconsin. 102 4Peofileeof thee newswamen. . 1Diliberto, M.k., University of Maryland. 4 CorrAlationof galvanic skin response .177 The relationship of political opiniona- with e. consistency.measure Kirilian 414 photographs, and their pre/post differ- Eion to attitudes toward journalismAnd stimuli. the journalist's.role as eipressed by ences following emotion-arousing university journalism students at the Donald L. Lombardi, M.A., California Richard D. English,44.A., State Univgiiity, Fullerton. senior level. University of Missouri. " - The creative problem-s olving performance 11$ 423Changes in'science writing since 2965 of sixth and seventh grade pupils-under ind.theWrelatibn to ihifting public at- three media presentation conditions: Sharon M. print, audiotape, and'mideotape. titudes toward science: Caroline Meline, N.A., Temple University. rrialOanYM:A..,-ThA-Pennsylyania, State-

207 Family itrpclureand two-way,commenida- George W. Pasdirtz, M.A., Univer- 157Zha history of the American Freedom of tion. Information Movement. Sue Ann Luna sity. ofWisconiih. 0 Jones', M.A., University ofMissouri. 231 ".Comparing readahibity andclfze71proce- dures.for determining farmers' compre- 202; Readership awareness of Florida's news., 6, Thom's. hension of agricultural extension publi- paper sports gatekeepe. 3. ,Patrick O'Hara,. M.A.." .:.,.University of cations in Soniberh Brazil. Wilson Schmitt, M.S..6 University of Wisconsin.' Florida. -; ' An investigation of accuracy in newspa- Men.inewomen, in televis/bn-drama: The 215 249 per science reporting. David Lynn P41- use of two multivariate techniquesfor isolating dimensums of characterization. ford, M.k., University of texas. Nancy Signorielli.Tedesco, M.A., Univer- 255The Charles f:uralt "On The RbAd" sity of PennisylVania. series: A structural and analysis. Jane Thornton Tolbert, S. also Abstracts,11,'13, lie 17, 25, 34,' M.A:J.C., University of 777'40, 44, 46, 49', 62, 66,..114, 119, 155, .164, 65, 170., .187, 210, 252, I68, 260 Writing by high school students:' A con- 278, Z83, . 'tent'analysis. M.S.J., West Virginia c? -'"University. Sandia Helene-U,tp.

COMMUNICATOR ANALYSIS, 269What dothey knowAnd how do they-kriow it7 City editors' knowledge of their AbstraCt readers. Steve Weinberg, M.A., Univer- Number sity of Missouri., be- . 13 Dogmatism, self-esteem, and news,inter- .271 A study of the 'relatiVe acceptance, ests. -William D. Downsy..!Jrphi710., .- lievabilitr, and effectiveness of male University of Missouri, vs. female professional newscasters. Susan McDargh.Whittaker, M.A.J.C., Uni-' 14 Reportie-source orientation, source-At- versity of, Florida. tract4on, topic importance, and-reporter inforination-seeking behavior. Edna F. Einiiedel, Indiana University. See also Abstracts 7, 41, 52, 57, 76, 17, 90, 7rrts, 112, 124, 150, 161, 162, 1954, 196, 22 A coorientational study'of Wisconsin 201, 223, 229, 232,'262, 267, 280, 287. State senators: Thqir role in the.com-t munication,prpcess. Michabl B. Hesie),

Ph.D., University of Wiscoasin-Madison. . . COMMUNITY JOURN4ISM 28 The'press and thpolitics of urban

gbbwth: A studyibf'cues and constraints 714D:-

, politicized newsroom. ,David Wiliam- Jones, Jr., 'Ph.D., Stanford Uni- mersity. 3

158

4 CONTENT ANALYSIS' Abstract Number, Abstract Number 99 Libel law 1970-1973 the New York Times rule and stories of public interest. 7~An intensive study of perceptions of Dwight 9. Deay, M.S., University of news and objectivity of sixty telegraph Kansas.: editors. John Harold'Royer, Ph.D., University of Missouri. 103 Miami Heraldv. Tornillo: Press freedom and public access. Marilyn G. Dilley, 15 The collogenewspaper pressi An analy- M.A., University of Wisconsin, Madison. sis of its development-since 1968 in tour dimensional areas.George Pau 118 Mass murder in the redwoods: A compafa- Leans, Ph.D., Syracuse University. . tivo analysis of the piescoverage given to the three mass murders in Santa 4$ A-Comparative content analysis of how Cruz, California, and an inquiry into the Ohio metropolitan daily press re- the offectivene'ss of news gags. Bobbie ported-the 1971 Ohio Municipal.election Arlene Fink, M.S., San Jose State Uni- campaigns:An index of press coverage. Vorsity. John-W. Windhausae, Ph.D., Ohio.Univer- sity. 136 Sheppard V'. Maxwell: A study of impact. W. Scott Handlek, M.A., University of 144 Have magazines for the early adolescents Wisconsin. changed as a result.of television? Donnetta Heitschmidt, M.A.J.C., Univer- 164 Kaleidoscope: An underground newspaper sity of Florida. and the law. Donald JohnKesterman, M.A., University of Wisconsin. 195 Newspaper treatment of Dr. Alfred C. Kinsey's.sexual reeearch. Richard S, Musser, M.A., IndianeUnlversity,

