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A Comparative Study of the Educational Needs Of A COMPARATIVE STUDY OF THE EDUCATIONAL NEEDS OF TELEVISION REPORTERS AS PERCEIVED BY TELEVISION NEWS DIRECTORS AND BROADCAST JOURNALISM EDUCATORS by JACK PAUL MATNEY, B.J., M.A. A DISSERTATION IN EDUCATION Submitte(j to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF EDUCATION Approve(J December, 1989 ACKNOWLEDGEMENTS I wish to (dedicate this dissertation to my wife, Sandra, and to my daughters Marci, Malee and Makell whose constant love, support and sacrifice made this study possible, and to my parents Carl and Frances Matney, without whose continual support and encouragement my graduate studies would not have been possible- I offer my love and appreciation to my wife, children and parents for their love, interest and support. I am deeply indebted to many who have contributed to this study. I wish to thank Dr. Dayton Roberts, Chairman of my committee, for his guidance and support. I also extend my appreciation to Dr. Joe Cornett, Dr. Dennis Harp, Dr. Jerry Hudson, and Dr. Mike Mezack for their direction. For their interest, expertise and guidance I am grateful to Bill Semmelbeck, Dr. Phil Gensler, Dr. Stan Adelman, Mark Hanna and Mindy Briggs. Dr. Gene Byrd, Vice President and Dean of Instruction at Amarillo College, has provided continual support throughout my graduate studies. For his understanding and consideration, I am especially thankful. I also thank Pat Knight, a friend and colleague, for her encouragement and assistance. No study such as this is possible without the encouragement of friends. I wish to extend special ii appreciation to Robert Boyd, Brenda Turner and Susie Peery for their friendship and assistance. And I especially thank Judy Stocks for her friendship and support. Ill TABLE OF CONTENTS ACKNOWLEDGEMENTS ii ABSTRACT vi LIST OF TABLES viii I. BACKGROUND AND STATEMENT OF THE PROBLEM .... 1 Introduction 1 Background of the Problem 5 Statement of the Problem 17 Purpose of the Study 18 Definition of Terms 20 Limitations of the Study 21 Need for the Study 23 II. REVIEW OF THE LITERATURE 26 Brief History of Broadcasting 26 The Development of Broadcast News .... 31 Early Radio and Television Education ... 40 Commercial Broadcaster's Perceptions of Broadcast Education 48 Liberal Arts in Broadcast Education ... 55 Broadcast Journalism Education 59 Recent Studies in Journalism and Broadcast Education 73 Summary 34 III. METHODOLOGY 36 Research Design 35 Subjects 86 iv Variables 88 Questionnaire Instrument and Pilot Study 91 Procedure 93 Research Questions 93 Hypothesis 95 Treatment of the Data 96 IV. RESULTS OF THE STUDY 99 Survey Response 99 Respondent Demographics 100 News Director Versus Educator Responses 102 Responses by News Director Market Size . 125 Responses by News Director Age 132 Responses by News Director Educational Background 138 Responses by News Director Experience . 145 V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ... 204 Summary 205 Conclusions 225 Recommendations 236 LITERATURE CITED 240 APPENDICES A. PILOT PRE-TEST COVER LETTER 247 B. TELEVISION NEWS DIRECTOR COVER LETTER AND QUESTIONNAIRE 248 C. BROADCAST JOURNALISM EDUCATOR COVER LETTER AND QUESTIONNAIRE 255 D. SECOND MAILING COVER LETTER 262 V ABSTRACT The American democracy relies on an informed citizenry as its lifeblood. Television news continues to play a vital role in informing millions of Americans about issues and events. The problem of this study was to compare the perceptions of commercial television news directors to those of college and university broadcast journalism professors regarding the educational needs of television reporters. The purpose of the study was to provide data which can be used to design a broadcast journalism curriculum which will meet the needs of both students majoring in the discipline and news directors who are the primary employers of broadcast journalism graduates. Two intact population groups were surveyed in this study. A 70-item questionnaire was sent to news directors at each network affiliate television station in the U.S. (N=620). Questionnaires were also sent to broadcast journalism professors at colleges and universities which hold membership in the Association for Education in Journalism and Mass Communication (N=365). Overall response rate was 52 percent. Data regarding educational needs and preparation of television reporters was collected in five categories: (1) skills and competencies; (2) general knowledge; vi (3) personal characteristics; (4) college preparation; and (5) securing a job as a television reporter. Responses were analyzed to determine similarities and differences between news directors and broadcast educators. News director responses were also analyzed by market size, age, educational background