DOCUMENT SESUME"
ED 119 196 CS 202 -526 ar AUTHOR Hall, William E., Ed. TITLE Journalism Abstracts: M.A., M.S.; Ph.D. Theses in Journalism and Ilassjedmmunication. Vol. 11. INSTITUTION Assbefation for. Education in Journalism. PUB DATE 73 NOTE 226p.; Not available in hard copy due to marginal legibility of original document
EDRS PRICE MF-$.0.83 Plus_ Postage. HC Not' ANailable;from EDRS.. DESCRIPTORS Astractt; Annotated 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 . ,IDENTIFIERS BroadcastJournalism
ABSTRACT' This annual compilatibn by the ssociation-for - Education In Journalism destribes master's theses and doctoral ,dissertationt written in schools and departments of journalism and communication in the United States between July 1,1972, and June 30, 1.973. the aim of the.bOok,is to improVe the flow'OfInformation",about current research to -students .and, teachers in journalism schoolt; to scholars in related 'disciplines,'-and to professiOnals in the media of
. mass commnication. It contains 302 abstracts.tubmitted from 53 colleges and universities, including 57 doctoral disseminations and 245emaSter's theses. All abstracts were prepared by the students, or-- their advisors. The abstracts are arransed in alphabetical order -under doctoral dissertations and master's .theses. An author index and complete subject indeX are included. (RBi
^,
Documents acquired.byTRIC include many informallinpublished .° * materials not available from other sources. ERIC makes every effort * * to obtain the best Copy available, Nevertheless, items of marginal' * * re'producibility are often encountered and this affects the quality * * bf 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 document. Reproductions * * Supplied by EDRS are the best that can be made ftom the original. ,* *****************Ot************44************************************ U S OEPARTMENTOFHEALTH, EDUCATION 4 WELFARE NATIONAL INSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO- OUCE0 EXACTLY ciS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGIN- , AT1NG IT POINTS OF VIEW OR OPINIONS -STATED 00 NOT-NECESS9hRILY-REPRE- seNr OFFICIAL NATIONAL INSTITUTE OF EOUCATION POSITION OR POLICY.
Journalism Abstracts, Published by the Association for Educatioh in Journalism.
Volunie 11 1973
- t,
M.A., M.S., Ph.D. Theses in Journalism and Mass Communication
Editor! William E. Hall The Ohio State University School Of Journalism ' Columbus, Ohio 43210
2
Correspondence about. editorial and business matters should be addressed to Journalism Abstracts, Business' Office. .Association for Education in Journaliim, 431 Murphy Hall, University of Minnesota, Minneapolis, Minnesota 55455. CopieSare available from the Business Office at $6.00 each. Special rate to. students of journalism Wand members of the AEJ, 55.00. Checks should-be made payable to JOURNALISM ABSTkACTS:
A PARTICIPATING INSTITUTIONS
k
University of Arizona Murray State University
Btigham Younq University University.of North Carolina
University of California, Berkeley Northern Illinois University
University of California, Los Angeles North -Texas State University
University of Southern California, .L.A. Northwestern University
California State College, Fullertbn Ohio State University
California State University, Northridge Ohio University
California State University, San Jose University of Oklahoma
East Texas State University University of Oregon
University of Florida Pennsylvania State University
University of Georgia University of Pennsylvania
'University, of Illinois Point Park College Indiana University University of South-Carolina
University of Iowa South Dakota State Uniyersity
Iowa State University .Squthbrn Illinois University
University of Kansas Stanford University
Kansas State University . Syracuse'lUniversity
keht State University University of Tennessee
University of Kentucky Temple University
Louisiana State University Texas Technological University
Marquette University University of Texas
Central Michigan University University of Utah
Michigan State University University of Washington . 1 University of Michigan University of Wisdonsin, Madison
-,----Uniyersiltx ofMinnesota University of Wisconsin, River Falls
University ofMissouri Uniyersity of Wyoming
University ofMontana OP
INTRODUCTION ACKNOWLEDGEMENTS
Journalism Abstracts is an annual compi- The editor first wishes to express his -- . lation by the Association for Education in appreciation to all students and advisers
Journalism of master's theses and doctoral whose cooperation made this eleventh volume 1,, dissertations wiitten in schools and depart- possible. The shipment here of fiZst quarter
ments of journalisui and communication in the or first semester abstracts during the winter
United States. The aim of the book is to im- months substantially reduced last minute
prove the flow'of information about Current pressures. .
research to students and teachers in journal- For the second year a very special vote . ism sChoolS, to scholars in-Fe-rated disci=-_-_ 4-thanks,gogs to Mrs. Ouita M. Tomlin of the
plines and to professionals in the media of Ohio State University School of Journaltsm7--
' mass communication. staff for her capable,and conscientious.ef-
`This book, VoluMe 11, contains 302 ab- forts in behalf of this project. She com=
stracts submitted from 453 colleges and uni- piled the teliout sub-indexes that make it
versities. It'includes 57 doctoral disserta- possible for the reader to.find what he wants
tions as opposed, to 48 last year; however,. in quick time'and with minimum effort. As-
245 ma eitheses as opposed to 326 last sisting Mrs. Tomlin with the typing were Mrs. .
year. Maurea Alicear.MrS, Harriet Allen-and Miss
Comparisons become more significant Lynn Farrell of opr staff.
when ehe reader goes back to Volume I (1963). FacultlOmembersJames D. Harless,.Paul
That book contained 158 abstracts, (17-dis-.., V. Peterson and Galen R. Rarick again provid-.
sertations, 141 theses) collected from 27 ed invaluable assistance to the editor in'in-
salools. 0.. -dexIng abstracts by subject matter, a chore that provokes sharp differences of opinion.
. The 1973 book includes those theses and F. T. Gaumer,talso4of 'theJournalism faculty,
dissertations trdoepted from July 1, 1972 to again supetVised printing arrangements.
June 30, 1973. In addition, a few.abitracts Finally, a vote of appreciation to the
that missed the deadline for the previous entire faculty and staff,of the School of
year's volume are included. All abstracts Journalism for their recognition of the value I
Were prepared by the students themselves or of this publication and for their cheerfdl
by their advisers. acceptance.of inconveniences during its prep-
aration.
. Whil,e,complete coverage is the goal .of Ohio State is happy to be able again, to this serils, a few schools and some students ; render this service to AEJ colleagues. It'is . fail to participate. However, on, the basis a minor contribution to journalism education; of this,year's response .from 53 institutions, but we feel that it is An important ope. they editor estimates coverage is approaching W.E:H. . -its goal and that Volume 11 includes the vast Columbus August; 1973
majority'ot those theses and diSsertations . See next 'swig% for: :accepted during the publication pe iod. Organization and .Obtaining Complete Studies.
4. . 4,4
1
ORGANIZATION 0
The astracts are arranged/in alphabeti-
cal order for doctoral dissertations first
and then for master's theses.
An author'index appears in the Table of
Contents. A complete subject matter. index be- , n age 211. Numerals used in the sub-'
ject,matter Index refee'to the ABSTRACTef; NUM-
BERS whiCh precede each abstract in the bpok
and not to page numbers. This system allows
, -eventual computerized automation of-the in- . dexing process.
o.
OBTAINING COMPLETE STUDIES
Many of the-doctoral disseldaEionsde-
scribed in this'volume may be ordered on mi=
crofilm or in Xerox copies from.University
Microfilms,, Inc., 300 North Zeeb Road, Ann .4 Arbor, Michigan 48106.
Master's theses usually may be borrowed'
through the Inter-Library Loan Service from'
the,unkversity library in which they are
shelVed:' Most'large libraries will provide
microfilm or Xerox copies on request. Page CONTENTS AND AUTHOR INDEX
73 Baker, Mary Ann . Page 73 Barnqs, Richard Verle a 74 Baucom, Linda Didow Ph.D. Abstracts' . 74 Begl, David Lte 75 Beall, Gary'Allen 2 Amaya,' Susana .76 Berg,Ingria E. 2 Bach, Shirley J. 76 Billimoria, Jeelu Ardeshir 3 Beckham, Raymond E. 77 Birkbeck, Jeremy Wyatt 4. Bell, Lillian Smith 76 ockelman, Shirley 5 Casstevens, Kenneth Rodgers 78 Bowen, Patricia Ann 6 Chang, Won Ho 79 Boyer, Linda Armstrong '7 Codhts, Tilden Monroe,.Jr. 80 Brandt, Kristin A. 8 Czech, Elixabeth-Shimer 80 Breger, Jack Paige O 9 Davis, Dennis K. 81 Brigham, Janet ,10 Dowling, Ruth )Naomi. Apking 81 Broadhead, J. Paul O 12 Eberhard, Wallace Beatty 82 Brock, Jan Robbins -12 Grote,.Charles William v 82 .Brown, Don Jay 13Gdillertho, Artemio Ramos -83 Brown, Robert Joseph 14 Gunaratne, Dhavalasri Shelton 84. Bryan, Larry Eugene .,15 Hahn, Taeyoui 84 Bundy, Miriam J. Seger 17 Hall,Dou4las C. 84 Bunyard, Paul Stephen 18 Watt), Dennis A. 85 Burda, Ronald Edward 19 Hester; Albert Lee 86 Burris, Michael C. 20 Hornik, Robert Charles 86 Bush, Ted J. 21' Hill, William Dean 87 Callaway, Wendell Ray 22 Junes, M. 87 Carlson, Katherine Mc Carty- 24 Kaggwa, tawrence.N. 88 Carr, Howard Lloyd 25 Kgel, Vernon A. 7 88 Carter, Peggy Cook, Z6" Khan, Abdul Waheed' 89 Carvell, Richard'Allen,..t 0 27 Kim, Holim 90 Carver, Melissa Shepard "28 Kong)....Apa C. - 90 Castilla, Rene -29 Kreiling,Albert Lee 91 Cessna, Opal Markell 30 Lange,Barnetta Davis 91 Chang, ShU-Hua Samuel 31 Lattimore, Danny L. 92 Chiu, Helen Su-in 32 Fee, Jae-won 93 Christensen, Rogex'sDean .33 Lent, John A. 93 'Clanton, Earl S. III 35 %Lipper, Mark 94 Corlett, John H. ' 3-Liu Han Chin 94. ' Costello, Michell 37 ;Mennion, P. Joseph 95 COunts, Henry 0, g8 Marzorf, Marion Tuttle 96 Cousineau, Jacque 39 Masha,.F. Lwanyintikse 97 Crane, Julianne Grandin 40 Mayo, John Kelsey 97 Crow, Wendell C. - 41 Mc Gaughey, Robert H. rli 98 Dart, Robert Edmunson +3' 'Mc Laws; Monte B. 99 Darville, Vernon MonSelr 44 Mick( Colin Kennedy. 99 Davis, Line J. 0 45 Nelson, Wilburn Oliver Bennett' 100 Decker, Dee Darren 46 NestvOld, Karl John 100 Dees',. David Allen 47 Philpot, Frank Allen 101 Doehne, Gaynell 48 Ritchie, Don C: 101 Echewa, Thomas Obinkaram 49 Rubin, David M. 102 .EmMerman, 'Herbert P. , 50 Ruminski, Henry Joseph 103 Epstein, Robert J. 316achsman, David Bernard 103 Fell, Richard W. 53 Schneide;--./vO Alberto 104 Fleer, Marilyn J. 54 Shapiro, Bernadette:Nelson 164. .Fleming, Charlet A. 55 Shapiro, Peter David 105 Foltz, John Frederick 571 Sikorski, Linda A. 105 Ford, Ernest James; Jr.. 57 Slate, Margie Earnest 106 Fowler, Zachary S. 58 Spain,. Peter L. 107 French, David Allen 60 Stephens, Y, Jean 10.7 Fuller, Jo Sheila Wexler 61 Trager,' Robert Eliot 108 Gardner, Rebecca Kay 62 Watson, James Ray 108 Garvey, Larry Kim 63 Williamson, Mary Ellen 108 Gashut, Shaban Fituri 109 Geskey, Ronald D. 110 Gill, Barbara Douglas 110 Glasser, Steven M.A. and M.S. Theses 111 Glazier, Ralph M. 112 Glover, Jerry Wayne 66 Adams, David L. 113Gordon, Gregory L. 66 Agoos, Lawrence David 113 Gouveih, Gael P. 66 _Albarran, Alberto Zuloaga 114 Grant, Sherman 68. Ali, Dur S/0 Mohamad Nouros 115 Green, Gary-M. 68 Allen, John Stanley 116Greenberg, Rachel Hope 69 Ankrom, Reginald R. 116 Gruebel, Jerold, Morris 69 Armstrong, Charles Mare 117 Gulas, William E. 70 "Auh, Taik Sup 118, dupEa.; Nawin .70 Ayers, Helen.Marie a. Fla Gwin, Louis M., Jr. 71 Saber, Anne 1194-Haines-Stiles" Geoffrey 72 Bailey, Margaret Josephine Schwan 120 Hamilton, Gayle JaMiton '
'Page Page .
1'20 .Hamric, Roy D. 165 McNamara, JWck D. ' 121 .Hansen, Marcus Whitney 165Morris, Marilyn Louise 121 Hardy, Rodger.LeRoy 166Moseley, Patricia Ann - SP. 121 Harlan, Thomas A. 167 Mosei4 Alan.L, 122 Harris, Judy 167 Moughon, Farell ArM4ted
122 Haskett, Fred . 4 168 Mount4n-Patric;J. '123 Havandjian, Nishan 168 Neal, John Frank 124 Hays, Robert E., II 169 Neuman,,JOhanna Cathy._ 124 Heath,-A. Alan 169- Newman,-Jerrie_ , 125 HesserFrances Snider 170 Nichols, William He iv"' 125 HiCks, James R. 170 Niebauer, Walter E. 126 Hilbig, JOhn4E. 171 O'Donnell, Laura CatherinP 326 Hindmarsh, Ted C. 171 Olson, Robert G. .,127 Hoeltke,' Barbara F. 171 Osborn, James T." 127 Holmberg, Michael : 172 Otitigbe, Samuel 0, 128 ,Ho ard, Murray M. 173 Parboo, Ernest B.
129 Hu ' , Cathy. Shook 174 Parkinson, Kenneth Kirkham 129 Hud qn, Curtis L. 175 Parrish, 'Fred 'Stanford 130 HOlka, Judith P. 175 - Peek, Janet Estes 131 Hunter, Willi-am Dwight 17d4tPerkins, Tom 131 _Hutton, Frankie Pauling 176 Pettigrew, James F., Jr'. l32 Isenhour, John Preston u u 177 Pierce, °Mai-ySlizdbetp, 132jacouboVitch, Marc-Daniel Jean '177 Plost Myrna ' 133 'Jennings, Belton Emoulous III .177 :Ponder, Janace Cope 43 J,17npan, RexBuckley 178 Potts, Dale G. 134 Johnson, Edward. L. 178 Powell, James' S. 134. JOhnson, Harvey R. 179 POrreit, Louise A. 134 Johnson, Joe Bob. 179 Quiris, Charles 135 JohnsOnTerry.V. 180 Rammrith, Rita Marie. .135 Jones, Thomas L. 181 Ramsay, Claudia 136 JO-idan, David' D. - 181 Raymond, Jacquelynn 0. '136 Jordan, Jame's C. 182 Redfield, Marion Boyle -137 Joyce, Larry' Emmett 182. ReLawGoseph. Preston. n Junas, Robert A. 183 Richardson, Robert John 138 Kay, George M. ,-. 184 Richie, Donald'Carl. 139 Kplton, Edward'Frank 184,Rodenkirchen, Jane Marie 140 Kennedy, Tommy D. 185 Rowlett, Darrell 140 Khampitoon Boonlert 185 Russ(:11', VickiL. 141, kilbon,''Robert B. Jr. 186 Saha, William N. 142 Kim,.Hyun. K. Schilpp, Madelon.Golden
143 Kimdra, Eiroko 187 'Scott', Roland Joseph . 143 Kishiyama, David NObuyuki 188 Seybold, Roxanna Berry 144 Kivikuru, Ullamaija 189 Shelton, James Keith 145 Kleinman, Joel P. 189 Sherman,.Shirley Florence 145 Kline, Helen G. ' 190f Shok, Bonita Lee 146" Kromp' Odal.ie Karen 191 Simonton/ Claude Greer :146 NruCkeberg, Dean 192 -Skinner, .Charles Robert. 147 Kvalheim,irna Magnus 193Smith Linda-Loa 148 Laing, Robert 194 SMith, Michael - Lawler
0 . 149 Lambert, Douglas Floyd 195 Smith, TFescott Kimmerjon 149'Largen, Robert Glenn 195Sonek, Richard Allen ... 150 Largo, JimMie A. 196Southwick,-Ruth. Ann '150 Law, Ernestine 196 spannaus, Timothy Wise 151Lawson, James E., 'Jr. 19/ .Speigei, John M. 1 -52 Leahy, ThomaS.M.,- Jr. 197 Staples, Edward Taylor 152 Leaird, John Edwin 198 Staten, Lyle Vincent, Jr., 153 Lee, John Philip. 198 $tewart, Martha D. 153 Lee, gylvia Anne 199-Steyn, Ruth '154, Levin, Jerald Dunn, 199 StOckton,4Richard Sheridan 154 Levy,..Tereza Lucia Halliday 200 Storti, Stephen Robert 154 Lewin, Earl P. 200' Strotb, Mary Ellen , 155 Linitin, Uame3 -1. 201 Stubbs, Thomas Hale 156 Littell, John S. ,2-01 Sullins- William S.
157Lumby, Malcolm E. . . 202 Talbott, Frederick 157Mackin, james_Henry, Jr. 203-Thomason, Tommy G.. 157 Manning, W. ',Eugene 203 Thompson, Jaes Philip 158Marphetia, Toranj. A. 204 -Tompkins, ElMer, Fayette, Jr. 158 Marshall, Fred Gordon 20 Trubow, Patricia Anne 159 Martin, Charles Henry 205 Tubb, Marilyn Little . 159 Masdola, Raymond Laweence 2(5 Ueda, Shuya 160 Mason,Brian Gillis 206 Vidal,'Marie-France 161Mazer, Carol Sorgen 206 'Wakefield; Donald' S. - 161 Mc Arver, 'Patricia Parks 207 Warrick, Shirley (Malinda) 161 McClure, Charles Augutus 208. Weathei's, William A. - 162 McCOmbs, Amy Sarah 208. Wilson, Max C. 163.'McGrane, Martin E., 209 Wolf, Daniel B. 164- McGuffey, Joseph Paul 209 'Woods, Jean -
.. 164 McLean, Herbert E. 164 McMartin,' Pamela A. 211'' Subjuct Index O
0., 0
*gr..
4 .
Ph.D. Dissertations
,_Q
.7
Y
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r
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4 0.
-1- pact upon cookientatioam -hor hpon_kpowledge -COMMUNICATIONS_AND POLICY gains by the'experimentai gro s which:re- MAKING IN COLOMBIANVRURAL DEVELOPMENT: A SURVEY 'oeived them over a six-month period. On the AND EXPERIMENT ' other hand, they were -favorably rated by them. Susana Amaya, Ph.D. It was concluded thatsOme af the ,assump- University of Wisconsin 1972 tions of the.coorientational model used were 'o Adviser.: John H. Fett not met by the eMpi-rical situation. The
The problem studied was that of commun- model did reveal disparitfeg in cognitidng
- ication and its influence upon coorientation held by groups' supposedly working toward4 a among three groups of people engaged in rural commelp goal. In this sense, it proved to be
development programs-in Colombia. These., a useful instrument for understanding the 9%* groups were: government officials, foreign ad-- "complexities and communicatibq difficulties
. encountered by groups orindividuals engaged . visoksind'social,scientrsts.
In 'order to explain and.analyze the titu- . in common -tasks:
ation, TheOdore Newcomb's.theoretical model ..
of coorientation was used, ag.wela.as the model by ahaffee and McLeod descriptive,pk:- t
.. cognitive relations betweenrindividuals. The f,;STRUCTURE;kLANGUAGE.AND PERCEPT SELECTION': A STUDY THROUGH model was extended to the social systems ATTRIBUTE ANALYSIS , o level dnorder to exp14ncoorientational Shirley J. Bach:A6H.b.
situations, amppg groups and their relation- Univergity of yorth Carolina, 1972 J Ship to communications among them. Adviser: imogell E. McCOmbs On the basis of the postulated cognitive
relations and their predicted agspciation Attempting to clarify and test two specific hyPOthases,Whorfian with communication,,a'series of hypotheses and Bernstein,
were forW/atedAnd,tested. With but:oneex- within their-tociai and linguistic dimen-
ception, the results.did not gupport.the hy- sions, the author chose percept selection as
, 7 ' potheseg. eCoorientational analysis showed_ an approagh.,Specificaily, an'atribute ". .6 that government oeicialg and social_scienr analysis methodology based on the categorize-
tists were closer,in their agybement thaw tions in poget'sThesaurus was used to doCU- , were other group combinations. Only govein; ment the existence of differential attribute' ment officials werekelatively emirate in sampling, frames between two subcultures,
their,..assessment of other groups. However, Black and White Anglo-Saxon, Protestant
theinaccurAcyas well as agreementdimin- (Whorf) and between two social classes, u ished over time. . middle and lowerf1Berntein).. .." No association was found between the 4:4 ..- The empirical existence of similar.
various communication activities measured and attribute sampling frames with which,the 'two
the coorientational positionsof the groups.' subcultures filter their 'Sensory experience
The,14 experimental publications summarizing supports the less rigorous interpretation of
social science research bearing on agricultur- the Whorfian hypothesis. The attribute
al development did not have a significant im- analysis also documents a similar sampling 8 2 a . . frame.for the two social clasped,a fitding the Utah County Enquirer. Ater four years 4 non supportive of'Bernstein'sthypothesis. of financial problems, the paper was sOld to
The author, holAver, sees the similar John C. Graham with only 290 sub °scribers. . sampling frames as representing the "prograw Although the nation was enteri4 -Crof perception" objectively'provided by period of unprecedented industrikl expan- - - - different spcial claiset in'a common culture. si-a when Graham purchased the Enquirer In
Bernstein's hypOhesized codls thus become 1877, Utah was plaguedFith better emo- the means by which apindividual subjectively tional conflicts betw6en Modnons and anti;
actualizes'the percepts in de social situa- Mormons. The turmoil reached its climax Lion. This *process of.sub'jectiyely actual- during the next ten years wAn the federal. . 7 t, ... izing.the 'attribute sampling "frame isviewed* government 'took control of the church's.