223 Analysis of agricultural newcontent .See also Abstracts 49, 14, 166, 115, 240, preferences of Florida newspapei editors' -27r. end-selected Florida readers. Michael ions Ruffner, M.A.J.C., Uriversity of Florida. ' :CRITICISM AND DEFENSE OF THE PRESS (MEDIA). 248 Treatment and emphasis patterns of environmental news content in major United Abstract States metropolitan daily newspapers, Number March and April, 1972. Selina A. Taylor, M.S., Temple University. 51 A content analysis of Time Magazine's coverage of the Nigerian Civil' War 254 Media attention and audience knowledge July 1967-January 1970. Adebisi Akanni about two international news issues. Aborisade, M.S., Oklahoma State Univer- Carol A. M. Thurston, M.A., University aitt. of Texas. 52 A study of the surface accuracy of the 277 Conterit variables in advertisements as Columbia Journalism Review, Chica o, correlates of reader interest. Vardina JotTla..smWaiia-rm3re . Michael Wind, M.A., University of Pennsylvania. Addis,-M.A.75WEEral Michigan University.

69 Asase studi, of Spiro Agnew's relations See also Abstracts 12, 24, 51, 62, 72, 94, with the national news media. Mirk A. -135, 127, 130,'140, 145, 154, 159, 170, 3edner, M.S., University of Kansas.- 183, 1894 192, 212 225, 227, 249, 260, 262, 264., 279, 280, 281. 176 Ada Louise Heatable: A case study. Jerome Lloyd, M.S., Univeriity of Kansas.

. , COURTS AND%LAW OF THE PRESS (MEDIA) See also Abstracts 14, 21, 60i 6e, 202, 233, Abstract Number

la' The public intormationfunction'of the CROSS - NATIONAL STUDIES ',,Federal Communication Commission. GlennaGail Crotts, P .D., University of Abstract Illinois. Number,

56 Factors affecting police-community rela- 124 Information availability and information tions: Guidelines for development. sharing:A study of strategic considera- Beyerly Saleeme Ammar, M.A.J:C., Univer- -tioni made by Asian American Community ,1 sity of Florida. leaders.Rita Fujiki, M.A., University of Washington: 64 A theory of press freedom: Maesachu- setts newspapers and law, 1782-1791. 151 A comparison of the Deg Moines Register's 'Gerald Joseph Baldasey,'M.A., University and The Los Angeles Times' editorial at- of Wisconsin - Madison. titude toward Japanese Americans: 1942- 1945. Natalie N. Inada, M.S., Iowa State University.

'.159 Abstract EDUCATTONFOR JOURNALISM Number Abstract . . . '196", Communieation and development: An in- Number vestigation _in selected Uganda villages. . Thomas 8.6% Mwanpra, M.A., University of $5Analysis of selected accredited and non- accredited.news-editorial ur icula in, . Wisconsin-Madison. journalism. ,Bob A..Carroll, .A., Eipt 210A cogeitiye approach to studying meaning Texas State University: in cross-cultural communication. Manjunath Pendakur, M.A., University of 131Three teachers... Nancy Kellggg Harper, WashingtOn. M.S., University of Kansas.