and experience as a news director. Results of the study indicated remarkable rank order agreement between news directors and educators regarding the educational needs of television reporters. Significant differences in the responses reflected differences in the degree of importance for various items. Educators rated skills and competencies, general knowledge, college preparation and factors related to securing a job as a television reporter as significantly more important for prospective reporters than did news directors. News directors rated personal characteristics as significantly more important. Both news directors and educators recommend that prospective reporters earn an undergraduate degree with emphasis on liberal arts and broadcast journalism. Market size is a significant factor in determining which skills and competencies are needed by television reporters. Results of the study revealed specific educational needs for television reporters as recommended by news directors. Vll LIST OF TABLES 1 . QUESTIONNAIRE RETURN PERCENTAGES 98 2. NEV7S DIRECTOR RESPONDENTS BY MARKET SIZE ... 149 3. NEWS DIRECTOR RESPONDENTS BY AGE 150 4. NEWS DIRECTOR RESPONDENTS BY EDUCATIONAL BACKGROUND 151 5. NEWS DIRECTOR RESPONDENTS BY FIELD OF HIGHEST EARNED DEGREE 152 6. NEWS DIRECTOR RESPONDENTS BY YEARS OF EXPERIENCE AS NEWS DIRECTOR 153 7. NEWS DIRECTOR AND EDUCATOR RATINGS OF SKILLS AND COMPETENCIES NEEDED BY TELEVISION REPORTERS 154 8- NEWS DIRECTOR RATINGS OF SKILLS AND COMPETENCIES NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 156 9. EDUCATOR RATINGS OF SKILLS AND COMPETENCIES NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 158 10. NEWS DIRECTOR AND EDUCATOR RATINGS OF GENERAL KNOWLEDGE NEEDED BY TELEVISION REPORTERS 160 11 . NEWS DIRECTOR RATINGS OF GENERAL KNOWLEDGE NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 161 12. EDUCATOR RATINGS OF GENERAL KNOWLEDGE NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 162 13. NEWS DIRECTOR AND EDUCATOR RATINGS OF PERSONAL CHARACTERISTICS NEEDED BY TELEVISION REPORTERS 163 14. NEWS DIRECTOR RATINGS OF PERSONAL CHARACTERISTICS NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 164 Vlll 15. EDUCATOR RATINGS OF PERSONAL CHARACTERISTICS NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 165 16. NEWS DIRECTOR AND EDUCATOR RATINGS OF COLLEGE PREPARATION NEEDED BY TELEVISION REPORTERS 166 17. NEWS DIRECTOR RATINGS OF COLLEGE PREPARATION NEEDED BY TELEVISION REPORTERS BY I^EAN SCORE RANK ORDER 167 18. EDUCATOR RATINGS OF COLLEGE PREPARATION NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 168 19. NEWS DIRECTOR AND EDUCATOR RATINGS OF ACADEMIC SUBJECTS NEEDED BY TELEVISION REPORTERS 169 20. NEWS DIRECTOR RATINGS OF ACADEMIC SUBJECTS NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 171 21 . EDUCATOR RATINGS OF ACADEMIC SUBJECTS NEEDED BY TELEVISION REPORTERS BY MEAN SCORE RANK ORDER 172 22. UNDERGRADUATE MAJORS FOR TELEVISION REPORTERS AS RECOMMENDED BY NEWS DIRECTORS AND EDUCATORS 173 23. UNDERGRADUATE MJ^ORS FOR TELEVISION REPORTERS AS RECOMMENDED BY NEWS DIRECTORS 174 24. UNDERGRADUATE MAJORS FOR TELEVISION REPORTERS AS RECOMMENDED BY EDUCATORS ... 175 25. NEWS DIRECTOR AND EDUCATOR RATINGS OF FACTORS RELATED TO SECURING A JOB AS A TELEVISION REPORTER 176 26. NEWS DIRECTOR RATINGS OF FACTORS RELATED TO SECURING A JOB AS A TELEVISION REPORTER 177 27. EDUCATOR RATINGS OF FACTORS RELATED TO SECURING A JOB AS A TELEVISION REPORTER ..... 173 28. TO BE ABLE TO SHOOT ENG VIDEOTAPE 179 ix 29. TO BE ABLE TO EDIT ENG VIDEOTAPE 180 30. TO BE ABLE TO PERFORM A "STAl^DUPPER" ON TAPE 1S1 31 . TO BE ABLE TO PERFORM "LIVE" STANDUP REPORTS (INTRO, INTERVIEW, CLOSE) 132 32. TO EXHIBIT EFFECTIVE ON-CAIvlERA DELIVERY SKILLS 183 33. TO POSSESS EFFECTIVE VOCAL DELIVERY SKILLS . 184 34. PREVIOUS EMPLOYMENT IN A TV NEWS DEPARTMENT 185 35. TELEVISION NEWS INTERN EXPERIENCE 136 36. RADIO EXPERIENCE 187 37. TO BE ABLE TO PERFORM "LIVE" STANDUP REPORTS 188 38. TO BE ABLE TO USE A WORD PROCESSOR 189 39. TO POSSESS A COLLEGE DEGREE IN ANY MEDIA-RELATED FIELD 190 40. HISTORY 191 41. COMPUTER SCIENCE 192 42. LITERATURE 193 43. TV NEWS INTERN EXPERIENCE : ..' 194 44. RADIO EXPERIENCE 195 45. TO BE ABLE TO WRITE CLEARLY IN A CONVERSATIONAL BROADCAST STYLE 196 46. TO BE ABLE TO COPE EFFECTIVELY WITH JOB-RELATED STRESS 197 47. TO BE ABLE TO ACCEPT DIRECTION 198 48. TO POSSESS A "TOUGH SKIN" AND ACCEPT CRITICISM 199 49. TO HAVE COMPLETED A COLLEGE DEGREE 200 50. LOGIC 201 X 51 . TO BE ABLE TO PERFORM "LIVE" STAl'TDUP REPORTS 202 52. TO HAVE COMPLETED A COLLEGE DEGREE 203 XI CHAPTER I BACKGROUND AND STATEMENT OF THE PROBLEM Introduction The bold American experiment with democracy, now more than 200 years old, has always relied on an informed citizenry as its lifeblood.
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