...' 4 . .!.. ., as being at the core of the problems of properties and denied Mor ons the rightcr
coNmunications. vote. 1 . b. 4 The Mormon Church outlawed polygamy in'
' t ..890, ,and Utah Territory became a,state: in
1896.$ In the Meantime, Graham had changed
. the name of the paper4three Mimes: first " ONE HUNDRED YEARS:OF.JOURNALISM , IN PROVO, UTAH: td the Territorik.Enquirer in 1877, then A HISTORY OF THE DAILY HERALD '
AND ITS PREDEOySSORS.FROM 1872 to 1972. . to the,Utah Enquirer in 1888, and to the 4 Raymond E. Beckham, Ph.D. Daily Enquirer ini 1889: When Utah's two
Southern Ilfinois'University, 1972 political parties--which had been organized ,
' - Adviser:Jim A. Hart along religious lines--disbanded to begin t affiliation with' national political parties, . a The Dail' cif Provo, Utah, traces - ...... -.. the Enqhirer joined the ranks of the Re- .its.anceStry to the first newspaper published - A . e,. . --,e. publicans, and remained-a voice for the %OP. , in Provo, the Provo bailTimes,which began from 1891 to.1924. 4 publication on August 1, 187...1 The Jiptle The Enquirer's only serious competition Mornion'irillage of Proyo on the western' %JP .4 was the Utah County DemocrA,"Which was404 ' fcOhtier wasonly twentyrfour years old. at heavilyipubsidized by loOsiliemocratic read- the time and Utah'Tarritory-Was'stil.1 twenty- .. erb. When Graham died in 1907, after nearly three years away from becoming a state.' . thirty years as editor and publisher of the he newspaper was founded on a note of , e. 4 Enquirer, the Democratgainedin stature. optimism during apeiiod ofprbsperity in .1.. Utah" and nation, but it was in fillancial Hebert and Nephi Hicks purchased the
difficblty almost froM its beginning. .,'Within 'Enquirer from the Graham estate in 1907,
a.moniri after its .first edition, tRi finan- and changed its name to the Provo Post in
ciao panic of 1873ielunged the nation into 1909, Tht! Democrat was re-named the Provo , O , A economic, chaos. After eight months of daily Herald the sane year, and an attempt was
publication, the paper became the ProVo Tri-' made to'change the jourRal to an independ- Weekly Times, and later was re-named the Utah ant newspaper. 'Afteronly a short period as county Times, the Utah County Advertiser, and an independent, the Herald again became . . . 3 .
1 0 C !. e:A t staunchly Democratic when it could not
8ticceed financially without funds from. THE R OLE AND PERFORMANCE OF BLACK 4ND'METRO NEWSPAPERS IN, local Democrats. The two papers competed RELATION ,T6 POLITICAL CAMPAIGNS IN SELECTED, RACIALLY-MIXED vigorously for circulatioq,and in politics CONGRESSIONAL ELECTIONS: 1960-1970
.t -unticl they were merged togetheran 1924. Lillian Smith Bell, Ph.D.
During this period they each puLlisheetwo 0 Northwestern University, 1973
Ale or three times a week, but always on alter- Adviser:' Richard A. Schwarzlose
nating days. Except.for_politics,-they were
" - The increase in black.looliticalactivity surprisingly alike on most public issues: ; . . in the 1960's has raiped he questionof the 'At least n ine different men owhed or con-. relationship, between the emerging-black pdl-
trolled the Herald at different times be- * 4.0, - itician and the press, and it is to tht tween 1907 and 1926, while the Hicks owned.' questionthis research seeks to be responsive.. the Post duripg all ofthis period until Tlicperformance of the black press and .the 4 the merger in 1924. . metro (white) pxess are examined as black oolr. After the merger, the succeeding Daily 'S I, ftical;participation has increased.Also ex- Herald became the Evening Herald in 1925, and amiqed in the study are thedegislation, the 4` wassold to,the James G. Scripps' .interests organizations, the institutions; and the in 1.926. It again became the.Daily4Herald demogqaphic changes that have, been primary in 1939. factors in affecting change. Duin4..the next for.ty-six years of its . ":11n hiStorical development ofostk pol exIstenCe, from 1926 to 1972, the Herald itics, Congresssional participation, parti- was toqtrolled 6S/: the Scripps League. PUb- cularly, is included in the early part of gshorsere appointed by tWLeague to the study. This development inclUde's civil ma4ge the'business affairs ocethe paper, rights organizations, civil .rights drives, e0.
)44;ilethe edttoriA side washandtOd by civil right; legisla ion, and the more recent The paper remained politi- /.journalists. black political c uses and conventions that' cally independent, but campaigned, for and have formed to i cement black political pro- " supported many local improvement projects gress. . and causeA.I Theory and-literature pertaining:to the The Herald'mOved into three newly- role of the press in politics in the varying"
'cnnstructed plants during, its Scripps' .) dimension& that affeqt the black politician, ownership, the latest in 1970, when it ethnic politics, and a discussionof the moved into a new building equipped with . , . black press and its particular role in black 4 . the latest phdtocomposition offset facili- politics are a segment pflthe study., ties. Improvem4ntS have been made since Four Congressional districts serve as that tiMe, so that i*1972 the Herald focaX points for the research. The selec- . looked forward to i47 b second century with t ons.were based on geographical location, , i a new plant, an perienced editorial '-constituency, presence of black and metro staff, and as9lid financial'base. i, press for the time period covered. in the . study, and race of the' Congressional oppo- '1 4
o4
44. ;tents. .The districts included are the Sev- age or that districr'in each city, except
enth District in Baltimbre froth which Parren the metro press in one city. And, within :N 'Mitchell, black, won his Congressional seat the general movement telrardmore tevellge,
in 1970; the Twenty-First6Dietrict in Cleve- there was noted a concarrentgroWth iR &ET-
land, represented by Louis Stokesi black, 0.# sity of coverage. c The findings indicate that all news- since 1968; the Twenty -First 'District ih Los / Angeles wh'ich has had a black congretman, papers, with one exception,. gave;lorecow-
AugUstus 14::kins, since 1962; the Fifth Dis- erage to, the endotsed candidate. The black
trict ip,Atlanta, Georgia,loin which black Press and the metro prels four' cities
. candidate Andrew Young we's defeated in 1970. appeared to have given more coverage to the
O ther political activity and other mediating black candidate who ran against a white can-
, factors in these districts during the time didate when the editor wanted the black
period 1960's and 1970 are noted as well at 'elected, and more coverage to the incumbent the Congressional campaigns. when the opponents were both:black.
A qualitative and quantitative content
analysis of a black newspaper and a metro
ab. -5- newspaper in'ea6 district six weeks prior A.PERCEPTUAL VIEW OFVKE8A/CHANNEL 13 to each Congressional electicin over the years INSTRUCTIONAL PROGRAMMINGBY. SUBFCR/BING AlrtNISTRATORS AND TEACHERS is.included in the study as a means of as- Kenneth.Rodgerp Casstovena, Ed.D., sessing how the press in, those particular ih- East Texas State University, 1972 stances responded to the increasing black Adviser: Rol;ertTitus political activity. Newspapers analyzed are ft
thg,Baltimore Afro-American, the Baltimore Purpose of this study vas to determine teachers' and administrators' perceptions of morningSun, the Cleveland Call and Post, the V Cleveland Plain Dealer, the Los Angeles Sen- instructional programming provided by KERA/
tinel, the Los Angeles Times, the Atlanta Channel 13, Dallas, Texas.
World, and the Atlanta Constitution.Tables Data collected in this study Were gath-,
tabulating the coverage byeach newspaper on ered with the aid of a questionnairc.circula-
the Congressional candidates in each district ted to 1,098 administrators and classroom '
are included in the research. teachers employed by public school districts
Personal investigation in each city and subscribing to the educationat's&vices pro
in Washington, D.C., by tha author are part 'vided by KERA/Channel 13. Schobl districts
of the research. Persons in positions to _selected were those whose applications for
make useful commentary on the political, so- matching funds from the State' of Texas were 11 / clalogical and economic conditions, and the, approved by theTexas Education Agency for
. ress were interviewed.- Their observations .the school year 1970-71. Usable questionr
and cues are interwoven into the microcosmic%, -naircs were returned by 475 teachers and ad- . looks at each, city. ministrators. This was 43:26 percent of the
The research indicates th%t the appear- population surveyed represbnting six of the
ance of a black Congressional candidate in- seven scho61 districts elegible for partici-
creased the black and metronewspaper cover- patibn in the 'study. 5
3 12 O 0 . A majorTE2'151.:-teapherettended,at least feres with learning if, time is not provided
aeone.meetirg concerned with instructional pro- for it in the telecast. . gramming. More than half of the admirlistra- In view of the evidence presented In - tars, hOWever, had not attended any meetings. this study, it is apparent that, leachers and-
.Mo'St of the programs were rated excel- administrators were generallyavorable to- . lent by a majority of both groups. It was wArdinstructional programming' provided by
felt that teacher's guides provided by KERA/ KSRA/Channel 13, In matters of program pro-
',Channel l3 contained enough mateiallto allow duction, teachers andadministrltors were in Jtv. teacheks'to preOareqg good lesson in advance agreement that color and attention-gaining, , ofyle televised program. Almost one-fourth cues improved learning. In-pervicaeducation
't) of the teachers, however, lid not receive the was considered the most helpful type-of meet -,
appropriate gbides. ing concerning theutilizatiOn of programming.
and administrators considered While the teacher's guide was helpful in pre-
progrtmming content adequate gor the level of paring a good lesson ip,adyande of the teler
" students viewing KERA/Channel 13 programs. lesson, .not all teachers received the'appro- . . 'Most teachers agreed that instructional pro- priate guide. Despite the levels of agree- ., gramming is b,p; used as the initial segment Ment shown by teachers and Administrators, '-' 0"the class activity.. Restlessness and dis- there were some differences among the two
problems were reported to:be re- groups,relative to the effectiveness of .pro- .. .- , duaalduripg the-presenthtionof instruction-' gramming.' °
k al'programmin4 1' -4
/6 WAs notPfeltthat, the studio teacher°
restricted theright' pf the classroom' teacher a,..k,'- -6- todecide whatand how to' teach nor-was the .COMMUNICATIOWAND ACCULTURATION: alasitoomteacheep oWn preparation made.,No A CASE STUDY-OF KOREAN ETHNIC GROUP )IN-LOS ANGELES appear Inadequate- both teachers0and Won Ho Chang, stratar indicated theyfelt that nstruction= . University of-Iowa, 1972! --a17.pfogramming produced upcsitichi'acceptanca Adviser: William J. Zima' .* - by.mbst-Of the teachers. ,. ,. . -0. . Teachers; geltibbtructional programming The purpose of this: theSis is to study . . . 4 - the comMunicatiodal environment and rts'rela . .. did not provide for the needs of-both-plow 4 . tionshipitp the.accultUration process of the ' learners and superior students but that if, 0 didprravide for minority students.- Koreanikhnla group in-Sps.:Angeles.
. - .A majority.of the teachers reporting ins The fundimentaltosdiatea of the the=!' - ..,dicatbd their clatsrooms were equipped' with a oretical background:
r calor television .receiver which they feltim7 1. HuMan comMunicatiohis a con'tant process . ! A , b .. 4' .proved learning. ..Administrators agreed with within 'the al irecfuhich he same-:- 4 this finding. 'Attention-gaining cues were al- thing int acicoun for sompireqd?(ttts a . ,:,, . , . , ,-4 ,...1, self-reflective process at the eubconScious $ qo considered.bya majority of bath gfoupS as .°: : . having a posti3e effect_on learning. and;conscious"leirels in which the individual'' 4 Most t !P:
of the respondents also felt 464:taking inter- ; constructs himself-in-his-pnvlObnMent. . '/". % 6 y ,.., % 1 0 .13 2. AcculturationVis the process by which two, .weight, 9 families, 3 for each type,.were groups of individuals with different cultural selected, interviewed, and described within .
backgrounds bring about change in the origi- their communicational environments.
. nal cultural patterns of either or hoth In generafthe-indiyideal.becomes acel-
groups a's a result of their firsthand con- turated hY_increaSing hisconitrects to pro-
tact. Such cultural patterns may be classi; vide better fits. Going through this process
fled into three_ideal types: 1) nativistic, he repeatedly is halted by the damage to the
2) bi-cultural, and 3) cultukal assimilation. system that.will result froM the alteration
3. ComMunication is the'Maiii vehicle by , of a subordinate personal construct. Fre-
w hich acculturationoccurs. Hence this study quently his personal investment in the larger
includes a communication systeM which 'focuses system, or his personal dependence upon it, ry on the reality function and an interaction is so great that he will avoid adoption of a - system which focuses, on the societal function more precise construct in the subculture.
in-aArger social system. These systems are /n-conclusion, the relationship between
inter-relatedeyen though thetasic unit of the belieCbatterns and communicational enVi- * - 'analysis in this study is the communication ronments are discus 'd in relationto commun.? 1 system.% Aication theory. Also,-some implications are
4. 'Therefore, communication is the under-: suggested for further studies, especially,,Ior
lying power an ,acculturation by which an °development of commenicationstrotegy. individual accumulates control over change in
order to'cope with a, new environment. .' FollOwing the pestulated stated aboVe a'
case study was designed. Sixty valuestate- TELEVISION. USE AND WORD OUTPUT, ments ielated to, the.Korean"and American core Monroe Counts, Jr., Ph.D.. tulture were used fOr the Q-sorts:,:-. Thirty
o- University ofNorth-Carolina, Koreans,"Selected from various'bockgrounds, , . 0 fe Adviser.: Maxwell E. McCombs sorted the statements. The data froM the Q-
'sorts were used for a Q factor analysis -and . This study examined--th&relationship,
hierarchical -lassificatiqn analyses. Find- hetween:samoprit.Of television uselnd-tverbal . , ings showed three diAtinct types of occulter!: output among five-year-old children. ation patterns, and exhibited a.contineous Thiity=one kindergarten. children. Par-, *.
lessening of control over change fromhthe ticipated in a field study which obtained
Korean value to the American-value systems. recordings of the children's responses to The nativistic movement type showed a belief five pictures. The;datainclude acoentof.
. pattern with more Korean, values, WhlleL-the the word response. to the picture made to test . cultural assimilation type showed more the hypothesis.tAA heavier'viewing.is
'American values.' The bi- cultural movement related to number of words spoken.: Rela-
type was between these two type's. .tional statements made by children are
. Each person was weighted to show how' counted and Compared, to test the hypothesis
closehe is to the liyi5othetical'characteris- that heavier viewing is: related to the number
. tics of the type According ,to this factor of relational statements: Value words are ./ counted to test the hypothesis that heavier ports to and from others, written communica- *J- , , / viewing is related to the number of re4lar tions witty the subjects, a socicimetrie study,
and a series of focused interviews. - tional statements. Value words are counted- to test the hypothesis that peavie viewing -The, problem was investigated from a
is related to the number of'value words. cross-cultural perspective, by examining the
The hypothesis that heavier viewing is interaction between black and broadcast
related to verbal output is paritally sup- corporate cultural needs during an on-going
ported-in that heavier viewers of a par- managerial experience shared by black youth .71 ticular type of program, information who were active in daily broadcast management
programs, issue more words in response to responsibilities of an educational radio
the pictul.'esthan lighter viewers of informer s tation at a predominantly blaCk college.
Eion programs. Total television viewing is The major findings revealed that most
not related to verbal output. anticipatable problems "'(often stereotyped as °
The remaining hypotheses are not sup- black) were actually_commoh to peop/e raised
. ported. Heavier television viewing is not in-the d lture of poverty, independent of
related to the number of relational state- race or Jthnic origin, and included: poor
ments or to the-number of value words. future time orientation, fatalistic re-
Although girls watch more information sponses, lack of teamwork,- suspicion Of one
rograms than boys and boys watch more enter- another, preference for concrete over
tainment programs than girls, girls do not abstra4 experiences, and dislike of reading
use significan'try more words than boys in or writing. "
response to thet pictures. Information Identifiable black constructs which_
viewing is the/predictor of verbal output. impeded talented .subjects' advancement but
4.,.: were eventually- :minimized included: -fear.of
- failure in e eyes of a white person, re-.
A Served complianee'to authority, loyalty to a "brother"--even ifshe was wrong, lack of - INTERACTION BETWEEN BLACK AND CORPORATE agreeMent concerning sources and directions CULTURE IN BROADCAST MANAGEMENT A of black awareness, and semantic misunder- Elikabeth Shimer Czech, .11h..D.; , standings involving wordswhichblacks .. ,The Ohio State University:,-197.2 considered derogatory or demeaning. , Adviser: Robert Monaghan. . . The data implied that black youths,
/ The purPose-of this exploratory study especially males, would initially learn more
Was to identify what sPeciai.problemsmay be Vapidly under a bleak mentor, but.tUat -such
anticipated and overcome when radio and tele- _a need'diminished as they gained knowledie
vision broadcasters seek to prepare.yddng and confidence. It was also observed that " . blacks for broadcast man$gegal emotional and nonverbal.communitation trans:-
.' .4 Using EhePSrticipant Observation. method wm itted by.facial. expression and tone of, voice
over a. period of three years, the researcher - -often oUtweighek5.44-cognitive,aspects of a gathered data through personal observation, many Messages:
comments by and to other partiCipants-,,re- , Major hypotheses generated by-thiS study 9 f6r,further research 'were:
(1) Blacks from the middle -classlss are , -9- more readily acculturated to broadcast THE PROCESS OF DiFINIK.READITY AND TELEVIVISION USE Management positions than -are thobe from ydeprived ackgrounds. Dennis X.jiavisi Ph.p. University of MinneSota, 1973 k, blacks from -the South are more Adviser: Phillip J. Tichenor, likeIy:to succeed in positions dealing with
people, whereas Young blacks from the North This dissertation dpe*fops and applies
are more likely, to succeed in positions an approach to the stuly-of the'-influence
involving production. whichhe mass media have upon, individuals
(3) Slack youths are accustomed,.to and uponthe structure of society. Specifi7 .
-authoritarian gUidance, thus initially learn cally, it is concerned with the telationships . $J.'eftd I better under such management; but as. they 3which exist between -television usage. and the
become experienced in the profession, they social context within which this usage oc- .
become more effective and self - actualized by curs. A conceptual framework derived from . means of participatory-democratic managerial q510§46?gkeWactionist theory is developed
. styles. ;- to''Vgide retearch:,. A (4) The culture of Afro-Americans is Existing,tedearch on television use has
more a'to-culture than a cross-culture since been reviewed and evaluated from the perspec-
blacks' inherited non-Western values based tive oft symbolic interactionism4 This review
upon,. intuitive mysticism, communal sharing; . provides an analysis of competing approaches
.-and preference for anal communication con- to the ,same research problem. 'Psychological,
,flict.With WestQrn valdes of logic,, individ- sociological and social .psychological studies
.
. 4' ualism, competition; ahu written communica-. have been reviewed. The position taken,,..is - tion. that a symbolic interactionist apprOach can ;
(5) A black youth who is the oldest, an "- provide a coherent, cogent and useful means
only child, or, raised as an only child, has of studying television. V . - more managerial!potential for broadcasting,. The central cOlicept in-theconceptual . than does one.raised with siblings. -framework used ishe notion'of a social
The ,c Presents:recommendations, psychological process by which an individual 4 concerning how to identify and prepare comes to define-himself with,referenoe to the
talented black broadcast.managerial prospects world around him.-It is through this process
as well as how to relate to-partidular black that individuals learn, to define themselves
constructs which might' hamper preparation of as having certain abilities, beliefs, mo- . such candidates for eXecutive positions in tives and social positions. Also, through
Broadcasting. this process individuals learn,to define the
world. They learn to have certain eXpectan,
tions.o other persons and social organiza- q. tions. They-learn how to operate technolo=
gies and obtain desired responses from
others. This prodess enables the individual
I
.1 .. 'a to orient himself toliard others-and the world Saskatchewan. The data were analyzed using 0. such that he Can structure his actions in computer E=grams which are part of the
ways which make sense to himself and to Statistical Package for the Social Sciences.
others around him. The twelve hypotheses were found to be
The relationship of the process of de- partially supported by the data analysis.
fining reality to uses made of television was All statistically significant relationships
evalliated by examining hypotheseS linking the were in the predicted direction. However,
aocess of defining reality to television indicators of co-variation were usually
, *lige. Three uses of lelevision were examined: small, indicating that the hypothesized rela- e 1) use of television content to distract or tionships accounted for only small amounts of
divert attention from problems of everyday. the total variation. The most consistent.
life (escape);2), use ofd television content support was found for hypotheses irivolVing
"as a source of,defiritions for ima§inery. the.use of television content fon escape'and' ",
worlds (fantasy); 3) ,use of televisidn con- fantasy iii Minneapolis and for those involv-
. . tent-as a-source of definitions for violent ing the use of television content for fantasy
ox aggressive actions (violence). The asso- and ; violence in Regina. While these findings . - ciation of each of these uses -with certain are sufficiently significant to warrant fur-.
stages in the process of defining reality was" ther research, they ao not permit firm con-. *- examined. These stages in the process of de- clusiens to be'readhed.
fining reality were;. 1) Lack of.:buedess in 4, 4 A, 'the process of defining reality; 2Y experi-- 1 *.
ence of everyday life as meaningleSs and purposeless; 3) lack.of skill, knowlgdge and
4- - control in dealing with everyday life situa- . . WILLIAMCOBBETT, HIS TRIALS AND - . TRIBULATIONS AS AN ALIEN JOURNALIST, ,tions. Twelve -hypotheses were.deyeloped,, -1794-1800. which linked uses Of television to stages in stt Ruth Naomi Apking the proCess of defining reality. In general, Southern Illinois University, 1972 the hypotheses predict.that.when the process -4 Adviser: Jim A: Hart
of defining.reality.fails to provide a per- . - selfeducated, alienjournaliseWilliam, sonally Meaningful orientation for,theAndi- Cobbett edited the most widely circulated- viduai, television content will tend to be - daily newspaper, Porcupine's" Gazette, in the used to provide escape or definitions for nation's capital, Philadelphia,, in a perhaps fantasy or, violence. 0., unequalled partisan political and presi pe- Survey research methods were used-to riod of American history. - Cobbett's first .collect data to evaluate the twelve hypothe- issue appeared March 4, 1797, the day of John ses. Scales of questionaire items were Adams's inauguration. Cobbett published 778' constructed to:measure most of the variables issues in Philadelphia, the last on October, . included in, the twelve hypOtheses. surveys 1799, withs final issue from New York' Were CondUcted using random, sampling tech- January 13, 1800. - He also _published in ''niqdesrin Minneapolis, Minnesota and Regina, Philadelphia 232 issues of a:,tri-weekly, the 10 -, Country PorcpPiffIET-from-Maro 798, to launched his Gazette. The Spanish Minister, August 28; 1799, Prior to sailing,for4. who was courting r1-1-s-daughter, arraz
. England,Ufler being- mulcted in a libel suit for a speedier and more favorable court.
brought against him by Philadelphia's promi- Both grand juries, however, returned -3 nent Dr. Benjamin Rush, CObbett published ignoramus verdicts, although in the state
five issues of the Rush i ht in New York and court, McKean overstepped his position as
a'sixth from '13 judge by acting as chief witness, libeling,
0 . 4 The purpose of this study 4Wsto-deter;- and ewocating against Cobbett. The other
mine the pressures exerted against :Banish" twoscriminal libel charges filed -by McKean
William Cobbett when he _expressed political alleged Cobbett a "common libeler."McKean views opposing proihiling sentiments of prem also required recognizance bonds for
inent AmeriCans, particularly those of Cobbett's good behavior, a bond almost un- . , patriot Rush; the political' machinations used .1precedented.in a libel suit in either England
throughthe courts to stifle 'Cobbett'sopin- or America. Although no jury ever' passed on ions; and the kinds of personal, political, . the alleged common lib71s, McKean, institAed
-and legal pnessures. an action for debt against Cobbett, but post- The study`examined CObbettis pertinent- ... poned the case untila4erCobbett returned writings from June, 1794, unti4l' June,,11800, to England.
traced the relevant events, prior, during, Of the three civil libel suits; Mathew
--and'after the various court litigi.tions cul- Carey,. allitof Dr. Benjamin gushy- dropped his 1 - minating in the Rush v Cobbett libel suit, 0; the two by Rush, an.unfair,trial in'-.
showed their relationship to-personal and. " Philadelphia resulted in A;,000damage ver: s. 'p litical actions, and determined the'manner dict for Rush; the one in New York was in which pressuress-were exerted to silence dropped.