263 International students on the University 169 Critical writing.ind-the s udent jour-. of Florida campus: Analysis of their nilist:: Some suggestions oimplemen- strongly held.attituaestoward'U. S. tation of an arts review/ g course in a- Nationals. 'IC Usha Rani Vyasulu,- .department of journalism. Thyllis M.A.J.Cs, UniVersity. of Florida. ,fElheney lowState Univer- sity: 286 -A comparison of.television programs between the United States and the Republic 181 Preparation.of:the hig school journal- of China. Chain-Ni Yu, M.S., Sin Jose ism teacher: Certific flow require-, State University. manta related i&,,teac er needa. Carolyn Cowger McCune, M.S.J..West Virginia University. See also Abstract 36, 199 Journalism instructs n and activity in Michigan public c unity colleges. Central Michigan EDITORIAL POLICY AND METHODS .JudithNickless,:14. University. Abstract The role of"the director of school-pub- Number 218 lie relatibns. C nstadde E. Itebich, M.A.',-Kent State niveraity. 68 A study of techniques used to improve newspaper credibility.:' Jerry L. Bayne, 219 A stddyof the a propriatenest of the M.S., Murray State University. jodrnalism.curri ula, in community col7 leges in Floridas abasis for upper 74 The Press-Enterprise investigation of the thejialm Sgring:Indian Land Affair in diviSion'jOurna ism education in the state univerait syliam. Brian Edward 1967-68: One newspaper's protection of minority rights. Ronald Wayne Bowes, Richardson, M.A . M.A.,California State University, lorrcla. . . Fullerton. .. 230 A study of the 'professional and educa- . elonal baCkgrord of high schoOljour- 94 A comparison of the coverage of the Bolshevikevolutionby the Atlanta nralism andteacheCarol advisers in Wyoming. T. SChm'dt, M.A., The University JOurnal and The Atlanta Georgian. - RURTEStephen-Cross, M.A., University of Wyoming. . - . of Georgia. . '284_ Designing an testing a self-inatruc- tional learn ng package oll'be4inhing 120Tht impact of the future on the news- Kenneth T. Herbert,Paul Ford, M.A., Cali- broadcast ns writing. paper. M.S., Iowa State' University. fornia State University, Northridge. Wulfemeyer, . .. - .' 162 The editorial attitude of The Washington See also Abstrais 87, .109, 137, 167, 260. Post in three presidential elections, with emphasis on the Watergate Affair. Vincent D. Kohler, M.S Iowa State FOREIGN PRESS INTERNATIONAL COMMUNICATION . University. , . . Abstract 202Readerdhip awareness of Florida's news- Number paper sports gatekeepers. Thomas Patrick O'Hara, M.A.J.C., University of 12 Onitsha, pamphlets:.Culture in the mar4-, Florida: DOn Charles Dodion,.Ph.D.'r Univers/ i of Wisconsin-Madiion.-. 426 Collective bargaining.by. newsmen.for a L. , voice in the product.Marianne Sawicki, 23. communi commumication,and develoPmtnt: M.A., University of Pennsylvania. A Canadian case-study. pieather E. Hudson,iPh:D., Stanford University. 256 The correlates of reporter performance and influence: A study of 1971 Iowa 38 TheeJamLdad government's use of radio legislative.reporters Hillard RObert broadc sting in economic development Torgerson, M.S. ,,Iowa State*Universitk.,) 1939-1 70. Harold, WilliarrOxley, Ph.D., Univer of Wisconsin: 261 The economics of auto racing..Kurt Van derDussent M.A.,. Indiana University. 50 COversige ofa controversy by nine Arabic,' newspapers. Salim Yousef Abdul-Rahimy. See also Abstracts 7, 14, 28, 37, 49, 51, 78, M.S., UniverSitk °I Kansas. 757 99, 159, 176, 179, 195, 206, 209, 229, 233, 234, 240, 248,. 257, 275, 276. 160

- 43 0 ' Abitract Abstract' Number Number 88 ,External propaganda of the People's Re- 74 Presidential press conferences as public of China. Te-Cheng Chang, M.A., Richard Nixon used them. Thomas M. ^University of Oklahoma. Belden, M.A., University of Wisconsin - .Madison. 110 A study of radio listenersin India to

the, Far East Broadcasting Company,' . 72 Two Florida dailies' treatment of candi- Manila and the Far Eait Broadcasting dates during the Democratic senate pri- Assbciation, Seychelles. Anne Ediger, mary of 1950:A content analysis of the M.A., 'Syracuse University. Tampa Tribune and the St. Petersburg Times. Colleen J. Birch, M.A.J.C., Uni- '152 The newspaper as a repository of history: versity of Florida. The Pakistan-Bangladesh story as covered by The New York Times. Zahid Iqbal, 106 Newsmen's privilege. Glenn Newton M.S., University of Kansas. Dotter, M.A., University of NOrth Caro- lina. 154 An analysis of Pravda during the Sino- Soviet'conflict 1956-1973. Robert 115The Texas Open Records Act: A,history Jasinkiewicz, M.S., University of North and an assessment. Robert Hays Etnyre, Carolina. Jr., MiA., University of Texas:

159 Population and family planning content 166 Agnew versus the Media: A symbolic con- analysis of prestige newspapers in Ar- lroatation on Constitutional freedoms. gentina, Colombia, Mexico and the United Paul William Xroll, M.A., California States. Sarah Ellen Williamson Kanervo, State UniVersity, Northridge. M.A., University of Wisconsin. 172 Reporting on government meetings in 194 Censorship in Brazil and changes in Dallas: A study of the Texas Open Meet- press content. Luiz Gonzaga F. Motta,, ing Law. Don W. 'Levy, M.S., University M:A., Indiana University. ° of Kansas.

222 The roles and responsibilities of the 182A urveSC.yof attitudes of members of the Canadian media: A self-portrait. Bruce 1974 Kentucky General Assembly toward a P. L. Rozenhart, M.S. -, San Jose State state Open Meeting Law. Dwain McIntosh, Univ.ersity. M.S., Murray State University.

225 An analysis of the Des Moines Register's 240 Confidential news sources and the Flori- coverage of the Soviet Union and its re- da newspaper reporter. Byron John St. latidnship to Iowa public opinion, 1936- Dizier, M.A.J.C., Universityof Florida. 1940. Deanna J. Sands, M.S., Iowa State University. 245 Open Meeting LaWs in the United States, an analysis of their effectiveness and a 22/ TheTThai press: A content analysis. proposed model law. CatheEine Robinson Guy Scandlen, M.S., California State Strong,.M.A., Kent State University. University, Fullerton. . 265 City planning, the press,and the govern- ,257''',iditorial reaction of Santiago newspa- ment: Citizen participation in the pers-to economic and political events of "Austin Tomorrow" program in Austin, Allende's governMent. Flavia Lucia Texas. John Charles Walmsley, M.A., Correa Torreao, University of University of Texas. Kansas. See alio Abstracts 10, 26; 41, 57, 64, 74, 84, 262-,An evaluation of press performance in TINT, 121, 146, 147, 157, 197, 204, 257,

India through content analysii of 1973 270. ' ' newspapers.. John V. Vilanilam, M.S., Temple University.

2S0 CommunicatiOn.campaigns of population -planning:in the People's Republic of HISTORY AND BIOGRAPHY Chiba:, A content analysis of a Chinese ..women's magazine (1949,1966). °Kau-Kiang Abstract Woo, M.A., University of Wisconsin- - Number Madison - ,5 The ilea of.lcommunicition in the social See-alio Abstrabts 36, 60, 147, 189, 196, 208, thought of the Chicago School. Sheldon "TIT, 286. Lary Delman, Ph.D., Univerdity of Illinois.

19 The information empire: A history of GOVERNMENT AND THE PRESS (MEDIA) the Loi Angeles Times,from the era of personal journalism to the advent of the Abstract .multi -media communications corporation. Number Jack Robert Hart, Ph.D., University of Wisconsin-Madison. 59 DoMestic U.S. satellite communication: An hiitorical analysis of-the FCC's poli- 27 A twentieth century seeker: A- biography cy formulation which led to open entry of James Vincent Sheean.,, Carl E. John- decisiOn of 19.72. Russell W. Andrews, son, Ph.D., University of Wisconsin- M:A., University of Georgia. ,Madison.

o Abstract AbstraCt Number Number 213 Critical'management decisions in a 32 Abilene editor: Frank Grimes and West successful independent UHF television Texas. Charles H. Marler, Ph.D., Uni- station: A case history. Michael A.

veriity of Missouri. Piscitelli, M.A.J.C., University of -

1 Florida. 41 Postal control of obscene. literature 1942-1957. Patricia Elizabeth Robertus, 216 The history of underground communication Ph.D., University of Washington. in Russia since the seventeentircentUry. Bill Rainbolt, M.A., North Texas State 44 The functions of communication activi-' University. ties in frontier warfare in Washington territory, 1855-56. Roger Allan Simpson, 236 Half- sheets and Hope: Mississippi News- Ph.D., University-of Washington. papers in the Civil War. .7Ohn R.

- Shields,-Jr., M.A., University of.Mis- 58 The Californian, 1846-1847: Promises a sissippi., and performance. William R. Anderson, M.S., San Jose State University. 230 American Indians in Harper's Illustrated Weekly 1857 -1877. Nancy Hurley Smith, 67 A history of theMount Pleasant Daily M.S.,',University of Kansas. Times and Times Review. William C.

Barrett, M.A., East Texas State Waver- . 266 Amerida's Peter Porcupine: the non-peri- ,sity. odical writings of William Cobbett, 1794 - - 1800/1817 -1819. Karen K. Walsh, M.A., 75 An image study--visual expression in The Pennsylvania State University. communication.. Robert Burgess Boyd, M. S., Iowa,stateUniversity. 275 The spirit of the limes, A Pontotoc, sissippi, newspaper, 1041-1842. James. 79 The American expeditionary, force and Rudell Willis, Jr.,, University'of Stars and Stripes: The Armrican mili- Mississippi. tary reports World War I. David H. . Burpee, M.S., University of Kansas. 281 A historical review of The New York Times' coverage of Susan B. Anthony's 80 Commercial radio at the University of Rcipation in the woman's suffrage Florida: WRUF - -An historical overview: movement, Deborah S. Woodrow, M.A., Edward-Lane Burrows, M.A.J:C., University Ball State University. of Florida. See also Abstracts 12, 29, 31, 46, 59, 64, 69, 91 Walter Lippmann: A study of an American -W 94, 101, 115, 116, 125, 143, 145, conservative. Kathleen K. Constanzi, 151, 152, 157,.176, 178, 190, 237, 283. M.A., University of Maryland.