Cobbett's'oppositiqn,views, CObbett vas also denied a change of
, . CObbetb he'd pro-British views for which venue by McKean three times, threatened with
he offered no apologies._ Over d.sevearyear a suit for non-fulfillment of contract and
period, Cobbett's venomous barbs found their various civil libel suits, and marked for dec-
marks often enough in prominent political portation under the Alieh and-Sedition Acts.
figures that he-had four cfihrges of criminal Politics played the major roleae libel, -three charges of Civil libel, and an , Cobbett with his pungent writing 'conflicLddo
'Action for 'debt filed against him; Of the with both political parties.. The contro- . - four criminal libel chargeg,,thrr were .in7 versy with Rush was fueled byCobbett's po-0 stituted by.Chief Justice Thomas McKean of .lemic against Joseph Priestleyas Rush owned .tbe Pennsylvania Supreme Court, theother by land on whidWe wanted Priestley to settley Secretary of State Timothy Pickering in fed- Cobbett's attack on.Rush's elegy-.to David eral.court. The criminal libel charge by the Rittenhouse; and Cobbett's campaign against
federal governMent and one state charge were Push-'s bleeding and purging system of for alleged libels against the-King of Bpain treating yellow fever. The excessive damages and the Spanish Minister.,,, the former charge _forced Cobbett to leave America to champion
, filed within five months after Cobbett, had . the common man in England.. 11
18
fi ,milliop population--showed less circulation
penetration in 1970 as Compared with 1940, SOME DEMOGRAPHIC CORRELATES OF -CHANGING CIRCULATION IN AMERICAN and reached a significantly larger percentage _ NEWSPAPERS, 1940 AND 1970 of homes in the earlier year.-Other strata ,Wallace BeattyEberhard, Ph.D. - remained about the same in this regard for
University of- Wisconsin, ,1972 , the two years studied. Ad14ser: David G. Clark
. The -study also found no ,significant
This study examines certain relation- evidence that increases in Negro population
- . .. .
ships of demographic variables and circus ' or Negro OHUs were related negatively to
lation data for a sample of American daily circulation increases. Increases in total
.'newspapers published in.1940 and 19.70=o population, population over age lir,.and OHUs
determine how changes in society were all showed a generally positive correlation
flectedin those relationships. From news- with circulation increaie'with OHU in-
-papers which were members of the Audit. creases showing the strongest relation-ghip, .
,Bureau of Circulation (ABC) in both years Sunday newspapers showed significantly higher- . .
in cities of more than 10,000 population, . circulation gains and increases in OHU cir- . a stratified random sample of 284 was cdlation penetration over the 30-year period
selected. Strata were based on size of encompassed in this Study, compared to daily
City or Standard Metropolitan Statistical editions. Suburban newspapers reflected
Area (SMSA). Certain demographic data such significantly.higher circulation indreases s.
. as*PopUration, number of occupied housing than any other population strata.. -Television units and Negro population for each news- competition did not seem to be anegaLive . paper selected was taken from the U.S, factor in circulation gain, as had been
Census Reports for the two years, along with expected. Dailies which did not face daily
the approptiate circulation data from ABC -. competition within their own city reached a
reports. Data was key punched and certain higher percentage of hbmes than did dairie ;Z basic statistical melsureS 'computed'for which did face local competition.
. each of the variables. ,11 M `Seven basic hypotheses were tested to
. . assist in answering the basic research
question.-A basic finding was that there -12-
was no significant difference in the ability, -A CENTURY OF BLACK NEWSPAPERS IN TEXAS, 186B-1969 On a national basis, of the newspapers Charles WilliamsGrose, Ph.D. studied to maintain 'readership', when the -two. University of Texas, 1972 years were compared. This indicated an 0 Adviser: Norris G. Davis ability on the part of the American news-
, paper` to cope with a myriad of changes, both The study presents an historical survey internal and external. of the more than'100.commercial, black news- U. Examinat4on of data for newspapers by papers in Texas from 1868 through 1969.
strata, hdWeier, Indicated that those pub- Black newspapers, directories and interviews
lished in the large SMSAs--more than-one with black news persons and black scholars 12 tt
.
served as the Major sources of information acteristics,-opinions and attitudes of read., for the study. Operating as asupplement to ers of Taliba, aaagaldg language newspaper . white newspapers, it was found that ,theae- . in the Philippines. . cessible black newspapers in Texas played a ' f At the request of the executive. editor,
;. - significantrole in the black man'e"civil this adrvey was conducted to prove baseline
rights struggle. Black unity, loyalty and demographic and, opinion information about
advancement were among the emPhabes of the Taliba's readers... The study used the Stan--..
papers: rn pre-depression periods the major.. dardized.Community Survey for Newspapers-de-
ity of black nawaRapqrs supported the veloped by the-Communications Research Center
. A, Republican Party, whereas in post - depression of Syracuse University-4s S. I. Newhouse
eras the papers were generally politically School of Public Communications. The Ties-
:ndependent. Mast of Texas' black newspapers tionnaire; translated into Tagalog and tested
were urban weekliesewhase economic conditiOn ..for use in Greater Manila, wasserit out to
was, unstable. Circulation was amore impor- 450 subscribers of Taliba who were randomly
tant source'of income than advertising. Fre- selected lrom each of the newspaper's six de __ _quently one man functioned in Ehe dual capac- livery districts. Delivery and collection of
ity as editor and publisher. Originally ' questionnaires was done by an independent ------...1ominatedby a pattern of-individual pro- , agency. A response ratof 89.7% was .prietOrShip,-increasinglybiadle papers,in obtained:
Texas have dVloppd as!torporatibfis. The About two-thirds of Taiba's audience
Dallas Express and theHduSton Informer rank have the balldwing characteristics: they are
among-the.siX oldest black neWsPaiers-in.-the_ married males, age 25-44',with a high.sChool-- nation which are still publishing. In terms college education'.-They have liV6din ' of main characteristics, black new's'papers 1 in their.1);;Sen-t=pommuni&fromfive to twenty -Texas"were-found to be exceeding12 similar to . years; they_rent their hOrneS,-Which_are occu- those in tither parts of the United States. pied by more than three adults and more than Texas'.black newspapers were recorded as fre -.. . three children. They are in the loWer and.
quently,functibnal and dysfunctional, for the middle income groups, and range in occupation
black communityin Texas and the total Texas from manual raborers to technicians, from pbpulation. - self - employed small proprietors to clerks and
A government employees.
Items of -high interest are opinion col-
umns,..editorials, news about youth activism
-13- and the constitutional convention. -Items
A READERSHIP SURVEY OFTM:IBA, which turn readers of are materials related- N-PHILIPPINE'NEWSPAPER c- * to sex and crime.. Ar.temio Ramos Guillermo, Ph.D. Taliba readers Consider its outstanding Syracuse Uni'Versity, 1912 assets to be its graphic arts and clarity of adviser: Robert S. Laubach writing. They prefer newspapers as the prin-'
The purpose of this readership survey is cipal media and Taliba as the particular me-
to gather general information about the char-.. dium of information for and about the commu- 13 5.
II,
City. There is a high level of media Owner- -and other gociologst's.werel resurveyed in
6 ship,amofig TaliVareaders; Movtiof them own 1971 to ascertain:.. ..
one television.set and a radio, and subscribe (a) Degree of over-all modernity in each
to at least one other newspaper; a.third also pf the villages compared with the degree of
tdke a magazine. secularization twenty years-ago;
. (b) Changes in variables associated wit* Newspapers were rate 'with the highest - ""iv, .credibility among variouscomMunity organizer the modernization process (literacy, educa- A tions, and the media with the most believable newspaapr reading, radio listening,
advertising. Almost all-copies of the Manila cinema attendance, cdsmopolitanism, voting)..
dailies received are.elsa'reed; the pass-on (c) Association or socio-economic status
.rate isaff average of 4.3 readers per copy with knOwledge and over -all modernity, and
with Taliba highest with 5.2 readers. implications of mass media exposure, empathy
. . This-Study is the basis fiir recommenda- and..:cOsmopoli-tanism:, 4 tions to the, publisher of Taliba, including (d) Longitudinal Changes in three know-
enhancing its .leadership potential by in ledge areas(mechdnical-scientific, national
creased editorial stance, focusing public at- affairs, international affairs); and- y. . tention on issues considered critical by its (e) Current knowledge of family planning
; .. -readers; developing specieal interest sections methods and of the November' 19,70 demonetize-
forstudentg,WOmen, and less educated. tion. ,
groups, and increasing advertising linage_and The sample contained 131 respondents in
home delivery circulation. Pelpola, 117 in Wattappola, 99 in.
Some of the major areas recommended for - Elagammillewa, and 25 in Bulupitiya. Re- . further research include a content analysis, spondents were randomly seleq.ted from every
.of Taliba, .devdlopment °fie readability,for- household belonging to a village excebt'in - mule for Tagalog, and a nation-wide reader- Pelpola where households were randomly se-
ship survey using this study as the model. lected from every household belonging to.a except--in-Peipola-where-honelfel-dg
were randomly selected first.
. In terms of theory my primary concern
. . . was the "knowledge -gap hypothesis: "As the
-714- infusion of mats*Vedi information into a NN MASS MEDIA INFORMATION, SOCIAL social system increases, segments of the pop- ',DIFFERENTIATION AND MODERNIZATION: LONGITUDINAL SURVEY OF ulation with higher socio- economic status ,FOUR CEYLONESE VILLAGES tend to acquire this ERTOrMation at a faster Dhavalasr4 Shelton Gunaratne,Ph.D. 'rate than the lower status segments, so that. Universitof Minnesota, 1972 ,r, 'the gap' in knowledge bet;reen these segments Adviser: Ro E. .Carter, Jr. ti tends to increase rather than decrease."
Four villages in diffe nt parts of Based on this hypothesis, I predicted iiy a
Ceylon (Pelpoia, Wattappola, El illewa, clear-cut knowledge gap between High, and Lou and Bulupitiya), where surveys had b m con- SES segments regarding all five areas of 4 ti ducted previously (1949-1952) by Bryce R knowledge; (ii) a wider kndwledge gap between 14
I' High ,and Low SES segments now than twenty Elagammillewa, which was describedas a-
years ago; and (iii) absence of slinificant trad,itional village twenty years ago, emerged,
-differences between-melesand fethales in-High as a_modern village.
SES segments regarding knowledge. Differences between males and females
-Five variables were considered to be in- wexe consistently found with regard.to most
dicators of SES (education ocdupatibnOn.7 fthe:yariables associated with the Modern-
., come, .newspaper reading, caste, and cosmop- ization process.The females trailed. m.:,- , olitendss). The data indicated a clear -cut Ryan's original research. was based on
; . latitudinal, knowledge gap in terms of educe,- samples of male household heads. The longi- ; tiOn,'occdpation, newspaper reading, and in-_ tudin4-co mparisons, werd, therefore, pri-
comet Caste and cosmopoiitanism were not marily confined to the sub-samples.of males.
consistehtlyrelated-to-knowledgediffer- including the household heads. enaeS.
Therd-was general support for the hy-
pothesis predicting a longitudinal' knowledge
gap'regarding;national affairs.and
mechanical- scientific knowledge. A-general 1 -increase,id,awerelless wassobierved regarding -15- . 'mechanical-scientific-knowledge since 1951..'
. STBUCTURAL:CONTROL OF THE PRESS': .A decline in eWareness-yawobservedin AR EXPLORATION '. _ . 4 IN ORGANIZATIONAL ANALYSIS
WattaPPOliiin national affairs knowledge com- . - Taeyou Hahn, Ph.D. pared to some improvements.in.Pelpolaand University of Minnesota, 1972 Bulupitiya. Some decline in awareness was . - Adviser; Donald M. Gillmok observed in Wattappola and Pelpola regardihg . international affairs Aowledge with The press has the substance ofboth a
BulUpitiya recording all-round improvement. business enterprise and a public service Or-.
. No Consistent support wasjound for the ganization. This Janus-facedness is a prod-
prediction asserting absence of statistically uct of the dual structure of its organization
significant differences between males and comprising bothbusiriess and news-editorial c. females in the High SES segment. ',departments., The press can be viewed as
A marked relationship was found between having the elements of both a bureaucratic
OS and over-all modernity (neaiured by the . and a professional organization. .Relations
SMith and Inkt les OM Scale3)As well as SES between bureaucrats and professionals within 4 and knowledge. A large part of this associa-,... a,formal organization'can -be inveatigated in
tion disappeared when the "intervening:yari- the Context of strains and conflicts between % elates," mass media exposure and empathy, were 'publisher .And editor, management-and news-
controlled.. Cosmopolitanism, as hypothe- room, and edministrator.and Iburnalist which
sized, did not emerge as a strong intervening seem to support and dual structure idea.
variable.' Avery high correlation was ob- Ftom the dual Structure concept it seems
served between over-all modernity and know- plausible-to derive conflict hypotheseere- 4: ledge. volving around the two substructures 'of the 15 . - press. It is hypothe4zed that there occur _ ness goals. Viewing the newspaper as abligi- 0 . c Value, goal,and power cOnflictsbetween the ness enterprise and a public service organI-
newsroom and business departments of news- ,zation,-they believe their.comPanies ought to
paper organizations. 0ut of the conflicthy- take into .account professionalgolls at the
potheses a control hypothesis is, in turn, ,same time as they deal with business goals
derived: journalists tend to lose in con- such as profit making and advertising-ser . 'ir7 flICTswith business Management or with the vice. Journalist would rather disregard--
organization itself.because top business- bdsiness , management as represented by publisher or . Second, there.. are vowercOnflicts be-
owner ha ,the gapter voice in organizational - tween newsroom and business departments, each - . decidion making-. This is wha is meaht.by. seeking a-,,greater voice in making decisions .-, A "structural oontrol.;. Control of the-press 8n important issues. ..1 Business personnel con- ..:,. . seems to exist within its very" structure. tend that-top business management-apd depart-. . .- -...... In an attempt to test thettUal structure, mental business managers ought to have a
- . . `. model of the press in Korea, a developing greater voice, not only in making comps -. 4
cdentry, and in.the United-StZtes, S11. ingus- 6 -"-wide decisions, but also in .setting news- . ti %tr4alized one, both documentary and survey editorial_poilcyand in deciding hOwpews is
researg4Methods are utilized for this study. to be played: However, journalists are . By using the self - administered questionnaire Steadfast in their opposition tosucb
method in Korea and e mail"questionnaire ness power being exercisedover professional,
method in:the United States, 583 newspapermen Work.' 1 r _ .from fOur major metropolitan dailies in Seoul Third,,'joUrnalists tend to lose,in ,the'
OP and - 734 Staff of a newspaper company in Conflict with busineSS management or with:the
Milwa4kee, Wisconsin, were, surveyed at dif- organization itself because top business , 7 ferent points in time. Subjects covered both management has the greater Power in organize- '7 . - f' journalists and business personnel. Response 4 tional decision malting. -Top business Manage-
rate was,54.7% in Korea and 47.5% in' . ment wields greats power over,businessques- Milwaukee. I/ons and-over news-editorial-decisions as
From the theoretical framework and. em- well. Top business officers concede that
pirical findings Of this study the following they are actually exercising more yower than
prepositions are genekated: they'ought to,- This supports the idea of . , First, value and goalconfliots,occur structural control of the, press in this
between journalist and business personnel in study. Control of the-preSe inheres in it
press organizations.- In the belief that a very organizational structure.
: newspaper Is a public service organization, Finally, in addition to the horizontal
- . jburnalists insist that their organizations dual structure which the above three proposi-
pursue professi71 goals, such as,insuring a tions reflect, there is a vertical differen-
free flow of-information in the community and tiation between officers and employees in
maintaining news- editorial independence. press organizations. This hierarchical difr
Business. personnel, on the other hand, are . ferentiation is inevitable in large-scale
oriented toward both profesilonal,and busi- bureaucracies. However, hierarchical dif-4,, 16, 0 23 ferentration between business officers and For .each of the three imagery contexts a sep-
their employees is more frequent than 'between. arate experiment was designed.
f news editors and reporters. This. implies a The first experiment inliestigated the
bureaucratic tendency in the business office relationShip between eye movements and,icbnic
and a tendency:toward profdssional hbmo- imagery. A stimulus consisting of three rows geneity 'among journalists. of three letters each was tachistoscopically .- as It-seems inappropriate at.this stage of presented, Recall.of particular rows was in- the research to suggest that horizontal dif- dicated by tone cues sounded immediatAy;af- teLtiation is stronger than vertical die- ter-stimulus presentation. Eye movements,, N .r ferentiation in ptess organizations. Further were observed during 'recall to determine 4... . .research is required to determine which of whether eye movements appropriate to the spa- 4 thetwo independent variableshierarchical tia/ly organized directed recall of ancolic ts- status.aud cZcupational roleis more influ- -image were elicited by tonecues. Results,in- -. 'ential in-afeCting the atti,tildes'apdopin- dicateCithat tin& directed recall processing ions,of newspaper workers to'ara theirorga- pf an iconic image tended to be accompanied .
iq, nizations.. bY,appropriate eye movements.
The second experiment investigated the
relationship bIttween eye, movements andspa-
tial organization imagery,. A stimulus con:-
sisting of 12 spatially organized geOmettic ' ' shapes was presented. During recall-of the. THEiEFFECT' OF EYE MOVEMENTS .0 - ON TtE 'RECALL OF INFORMATION stimulusye movements were manipulated, to WITH VISUAL IMAGERY ....; . produce eye movement patterns appropriate to Douglas Ph.D. an image of the stimulus and eye movement pat- Stanford. University, 1972 . , = . . ternsoinappropriate tb an image of the stimu- Adviser: William 4, yaitler lus.. The number of spatially organized stim- The study was designedtti determine ulus elements recalled'andthe latency of the 0 whethera functionalrelationship between eye recall mere measured to determine whether in-' - . movements and visual...imagery could be observ- Appropriate eye movement patterns-disrupted. ed. Prior research had'found-that eye mover .01e_- process of imaging during recall; Re-.
Ments frequently occurred in visual imagery,.. sults indicated that inappropriate eyemove- _and:that eye movement patternsin imagery ment patterns tended to siggificantW disrupt
tended to resemble those in perception. No the process of imaging spatial organization. - clear evidence of a functional relationship The third experiment investigated *be
between eye movements and imagery had been relationship between eye movements and motion
found, although sdme,'behallioral and physib- iMagery. A stimulus consisting of a black
logiCal evidence indicated-hat stIcha rela- circie,outlinecorith a point of.light moVing, , tiOn1§4.40_was plausible. Three imagery con- . fe at a paftiv;Iilar velocity around, it waspre- . 'texts were identified in which it seemed most sented. During recall of the stimuluseye . likely that a functional relationship between _movements were manipulated as in the second
eye movements And imagery could be observed. experiment to produce eye movementpatterns 17
2, t. ,
0 appkopriate to an. image of the stimulus and istics of the potential "Newsroom" viewers.
eye movement patterns inappropriate to an im- A subproblem assessed the extent to which in-.
age of the stimulus.Two points on the Ea- fluential opinion leaders and decision makers
vioUSly observed circle outlinewere in the Dallas Uibanized Area watched "News.- ' nated. The accuracy of recalling motion voom."
time, the time a point of light'moving ata TwO questionnaires were developed to ,. - previobsly Observed velocity would take to meet theobjectives,of the study. The survey
pasS the two points on the circle outline method used. to investigate the "Newsroom"
designated, was measured to determine whether audience included a telephone coincidental inapptopAate eye movement patterns disrupted survu and mail survey.
the process of imaging duringecall. Re- A total of 2,925 individuals was con- e . . , sults did not indicate that inappropriate eye tacted during the five weekday evening, surveyy ,
movement patterns significantly disrupted theme The mail leadership survey was limited '
process'of imaging'motion, , to include indi/iduals living within the
From the results of the experiments it Dallas Urbanized Area. Sixteen people-repre- , . / ' -was concluded that 1) Eye movements are a senting off' ial leadership positions within
necessary functional component in the accu- . various organizations and interest groups
rate recall of imaged information in certain were contacted and requested to submit the .
contexts; 2) The,fungtional role pf eye move- names of ten intluential persons within their
, - ments in imagery is ahalogous,tothefunc- organizations. A total of 129 influentials, -4. tional role of eye movements in perception; including the mayors.of all cities and city
3) 'Imagery and perception are. phenomena Along council members from Dallas, was queried.
. a single continuum of.visual e4perience. Resplts of the telephone coincidental
study, indicated that "'Newsroom" viewing house=
holds accounted for.1.09 percent;of all tele-
vi;ion viewing households contacted. Thirty-
two household respondents-forty7two
uals-were watching "Newsroom" when contacted -17- for interviewing, A DESCRIPTIVE PROFILE OF THE "NEWSROOM" TELEVISION AUDIENCE AMONIO' A generalized evaluation of the effec- CITIES IN THE DALLAS URBANIZED tiveness,, accuracy, and fal-rness of "Newsroom" Dennis R.. Harp, Ed.!). indicated a-majoritY-of'the audience thdUght East Texdp State University, 1972 the program was at least comparable tb other Adviser: Beatrice Maphy local tjelevision news. programs. "Newsroom"
Purpose ofthitstudy was to examine was described by a majority of the respon-
KERA'S "Newsroom" program.The investigation dents as being "more useful" than other local
was concerned with ,two aspects:' (1); to esti- news prograMs.