93 The history of the penalloress in Indi- ana State Correctional institutions. 6 Michael W. Cooney, 'M.A., Ball State INDUSTRIAL JOURNALISM. University. Abstract 100 An historical and descriptive study of NuMber the cinematic vampire from 1922 through °1974. James Joseph Desmarais, M.A., Association and company publications in California State University, Fullerton. Texas: A statistical review and directory. Wanda Lee McClusky, M.A., Univer- 108 Dorothy Parker's contribution to liter- sity of Texas. ary journalism during the first half of the twentieth century. Valerie 189.A comparative content analysis of the Marttila Dueber, M.A., Kent State Uni- European Stars and Stripes and selected versity. U.S..newspaperi, 1965-1971. John Austin, Miller, M.A., Indiana University. 113 James J. Kilpatrick: A conservative at work and Jane Grey Swisshelm: Feminist/ See also Abstracts 95, 132. .editor. Kathleen L. Endres, M.A., Uni- versity ofMaryland.

126' History of the Plano Star-Cdurier 1873- 1973. Judy W. Garret, M.J., North Texas State Univeksity. MAGAZINES

200 The "Trail, Dust" columnist:A biography Abstract of Douglas Meador. Julian Stanley Nolen, Number M.A., East Texas State University. 37 Attitudes of American magazines toward 206 Muckraking and. Ray Stannard Baker, atmospheric nuclear testing, 1945-1965. William Quayle Parmenter, M.A., Univer- Frederick Michael O'Hara, Jr., Ph.D,, sity of Maryland. University of Illinois.

209 The "Standards for Ownership": Nelson 54 An analysis of three outdoor club maga-- Poynter's manifesto. Donna M. Peltier, zines Bass Master, Deer Sportsman, and M.A.J.C., University of Florida. Turkey Call. Jerry W. Allen, M.S:, Murray State University. 162 0

1 6 8 Abstract Abstract Number Number 127 A descripave content analysis of selec- 167 Community college newspaper advisers and ted issues of -'Prue Confessions, Modern probelms ofmste. Peter C. Lang, M.A., Romances and True Story, May, 1977-- California State university, rrr,rno. 'through May, 1973 as .a criteria for freelance writers. Tommie Geveden,,M.S., 184The expressed reading interests and moti- . Murray State University. vations of male literacy, stbdenti in Kabul, Afghanistan. Gordon -Kay Magney, 143 Founding and early development of L.A. M.A., Syracuse University. Magazine 1958 -60. Lincoln Murray Haynes, M.A.; California State University, North- 228 A.study of attitudes toward bank trust ridge. . departments' held by lawyers in Winnebago `Copnty, Illinois4-MiCbael J. Schelstrat 212 A. study of the feasibility of a magazine Sehelstrats, M.A., Northern Illinois for the national affiliation:for iteracy University. advance. Marcia Rae Nichols Piepgrass, M:A., Syracuse University. 274 The uses of the newspaper to educate and , inform thirmentally retarded adult. See:alsb Abstracts 51, 52, 105, 132, 144, 188, .Candy Williams, M.S., San Jose State 717, 280.: University..

MEDIA MANAGEMENT ANDPRODUCTION See also Abstracts-5, 121, 11B, 148, 220, 221. - Abstract . Number

137 Modelling the newspaper firm:A compu- - tar simulation. Joseph McGarvey Harper; M.A., University of Texas. -PERSONNEL - - AND.LABOR-- RELATIONS , -221 Introduction Of economic factdrs into AbstraCt spectrum resource management. John 0,, Number . , a Robinson, M.A., Onlversity of Pennsyi= vania. 132 Correlated,a4ects of career motivation naii force internal-publications. 276 Three-majdr reporting and editing prob7 .Peter Anton Goubert,'M:A., University, of lems on the Della dailies. Texas: . Jim Willis, . - M.A._, East Texas'State University., See also Abstracts 95, 125, 150, 274, 276. 287Program decision-making in CPS-qualified public radio stations. William Thoffias .Zucca, M.A.J.C., University -of PICTORIAL-JOURNALISM . . Seealso Abstracts 15, 19', 28, 53, 97, 129, 139, 150, 212, 21.11,285. Abstract Number MISCELLANEOUS 92 N. D. SmithersQohotographer-journalist. Mary Katherine ook; M.A.,gniversity-of Abitract Texas.. Number .104 instrtictional material for a alas: in '1 Citizen-government communication in the still photography and photojournalism. creation of a sanitary district in tam- Dennis-R. Dimick, M.A., University of Consin. Eric Alan Abbott, Ph.D., Uni- Wisconsin. versity of WisconSin-Madison. 243" The effects of viewing distance and art 18 The visible scientists. Rae Goodell, training on accuracy of depth perception Ph.D., Stanford University. s from relative size cues in photographs. Helen I.,.Steeves, M.S., University of. 40 Comparison of Oklahoma State University Wisconsin. extension specialists' roles lie perceived by specialists and field staff See also Abstract 15. 4 members. Robert Fred Reisbeck, Ph.D., Oklalloma State University.

63 Faculty-administration communation at the University of Wisconsin -Ma S PUBLIC OPINION AND PROPAGANDA James H.D. Audu, M.A., University of Wisconsin, Madisoh. Abstract

Number - 81 Reading proficiency retention in six less - industrialized' nations. gRobeit 46 A reevaluation of some concepts of pub- Jose Caldwell, M.A., University of Texas. lic opinion and communication. Robert Louis Stevenson, Ph.D., University of 146First Amendment attitudes and knowledge: Washington. A survey of Texas high school principals, newspaper advisers. and student editors. 171 Piopaganda4Techniques of the Bergson Joyce Sydell Herring, M.A., University Group: 1939-1948. Charles Jacob Levine,

of Texas. ( . _M.A., University of Texas. 163

ti 9 Abstract Abstract NuMber Number 250 Commtnication and cognition effects from 237 CrystIllizing public hatred:, Ku Klux, poll questions. Diane P. Tefft, M.A., Klan public relations intthe early 1920s.

University of.Washington. , John Mack Shotwellk M.A., University of

Wisconsin-Madison. - '413 Applied,Social Marketing:' A case study of Anti-Smoking advertising. Stephen 241A study of public relations in the Miami Allen Wille,, M.A., University of Texas. land boom of the 1920s.James RUssell Stanton, M.A.J.C., University of Florida. See also Abstracts 37, 72, 123, 145, 155, 156, -WC 270, 272. 253 Selected bank holding company trust offi- . cers! views of corporate financial pub-

lic relations practices. Terril M. - Throckmorton, M.A.J.C., University of Florida.

258 PUBLIC RELATIONS Comparative evaluation of agricultural information sources by Wisconsin farmers and their sons. Abstract. Callix I. Udofia, M.S., "University of WiscOnsin.'- 4, Number'', 268 Development of the public relations cam-: A case study of Seiko Watch-K. Haltori 122 and Company, Ltd.: paign for the 1975 mountain spite art fi Functional analysis as an evaluation technique for public craft 'fai'r. Sharon 'Lynn Stricker Frazier, M.S.J., West Virgini&University. relations programs. Jennie Lou Wein, M.A., University of Teicas. 125 An evaluation of public relations as pricticed by Southwestern Bell Telephone See also Abstracts 95, 116, 132, 134, 218, Company. .Eddye S. Gallagher, M.A., -731, 270. ' North Texas State University.

135 Professional association membership, RADIO, TELEVISION AND FILMS professional socialization and the pro- "essional orientation- of the public"re- Abstract lations practitioner. Kirk Edward Number Hallahan, M.A., University of Wisconsin,(*Kr- Madison. 26 The regulators and the regulated a study of broadcasters' perceptions of 155 The application of marketing techniques Federal Communications CdMmission mem-' to social advertising: Dental health bers and FCC voting behavior. John case study. Christie Jelen, M.A., Uni= Kelley Jennings, Ph:D., Stanford Uni-

versity of Texas; - versity.. fi - 156, The public relations between Salt Like 39 A history of television and sports. City's major brand oil companies and Donald Edwin, Parente, Ph.D., University their dealer-leasees during the,Arab oil of Illinoii. embargo"of 973-1974. Edward Floyd John, M.A., University of Utah. 55An analysis of the policy and practices of commercial- television stations in' 163 Public relations procedures of two Florida regarding informational public- Wyoming school districtt--a comparative , service programlmaterial. Robert Eugene evaluation. Patricia' M. Korp, Alshouse, M.A.J.C., University of Flori- The University of Wyoming.. da.

168 A history of public relations at Boys 57 Access: An analysis of the development Town. Patricia Ann Larsen, M.S., Kansas of an affirmative concept of the First State University. Amendment in broadcasting. David ' Wallace Anderson, M.S., University of 173 The effects of presenting "one side". Illinois. versus "two sides" in changing opinions on a controversial issue and the order 61 The effect of television on children's of presentation (primacy7regency)1 stereotyping of occupational roles. Mary Jane Guitteau Lewalk, M.A., Kent Howard' Leigh Arenstein, M.A., University. State University. - of Pennsylvania.