. Mate the size of, tihe Dallas "Newsroom" tele-
vision audience aMong viewers- living in the reporting was considered its major strength .
DallaS Urbanized Area, and (2) to determine by most interviewees. Most comments about
the demographic and psychographic character- f.the pregram were favorable,
. 18' . .
e N
The 'Majority of "Newsroore_viewers were -.18- eighteen years of age or older and bettdr edu- THE ASSOCIATED PRESS 'AND NEWS cated than those called who were watching com- -FROM LATIN AMERICA: A GATEKEEPER AND NEWS-FLOW STUDY mercial televiSion. A majorty,of the "News-
*,!! - Albert Lee'Hester, Ph.D. room" audience earned $10,000Cr more annual- , riTtrivFrsiiY--ofyisconsin, 102'' ly. 4": Adviser: William A. Hachten The leadership mail survey' indicated
that,a significant number of professional This study traces and characterizes the
people watch "Newsrobm." It was evident from' flow of the news via the Associated Press , the findings that a majority of the "newsroom" from its Latin American bureaus to its New
audience had interpersonal channels of com- York headquarters and from these onto the
munication through whom peers werereached. AP U.S. trunk wires and also onto the wires
Some influentials regularly watched the nro- of the agency's world services.Stories
.. gram and were asked their opiniofis about news written in the bureaus were analyzed for
events by associates. That audience corre- length, subjectY matter, nationality.of gate- , sponds to the two-step communications process keeper handling items and method of trans-
. which relies on interpersonal relations. mission to New York during the period from
Channel 13's "NeWsroom" has a small aUdi- Julie 28-July 1819/1. Methodsoof gather-
"A.- once in comparison to local commercial tele- ing data included content analysis, per-
$ vision programs. The program attracts a pre- sonal obsrvation and interviews with gate=
dominantly, Dallas adult audience with a high keepers. Field research was conducted in I, levelof education. Although "Newsroom" re- New York, Mexico City, Buenos Aires, . ceives some negative remarks in teems 6f. Santiago and La Paz, Bolivia.4h effort was , *tallnessand accuracy, the program appears to also made to determie gatekeepdrs' per -
respondents to be as goOd as or better than ceptons of the kinds of news their 1.0.8uPer- o other local television news programs in Com- iors expected and the types of news U.S.
parison to the same qualities. AP members desired in Latin American. news. The same types of anaisis were used of . Although the size of the "Newsroom" audi-
ence is small, the effectivehess of interper- the Latin Athericannews paSsed on from New
sonal influence may be important ih reaching York after gatekeepeit there had made their selection. and exposing Community leaders to the program.
.While the diffusion process known as the two - It was found V:at more than 350;000
step flow-of-information hypothesis was not words of news were sent fromthe Latin Ameri-
reflected by survey measurements it may be can bureaus--more than half being trans,. mitted by communication /satellite. contributing to "Newsroom's" impact within est emphasis was placed on sports, foreign the community, . , .. . relations,, domestic government and .po'lit'ic -. . . ' ar d.crime/criminel viplence-, iin descending ' a*P* .', ' . ,'''\ Z,order. * . , Little emphasis was givn to such areas-. . . . . , '- as LatinAmerican develophent,ikonomics, 19 V fr - .. r 1.4. . . e ' 4 ; .1: . 0 education,religion,dgriculture, science-. been'limite4to,correlationa1,444dies. re- , medicineik< orhuman interest. Generally.the porting4Aha4, both on-ithe nit/onAl.and Ach- ..°. ; CSGgatekeepers in 'Latin American bureaus p ited viduallevelsincreasingmasa- meldiaparZici-
; their wires tOINew York. ina manner cong ene pation is positively askciatp ith commonly. v. With their perctptioniof what AP superiors accepted indicators of. economic development
, . and U,S.-members desired in news. an,d'individual modernization. -4 ]; . - _
' .The AlOw of Latin-American news dwindled. - This dissertation describes a tfieoryof .
to only a'trickld7L-about .per centof that the influence of mass media on individual", . ti
sent fromthe bureaus a% New York gatekeepers modernizations and reports the regulls of a ' . plaoecLit on the-U.S. trunk wires.,Not seriesofstudies that. test important compo- was volume drastic.ly cut,,but fewer.sub- nents oe'that theory. The stualM leiy,
Jetta were used from Latin America. More hea3ily on a multi-wave,panelmtthoddliogy
.than, alf the volume relayed from New York. developed for this prOiect;:_which permitted
.06U.S.. users was. concerned with one cate- .fairly confident causal inferences from a
. ..,e. gorycrime/Criminal violence. The A- P.New non-egpbrimental research design. 6 York gatekeepers edited Latin American news, ' The modern world differ, from,the tradi-
A . . hunk wires in-A manner highly tional one, from the most general perippc- . correlated with perceptions of the types tive, in the normalcy of change associated
of news U.S. AP members desired fAllik Latin, with it. Thu-s an essential skill such a
America. modern society demands of its Citizens is the-
The studY.ndibated that the many Mass= ability to adapt, to change the internal i media usersof tile AP Latin American report rules which one usgs to deal with informa-- c on the trunk Wiresohave only avery cur- 4 tion.
tailed amount orsuchtnews fo'r*their poten- ActivdAclure to mass media can demand
14a1 use) and that such pews may not give a. adaptation of the traditional man's ,picture
Very .rounded-representation of events in of the world, and, eventually/ produce an Zn-
Latin America, although it does report some crexo,ingAdaptability, equated here to indi-
. of the more important .'spot" news happenings:, vidual mciernization.' Also, active exposure
to, mass 4Jedin-ohduld encourages /nterest in
other .sourca,A Of iniforMtiori challenging to*.
-One!s-I.;Orld-view,
, -19- i The reSea.:Ch-mas-divided into two major - MASS MEDIA PARTICPATTOZ1 parts. In Study I (subpartsAand Dq mass AND MODU141ZAt9N: A CAUHA441.0.JMI Media use.(newspapek,reading, radio listen- AobertwChar1t9 Hornikt n.D; ing, and television viewing) was related to Stanford Univc.-:.sity,, 1,73 It- measure's of the adaptability concept: In Advisor: Wilbur Schramm Study IA, the dependent variable was an Many have noted the increasing penetra- original'interview test of the'ability to ,tidn of mass media into developing arease change one's understanding of,a problem ,while
some with enthusiasm and others with trepida- seeking the information necessary Ao solve
. tion. However research in this field has it. A sample of 234 El Salvadoran Junior 26 27 r
High SFhool'etudents'coftleted threewaves of with present life.. R. the. interview test jduring .thfs 1971 -schoOl 5. The purchase and watching of tele- / _ .year. visionWas causally relited tb.increaseln : study IB was. a 4q4onhary.analysii using 'aspirations. . genekal aktility test data asianamiroximate ,6. Tie purchase-of television is
measure of thweadaptabdlity.concept Its causally related` to a relative decrease in ) sample included 900 Junior High pelool. the desire td live and work-in the city... . ,dents folloWed during the three.year*period 7'. The collection of more than two
. ending, in 1971. waves of panel data; associated with the
In Study iI,-mass media participation development of appropriate inferentialagsid - W s related to desire for information dhal- and analysis techniques, proved to be i use- : , . a -,.. ' ful advance in justifying non-experimental .l' enging to one's picture of:he world. Out- croppings of the latter concept were measured causal inferendes. o ,.. by five Guttman. scale's tapping 1) elissatis-
.. faction with present life, 2), desire fornon- . , - . . . utj4itarian informatioh, 3) preference fora -20- risky bdt interesting as opposedto a dull PURCHASE- CONSEQUENCES, but'secure job, 4) eduaationil and-.Occupa-- PERSONALITY AND CONSUMER . BEHAVIOR - tional aspirations, and 5) desire to live and William Dean Bull, h.D. work in the city. The sample'was the same as University of Illinois, 19.72 that used for Study IS. Six waves of data ,Adviser: ArnoldM. Barban (gathered over three years) were available. *
for mass media use and. aspiration variables, This thesis sought to explore a model
and two waves of data gathered' in 1971Were for predicting consumer behavior.Purchase-
available for the other dependent scales. consequences were the fool:It-of-attention. It
The important findings may, be summarized was-proposed that purchase-consequences be as follows: treated as consietingof two constituent
1. Nocausal evidence Was unearthed parts, one being the.strength of association
thatrelatedmass media use to adaptability. or degree of certainty-that a, given purchase:-
2. Clear evidence supports the exisr consequence would folloW from buying and us-
tence a "tendency to use mass media." ing the product', the 'other element, being the
Thus radio, television and newspaper use tend evaluation of the purchase- consequence.
to vary together despite. the counter- Fisfibein's two - component sUmMative ap-
. - influence of socio-economic variables. proach (EAssodiationEvaivation) provided a.
3. Dissfasfaction with one's present means-of integrating the two elements to ar- life is associated with fewer, rather than rive at a-prediction of the'overallevalua-
More, material possessions, a finding which tion of using the .-product. It ifas Hypothe-
.challengestheories of a revolution of rising sized that individuals Would indicate hem-,
frustrations. selves most likely to Purchase thole products
, - 4 Increasing newspaper reading was with the highest overall evaluation relative
causally related to decreasing satisfaction' to their price. ..21
2.8 The 6e4is also sought to look'at the Th @three part 'trichotoffilzation Of
influence of personality/ on the consumer purchase-consequences into social, personal
.decision process, Purchase-consequences were self- image, and functional appears to be
categorized as functional, personal self- quite useful. Personality.does seem toaf-
image, or social, According to the model pro- fect the/ decision process, influencing which
. poundel.by the thesis, there shouldAbe con- type of consequence receives more weight in
SistentLdifferences in the relative import- arriving at a purchase decision.
ance attached to thee three types, reflect- Based op the data athand, personality
:. ing personality differencesbetween seems to have little effect on the evaluation -
duals. It was hypothesized that personality _of purchase-consequences. Personality pro-
. Would manifest itself as a consistent biasing duced an. inverse effect on belief strength, e` force affectingthe evaluation, suggesting that people weremore skeptical
and association of purchase- consequences. that, thoseconsequences which were of great- . To explore these hypotheses apaper and est psychological importance would follow Pencil instrument was develoPed4The ques- from purchasing and using a product:
. tionnaire assessed the evaluation of 17 gen- The tendency = .5) was for."compli=
eral purchase - consequences and the strength ant" individuals to be oriented toward, but
of belief that each would follow from pur- skeptical of, social consequences. "Aggres-
chasing and using three different brands. sive" individuals displayed-this same pattern
The instrument also measured the perceived toward personal self-iMage consequences,
value of the three brands, the intention to while_the "detached" interpersonal orienta-
purchase,the)oranda, and actual purchase' tion affected functional ,consequences. A behavior. More work is needed before this view bf
Cohen's Q,A.D. _instrument was used to' personality's influende canhe accepted.
.provida measure of personality.'the "indicates.an, individual's interpersonal re- . sponse orientation, providing a score for the
degree of "compliance", "aggressiveness", and
"detachedness",. -21- The questionnaire was administered to a USE OP PHOTOGRAPHS IN AMERICAN DAILY NEWSPAPERS: AN ANALYSIS 'convenience sample of 111 Introductory Adver- Lillian M. tunas, Ph.D. ' tising Students at the 'University of The Ohio State University, 1972 Illinois, "Urbana-Champaign.. Adviser: I. Keith Tyler The results of the study Suggest that
the application of the two-component summa- The major concern of this research was
tive model to purchase behavior car; be very with how -photographs are being used in 0 productive. Predictions.of behavioral inten-. American daily newspapers, based on the
tion' were correct about twc-thirds of the premise that. photo handling has not kept up
time, or twice the chance level. There was with photo taking. Concern was not with the nearly a 90% correspondence between behavior- quantity) content; legal or ethical uses of
el intention and past purchase behavior. photographs. 22 r.
The main objective was to find out how and looking the same photographically from
the final` appearance of-newspapers actually day to day.-
comes about. Therefore, the photo practiceS No statistically siinificant differences 'P found on dailies and the attitudes toward . , are found between the tr groups of news-
. , photo -usage by eidtors.and photographers were' - papers in several practices:.Both regularly 4.b examined, More than 100 newspaper photog- use local features and both occasionally-run
raphers, photo editing experts, and college front page photo displays and photos. merely
photojournalism instructors throughout the as illustration. Both seldom use more hard
country were asked to suggest newspapers news than local photbs. Photographers on .
which they considered among the best and both papers only occasionally show an under -
among-thepoorest photographically in their standing .of editorial problems and discuss
areas-. QuestionnaireSmailed to editors and their photo assignments with.the reporter
photographers on 306 of the suggested news-, writing the'story, but they both seldom have
. papers in both categories .provide the infor- more than three:asignments daily. Ftirther- .. illation for this study. more, -photographers who are word -photo com-
.r: Better-rated newspapers photographically municators, are common to all newspapers..
are characterized, by their-more regular.use ' r Concerning attitudes of editOrs and . '1.*;:
of partial pa phOto essays, picture.pagest ) photographers toward photo usage, photog- ,4' ,
contemporary magazineTstyle formats, page one , raphers much more strongly agree that word 1 featureS, and pictorial photographs (aes= editors do not know how to use photos, that
thetic value dominant). Most of the better- few persons in the newspaper profession, are rated papers also provide the opportunity for qualified to edit photographs, and that every
enterprising so that the photographer has newspaper should have a photo editor or'its
free time to photograph featuresof his own eqUivalent. The only attitude statement re-
choice, leading to submissions of more un- ceiving more agreement from editors was .that,
assigned, creative and imaginative photo- the editor should make final Photo decisions.
graphs. Both photographers and editors feel that
"Think pictures", staffs with editors who every newspaper! should have,aphoto policy.
are enthusiastic about :handling photos and However, when judging nine photographs
who recognize the photographer as an impor- in the study-for their communicative, tant part of the paper's operation also imaginative and impact values, both-photog-
characterize better-rated papers photo- raphers and editors perceived them similarly, . graphically. Photographers on these papers choosing the same photos for having the,best,
are proud to have their photos run in their - and worst values. A light feature (children
paper, and they know something about the word' silhouetted in a water fountain), favored
story their photos. wkil accompany before slightly more by photographers, and a hard
going on assignment. news tragedy shot (dead,man:in Viet Nam),
More evident on poorer-rated papers are favored slightly, more by editors, were the
such practices as, using photos as spaCe most popular photographs in all values.
fillers, covering,cliche assignments,, using a
poor communicative photo rather than-none, 23 30 procedure.were factor,analyzed by the prin-
. . -22 cipal aSis.method with oblique rotation to . . FACTOR ANALYSES'OF,PERCEIVED simple structure. Separate factor analyses ATTRIBUTES'OF NEWS HEADLINES- were executed for the unstructured and the Lawrence N. "Kaggwa, Ph.D. 'structured responses data. Three factors Southern Illinois University, 1973 were extracted from the unstructured re- Adviser:- L. Erwin Atwood, sponses analysis and Were identified as
The. present study was-undertaken for. (1) Subject matter,(2) Evaluation, and
three main reasons: (1) To,explore some of (3) Area Interest News. Analysis of the
the kinds of news attributes readers say they .structured responses yielded a four-factor ^ .perceive in the headlines of published news solution labeled: (1) Significance to self, . stories,(2) to.detemine whether there were (2) Oddity- ambiguity, (3),Cpnhict, and
any definable dimensions underlying the per- (4) Trivia.
ceived attributes, and (3) tp determine Third, the factors derived from the fad-,,
whether there was any systematic relationship tor analyses were used in two separate multi- . between factor analytically derived dimen-- ple linear regreSsion analyses to determine .., siong of news perception and reading Of news the set'of factors which accounted for more
.stories. variance in the choice responses to -the 20
Two instruments were used to collect the news headlines. Contrary to expecta,tion, the
data: (1) an unstructured responses proce- unstructured responses set of factors failed .
dure consisting of asking respondents to de- to account for significant proportions of r'''. scribe,their perceptions of the news head- variance in any of the 20 news headlines.
lines, and (2) a structured responses ifistru- This finding was explained in terms of the . ment consisting of 15 of the most commonly numerous methodological and analytical prob-.
. . mentioned news attributes in journalism lems encountered during the collection,
textbookS. coding, and analysis of the unstructured re-
The two instruments were, administered in sponses.data. The structured responses, set
.personal interviews to a purposive sample of of factors, on the other hand,, accounted for
60 Carbondale residents selected to. represent significant proportions of variance in eight
.a wide variety of background characteristics.. of the 20 news headlines selection responses.
Three analytic procedures were used to .1, Froffi the results of the study, the
analyze the data. First, a frequency count lowing conclusions were drawn. (1) News
analysis was performed on the data"obtained readers appear to differentiate published
in the unstructured rasponses interviews to news stories along two broad dimensions:
determine the attributes readers saw most (a) a subject matter dimension, and (b) a frequently in the 20 news headlines. Seven- non - subject matter or evaluative dimension.
.teen responses were found to occur one or (2) The:non-subject matter dimensidnap-
more times in,every 100 responses. pears to be a complex group orrelatively distinct'sub-dimensions of which one was ex- SecOnd, the 17 responses yielded bithe .,
frequency count analysis and the data ob- tracted in the unstructured responses analy-'
tained from the structured responses rating . sis, and four in the structured responses 24 31 analysis. Threearii616-6 of Flo:fie gardeners. in the
,(3) Due to the multi-dimensionality of Minneapolis -St. Paul metropolitanareawere news perception, such techniques of multi- randomly selected. The first.was a general .
variate analysis as factor analysis and mul- sample of 350 urban home gardeners. The sec - tiple regression analysis seem to be plausi,- ond was a. sample of 75 individuals who had
ble tools for investigatingnews perception phoned the University A Minnesetas
, and judgment-problems. Horticultural Information Center far garden-
(4) The, negligible proportions ofvari-; -.7Ing information. The third was a sample oE
ance accounted for by the set of unstructured 50 metro -area membeks of the Minnesota State
-responset factors and the lOw proportions of Horticultural SeCiety.'
variance accounted for by, the set of struc- Indepth interviews were conducted with - - tured responses factors seem to suggest that respondents in each sample. Two approaches s perception of the specific dimensions found were used to aralyzethe data: a) correlal'
and reading of published news, items with using .data -from the general
-these 4imensions might be only mildly re- sample of home gardeners; and b) comparative . lated. analysis of the three samples..
(5) The structured responses procedure Findings from the pretent study support
seems to hold greater promise than the un-.' the following conclusions:
structured responses proceddre in investi= *In mast areas of..leisure activity,
gating factors underlying people!s perception there are likely to be certain situational
and. judgment of news. and/or demographic factors which are'neces-
sary but not sufficient conditions for par X ticipation in that activity.'
*Once involved in a leisure activity, as
One's interestin the topic increases to,
too, will his knowledge of and involvement in LEISURE'AND THE MASS MEDIA: A STUDY OF THE COMMUNICATIONS BEHAVIOR it increase (involvement measured in terms of OF PARTICIPANTS IN AMAJOR AREA the amount of time devoted to the activity). 'Vernon-A. Keel, Ph.D.
Furthdrmore-, increases in knowledge and in- ' University of Minnesota; 1973 volvement will result in increased interest Adviser:. Phillip J. Tichenor in the activity.
The purpose of this study was to develop *Level of interest is the best predictor
and test a model for explaining the dynamics of variations in leisure-related communica-
of media. use andinfOEMAion-seeking Ofindi- tions behavior. Specifically, as knoWledge viduals involved in'participatory leisure ac- and interest increase, so will use of th tivities. mass Media for topic-related information, k
Several propositions, which were derived Which will lead to,greater knowledge and in- from the proposed model of feisue communica- terest. Also, the more knowledgeable and in- tion, were tested ina study of the communi- terested one is in the leisure activity, the cations behavior of participants in a major more active and discriminating seeker of in- area of leisure activityhome gardening. formation he will be from sources other than 25 32 the mass media. FUNCTIONAL RELEVANCE OF LOCAL' ,*Actual and perceived opinion leadership AND CENTRAL RADIO BROADCASTS OF AGRICULTURAL INFORMATION IN. INDIA increase with interest and amount of time de- Abdul Waheed Khan, Ph:D.,
voted to the activity. The more interested . University of WisConsin, 03
and active'onebecomes, the more he will come / . Adviser: /Lloyd. 11..Bostian to see himself as and to actually be a source
of information and advice for others. Technological modernizatibn lies at the *Groupl&mbership does not necessarily n heart of agricultural development. And in-
increase with knowledge, interest or activity formation about newAgricultur.al technology is. ti in a general sample of leisure participantt. is an important ingredient in agricultural
,t% For home gardening, though, age is a factor production. We agree with the widely held
in level of involveinent. That is, the older opinion that in mostof the developing coun-
and mare active one, becomes, the more time he tries there is a wide gap between availabil-
.will devote to all types of behavior related ity of agricultural technology andAts
to that activity, including voluntary group tion by the farmers:
and activities. Many students-of mass communication ar-,
*Perceived opinion leadership and group gue that mass mediacan play an important
men,bership are both positively related to role in narrowing the gap between- research
topic-related media use and information- laboratories' and the cultivation. ,However,
seeking. mere availability of mass media institutions:,
In terms of the "process" of becoming in a country in itself is no guarantee that
involved in a- leisure activity and the-com- media will be used by the farmers for agricul- tural information. First, the mass media are munications activities related to it, level .
of knowledge and participation tend to in- Usually not available where .they are needed
crease as interest increases. The more in- the most for development purposes. Sebond,
terested one becomes, the more active he will whatever media are available and are received
also become in the use of the media and in do not usually carry the kind of information
seeking Information from sources other than that might aid development. Third, the mass
the mass media. As 'interest.and activity media content may not be situationallYrere-
continue to increase, the more one will come vant enough to aid development. Fourth,eVen
to be seen and to see himself as a source of if functionally relevant inforniation is'fully
information and advice for others in the ac- -available infrastructures or imputs may not
tivity. Finally, while he may not becomea be. member of any. voluntary groups related to Eecause of agrb-climatic, cultural and
that leisure endeavor, if he does hit,partic- linguistic variations within a country, a ipation ingroup-related activities and added national mass media may find it impossible to
contact with others who share his interest provide functionally relevantme55ages to the
will result in his becoming even more in- majority of the audience. Efforts to achieve
volved in the activity itself, and in the high functional relevance will usually re-
- communication activities associated with it. quire the development of geographically or oc- 26 a.
cupatiohally specialized media. Howeyer,,lo7 pu'rposq of listening, knowledge obtained from
. - calization of mass media in itself isno guar- radio, credibility of information and",famil-. _ aptee that media will carry functionally iarity with thefarm program. The differpnce . :Moo - relevant messages. was in the. hypothesized direction.