J92 A content analysis of extension-prepared 62 Age and aging in television drama: Sym- news appearing in selectsd Georgia bolic functions and images.'Craig E. weeklies-: Sharron Smith Millwood, M.A.J., Aronoff, M.A., University of Pennsyl- University of Georgia. vania.

197 Citizen participation in transportation 71 A study of the effects of the Federal .planning: Case ...study of a Pandora's Communications Commission's prime-time box in government, is relations. access rule on Iowa television stations. Ronda L. Nager, M.A. 1 University of WisT Thomas R. Berg, M.S., Iowa State Univer- "consin-Madison., sity.

211 Public relations in Israel: The state 84 Illinois Cable TV regulation. ,Scott C. of the art. Michael Peres, M.A., Uni- 'Carlber"g, M.A., WesternIllinois Uni- versity of Texas. versity.

164 ,

10 Abstract Number Number $7 Film ai v sual communication:' A socio- 201 Subscriber viewing in cable television - vidistic study of filmmaking. Richard Megson alfen, M.A., 'University of systems offering,differentamounts of Fennsyl ania. programming. Bruce A. Nygren, M.S., Iowa State University. Futureof cable television in education. 96 SandraHarriet Cutler, M.A., University 204Awarding a cable television franchise: of Pe sylvania. A case study of Saratoga, California, 1968-74. Joan M. O'Mara,.M.S., San Jose 97 "Let e S14-,4; to the Manager"--WFAA-.TV's State University. firs prinuiple of public access. '205 Need and interestascertainment of a Rus 11 Edward Dealey, M.A., University televisioh audience in order to program of exas. in the "pUblic interest". .Nanette Otto, M.A.J.C., University of Flerida. 101Si g a song of sixpense: The 1959-1960 ola scandals and subsequent legisla- 208 British-broadcasting:From monopoly to on. Barbara A. DiekhanstM.A., Uni- competition. Robert G. Pedersen, M.A., rsity of Washington. University of Washington..

'109 otentials of Cable television in educe- /20 Astudy to determine the use, function ion with emphasis on the teaching of and potential of television in Orange ,English. Virginia Tebyrica Eatont.M.A., County hospitals.Elizabeth Bronsdon University of Pennsylvania. Robertson, M.A., California State Uni- 117 The composition, production and effects versity, Fullerton. of television news docuMentaries:A case study of WHAS-TV. LouisVille, 242 The utility of public support to citizen Virginii,Dodge Fielder, M.A., action in.American broadcasting. Robert !Conti-joky. Moire Steeg, M.A., University of Penn- Indiana University. sylvania. '121 Cable television: A study of public ac- . The image of public television held by cess. John Allen Frair, M.A., East Tex- 244 as Btate University. students of the College of Journalism- and Communications.at thealniversity of Florida. Clara W. Stewart, M.A.J.C., 129 The uses of common carrier regulation in data communications. Douglas Daniel University of Florida. Goldschmidt, M.A., Oniversityof Pennsyl- 246 The selection of outstanding file:4 in vania.. . five countries: A methodo,.ogical ex- 134, The Role of CCTV in the life of the cor- ploration.Peter Szekeres, M.A., Uni- porate community. Eleanor Gibson Hile, 'Versity.of Pennsylvania. M.A.., University of Pennsylvania. 252A descriptive study in selective expos- . 139 A study of consulting firms and televi- sure and perception of relationships be- tweelPhigh prejudice and low prejudice, sion newsrooms. Candice Cecelia Harr, z- M.S., Iowa State University. black'and white teenage students to 'All in the family'.N: Roy Thompson, M.A., 142 Local government access television via Temple University. CATV: Why, where tot'and how. Duke A. Hayduk, M.S., San Jose State University. 264 Agricultural market news programming of Wisconsin broadcast media. Douglas K. Walker, M.A.,"University of Wiiconsin. 149An analysis of the demand for cable.tele- terrence,R. Hustedt, M.A., Uni- The role of- broadcasting in .the informa- virsity of Pennsylvania. 270 . tion functions of selected state and pri- James 150 'Performance and professionalism among vate institutions in Florida. .Wisconsin-television journalists. Karl Flaxington WhitMant.M.A.J.C., University A. idevodg,. M.A., University of Wiscon- of Florida. ' iin. . 279 ABC, CBS, and NBC live television inter- 160 A forecast of the accessibility of urban views conducted during the 1972 Democra- An audio con- cable systems. Judith Ann Kates, M.A., tic National Convention: David L. Womack, M.A., University of Pennsylvania. tent analysis. University of Mississippi. Characteristics and symbolic functions l$3 A study of of fictional,televised medical profes- 283 The black-oriented movies: film as a confluence of institutional sionals and their effect on children. Patricia James M. McLaughlin, M.A., University of pdwer roles and relationships. Pennsylvania. Mn Woodward, M.A. , University of Pennea.. vania. . 187 What is atm like? A study of feminine -roles on Saturdaymorning children's 285 Financial behavior of Oklahoma single station radio markets in 1973. -Robert television. Doreen Nelson Maronde, M.S., Iowa State University. Earl Yadon, M.S., Oklahoma State Univer= city. An historical profile,of the American 190 See also Abstracts 10, 23, 34, 38, S9, 60,10, forces: radio and television service. Larry Dein%Miller, M.S., Iowa State Uni- -Irs, 141, 170, 174, 193, 198, 214, 224, 255, 271, 284, 286, 287. versity. 165