In this 'study we focused our attention No significant difference was .found be-
tdtest empirically whether local mass media tween Charcha Randal and Non-CharchaMandal
indeed prOvide more functionally relevaht listeners in any of the dependenfAariables.,
messages than Centralized media. Answering The results show, however,. that Charcha Man-
this qUesticincan also help decide hoTkbest dals located in local broadcast area aremore to establish priorities for investment in successful compared-to ones located in cen- communication as part of the strategy of de- tral broadcast 'area:
velopment. The situational and institutional ad-
()All India Radio.network offered anu- vantage of the villages did not make any dif-
nique opportunity to test the functional ference except that listeners in more advan-
relevance of localized and centralized radio taged villages reported that informationwas broadcasts. For this study, the powerful applicable to their situation and were more regional stationocated in the capital city Willing to use it. of the State of Uttar Pradesh. i Io The major hypothesis is that the listen-T, ers of rocal broadcast receive functionally
more relevant information, compared to listen-.- 4-257,
ers of central broadcast. Howeirer, local and FREE PRESS AND FAIR-TRIAL:
, . AN ATTITUDINAL STUDY,OF LAWYERS: central' listeners were compared on number of AND JOURNALISTS IN A CONFLICT BETWEEN TWO PROFESSIONS-- other variables such as use of radio,recall Rohm Kim, PhD. -of broadcast information, credibility of in- Southern Illinois' University, 1972 formation, familiarity with"Carmprogram, and Adviser: Bryce W. Rucker coorientation variablescongruency,agree-
ment and accuracy. A general hypothesis Of this study is
We also compared two listening set-ups that there-may exist identifiable systems of
,-Charcha Mandal (organized listening) and beliefs and attitudes fpr certain profeaSion-
Non-Dharcha Randal (unorganized listening). al groups. To empirically test it, two pro-
Another independent variablewas type of vil- fessional groups, lawyers (N=88) and jour- lageadvantaged and disadvantaged. nalists 1N=75), were selected on an issue;
We found a consistently significant that concerned them both--the "freepress -.
difference between local and central listen-' fair trial" conflict. The conflict between
ers on each and every, dimension of funCtional the press and the bar Was viewed'asan relevance--hearing, understanding, complete- . effect,of psychological sources rooted, in ness, specificity, timeliness, applicability, their respective belief systems.
usefulness and willingness to use. There was, The components of the systems were
also a consistent difference between the two hypothesized to be the idea of justice,
groups in frequency of listening to radio, politico-economic .convictions, and, mutual .27
IS) 4- . - in the sense of cohesive an21 well-organized . )..1
.profdssional regard.These components were ' interrelationships but they ma constitute !thought to make up a syStem of beliefs and. tendencies of beliefs and attitudeheld by attitudesat are coherent and interrelated. members of the two professional groups. .The systemof belieftsnd attitudes,.fur7.f.V.7*VCS. A4: ther, were thought to beseparate and difn
ferent for the two professional groups.
In the empirical analysis, thee com-
ponents were translated into Likert-type.
attitudinal scales and became predictors -26- r far attitudes toward the press -k1ar conflict. .THE. RELATIVE gFFECTIVENESS OF REFERENTS OF FEAR APPEALS _The four predictor scales developed were: IN PESTICIDE SAFETY COMMUNICATIONS
Justice scale, Politoci-Economic scale, Ana.C. Kong, Ph.D.
Journalists scale, and Lawyers scale. The University of Illinois, 3e73
latter two scales were used to measure mutal Advisers: Arnold Barban and4. Rodolfo N. Salcedo professional regard: The criterion was the . 'Conflict scale.. A simple, randomiZed, pretest-posttest
Among the predictors the Journalists design was used to test five experimental
Scale was found to be consistently a good conditions varying the following factors:
. predictor for the presS-bar conflict criter- the prxesence or absence of a fear appeal, the
ion for both, groups. The - Politico- Economic referent ("self" versus "valued-others") of
scale was consiStently, a poor predictor for the fear appeal, and the number of referents
(coMbination'oself" and "valued-others" . . both groups.The Justice-ste e was a good- predictor only for lawyers, whereas the versus either referent) of the appeal in
Lawyers scale was a good predictor-for only pesticide safety communications. Dependent
,jo'urnalists. .,.variables measured were subjects' knowledge .
.Low correlations were found among the (of the parts and functions of pesticide la-
predictors except the P-E scale which cor- bels), attitudes, and behavioral intentions
related inversely (and significantly) with toward the pesticide label and the safe use
the Justice scalee This weakened the thesis of pesticides. Subjects were,f30 adult resi-
that those. predictors are cohesive and inter- dents of Champaign, Illinois.
related to make up a belief system: Findings indicated that written pesti-
However, on all scales the two profes- cide safety communications were more effed-
sional groups differed sharply in their' tive in influencing subjects' knowledge Of
attitudes. This raised the possibility and attitudes toward pesticide safety when
that there may be two sharply distinguish2 the messages were accompanied by various ap-
able patterns of attitudes for the two pro- peals compared to when no appeals igere
fessional groups involved. planted in the message. Further, threats to
Based on these several findings, it was one's- "valued - others" were more effective
concluded that the proposed attitudinal .com- than threats to one's "self" in influencing
ponents may not constitute belief "systems" knowledge. Also, knowledge of Subjects in 28
35 . the combined "valued- others" and "self" ref- politicalprotest. In two theoretical chap, ./ erents condition was higher compared.to the ters, theauthor reviews existing studies and
knowledge of.Sdbjects exposed to either ref- builds analternative frame,of.reference for
event of the threat. analysis.
. - In general, measures of the attitudes Drawing from the literature on cultural - , and the behavioial intentions among expeti- theory and analysis:and symbolic interaction-
mental groups did not differ. Perhaps, it ism, this frame of referents characterizes . does not matter which referent, and how many the black press As primarily a cultural rath-
referents of appeals were employed as long-as er than political phenodendn. The press 1;4 . - - the appeal was planted in the safety message. viewed as a -reflection of processes of social
Moreover, a greater amount and variety of re- interaction, in which groups.-.Of blacks have
ward conditions in the safety message seems created common cultural perspectives and-at=
necessary to effectively persuade the reader tached ritualistic significance to'shared
to read pesticide labels. These findings in- symbols of racial experience. Thus, it,is
dicated support for the proposition that argued, the black press has played a,central 2, knowledge is more accessible and prone to role in building and sustaining a fabriC of
'change than-either Attitude orbehavioi. collective cultural life, in which.blacks \ have found symbolic expresiion of sentiments
and identity models. Such content themei as
protests against racial injustices are ana-
lyzed, not prom. the standpoint4of.Manifest -27- content and inferable value positions, butAs' THE MAKING pp\ RACIAL IDENTITIES IN THE BLACK PRESS: 1.1 CULTURAL ANALYSTS OF ritualistic expressions whichhave supported RACE JOURNALISM IN CHICAGO, 1878-1929. shared outlooks and styles of life. Albert Lee Kiebling; Ph.D. A. . ( In characterizing the black press as University pf Iliinois,.1973 dominated by its comMitment'tb Mainstream Adviser:James W. ,Carey American' values, much of the existing litera- , The dissertation is a symbolic analysis Ore implicitly piCtures it as an agency,of
of the content of black publications issued integration and assimilation. By contrast, sA in Chicago from 1878, when the first jpurnal the present study points to what might be
appeared, through the 1920's, a decade in called a nationalistic thrust in black publi-
which several vigorous publications flour- -cations, insofar as they have been forums for
ished.-In- addition, the study presents a, the dramatization of racial identities.
comprehensive historical account of the rise The identity models that appeared in : '
of black jOurnalism in Chicago. black publications from 1878 to 1929 are sub= The author argues that studies ,of the s red under four "styles of life." Itis,ar- black press have been limited by their, focus gue that major groups.og 'publications, both
On manifest content ankovert editorial in Chi go and-on the national scene, gave
stands. Consequently the existing litera- public ex ession to the symbolism of these
'tura ha's predominantly pictured the black styles of Ii e, which were constructed by
press as an agency of news-transmission and successively vi ible groups of blacks. Thus, 29 , - 36 -14 O the diSsertation is as much concerned with_
. - style as with content, fok if argues that the SATURDAY REVIEW EDUCATION SUPPLEMENTS: PULSE'OF THE EDUCATION BEAT shifting, styles mirrored developing mOdels of Barnette Davis Lange,' Ph.D. racial:identitiee.
. .$ UniVersityof Pittsburgh, 1972 Several black journals that appeared' in
Adviser: Richard Seckinger . Chicago in the late nineteenth century are . . The purpose of the study was to examine characterized as the expression of a cultural ,
gkoup called the "Afro-American Agitators." and analyze the 124 editorials fiom
The role of Afro-American Agitatori in the September, 1960, through December, 1971, in
life of the Chicago black community waned order to report the stance of care' editors of
with the rise of a newly visible gtoup, the Saturday Review on the major educational
" Bookerites," who introduced journals that topics; to examine and analyzethe major
gave expression to a new style-of life and articles in ordet to report what the authors
new themes in acial affairs. were saying on the major educational problems
The Bookerites were-challenged by a and to report various points-of view,- con-
group of newly visible militants, the "Race flicts-or,agreements and to re4late the fore -
*Radicals," who introduced additional new. going to the changing scene in educAtion over
themes and ritualistic expressions into black the eleven-yeat span. . journalism. The most famous Chicago black CheFking every editorial and,majori
newspapek, the Defender, helped to spread the article, appioximately 760, in the
themes,and rituals created by these groups to Supplements in ghe indicated interval, and
a mass following, both in the city.and na- every "education" editorial and articie'in
tionwide. In the twenties, a newly visible Saturday Review, approximately 40, the_Writer______
group of young blacks, the "New Negroes, found that these expositions appeared to fall
created the syMbolism of a new style .Of life into eleven categories which she used as
that found expression in the Chicago Whip. chapter headings, several ;of the chapters
Thus, the (4ssertation pictures the having two or three parts. ,
black' press as a reflection of developing The writer found that quantitatively,
cultural,styles" and clashes among contending and judging from subjective factors ,such as
cultural groups within the black community. eminence of the writer, quality of the
The publications of which copies remain are expression and depth of content,-the'
analyzed indiVidually, ..It js shown how major Supplements - -and included are a few writers . themes and symbols evident within them link in Saturday Review, i.e. outside.the :
them with the culture/ groups postulated. Supplements--saw as the most crucial topics , for educational debate four majcir aread:
y sIdesegregacidn, student revolt, curriculum- -
which was strongly related to the first two- -
and educatIOn in other lands. >To be.sure,
other areas were not overlooked. For
example, federal aid to education; 1041.
control, ,educationai theory,,teacher prepare- 30
37. .
tion and teacher militancy, academic freedom ever context he was viewed, whether it was in
and technical innovations were generously a "middle- American " classkoqm or kmua-walled
:viewed. Nonetheless their rpleswere secon- village in,Asia%
dary to the "big four." Desegregation was. She alSo had-strOng, words of praise for seen by most writers to be mdving far too the editors and for many writerS,:naMing as ,
slowly, ,some of the tracts even suggesting outstanding Henry Steele Commager, Harold
that-..at-heart middle America didn't even Taylor; Robert Coles,',James Baldwin, Philip , truly want equality of opportunity. In the Cooitbs, Sargent Shriver and others, because
area of curriculUm, the humanities occupied Of their broad vision- as well as their.
roughly half ,of the total; they were seen to eloquence. 't be Amdricals best hope, not -only in the-world 4.
of echication,.but for the nation's verystir- ., vival. Student, -,revolt,, which really. "bagah"
at Berkeley in 1464, didn't emerge in 'the -29- Supplements until 1965. From then, through PROFF...$SIONALISM AND PERFORMANCE: 1971, hawever, it played-a major role. 'It AN INVESTIGATION
OF COLORADO DAILY NEWSPAPERS . might here be.noted that with, rare ekcep= ° Danny L. Lattib60.,Th.D. tione, the Suppleffients "sided".with the stu- University of Wisconsin, 1972 dents. Bureaucracy, or some variatia of it, : Advisef:_David G. Clark was seen to be the major cause. Education in other lands viewed "systems" mostly in The Purpose.of this study was tb in7
European nations,, among which Englandap7 vestigate the professional orientation of peered to be Lang the most exciting things newsmen on Colorado daily newspapers and.tb,
educationally, with its open Classroom exper- determine if, or to what degree, PertorMance
iments in primary levels, and its democrati: was relatld to professional orientation.: The
nation proOetses at higher levels.,'Education -survey included 184 newsmen from all 26 ' in other lands also encompassedf6tudent Colorad6 daily newspapers..Data for per-.
. . fokmance was collected from the 10 largest. change travel and,America's humanitarian . ..% "education.exports," among which the Peace Colorado dailies during a two-Week. period-7 0 . ,ii. /', ! Corps was seen to bethe most'effective. March F.714,'1972. ) ' Additionally, the Supplements were "pro" The measurinN instrument Tor profeSsion- ,
. federal aid- tp education; "pro" teacher mili- elism was a 21-item professiohalism,index. teen; appeared neutral about merit pay; adapted frOm previoup professionalism Stud- .. highly critical of the big city public-School les.- In additiOn, performance was judged
. system; and thoroughly unhappy with many as-, on the ability of a given newspapeKtd.meet
. . pects Of higher education, particularly co17. certain journalistic principles. Measures ' I- lege admissionpatterns, which were seen to were developed or adalpted to determine aig7
be too rigid. 'hificant news cfpgaages.diversity.ofopin-
The writer al"so found as:A leit -motif ion4presented, comprehensive news coverage .
. ,
that the SupplementeaSsessed the indiVidual . and accuracy of fhb content in the 10 Colo-'.
human being as preciouiand unique, in what- rado newspapers. 31
6 . 1.11 Newsdikwereclassified as high, medium state, national, education, and science news . or .low proTipssionals accordingto their re- in their papers. High profegsionals also At _ . . sponses on 21.prefesgisonal orientation items wanted more public affairs and less enter- rt in the survey. Eleven items were considered tainment content than the medium and low pro-
.' professional; iOicatots, while ten indicated fessionals.
,..:non-professidnal. orientation. After newsmen High professionals also were found to
were classified according to their profession- be more desirous of professional .implementa-
al orientation, they were examined to de- tion items, in most cases, than the low prg- .. . terdine diffe"rence"s in desired job character- . fessionals.,
isticg,-Job satisfaction, adequacy of news In conclusion.;?-this.s*Ndy's fAdings in -. htent, provision of job desireg4 iMpiemen- 1, dicate quantitatively that there is a rela- . 0 pition and-performance. Background infer- tionship between professionalism.and perform- , Matlon was_analyzed, also. ance. It Appears' that those newspapers that The, most important finding of the study have a greater percentageof higherprofes yas the,strong,relationship between pro- -gionals on.Cheir editorial staffs alsoare
fessionalism and performance that was found doing'a relatively, better job of meeting-the ^ in a rankorder correlatiori between the two , / ' _ f -; r standards of press performance; which are cepts. c0 A correlation of +,66 was found outlined iri:the canons of journalism and . by . be...sen'theprnfessionalism orientation of the Commigsion on Breedomof.the Press, than.,4,,
e employes' from the 10 largestdaily those newspapers with a lower professional- , .perg$ in Colorado and the performance ism orientation among their editorial em- cores. Several implicationsof this . ployes.;* .%- iridingwerq considereAffor the newspaper Further investigations of the mid,. ti 1 industry, journalism education, and society tiOnship between professiopalism-andper-
as a whole. . formance were among several future research- 'Other findings included validation.Z/f , studies suggested. tha projedsionalism index through certain
aspects of professionalism such as job
satisfactiokand_adequacy of news' content.
Job,,satisfaction is an area where high pro-
:, fegsionals tended to show dissatisfactiOn ' -30-
A ';14ith, their present job in relation to the4 PROCESS OF ART UNDERSTANDING: A FORM APPROACH TO CRITICAL ANALYSIS ideal situation. professionals.wer'e . Jae-won Lee, Ph.D. especially digsatisfied in 'opportunity. M to
r , University of Iowa, 1972 . learn new skills and knowledge."."in- Adviser: Malc..am-B1:\Maclean, Jr. fluenceorOdecisio," "freedbm from close
supervision," and "full-use of abilities . The concept of form as a conceptual
`and training."Low professionals appear to frame for a process,of "art understanding" is
be More satisfied with their 'present advantageous for its comprehensive and coher-
ent apelibability.to the two otter Main com-
Higher professionals desired more local, ponents of a system of art activities--the e 32
39 . I ' .t
I
artist's creative process the existence personal communication process level. , . of art works. This form approach, for that- eluded Lk the discussion are such basic crob-
matter, is not only effective in dealingwith iemd as."in-formation," "reflexive dis- . . a variety Of art theories, but also heuristic tancini," articulation," and "postulating
in projecting art understanding as a reality," all of which highlight the process'
metaphoric Process oT personal construct of critical performances by co mmunicators.
. formation. The research design uses the concepts o, -Particularly, it is heuristic topee the and techniques underlyingStephenson's Q-' . ." formative process of art understandingas a factor ansdiytiC method, Guttmn's rade*
three-dimensional construct that is composed , method, and McQuitty's pattern-analytic
of "sensuous," "expressive," and "Critical" methods. dimensions, with each plane playing neceOary
parts as perspectives, and all the. threecon- stituting a sufficient' condition for con- struct formation. A -31- A sensuous dimension is' noted for*the. COMMONWEALTH CARIBBEAN MASS MEDIA: need of first-person experience in aesthetic 'HISTORICAL, CULTURAL, ECONOMIC. AND ..POLITICAL ASPECTS transactions, in which One's heightened sen- John A. Lent, Ph.D. sitivity connects his understanding process -University of Iowa, 1972 and' .the' cultural environment: "Empathic "' Adviser: Leslie G. Moeller 'involvment, or an ability to-",feel into;" . . : characterizes the meaning-giving function of Thiemulti-media and inte dikci#linary. an expressive dimension. A critical dimen- study analyzes the history an present state V1 4 r sion is noted for its reflexive articulationw of Commonwealth Caribbean mass media, in 10,
as it is implic t in the concept of context of their political, social, economid 4 "aesthetic di tance," by srhich one "in- and cultural settings. The CopMunwealth
.1-.* foroi,N1:.legiimizes,or "re-cogni.zras" the Caribbean includes tiio'Britishroriented is- 4ler. emphatic meaning.The three dimensions are lands of Anguilla, Aritigua, Bahama,
organized in a cumulative - hierarchicalo Barbados, Bermuda, British Vicgin Islands,
with circular relationships. ' Dominica, Grenada,. Jamaica, Montserrat, St.
.. These ideas were empirically explored . . Kitts-Nevie. St. Lucia, St. Vincent and
with a grdup of E students, who rated a sei Trinidad and Tobago.
of statements on ae thetic concepts. The Data were gathered through: I,. Inter- subjeCts tended to form-modal constructs the. views with 59 media executive in the is-
properties of which were roughly analogous to lands. 2. Historical analysis,, using data
the dimensional characteristics described gathered in the United StAtes and West Indian
above. The modal. constructs also tended to libraries. 3. InfMal content study of , form the kind of "order" suggeste: Im addi- sample issues of nearly all island printed
tion, the major characteristics of the criti- media at oftroadcasting 'schedules.
cal dimension could be seen as main factors The story of the first _two centuries of
. - in personal construct formation at the intra-. newspapers in the Commonwealth. Caribbean has 33 40 C
0 ° 4 many parallels with press development in for elites, the ma Ses depending on oral news
other coLnial societies. At the outset, * c systems.,Interpersonal,channels'atill play , there were: the'yoke of government control, an important role. On a few islands, a lan-.
close relationship between government, press guage'problem existg:,_.people speak French- and literature, apd the ever present finan- derived patios and the media use standard
cial problem. NewspApers blossomed in the Englith The fact that the islands are-sep-
. islands'durfng times of crisis such as eman- arated, and in some cases are Small, is re-
cipation, nationalist drives and labor move- lated to media development.
:merits. Plants and equipment.vary frommulp.-
Today, 59 newspapers (including 13 million dollar complexes using compute'riza-
dailies), 19 radio and seven television.sys- tion, to mimeographed nondailies printed in .0 tems serve the region. Estimated total cir- editors' homes. Gsually, investment capital culation is 550,000 a population 913.9 is scarce in the region, as are trained
'million. Amost all mass media are corn- personnel. . . trated in capital cities. Consumption'of media, products is quite . The'ownership pattern is: electronic high compared to almost all other developing
media, developed as parts of private- nations. Radio is the most affordable
government ownership consortia, are becoming medium, but a number of people invest in
government agencies, while dailies remain television sets. Published literacy rates
foreign or local privately owned media, and are high enough to allow the majority,ofWest
nondailies function as political organs. Indians to consume printed media, but some
Foreign ownership of media is decreasing. . obgervers think literacy is often non-
Both the news flowoand media content of functional.
the region are.highly dependent upon foreign Politically, mass media operate under a
services. Larger media0 rely on international concept of "de4berately guided" press free-.
wire services and foreign bruadcast agencies; dom. Island governments, young-and insecure,
, smaller-island media depend on radio monitor- have restricted the media both directly and
-ing, presS relr4ses, informal sources ald subtly. Government has also facilitated e Reuierpress. -Newspaper content is usually., media operations thrbJgh postal subsidies and
highly political and entertainment oriented; goverment information services.
magazines. tend to be promotional. Television Four major conclusions of this work are:
programming, limited to evening hours, is 1. The nature of mass media in the area. is
made up of, 60 to 80 per cent foreign content. still heavily dependent on outside factors.
'Radio, on the air 17 to 18, hours daily, 2.' A number of mass media problems are those broadcasts large portions of pop music. typical of emerging nations in a'hurry,
Chief complaints levelled against .radio con- 3. In general, the media give aboververage , cern its foreign-oriented and OftentiMes, attention'to the political phases oP society.
trifling content. 4. Press freedom. on most islands is shaky.
Socio - cultural influences upon media re- . late significantly to,the imprint left by'
colonialism. Most media were firpt created 34 .1 41 Newspaper caricatures in, the "Nimrod -32- Wildfire syndrome" are investigated in Part COMIC CARICATURES IN EARLY AMERICAN NEWSPAPERS'AS REPRESENTATIONS OF THE III. Influenced by the notions of Americans NATIONAL CHARACTER 'found in the numerous travel books that were Mark Lipper, Ph.D. popular early in -the nineteenth century, 'Southern Illinois UnivetSity, 1973 these caricatures were more obviouslY'bur- Adviser: Jim A. Hart 0:, lesques of American types and portrayed the
The American newspaper has been called frontiersmen as comically animalistic rus-
the chief designer and disseminator of native tics, with leanings toward materialism,
American humor, and humor has been cited as a egalitarianism and antiant'horitarianism.The
major shaping force of'the American charac- major Wildfire caricatures examined in this
ter. The two-fold purpose of this study, section are "Davy Crbckett," "Mike Fink,"
therefore, was to trace the dpvelopment of "Jim Doggett," "Major Jones," "Simon Suggs,"
the comic tradition in early American jour- "Sut Lovingood" and "PeteMhetstone.6 4 nalism and to determine how representative it Part IV examines the.,!!American,
was oethe American character., ture" that resulted from the confluence of
Because the investigation,extended froM Down East and Old Squthwest %humor in the' 0 the colonial period to 1860, 'the study was popular culture. The first truly American,
r delimited to one genre of newspaper humor`. caricature to emerge was "Artemus Ward."
Comic caricature was selected because it ap- Ward combined the characteristics of Jonathan peared to be the most popular genre and the caricatures with the tall talk and tall tales
most indicative of the American personality.. of the Wildfire syndrome. He was both comi-
This dissertation is presented in five cally homely and'comically animalistic as an
,major parts. The first examines the enter- American rustic, and he represented the
. 'tainment function of the American newspaper" American as being materialistic, egalitarian
from which evolved the first popular culture, and antiauthoritarian. The best elements of
with native American humor as itscoreand both the Jonathan and Wildfire syndromes of
Comic-newspaper caricatures as its mythical newspaper humor were combined in Mark Twain's
heroes.' .book, The Adventures of Huckleberry Finn,
Part II is copcerned,with the "Brother which has been cited as an outstanding repre--
Jonathan syndrome" of newspaper ,caricature. sentation.of the American character.
In this syndrome, Down East Americans were In Part V, the major findings of this
portrayed as comically homely rustiCi, re- study are evaluated under the assumptions
flecting the .earliest English notion of that national character is partly determined'
colonial Americans when they were derisively. by what a nation thinks of, itself, that what
called "Yankee Doodle." They also were a nation thinks of itself is reflected in how
portrayed as being materialistic, egalitarian it portrays itself in the popular culture and
and antiauthoritarian. The major Jonathan that this self-portrayal serves as the basis .,,,,f.
caricature's examined in this section are for the national stereotype.
f"Jack Downing," "Hosea aiglow," "Mrs. Based on the evidence that most news- , Partington" and Widow Bedott." paper caricatures were burlesques of out, 35 4 2: ftLi
4 siders' notions of Americans,'and also on the place of residence, occupation of'chief wage
appiication.of a Bergsonian theory and a earner, parental concern for education, pa-
. 0 Hobbesian theory on laughter, the conclusion rental concern for education, parental educa-
of this study is. that newspaper caricatures tidnal expectation, and children's acadeMic
entered the popular culture not because they performance in school.
reflected the character and custom of the A sample of 100 school children-was
nation, but 'because they served as effective drawn.from six public elementary schools in
vehicles for social and political satire and Taichung, Taiwan, by a probability procedure
had the brOad appeal that is necessary in the ,.stratifying on studentenrollment in school. popular arts of i'middle-class, democratic The field interview technique was used for'
and zapitalistic society. Consequently, date. collection. Only 91 interviews we
while early American newspaper caricatures usable. Stepwise regression analysis was
may have served as a basis for the national used to determine the predictors of chil-
stereotype, they were, not accurate repre- dren's media behaviors and their academic 0 sentations of the American character. performance in school.
1 A general description of TaiWanese
school children's media behaviors is pro-'
vided. The results of theanalyseS show
that children's'timspen.t with newspaper6 -337 --r and books is related-to the social- ME6IA.USE, ACADEMIC PERFORMANCE, AND SOCIAL-DEMOGRAPHIC BACKGROUND: demographic variables with the exception of A STUDY OF TAIWANESE CHILDREN age which ranges only Trom nine to thirteen. Han Chin Liu, 'Ph.D. ti years. The higher the social status of the University of Minnesota, 1973 chief Wage earner's occupation and the Adviser: Roy E. Carter, Jr. ' greater the parents' concern for education,
The purpose of this study are twofold: the more the children repa,newspapers. Chil-
(1) to investigate the relationships ofchil- dren who read more books tend to live in ur,
dren',s media use to a number of social- ban areas and have fathers of higher social
demographic background variables and totheir status occupationally. Children from urban
academic performance in schqol and (2) to de- areas and those whose parents have greater
termine the important predictors of media use concern for education watch television more. and academic performance. No significant predictors Were found for mag-
A growing population of the young in de- azine reading and radio listening. .. velopini Taiwan, a tendency toward increased 'Children's academic performance in
use of the mass media, a generally.high aspi- school was found to be significantly related r ration for education, and, in addition, rapid to the social-demographic variables with the
social change pointed up a need for a study exception of age. However, when partialling
of this nature. out the relationship accounted for through
Variables included are time spent with other predictors, only -the occupation of the newspapers, magazines, books, television, and chief wage earner and the parental educa- a radio, age of children,father's education, tional expectation were found to be important_ 36 .1 43 predictors.tilde higher the socialstatus of l'armer,' farm situational, and institutional
the chief wage earner's occupation and the constraints in accounting for between-area higher the parents' educational'expectations, differences. in the effectiveness of the pro-
for their children, the better their chi:idren jectt (4) determining the implications' of the
performed in school. Children who viewed- study findings for Agricultural AdVisory Ser-
television and read booksmore performedebet- vice program Procedures in the West of
,ter in school. An overall stepwise regres- Ireland.
sion analysis shows that a combination of Design: The study was conducted in
television viewing, newspaper reading, the three pilot areas, one from each of three
occupation of the chief wage earner, and counties in the West of Ireland. One of the
parental educational expectation optimize the areas was considered to have had a successful
predictability of children's academicper- land reclamation project, the second a fairly
formancein school. successful project, and the third area, a
less successful project., Data were collected
from selected farmers, members of the Agri-
cultural Advisory and Land Project SerVices
'and other off'cials who had linkages in the -34- project. Interview schedules and cassette AN ANALYSIS OF PROCEDURES USED IN PROGRAM DEVELOPMENT WITH tapes were used to collect the data. Since DISADVANTAGED COMMUNITIES INIRELAND e the purpose of the study required information P., Joseph Mannion,-- Ph.D. on different project procedures followed, University of Wisconsin, MadisOn, 1972 . qualitative and quantitative kinds of data Advisor: Claron Burnett
were collecte . The methods of data analysis
Purpose: This study investigated the ef- were also qualit tive and quantitative. , -,.. fectiveness of procedures used by Agricul- Findings: The study findings were organ7 c tural Advisory Service members in overcoming ized into two sections: (1) levels of par- \ , constraints associated with land reclamation ticipation in the project and economic and
projects in the 'west of Ireland. The main social changes made by farmers; and-(2) the n
consideration for undertaking the study was: results of comparing the major project ele- to discover if the problem of western devel- ments for each area utilizing the individual . opment and more specifically, differing de- farmer, farm situational and institutional grees of farmer participation in projects aim- levels of constraints framework. ed at this ohjecive, can be better under- More social and economic changes were
'stood by examining inadequacies at farmer, made In those areas where farmers partici- farm situational and institutional levels. pated to a greater extent inland reclamation
The objectives of the study were: (1) iden- projects than in the area where farmers. did tifying the Major. elements of land reclama- not do he. Famers lack of knowledge pr tion projects;(2) determining, how procedures their unfavourable beliefs about the project followed b9 advisers, farmers, and others, and its different elements, were not major accounted for differences in these elements; blocks to lower levels of project effective- . (3) determining the importance of individual ness. Where differences existed they were 37 4 4 seen as the correct interpretations of the
situation rather than interpretations based .0. THE DANISH-LANGUAGE PRESS IN AMERICA on the ignorance or unwillingness of individ- Marion Tuttle Marzolf, Ph.D. ual farmers. Real differences were found to University of Michigan, Ant Arbor exist in terms of:(a) farm-situational-ser- 1972 r
vices and structures; and lb) the institution- Advisers: Joe Lee Davis and John D. Stevens -- al level proCedures and practices followed by
members of the Advisory and Land Project Ser- The central theme of the Danish experi-
vices. In the successful areas much atten- ence in America has been -to accommodate and
tion was given to these two project dimen- assimilate. Fewer than 400,000 Danes' came to.
sions by the advisers, as well as to provid- America during the past century and a half!
ing farmers with information about the pro- but they established their own churches,
ject and its contribution to increased pro- lodges, and newspapers, two of which are
duction. In the less successful area the at- still published. What was the historyfrof
tention was focused mainly on the information this press and what was its role in the
dimension. immigrants' assimilation?That is what this
Implications: The implications werel study tried to find out.
(1) there is need to examine development pro- The first Danish-American-newspaper was
jects in terms of the constraints at individ- founded in 1872 and some 200 newspapers and
ual farmer, -farm situational and institution- magazines were published. A survey of these
al levels and,ihterrelationships between papers was made and the total editorial and
1 these levels;(2) agricultural.advisers can advertising content of five of the largest and longest-lived newspapers wets analyzed in play important leadership roles in initiating detail. These included urban and rural procedures which focus on changing farm-situa- weekly papers% plus those with political and . tional and institutional constraints;(3) ad- religious ties. All the'papers surveyed visers require learning experiendes which survived 69 years or longer and were pre- help them acqpire skills appropriate to the served in runs of at least 20 years. social-action role, needed if the Advisory The history of the Danish-language press Service is to make a major contribution in de- in America traces a centurylof assimilation veloping the West of Ireland. of a small ethnic group from Its earliest It was recommended that the potential attempts at pioneer journalism through a conflict, betweenkeffective social-action and flourishing growth around the turn of the regulatory functions, assigned to advisers,' century to a decline since World War I. be examined in the context of western 'develop- The content survey s owed that there was ment. r. a steadily increasing ethnicization pf the
total editorial and advertising matter,- even
though the editorials emphasized national and
wdrld affairs. The amount of Danish news'
tended to increase during the two World' wars,
while Danish-American news increased through-. 38
45 out the period. The urban weekly,moyed more ultimately.is.expected to read them. quickly to the role of ethnic community voice ,In a news interrw then, die audience
than did the rural weekly, should be a crucial factor in determining
The major impact of the Danish-language theequality of the interview and the result-
. . press/was as an aid to the immigrants' assim- ing news story,
ilation. The press actively promoted natu- This study conceived the news inter-
ralization and participation in American view as an interaction process (of six com-
:affairs, furnished immigrants with vital ponents) for generating a news story: information`,and helped soften the cultural TOPI shock caused by uprooting:--it also en- AUDIENC NTERVIEWEE couraged retention of interest in the Danish, MEDIU NTERVIEWER---)NEWS STORY heritage, but this was done in the spirit of SETTIN ',adding enrichment to American culture. After This study examined six variables rela- World War I, the Danish-language press ex- ted to aninterview news story and their perienced a rapid decline. The press du-ring relationships to interviewer and interviewee this later period.servedprimarily to unite attitudes towards the expected audience, the ethnic group, but its audience was medium, and their perceptions toward each sharply reduced. other. The sixvariables were: syntax The ethniC press does have the dual errort, semantic errors, mechanical errors, potential of aiding or slowing the immi- sburce story evaluation,'source error eval-
grants' assimilation, but which is dominant , uation, and story readability.The Dale and for any group depends more on the character- Chall formula was used for the readability istics of the ethnic group and its suscepti- tests. biliWto assimilation than it doe's on the , There were four,similar hypotheses -for nature of the press. From this study the each of the six criterion variables on the immigrant press emerged as more evolutionary, \ quality of the story. it was hypothesized more Americanized, more diverse, and more o for example that: closely 'related to American journalism than 1. The greater the similarity tetween it has before. the interviewer and interviewee profiles on
the audience, the less the readability
score of an_interview news story.
-36- 2. The greater the similarity between
THE INTERVIEW NEWS STORY: the interviewer and interviewee profiles on A STUDY OF ITS RELATIONSHIP WITH THE AUDIENCE AND MEDIUM the medium, the less.the readability score
F. Lwanyantika Masha, Ph.D. of an interview news story.
Southern Illinois University, 1972 `3. The greater the similarity in the
Adviser: L. Erwin Atwood interpersonal,perceptions between the- - interviewer and interviewee, the less the Journalists claim that they function readability score of an interview news on behalf Of the public. Indeed, the stories story. they write are intended for the public which 39
4 6- L
4. A knowledge of the similarity the interviewee's perception of the medium
between interviewer and interviewee profiles may perhaps help to determine his initial'
on the audience, medium, and their inter- acceptancebr rejection of an interview, it
personal perception will account for greater is his perception of the expected audience 0 varience in the criterion score, than a (andnot the medium) that will significantly
knowledge of two of the three profiles. determine the quality of the resulting story.
. - The effects of age and education Similarly, while interpersonal percep=
differences, sex, race, and story length, tions between an interviewer and an'inter-
were held constant in the analyses. viewee may perhaps help to determine the
The subjects for this study were 102 acceptance or rejection of aninterview, they
Students at Southern Illinois University; do not significantly affect the qualitY°of
52 resident fellows, and 52 journalism the resulting story..
students, as interviewees and interviewers
respectively.
Similarity profiles of interviewers -37- and interviewees attitudes towards the EDUCATIONAL REFORM AND THE audience, medium, and towards each other DILEMMA OF STUDENT ASPIRATIONS: THE CASE.OF EL SABVADOR were calculated (D = Za .The attitude John Kelsey Mayo, Ph.D. scales were semantic Aifferentials. The Stanford University, 1972 data were analysed through multiple re- Adviser: Wilbur Schramm gression techniques. Analysis of variance
tests were also done on the responses As.part of a three-year research project by interviewers and interviewees to the on El Salvador's Educational Reform, a spe- - semantic differential scales. cial study was undertaken to examine students
No tests were significant when syntax educational and occupational aspirations and errors, mechanical errors,, and source the reform objective of diversifying second- error evaluation were used as the criterion. ary education. One of the Reform's goals was
While the independent variables were to train more secondary students in "middle significant predictors of source story eval- manpower" skills for eventbal employment in uation, none of the hypotheses were tenable an expanding industrial sector; however, data with this criterion. colleqted during 1969 suggested, that students These results suggest that reporters themselves aspired overwhelmingly to tradi-
.record the answer they expect to hear, tional academic programs leading to higher rather than the answer which is actually status whilte-collar and professional careers. given; and that this selection process in- The research conducted in 1970 W.gs designed creases with increased similarity in the to describe and explain the origins of stu- attitudes of the interviewer and interviewee dents' aspirations and to suggest ways that on the audience and the medium. new educational programs could be better ad-.
The findings of this study underscore justed tO them. theimporthncelpf the audience in a news The study was divided into two parts'. interview and its resulting story. While The first part consisted of two classroom 40 47 O
, surveys, which were administered at the be- parents who were selected according to diff-
ginning and-end of the 1970 school year to erent aspiration/expectation levels of their
67A eighth-grade boys. The sample included sons. Four topics were examined in. the in-'
boys both from "reform" classes which pos- terviews: the socio-economic backgrounds of
sessed educational television, new curricula,' parents; the parents' knowledge of the school
and retrained teachers and from "traditional" and of the Educational ReforM; paLnts' atti-
classes which possessed none of the reform tudes toward various educational and career
elements. The socio - economic origips of the opportunities;. the parents' aspirations for
students were examined vis-a-vis their aspir- their sons. Knowledge of the school and of
ations and expectations (i.e., confidence in the educational reform was negligible among,
achieving educational goals). Nearly all all subjects. Aspiration levels varied mark-
boys displayed high academic aspirations and edly by level of urbanization and by sex of
expectations, although there were variations the parent respondent. Urban fathers had the according to SES, community size, and whether highest aspirations and expectations for
or not the students' fathers Were present at their sons, while rural mothers were the
ts; home. Urbanization, accounted for most of the least ambitious. A majority of parents did
difference in the boys' Occupational aspira- not prefer professional careers for their
tione, with boys in the most rural category sons, but, rather, jobs at the middle level
expressing the least interest in profession- which would be secure and would permit the
al careers, and those in the most urban cat- son to help support his family.
egory indicating the most interest in such To help reconcile stud8-nts' aspirations
careers. Engineering was the most popular with the realities of their society, the foi-
career among all subjects, a finding which 1 lowing policy recoMmendations were made: that
undermined the'hypothesis that students in a survey of job opportunities at the-post-
developing countries are not attracted to Plan Basico-level be undertaken; that the re-
technical fields. training.of Plan Basico teachers and the use. , Contrary to the prediction that boys; of.ITV.tbe considered to upgrade the vocationvocation- - high aspirations would adjust downward dur- al guidance of students; and that more train- . ing the Plan Basico cycle, aspirations actu- programs be developed outside the formal
ally increased between 1969 and 1970, reach- school'system. ing their highest point at the end of the
eigth grade. Boys in reform classes genek-
ally had higher'' educational and occupational -38-
goals than their counterparts in traditional A CONTENT ANALYSIS OF THE COVERAGE GIVEN THE 1972DEMOCRATIC PRIMARY classes, and their aspirations rose at a FOR PRESIDENT IN TWENTY SELECTED OHIO DAILY NEWSPAPERS greater rate. When tested for spuriousness, Robert H. McGaughey, III, Ph.D. this trend remained clear, indicating that Ohio University, 1972 the educational reform had increased student Adviser: GUido Stempel appetites for higher academic training.
The. second half of 'the study consisted Most content analysis studies have dealt
of research interviews with 247 Salvadoran with the newspaper's role in general elec- 41
4 3 tions, particularly the presIdential elec- votes, there was no significant positive cor- F tidilS. In this study twenty- selected Ohio relation among the three variables. k newspapers, ten with over 100,000 circulation Six of the papers in the study endorsed
and ten with under 10,000 circulation, were or favored a candidate editorially. With one
examined during the three-week period prior exception the endorsed candidate received
to the 1972 Ohio Democratic,presidential better coverage in the paper's.newi pages
primary election. All news stories, ads, and than he averaged in the news pages within the pictures pertaining to the five candidates group of papers. However, the editoriallY-
were marked and measured in column inches. favoredcandidate did not always get the most
In addition, headlines and editorial page votes in the paper's county. In three cases
matter were marked and coded as to size and the editorially-favored candidate finished
to direction -- positive, negative,, or neutral. second or third in the voting.
Then the candidates were ranked according to As in the 1960 Danielson and Adams'
the amount of ads they placed in the news- study the larger papers, covered a greater
.papers in the study, the news coverage they percentage of the primary events than dad the
received in the papers, and the votes they smaller papers, which was significant at,the
received in the counties where the papers .01 level. Still, four of the smaller papers
,were circulated. C did better than the average of the larger
The purpose of the study is to find the papers. The average of the twenty Ohio daily
following: newspapers was higher than the average of the
' 1. If there were a significant papers in the 1960 study. correlation in ads placed and news coVerage, in ads placed The study also revealed that the candi- and votes received, and in news coverage and votes received; dates could get around the provisions of the
2. candidates. favored editor- .1972 'pill that required them to file the iallyalso were favored on the news pages; amount they spent for advertising, and limited
3- If candidates favored editor- their spending to ten cents per eligible ially or endorsed by the paper received the most votes in that voter. One individual ran, as public service paper's county; announcements and not official ads, more 4. If the Ohio newspapers covered the events of the primary elec- total column inches in behalf of McGovern - tion as well as the-papers in the Danielson-Adams' study did than Humphrey ran in the twenty papers and for the 1960 general election. more than the other three candidatds The study found that for both the large combined. Yet, these ads and their cost were and small newspapers. the correlation of news not reported and-thus, did not count as 1-' and votes was significant at the .001 level. political ads under the liMitations of the The Spearman rho statistic yielded a 1.00 new score in both cases. The 'correlation of news
Sand ads, and' -ads and votes was significant at
the .01 level for the group of large papers.
However, when the papers were ranked accord-
ing to the Humphrey percentage of the .
Humphrey/McGovern total.of news', ads, and
42
4'9 ThekNews was filled with Church-relate
-39, subjects and its columns reAected Mormon
`EARLY MORMON JOURNALISM AND THE theology. Editors tried to issue a paper DESERET NEWS, 1830-1898 1 for the whole faMily and only very briefly Monte B. McLaWs, Ph.D. commented on items of a sensational nature or Univetsity.of Missouri, 1970 excluded them altogether.For economic
Early Midwestern Mormon publications in reasons, however, the News did not always, pre -
Ohio., Missouri and Illinoigestablished gen- sent.the high-cabiber journal Mormon leaders
eral patterns of nineteenth-century Mormon- seemed to have preferred.
journalism .and provided valuable experience The Deseret News played a major role as
in the rudiments and.Power of the press that Church defender and apologist. It faced the
later proved useful in the Great Basin. Pro- enormous task of allaying the fears and cor-
blems,of communication, newsprint, subscrip- recting the misrepresentations held both by
tion and capital kept the Deseret News policy-makers in Washington and by the Amdr-
(founded in Salt Lake City, June 15, 1850) ican public in general.. Utilizing a variety
small and significantly diminished its in- of methods, the Mormon paper only partially,
fluence until after the Civil War.- However, succeeded in meeting this challenge. The
these difficulties; which generally proved shift away from personal journalism that
insurmountable for individually- directed marked the end of the nineteenth century had
frontier newspapers, never proved fatal to little effect on the Deseret News. From the the News because of the rigidly prescribed very beginniWit had been the organ of an
cooperative efforts directed,by an all-power- institution. Despite the fact that at times,
fulChUrCh.. Although unable to offset com- its editors seemed gifted and talented,
'pletely and coercive effects of its isolated ecclesiastical authorities controlled and
environment, the strongly centralized Mormon dominated the paper for the 'benefit of the
society did modify the common newspaper Church. However, for a short time in the
frontier pattern. 1880's, the News did temporarily take on some
The News was owned and controlled by of., the trappings of .the very personal fron- and for the Mormon Church and Brigham Young. tieremall-town papers'and engaged in highly
News suppression and editing by the Church sensational jOUrnalism.
was common. The News, at least in the bp- Although between 1892 and 1898 the News . 11. ginning, existed chiefly for the sake of was owned by the Cahnon family, it remained
&lurch members and as a tool to build up tNtofficial mouthpiece of the Church and
their Kingdom in the West. It was perhaps continued, its arguments against the federal
the most valuable of all the means of. com-' anti - polygamy laws and for the admission of
mLnication in Utah in carrying out that job. Utah into the Union. It lost the fight over
By remaining editorially uncommitted or . polygamy and can claim little responsibility
silent on sensitive matters and exaggerating for Utah statehood. By the turn of the cen-
the positive aspects of Mormondom, the Church tury, the News had shifted from vigorous and
paper also attempted to keep Gentile-Mormon aspiring journalism to genteel moralizing, a
conflict to a minimum.t . tone and manner characteristic of it today. 43
50 sf . .