171 t

RESEARCH METHODS' Abstract Number Abstract limber 232 Communicating health information to the urban poor: An examination of the role 76 Anticipation of news events in Gallup of the mass media in the health system polling, Richard Byron Srohk, M.A., and an analysirof the Milwaukee Communi- University of Utah. ty Health Fair. Virginia Marie Schramm, M.A., Univeriity of Tekas. 83 The survey nonrespondent: A demographic and attitudinal profile. Beverly Barhum 233 A content analysis of the women's pages -Caiden, M.A.J.C, University of Florida. of five Kansas newspapers. Marsha Sears, m.s., University of Kansas. 165 Use otthe Cloze Technique to test three readability levels with ABE students. , 247Women in illustration; from Ladies' home Doris Kreitlow, M.S., University of Wis- Journal (1890-1899) Vanity F311711T2D- consin. 1929). Nancy Jane Tay or, M.S., Univer- sity of'Illinois. 179Attitudes of Missouri newspaper editors toward agricultural news. David Wayne 282 The Black Hegira to Kansas: 1879-1880. McAllister, M.S., Oklahoma State Uni- Sharon L. Woodson, M.S., University of ; versity. Kansas. !See also Abstracts 259 A Specific kind of joking in a small 11, 102, 119, 168; 187, 237, factory. Joseph Alan Ullian, M.A., Uni- -Ig, 263, 280, 281. versity of Pennsylvania.

See also Abstracts 17, 33, 43, 46, 76, 86; -07_128, 131, 207, 246,, 249, 256, 269, 285. TYPOGRAPHY i GRAPHIC ARTS

Abstract Number'

53 The electronicmenspaper. SPECIAL MINORITIES John W. Ahlhauser, M.A., Indiana University.

Abstract 128 A bibliographic review of research in Number the field technical manual usability. Jak*Jeirold Goidberg,14.A.,'Californilrl State University, Fullerton4 24 The'portrayal ofwoman in selected magazines from 1911-1930. Teresa Mary Hynes, 158 Ph.D., University of Wisconsin. A study Of reading. speeds and reader preferences between Roman and Sans Serif type. 29 W.E.:B. DuBois as Editor of the Crisis. Mai}, Ruth Luna Kahl, M.S., Marvin*Gordon Kimbrough, Ph.D.,-Minisi- Iowa State University. ty of Texas. 178 Monoserif: An historical review of the 45 A comparative assessment of the relative technical developments affecting the designing of typefaces, adjustment and attitudes of two ethnib Carl Floyd Loomis, . M.S., Syracuse University. groApArconcerning their resettlement in ; the^United States. Ester Gottlieb Smith, Ph.D.,TBpiversity of Illinois. See also Abstfacts 95, 177, 247.

105 Effects of the feminist movement on mag- - azine advertisements. Janet L. Dooley; M.Sk, The University of Tennessee. VISUAL - COMMUNICATION 111 Preparation and evaluation of a sample of ethnic-oriented material for adult Abstract new readers. Judith A. Ellisqn, M.A., Number Syracuse University. 34 Asymmetry of the screen: The effect of 116 The role of.women in public relations. left versus right orientation in tele- Lynne S. Farber, M.A.J.C., University of visionimages. Nikos Metallinos, Ph.D., Florida. University of Utah. 170 Television and Aex roles. Kathryn Levan, 224A seg-instructional program on simple M.A., University of Pennsylvania. television visuals for extension personnel. Pamela Sue Sadowske, 191 Blacks in Mass Communicatiqns 1975: University of Wisconsin, Wanted but not available, or available but not wanted? Oscar Cecil Miller, M. 267 Evaluation of three instructional video- A.J.C., University of Florida. tapes demonstrating regional anesthesia motor skills. Pamela M.-Warwick, 198 The status of women in broadcast journal- M.A.J.C., University of Florida. ism: -A national survey, Abigail Jones Nash, M.A., University of Wisconsin-Madi- .son. Se ----also Abstracts75, 174,.177, 283, 247. 166 .

/, c 172