-40- extrapersonal sources (library books, jour- INFORMATION SEEKING'STYLE .IN MEDICINE nals etci and interpersonal sources (those
Colin Kennedy Mick, Ph.D. involvirig interaction with other individ-
Stanford University, 1972 uals). Eight information seeking style
Adviser: Oilliam J. Paisley groups weredifferdntipted, composed-of 66 respondents'. R8spondents in early stages of This study explores the concept of in-. training (preclinipal students and interns) formation seeking style, testing the effects Were most prone to join style groups. Dis- of environment and cognitive factorS on the tinct differences in styles were noted-be way in Which medical professionals obtain in- tween resporidents at different stages of formation from personal sources, other medi- training and working in different environ- cal professionals, and extrapersonal sources ments. Preclinipal students preferred notes, such as libraries. alinical.studentspreferredfiles and extra- A model was developed from which to view , o personal sources, researcherspreferred in- information seeking- activitybyprofessionals , terpersonal sources, ansi practitioners pre- and this model was then applied to medical ferred personal libraries and interpersonal professionals. 'sources. Interviews were conducted with 120 med- Cbnclusions were: 11 distinctive per- ic professionals, ranging from first year sonal information seeking styles do exist; rdeai .1 students to experienced practitioners 2) Information seeking styles change over aria re archers. Interview -data were then time; 3) environmental constraints. and used to c nstruct multi- variable profiles to demands are dominant factors in determinIng. describe th- information seeking style of information, seeking style, partibularly dur- each'responde t. ing medical s ool; 41 it is possible for in- Respondentwithf.similar styles were
. dividu with quite different.externaL grouped together sing Q-type cluster anal- attributes to display very similar informa- , - 4sis. Common dimen ions in information seekr. tion seeking styles and 61 :reliance on iriter-
. style were deVelo ed using R-type factor personal sources does not occur until after redu e the informa- analysis in an.effort t the-completion of formal medical training. tion stile profilesdoWno a managable size. Recommendations were to:.1) consider in- five-score pro- Based on the factor, analysi formation seeking styles when developing files describing information seeking style sources'fbr specific audiences; 2) offer were developed for each respondent. \ -courses to train medical students in more ef- Thetpredictiye power of bat\ demographic ficient information seeking techniques and and environmental variables was then tested i modify' the medical school environment to en, in an attempt to identify those fac rs which Courage 'such skills; 3) develop continuing 'might affect or predict information s eking. education progres for physicians to improve style. their information seeking skills and 4) to Final profiles were composed Of use encourage further study og information seek- scored on five types of sources: personal: ing using the techniques developed in this notes, personal...102es, personal libraries (Composed-of-books, journals and reports), study. . -41- abortion issue, however, high dogmatic4 re-
. p DOGMATISM, PERCEIVED MASS MEDIA ported less exposure-to media information, CONGRUITY, PERCEIVED REFERENCE GROUP CONGRUITY, AND COMMUNICATION-BEHAMI.OR while moderate dogmatics reported the'highest OF CLERGY IN DECISION MAKING level of exposure., The psychological rele- "Wilburn Oliver Bennett Nelson, Ph.D. vance of an issue was Proposed-to explain Universitfof Minnesota, 1973 this issue effect.'Curvilinearity, also oc- Adviser: Phillip S. Tichenor curred in the relationship betimen dogmatism
The relationship between dogmatism and and%further information seeking on contemp6-
mass media and interpersonal communication ra.A, worship,, but not for the abortion and
among clergymen in three decision-making sit- war protest issues. For,contemporary wor-
. uations was examined. This included the re- ship, low dogmatics were least likely'to seek
lationship between dogmatism and both per- further information, while moderate dogmatics
ceived mass media congruity and perceived were most likely to .seek media. information.
reference group congruity. Media information seeking among both . A.random sample was drawn of 300 high and lOw dogmatics was lower on,abortion
Lutheran clergymen, with P6 returning a mail than on worship, but the percentage of'moder-
questionnaire. Thedecision issues were: ate.dogmatics who would seek further informa- whether to take'a position on the legaliza- pion remained about the same for all issues. a tion of abortion issue, wh-dther to partici- A simuar,trend was found for perceived mass
pate in a Vietnam war protest action, and media congruity and inforMat' h seeking, ex- ,. / whether to advocate a contemporary worship cept that information seaking among moderate // service in the parish. A tertile distribu- media congruity perceiVers was lower pn abor- tion than on worship. tion of ddgmatisth permitted assessment of ther communication behavior of high, moderate and The identificationof curvilinearity in
low dograatic. dicated that dogmatism- effects may not be a3r °
0 e It was proposed that there would-be no ways monotonic and linedr,,and that attention
difference in media information. seeking ac- . must be given to the information needs and
cording to levels of dogMatism, but that cognitive processjhg of moderate dogmatics.
there would be differences in media prefer- As predicted, high dogmatics preferred . ence, perceived mass media congruity,' a n d religious media as information sources, while
receptivity to opinion- discrepant information low dogmatics preferred secular media. Fur:.
. IM in the media according to level of dogmati'sm. ther, low dogmatics expressed greater toler- . Support was found for the above inter- ence for opinion descrepant information than . . pretation, with two exceptions:The identi- moderate or high dogmatics.
' fication.of an issue effection dpgmatism and Support was found for the prediction
media behavior; and curvilinearity,outhe that high dogmatics would be.low mass-media , dogmatism variable. congruity perceivers, while .low dogmatics
'bo relatiodship was found between dogma- would be high-media congruity perbeivers.
tism and past information seeking for the ' Againt.,an issue effect emerged. On the abor-,
three issues, and between dogmatism and m edia tion and war protest issues, !ugh media con- gruity perceiVers were more likely to seek exposure for fiaan protest and worship. On the . 45
4 7 .. ,fur,thir....information than low media congruity. evaluate the amount of local news diversity 7 '.e, x. perteivers were.. , . 4 provided ty independent, non-network -affili
No xelitionship was found between dogma- ated stations; in comparison with network . . . r I i ' . tismoand further itifopmation seekidg. for the affiliated, stations in the same local 4t , wariote4 and abortion issues Whed, per- markets. +' 'r"-". ceive'd media.' congruity was heldponstant. Ten local markets were seleclea for the
Percgived mast media congruity did affect the national sample, with one pair, of stations7- relationshilrbetWeene dogmat-amii and informa- one independent and.one_petwork affiliate-- tion seeking loethe worship .issue. chosen from each market. In addition to t
No relationship was, found between dogma- independent vs. network affiliate compari . 4 T tism and discussion of- the issues, However, sons,cthe study al;o permitted the compari-
high dogmatics.were more oriedlteeto fellow son of Very High Frequency (VHF) vs. Ultra
clergy as'discussion.partners: while low dog- High Frequency (UHF) independent stations . matics Were more oriented to the congrega- 'news performance, since both types of inde-
tion. No difference was found between dogma- pendents were represeHted in the sample.
tism and perceived reference group congruity. Comparisons, were made for ,amounts of\e) b.' As h4othesized,high dogmatics preferred local news. broadcast, prime evening time
interpersonal sources for information on,all. local news programming, type or variety of
issues, while low dogmatics.would select kn- local news items broadc'ast, use of local
dividuals or mediaat primary information newsfilm, diversity in local news content,
sources, depending on the issue. and. variety in types of local public affairs
Finally, support was ,found,for p.dif- programs presented by the stations. ti ferentlal growth in knowledge hypothesis re7 The research results indicated some sup-
lated to ,i4diainformation seeking within a port for the diversity theory, at it has been
given socioeconomic group. interpreted by the Federal Communications
Commission. Specifically ,although indepen-
dent television stations. did 'not provide
great44Weeklptotal amounts of local news'
-42- progi'andifrigthan did network affiliates, the
THE FCC THEORY OF'DIVEkSITY independent stations op VHF channels did AS IT APPLIES TO LOCAL NEWS . AND' PUBLIC AFFAIRS PROGRAMMING. present significantly greater amounts of news ON INDEPENDENT TELEVISION STATIONS 7. in the evening prime time periods.. However, Karl Jo'n Nestvold, Ph.D. independent UHF stations presented signifi- University Of TeXas, 1972' -, cantly less news than either network affili- Adviser: Ernest A. Sharpe . , ates'or independent VHF, stations. The research is an examination of the validity of the diveisity theory pf mass com- .44 munication as it applies to local news broad- casting on local television stations._ spe- . . n. cifically, the-study gahers data from.a national sample of teleVision stations to. 46 53 -43- analysis is performed on the evening tele- THE SAN FRANCISCO BROADCASTING .MARKET:, Visiori.erhedules for San Franciscoin 1971, AN EXAMINATION OF THE PROBLEM OF 1963,and 1955 and for London for 1971. Eadh -/ "QUALITY" IN BROADCASTING 4
Frank Alleri Philpot, Ph.D. situation is examined th number .of
Stanford University, 1972. gram choices available peg qua ter hour and an index of Program diversity is constructed Adviser: William L. Rivers \ . for pch schedule:In terms of average num- . This study, uses the Social Responsibil A. ber,of choices, the San Francisco,staticris: Lty Theory of the press as "a basis for devel ` showsincreaies over 1955 and 1963, but ih " dpIng,standards of broadcasting performance terms of overall divesgity, the current
andapplids 'those standards to the radio and schedule suffers In comparison to both the television stations licensed 4 San t 1963 schedule and the current London sched- Francisco. -"4 ule. * - Chapter I examines the historicalat- , . . A Forum for the Exchange of Comment and . . . tempts to evaluate broadcasting performance Criticism. All editorials broadcast- by all 4 J by the Federal Radio Commission, the Federal ir: e the San Francisqo stations fo? one month are
CommunicationsCommission and by individual compared with thb editorials published durigg , Commission members. The four bas':x theories ph6 same period by .the,"city's.two daily news- of the tress are examined and the Social papers,Ln general,thq similarities between Responsibility Theory is chbsen as the most e. brpadcast editorials and newspapeeditorials . valid framework for developing standard6 of -appeartobe more significant than the dif- broadcasting perforPance.. Five broad 'sten- ferences. Broadcastand newspaper editorials . dards based on this ,theory are proposed. AO' are equany likely to deal-with Controversial Chapter'II introduces the stations li- . topics and-to reach conclusions.The two cense&-toiSan Francisco and summarizes their types of editorials are ndt-judgedsignifi- ownership!, formats; and market position. can4i different in pverall strength...Lo- Chapters/III-VII dxplicate and apply the five cally produced television studio Aisduswion
standarle.I ''. programs are examined aria their pa4%tlaipants'5 A Comprehensive, Truthful and Intelli- 4. are found to include mindrity groups in a i 4 gent Account of the Day's Activities in a li proportion almost equal to or greater thin ContextiWhch Gives Them Meaning. T1 . 66 general population. Of a sample of theses .. 01 ,
technical, legal, economic and philo- -... programs, 57.6 per cent dealVith topics . / sophical.factors which:I.:take broadcast news which two ortmore'statxons had identifieotin
. , d1fferent'from newspapee- riews/ are examined. their license renewal applications as among . . -, . - - / The performance of the radio and teleVision the most impprtant needs and problems of the r. news departments is considdred in several community. A sample of radio telephone/talk
areas. In terms of amount of. news andumber prograpming shOws that 45 per cent deal With of 'newsmen, the Stations show ,substantial, and topics identi ieas among the most.importan . . , steady improvements over the past two steeds and problems of the cdmmunity.
decades. Entertainment Programming Free From
Service to All the Community. A content Generally Recognized Harmful ElementS, Lev- 47 : f" , , ..- I a 1 1 els4of violence in television programming are pictorial, material, display advertising and
compared for 1967-68 and 1971. The treatment variations in text column width and numer,
..,, of minorities in 1971 programming is:exam- the page layout function is presently being ,. ) ined. 'Levels of violence appear to have de- dond manually at a desk, drafting board; or
clined substantially since 1967-68.. Minor- at a cathode ray tube'editing terminal. . ities are reasonably well- represented in cur- This study was designed to computerize .. rent television programming but are subject the publication page layout function. The
to some stereotyping. primary purpose of the study was to develop
- The - Presentation of Responsible Adver- a computer program in which the publidation
tising. Broadcast advertising is evaluated page layout is calculated by the program and , - in terms ot .three standards:' (1Y_Broadcast- drawn by computer- controlled drawing devicls . ads should be truthful, and honest._ (2ThA without human control of intervention. 4 , current proportion of advertising to program The computerized publication layout
content should. be maintained or reducedif program,'called COPULA, provides the User
. , possible. (3) Advertising time should be with a computer printout and plotter drawings
iik available for political as well as commercial ' of 'the publication pages. The computer . . (messages. The, proportion of advertising to printout-includes a table'llsting the display,
program content'appears to have remained con- advertising which is assigned to each page, , e 1, stant between 1968 and 1971. The othertwo the amount of copy which will flp:in the news
areas are currently in a state of flux and hole on eachad page, the per cent of display o are-difficult to evaluite: advertising in the edition and program-
producederror4*statementd. The'plotter a"- 4
; drawings include stateMentp identifying the A
1. edition, pen-drawn page layduts with an'out- line'of the coluMns and the as assigned tQ '
each page, column-inch marks, ad pentifica- . . COMPUTERIZED PUBBZCATIOteLAYOUT
' . .J 'Lion and folio numbers.. A. variety Of'dif- ".' t C. Ritchie, Ph,D; , -;, ..' . . tereni sizes and shapes ,of layouts cansbe
Southern p.linacs Univeesity, 1973 . . produced. , , a: .. ' . Adviser: George' BrOvin. -. English input commands are usedto pro- ; , . f. .., . D , -. .,,. Recent developmentsin electronic equip-- vide the use. of the program with an easy-to- . ,, . 1 operatd'and versatile system. . ment and their application to, the,ptibiishing
. A
fiela'.wi,11 peke an bal-computertze pubiishing- . . The present study will contribute to the
.and prirjtip4 operation Possible in aie.near reduction of publication productiofl time, i 4 il, .,,,,%',.!.'Zgy.,.., . 1 future. . 'whicNipturn will provide more time for ".,'4t . .- - . Computers' and other electronic eguipmen't . editing copy and getting late-breaking news a . ..'- Q a e", now. being used:for editing.dopy, setting, y ,stories into the edition. Further, the pro- '.. , . . 2 ' .' 'ype, and for job estimating. Progressshas .: gram should aor .ibute to decreasingproduc- ...... tion,costS. ' been made an book alaaut regthfring only type, ' .er. . , ,;, . . . 4 ?but ill,tho area aenewspaper and magazine TuiureAPOsications of'this. program will ' layout, where the page is complicated by, be in the,area of cathode ray tube editing 4.82 o, , .
; .1. 7 ..
.
n , ft terminals. The COPULA program could be electric utilities in California. A public
/ "interfaced" withexisting editing techniques utility was chosen because, as a regulated, 4- / on CRT editing terminals and computerized monopoly, it is closest to government in
' typesetting systems to provide the editor or operation and therefore might be expected to publisher with 'a completely. automated page ,show a heightened sense of public account- layout SyeteM. This program Was Written in ability. Use of nuclear fuel to generate
! FORTRAN, a computer programming lahguage eledtric power-is a typical environmental
which' is compatible with many of the editing story: it is scientifically complex; it cuts
and typesetting systems in operation,at the across many traditional news beats; it occurs
present time. :c.Ver a long periOd of time with feW obvious ,. 4 news pegs; Lt is regional in focus; and
decision-Making is in the hands Of private -45- fJ corporations. /EPORTING THE CORPORATE. STATE: ADVERSARITY, FREEDOM'OF INFORMATION, Data was gathered in-three.ways. PUBLIC UTILITIES, AND THE PRESS Through personal interviews and analysis of ei . David M. Rubin, Ph.D.: documentary evidence,-a`picture.of-the-siting Stanford q.niversity, 1972 procedure in'California,Was'assembleds,with
Adviser:milliemL:Rivers / emphasis on access to'information at va ious
Reporting environmental deterioration stages. Second, a content analysis of news- , preseht*a new anda significant challenge to paper coverage of three sitings in Northern
the press in the 1970's. Along with govern- California'from 1958 to 1971 was performed to
ment, privy business is a central source of determine quantity of coverage. Some 632 r -information on'environmental hazards and issues of six newspapers were analyzed,pro- solutions. The freedom of information move- ducing 204 codable items. Third, a national\ . _ ment and the adVersary; relationship between sample of 244 editors, utility executives,
reporter and news source help the press per- and environmentalists, all involved, in the
form as ;Watchdog of government. But access nuclear power controversy, was queried,by
legislationdoes, not extend to the business mail (respOnse rate of 55 per cent) on press-
utility relations and freedom of infermation. community, and the public's xight to know the .
aOtivities Of private businesses in a-capi- In their-control;of information,the tc.%, : talist system is !I amorphous one, utilitiesdemonstraied;little regard for the
, This dissertation investigates -the public's right to knov4 information -was
. 1 press-tusiness relationship on an environ- Manipulated for economic advantage. Papers
\ mental subject. °Whatis,the attitude of the devoting the most spaceto thesubject were
\ corporation toward the public's right to those in cities Where there was an active
linOw? HoW much information is available to citizens group challenging the pant. Little
the public?-How thorough is the'press in independent news ga#ering was undertaken by: c reporting this information, and do reporters reporters. Coverage dealt only with the
seek additional avenues of access? scientific pros and,cons of nuclear power,
The subject investigated was press plant aesthetics, find the siting procedure.
coverage of nuclear power plant siting by On these subjects the press was able to find 49
. 9, . ., sources of information outside the utility. endorsements ofcandidates and the coverage
-Little coverage was presented on plant eco- that candidatesreceive in the official nomics and-cutility planning, where there areI publications oflabor organizations. Yet few nonutility information sources. Editors little has been done to examine endorsements
assigning a specialiSt to the story were more or political coverage in labor publications. h likely to report fkqtration with utility This study is a content analysis of
information2policies A majority of editors seven national publications representing the
indicated that extension of freedom of communication efforts of organizations re-
information laws to cover public utilities presenting more than three-fourths of the
would help their reporters, and that they unionized work force in the.United States. aff would support such an effort. It examines six specific questions.
.Environmental news coverage is unlikely 1. Do endorsements for the Presidency
to improve until access to-information in the ,within the publications warrant labor's "non-
business community is made easier and the partilae claim?
press internalizes a sense of adversarity 2. Do candidates for President from
toward the private corporation. Legislators both the Democratic and Republican Parties
should consider extending access legislatIon receive equal coverage within the publica-.
to the business community. Until access is" tions?
improved, the press should placegreater 3. Do candidates endorsed for the
reliance on independent citizens groups foe ,Presidency receive more favorable coverage information to prodUce.a more equitable than their opponents?
. -balance in the presentation of corporate 4. Jo candidates of,each party for
information. The ideat press-business rela- other federal offices receive equal coverage?
tionship must be defined with theesame rigor 5. Does coverage given candidates of
that has marked research on press-,government each party in the publications vary during
relations. A new or. expanded press theory the eight election years-studied?
I would be useful in this task. 6. Are Democrats rated "right" on their -
i voti47-records: more often than Republicans
are?
All issues of the publications for the
-46- , three months preceeding each1",resi,dentiat
A CONTENT ANALYSIS OF POLITICAL election from 1940 to 1968 were analyzed. COVERAGE IN SELECTED LABOR UNION PUBLICATIONS DURING EIGHT PRESIDENTIAL Editorial content was used to determine ELECTION CAMPAIGNS endorsements but was excludedfrom analysis Henry Joseph Ruminski, Ph.D. of news content. All symbols referring to Ohio University, 1972 candidates were coded as favorable, unfavor- 1 Adviser: Guido H. Stempel III able, or neutral. Voting records published
Each election year the leaders of orga- by publications were analyzed separately from
nized labor emphasize the "non-partisan" news coverage.
nature of their political efforts.Two of Only Democratic candidates for the
the most visible efforts,are the official Presidency received endorsements during the 50
. 57 ,campaigns studied. Some union officials gave organization' than of labor in general.
personal endorsements to Republican While this study shows that traditional o. Presidential candidates but these endorse- press standards such as objectivity and equal
ments-were not confirmed by the, rank -and- coverage have little utility in the union
file., Democratic candidates,for the 'cress: iCalso.shows.that labor leaders do
Presidency received favorable coverage attempt to provide their members with the
significantly more times than did Republican information, that those leaders thiuk will
candidates. Each official endorsement was benefit the union's cause and 'ultimately the
accompanied by favorable coverage 'for the members.
-endorged candidate. Favorable coverage for
: Republican candidates reflected personal.
endorsements by a. union official:
Democratic candidates for the vice -47- presidency received favorable coverage in the ?I!' PUBLICRELATIONS INFLUENCE majoritY,of instances. No Republican -ice ON' ENVIRONMENTAL'COVERAGE (IN THE SAN FRANCISCO BAY AREA)
presidential candidate received favorable ti David Bernard Sachsman, Ph.D. cgverage. All in all, the publications Stanford University, 1973 tended to focus coverage on the Presidential' Adviser:, William L. Rivers candidates and give little notice-tothe This project examines mass. Media be- other races. , Nr, Democrats were rated "right" on their- havior regarding environmental information to ",
voting records significantly more times than determine how the mass media decide what news
Republicans. Since most candidates received to carry about environmental issues. ThiS , both "right" and,"wrongratings at various project examines the nature and influence of source controls oft San Francisco Bay Area times; the judgement seemed dependent "WI the ..4 legislation under study and not partyaffili- environmental coverage. It focuseS,on the ation. influence Of public relations material on 0
This; study suggests that union publica- environmental coverage;. In addition to
tions provide labor leaders with a medium for, determining the nature of the'media gate-
political communication with their members. keeping process regarding public relations
The'pUblications are used to support labor's environmental material, this project examines
friendi and attack its enemies.Democratic other media gatekeeping processAS (regarding candidates have a significantly better chance all environmental news received) in order to
than,Republicans of being attuned with labor determine the internal as well as source .
goals and thus receive its suppOrt, controls which affect environmental coverage.
Union publications vary enough amobg Finally, this project examines the role-of
themselves during campaigns to exclude any the specialized reporter-in Bay Area environ-
:suggestion of a monolithic labor press. .mental coverage. Are, specialists of any Differences within campaigns suggest that any significant value in achieving quality and
individual publication more accurately quantity environmental coverage?.
reflects the views of the leaders of the This project begins by documenting the 51
58 influence of public relations environmental have no regular environmental reporters.
material on environmental coverage as evi- Public relations environmental efforts ,-, denced 41, the use made of such material by 'influence environmental coverage.in the Bay environmental newsmen. A purposive sample Area media. Of ihe-11 newsmen who provided
1,95 11 Bay Area environmental newsmen indi- disp'dditional information, five saved 39 or Six used 12 Or more releases . cated the disposition of each environmental 'more releases.
press release received during May and June, during the eight-week time peridd, and three
1971. of these newsmen used more than 25 releases:
Next, this project presents the findings The interviews document 105 environmental
of a content analysis of the environmental stories which were.s.nfluenced by various
.news.carried by f5 Bay Area media during the 4ipds of public relations efforts durfng the
time period'from Sunday, June 13, 1971 12-day content analysis period: It is
through Thursday, June 24, 1971: The sample reasonable to estimate that about 40 percent
analyzed include the media participating in of the environmental contentof the Bel; Area
the study of the disposition of public media comes from public relations practi-'
relations environmental material and a simi- tioners, and that about 20 per cent of the
lar second sample of Bay Area daily news environmental Content consists of rewritten
media, These findings provide-much informa- press releases.
1 tion about Bay Aree,environmental coverage, The.public relations environmental
an4"abodt,thesources (of information) of material that most often influences Bay, area
environmental`news. coverage concerns local issues dr government
It then reports the findings of a actions. Bay Area newsMeh tend to, rely
backtracking - interview procedure used to heavily on official spokesmen, and soiile-
determine, for particular stories containing environmeneal reporters rely on pressure
environmental news and for environmental news group releases to provide the other side_of
stories in general, the sources of informa- environmental controversies.
tion and media gatekeeping processes in- Environmental specialist have more = volved. The 41 interviews provide sub- environmental information than non-beat news-
stantial.,- evidence as to the source and men, and have more time.to originate environ7
internal controls on Bay Area environmental mental stories. Bay Area media which have
coverage. environmental specialists provide the most
This .project includes an examination of comprehensive environmental coverage,,and / a number of specific coverage.situations and provide the greatest number of investigative a number of public relations environmental reports. This researcher suggests that mass
campaigns which provides insight as to the media news staffs should include a regular
role of the environmental reporter, and the environmental reporter who is given the time
influence of public relations efforts on to analyze incoming environmental informa-
environmental coverage. Throughout this tion, and to do environmental enterprise
project, the performance of environmental reporting. specialists is compared to the performance of
newsmen whowork for Bay Area media which 52 J9- -48- They dig not transmit more information than', nonleaders. EMPIRICALATEST OF THE TWO-STEP . They were not,more likely to FLOW, HYPOTHESIS, OF COMMUNICATION FOR NEW AGRICULTURAL INFORMATION initiate the second step. They were only IN A DEVELOPING COUNTRY slightly more,likely to attach personal op- No Alberto Schneider, Ph.D. Ainions to the flow of- information than non- University of Wisconsin, 1973 leaders. A.totalof55 percent of the popU- Advisor: John FAt latioh received the. message via mass media
This study tested the validity of the and 32 percent viatinterpersonal contacts.
two-step flow hypothesis pf communication for However, ord.}, 6 percent of this later group
the diffusion of new agricultural practices had not previously received the message from
in a developing' country. The population was mass'imedia,
,property owners'in a rural Brazilian commun- Social participation. variables (partici-
ity. pation in formal organizations, contacts with . The research design consisted of intro- change agents, visits, with neighbors and
Adlicing three stories,,on approved farm prac- friends,.trips to the country and district
tices into the community via local newspaper seat, contacts with mass media channels) we e
and radio. All members of the population (N= the social-psychological factors found to, e-
.327) were interviewed two weeks later. The late significantly with the, flow of info 4 principal measures were who received the tion about new agricultural practices.
stories through what channels (personal and bined, these variables accounted for 29
impersonal and what personal influence accom- percent of the variance in the amount o . panied the interpersonal flow, identification formation farmers received about the t ree
of opinion leaders, and several measures of stories. Participation in formal org niza-
social-psychological variables hypothesized tions (interpersonal communication) a d use
to affect the, flow. process. These measures of mass media (impersonal communication) best
were taken to examine the following aspects predicted the amount of information a respon-
derived from the research problem; the extent dent would receive.
of the flow process; the connection of the The number of conversations about the
mass media with interpersonal channels of three messages and the amount of information
.communication; the individual roles played passed on %as consistently related to the pop.:
in the flow process; and social-psychological ulation's attitudes and social norms. The
factors affecting the flow process. 4 message most in keeping with the populatiOn's
. The research findings in general did not attitudes and social norms received more at-
support the two-step flow hypothesis of com- tention. Although all three messages were
munication and predictions derived from it. heardon the radio and read by about an equal
A one-step flow operated to a greater extent number of people, the story most in keeping
than a two-step. Opinion leaders did not with existing attitudes and behavior was
play a central role in diffusing messages in- talked about most. This finding supports the _ = itially relayed by mass media, as stated by proposition that the flow of infOkmation de- , the hypothesis. They did not participate in pends mainly on its content.
the relay function more than nonleaders. 53.
GO \ . -49- tures before filling out a queStionnaire mea- _ suring acceptance of-mode/a (i.e., liking, EFFECTS OF RACE. AND SEXROLE STEREOTYPING ON ACCEPTANCE OF AND LEARNING FROM OCCUPATIONAL ROLE MODELS perceived relevance to selves, perceived sim-
Bernadette Nelson Shapiro, Ph.D. ilarity) and acceptance of jobs (liking, in-
Stanford University, 1972 terest) as well as answering mpltiple-phoice
Adviser: Aimee Dorr Leifer questions on content and items about relevant background variables. Forty control subjects This dissertation investigated charac- completed the questionnaire prior to hearing dL teristics of role modeia and occupations the stimulus tapes. Half of the occupations which influence the socialization of black were low status (requiring from'O to 2 years adolescent females for accupaticgal roles. training-past high schodf) and half were high The main focus was on the effects both:of sex status (requiring at least four years of col- . typing orodcupational roles and of racial lege).
similarity between the girls and the models The results clearly,indicated that girls on the black girls' acceptance of and learn- :- can learn about occupations and role.modelt ing about various kinds of occupations and as they were presented in this study,. Nei- the women holding them. Black and white fe- ther race Of the model nor sex labelling of male occupational role models in a variety of the job made any difference in.girls' recall masculine and, feminine occupations were used of information about the jobs.These vari- to try to make black girls aware'of occupa- ables also made little, or no difference in tional options and also to examine the feasi- learning about the model and little or no bility of using role models to encourage - difference in girls' accepting models or
girls to accept traditionally masculine, as jobs.
well, as feminine occupations. The data indicated that characteristics, rs Eleventh and twelfth grade black girls of jobs other than sex typing may also playa
listened,to women talking about themselves role in how much girls accept them, The suh- and their jobs. The information was pre- . jects showed a tendency (not statistically sented via tape recorded radio style inter-- significant) to accept low status jobs more views accompanied by glossy photographs of than high status*jobs. Examination of means A professional white male the interviewees. also indicated that the effect of sex typing One announcer conducted the interviews. of occupations varied depending on the status
white female actress and one black female ac- level,of the occupation. Low status mascu-
tress recorded interviews about each of eight line and feminine jobs were equally accepted
occupations, yielding 16 stimulus tapes in by the girls. High status masculine occupa-
all. Tapes were accompanied by three -5_x 7 tions were about as acceptable as either type r. inch photographs each of 10 attwractive young of low status job and considerably more ac- ,- (21-27 years old) black and white women: cepted than high status feminine occupations.
five were black women and five were white The effects of a number_of relevant.per-
women. sonal background variables were examined.
Eighty subjects in experimental condi- These variables were: subjects' grade point
tions heard the-tapes and looked at the pic- averages; their,perceptions of their own 4 54 61 abilities.relative to their peers; t er- Furth r research is suggested and social
ceptions of their own ability to do the job; policy, implications of the research are
their aspirations relative to their peers; discussed.
the amount of discrepancy between their own
aspirations and the experimental conditions; o the amount, of prior information about the =50,- jobs; their personal and vicarious experi- NETWORKNG IN CABLE TELEVISION: ences with job related sex discrimination; ANALYSS OF PRESENT PRACTICES AND UTURE ALTERNAZIVES and their Personal and vicarious experiences beter F avid Shapiro, Ph.D. with job related race discrimination. Stanf d Univeristy, 1972 Too Tew subjects reported personal or, Adviser: Edwin B. Parker ) vicarious experiences with job -relatedsex The development in cable television discrimination. and personal experiences with (CATV) of cablecat networks may be central job related race discrimination for.any anal-- Cable- yses to be performed-with these variables. in the evolution o the new medium. casting is defined as programming transmitted The results revealed that of the remaining
VSfihles, only the subjects' aspirations. f by CATV systems_ex usive of re-transmitted broadcast signais. .relative to their peers (high versus low) and \A( cablecast network
the amount of vicarious experience with job exists where there is transfer of cablecast
related race discrimination affected sub- 'software to or among\CATV systems in differ- ent communities. The, dissertation purpose is jects' acceptance of modelS and jobs. None of the variables affected learning about to ascertain current ndtworking patterns, to
models and jobs. project future trends, to suggest values , The subjects with high aspirations rela- implicated inthese dOelopment, and to i tive to their peers Were more influenced by' recommend policy alter atives.
.. Examination of net orking technolOgy black models than white models. Subjects . indicates that technole ical impediments'to with low aspirations showed the same level,:of networking are being Discussed in acceptance of both black and white'models. res\olved. - this section are technologies1 fOr program -Girls reporting high levels of Vicarious ex- , periences with race discrimination were more production and storage (f lm, videotape,
videoca ssette), for distribution,,^4physical influenced by black models than white models. methods, microwave, domestic satellite), antra The girls reporting low levels of_:vicarious for generating revenue at hb CATV outlet experience with such discrimination were (pay -cable devices). equally influenced by both black and white
models. Relevant Federal Communications ommission (FCC) rules indrtfavor develop- These findings were interpreted as indi-
cating that girls find same race occupational ment of networks and in part discourage it. In general, the FCC is indul ent toward models more relevant when occupational infor- cablecast networking becausehe -FCC is grad- Mation is salient to them. ually departing from its form r protection of
broadcasting and increasingly ttempting to 55
62 accomplish traditional regulatory goal's- - largest Multiple System Operators (MSOs),
diversity, and localism--through CATV. Among "which have accumulated resources in CATV
regulations which encourage network .building , coverage, in software, and in transmission a
are, those requiring CATV companies to cable- and technical facilities.OA lesser trend is
cast and to provide access by independent toward independent networking based on dis-
A entrepreneurs to CATV channels. Rules that tribution of general-interest progkams, in
limit CATV penetration of the nation's 50. which currently powerful software concerns
largest markets discourage networking. Also, (motion picture producers, broadcasters) are
lacunae in the rules may permit abrogation of involved.
the principle of non-discriminatory access by Private 'tenterprise" values are con-
independents .to designated CATV channels, trasted with "public" values in the explic- o thus inhibiting creation of independent net- itly normative section of the dissertation.
works. It is concluded that to realize CATV's inher- CATV program directors were surveyed in ent promise of hosting multiple networks
November 1971. Research also included inter- geared to minority audiences and of opening views and correspondence with representatives the communications system to previously of major CATV companies and of program ap- alienated voices, there will have to be
pliers, aswell as continuing surveillance of regulatory action oh behalf of the public. ,4 trade journals and other printed, sources, and Regulatory permissiveness is recommended
,interviews with program directors in the San with respect to MSO growth and MSO,participa-'
Francisco Say Area. tion in cablecasting so long as a pre- Most networked cablecasts currently are determined, portion of CATV bandwidth is held 0 distributed on videotape or film, and consist strictly accessible to independent progkam-
of old feature movies or industry-sponsored mers. Access recommendations go beyond Cur-'
films (both prcduced primarily for theater rent FCC rgquirements and include guarantee-
and broadcast exhibition).However, diStri- ing access by independent entrepreneurs to , bution is increasing of "bartered" programs installed pay-cable devices, preventing.MS0 e (supported through pre- inserted advertise- influence # the selecting by-indelonaefits of
ments) that are produced for CATV. Also CATV outlets on which channel-space will be
examined in the study are several instances leased, regulating channel-leasing rates
of microwaved sports cablecasts, networks based on gros6 revenues *armed by lessees'
organized by cable companies, a leased- through pay-cable charges, providing free
channel network that serves medical doctors, channel -space for non-profit networked soft-
and unfolding experimentation with selling ware, and maintaining at local systems the
movies and sports directly to viewers through necessary technology and personnel to handle
pay-cable:Sharing, of cablecast software programming that is inexpensively distributed
between variously owned systems is rare; on videocassettes, videotape or film.
where it occurs, it is generally organized by
third-party organizations! Apparent trends include imminent network
formation by several of the industry's 56 63 ual consiJtency,as regards strategy might -51- occur because individutls situations where INFORMATION SEEKING STRATEGIES FOR
DECISION-MAKING IN A PARTICULAR . there is some advantage in debugging and KIND OF CHOICE SITUATION detailing plans of action before executing Linda A. Sikorski, Ph.D. them, e.g. situations with physical or Stanford University, 1973 psychological cost. Adviser: William J. Paisley in addition, there may be internal con-
. 'This project deals with decision-making ditionsnecessary for effective Use of,plans.
, in, situations requiring a choice froffi among Three which are suggested by the case
comparable alternatives. The concern is with ,studies include optimism with regard to the
how individuals seek and use information to available alternatives, inclination (or,
Make such choices and with the stable tenden- ability) to deal with the broad structure of ,
cies which may describe unique "styles" of the problem. without being-sidetracked in the . information seeking and use. consideration of specific alternatives,:--and
Alternatives in a decision zituation the initial commitment to the prior Eaan. are characterized in terms bf their Values
on relevant attributes. An attribute is thought of as a test which can be applied
to ene,or more possible choices. When such 752- an attribute-test is actually applied, the THE RELATIONSHIP BETWEEN PERCEPTION outcome is information regarding the alter- OF FOOD LABEL INFORMATION AND DEMOGRAPHIC/BEHAVIORAL-VARIABLES native. Margie,,Earnest Slate, Ph.D. In mustering information to support a
1 UniYersity of Illinois; 1973 decision, the indiyidual is said to employ Advise: S. Watson Dunn a decision strategy. Decision strategy is' t,,defined in terms of the order, function, Food buyers' understanding of legally.:
and number of attribute-tests carried out. required information on three food labels was , t is depicted as a. matrix of attributes by measured and then related to specific 0 alternatiyes, each, cell of which ,represents demographic/behavioral variables.
an attribute-test. Decision style is re- Food buyers were defined as member's of
flected in the consistent pattern with which households who did 51% or more of the foOd
cells in the decision matrix are completed. buying for their households. They were
Initially, it was expected that individ- selected from the Northeast_ quadrant of
4uals would be consistent in regard to Albuquerque, New Mexico, and were interviewed
decision strategy. Further, it was postula- in their homes.
ted that strategy should relate to the extent . Hypothesis A rank-ordered the accuracy
to which an individual knew - -or contemplated with which legally required food label infor-
4=-before beginning searchor early in search mation would be understood. The hypothesized
thoSe attributes which would be important and actual rank-order were tested by com-
to him, i.e. the extent of prior or early puting a Spearman rank-correlation coef-
planning. Thus, it was stated that ficient. The null hypothesis of no corre- / 57'
V 6 4 lation at the .05 level ofAignificance was come, and requency of reading labels two o rejected. Hypothesis A was thereby accepted, correlation each, and number of people one The following legally required food label in- shopped for e d formal consumer education
formation was understood with decreasing ac- correlation ea\c1 Variables were also tested , 0 , curacy: net quantity; name/location of for interactive and synergistic effects, manufacturer/packer/distributer; statement of which were shown be negligible. O It is possibleeo conclude that(1) most dietary properties; variety and packing \ medium; identity of food product; statement food buyers in AlbuqU7ques Northeastquad-
of artificial coloring/flavoring/chemical rant do not understand all legally required
preservatives; ingredients; net - quantity of a information on food pruct labels, which \ . serving; style of pack; statement about, the suggests thatassumptions\about buyer under-
; -*package's standard of fill; and meaning of standing,with regard to fo d Labels maybe' unwarranted, and that (2) fo mal education, order in which ingredients were listed. 0 , \ d., age, and HypotheLs B rank-ordered the e, occupation of head of househp
demographic /behavioral variables in .terms of years of food buyingexperience\ are the vari-
their relationship to accuracy of under- ables most likely to correlate wth food , standing. A Spearman rank-correlation coef- buyers' Accuracy of understanding of label
ficient was again calculated, resulting in information.
acceptance of the null hypothesis of no cor- Some of the personal sharacteri tics apt
relation at the ,05 level of significance. to be associated with accurate food 1 bel
Hypothesis B was thereby rejected.The ac- understanding may also be correlates of\a
tual rank-order of the variables in terms of Buyer's extent of deliberation before pu'- \ their relationship to accuracy of under- chasing. This possible relatiopship may ke \ standing was: .formal education; occupation worthy of future investigations. of head of househola7 years Of food buying
experience and age of food buyer; frequency -53- of reading food labels',- income of household, A REPORT ON THE SYSTEM OF RADIOPRIMARIA and number of people in household; yeari of IN THE STATE OF SAN LUIS POTOSI, 11EXICO
/ formal consumer education and number of Peter S. Spain, gh.D.
people bought for; reading of Consumer Stanford' University, 1973 Reports, buying for a perbon,with a' special Adviser: Emile G. McAnany dietary requirement, sex of food buyer, and
consumption of consumer education media-- This report reflects six monthi12 obser- vation (June-December, 1972) of the use of publications and broadcasts. Chi- squaLe was
used-to test relationships between the vari- radio for increasing primary education in a In and around the city ables and the accuracy of understanding. At rural area of Mexitd. s the =.301 level of significance, formal educa- of San Luis Potosi, two hundred sixty mi
tion had six correlations, occupation of head northwest of Mexico Cit -a-prOject called
of household five correlations, age and years radioprimarke egan in the fall of 1970. This projebt,brings classes by radio to four- of shopping experience four correlations___.----
each, number of people,_in-the 'household, in- th, fifth, and sixth grades to make up for
58 ' 65 the lack of teachers in these grades in the sonnel have been hired to superNise the radio
. rural areas. It'is pow in its third year; project show clearly in. these lrganizational
this report represents the first evaluation problems. The system differs widely from
. . of thatproject. . school to school, andstands most in need of Seven Weeks duririg June and July were some regular supervision:. Certain:fortunate
. ) . , spent in.the rural communities yithin thirty circumstances have actually been the basiS of \., miles of San Luis, talking to the parents the system' o far, but now more,crderly cdI\ there about their children, their hopes for recfion of the project is needed for it to,be
their children, and the benefits they felt maintained or grow.
education might give to their children. A Followingasummer in the rural coMMUni- 4 : consistent desire for education came out, but ties and in the industrialists' :offices, fo
with it came the conviction that education is cus shifted to the school systeffi and ithe.gse - . - a vehicle by which to escape the rural area. of radio within it. Achievement tests were a Thrural people didnot feel that their area given to the sixth-grade students and ques- - , was "develop-abler, only that,some children tionnaires to teachers in -all six priMary.
could develop themselves enough to go.elseT grades. Only some A the students and some
where. A of the teachers were using the radioprimaria.
Elsewheremeans the. city of San Luis system, so these two groups could be compared.
Potosi. The rural.teadhers now cummute from Children taught with radio, it turned'out',
the city every day--they do not want.to live were receiving an education comparable to
in the rural areas. If they could teach in that of thd children in the traditional sys-
the city too, they would prefer that. Though tem - -this is what thp achigyementsCiores
the,teachers believe very much in the need dicated. While the organization-of the pro-
and the benefits of rural education, because ject had not strictly followed its original
. . they coMmute they do not endorse rural living., gCals nor had the project been set up in any
It is not surprising that the rural people experimental form, some basis was found for
believe'that education is mainly a/chance for being confident that radio can be used to in-
'them to move to the city. crease education in these rural areas.
1 Within the school system was found,, in The teachers themselves are signs to the
particular, a lack of supervision. The im- rural community that education leadsr.to the
plementation of radioprimaria had been left . city. The vast majority.of the people be-
to individual teachers, and many elements of lieve that better job opportunities await
the system disarray. Less than half them there if they come with their primary
the radio schools hadln audible, functioning certificate in hand. Yet that. many jobs just
radio on theday we visited. The teachers do.not exist. In August, interviews were
themselves usually provided the radio. It held with people who would know--personnel was quite haphazard. A greadeal more or- officers in industry and state laboi offi-
ganizatiOn-is needed for .the radioprimaria cials. They spoke of a critical job short-
system to be operating as had been planned. age, of primary and'secondarY graduates in
The facts that no expenditures have been marginal jobs or_no jobs at all, and of the
made in San Luis Potosi and that no new per- press of rural immigration. / 59
6 6 o . ' .1
Full tprimary education in the rural ,between 1927 and 1931, two studies and an V areas is-the goal of radioprimaria, but full annotated bibliography of the works of Edward
primary education does not seem tO have great Arlington Robinson, the latter still in 4 practical value in the rural areas. While print.
rural people believe that education can lead: . Afterleaving college, Beebe joined the
to jobs in the city,,, we found from many em- staff of the New York Herald Tribune whose
ployers in San Lula thai there are many more .city editor was than the fabled Stanley
educated people than the available )dbs can Walker. In 1933, he was given his own
absorb. A-rural immigrant's opportunities column, "This New York," which was eventually
are slim; he tends to find only marginal work .syndicated in twelve cities and made him as
and swell the city'S slums. We come to the much.a cele b'kity as the membersOf Cafe
paradoxical conclusion that there are too Society about whom, he wrote. .
many educated people in San Luis--the other' A social history, of Boston by. Beebe was
sectors of the society are not deve'loped as published in 193% and a shoit book, on the
well as the school system is. This .undercuts Ritz Hotel in the following year. In Any improvements within the educational sys- Beebe started writing his "Alofig the
tem, such as radioprimaria. Boulevard" column for Gourmet-magazine, which So, radioprimaria is seen as someWhat established his reputation as a judge of fine
-useful in the process, of rural edUcatiofi, but food and, wine. 0. viral education emerges--in -this rural situa- It was in 1938 that his first rail-
tion in Safi Luis Potosi--as hardly useful at roading history, High Iron, appeared. It was
all. followed by dighliners in 1940; Trains in ° Transition in 1941; Snoot If You Must (a stay of Cafe Society) in 1943;. Highball in
-54- 1945;"aild The Stork Club.Bar Book in 1946.
LUCIUS MORRIS BEEBE, In 1947, .Beebe began his lifelong col- SEEING.THE ELEPHANT . laboration with photographer-researcher 1. Y. Jean Stephens, Ph.D. . . *\ CSarles Clegg who had interested him in the-4 University of Iowa, 1972 \. fist disapbearing,shortlines of the country. Adviser; Harry Duncan -"Their first books were Mixed Train Daily in
\tucius Morris Beebe died in 1966 at the 1947 and a lighthearted condensation of V age 63, one of the country's most prolif Hinton Helper's critical report of
and publicized journalists, the author California's Gold Rush which was regarded by
author\Offorty books, and one, of the most many as an elaborate hoax when it was
wtdely-r ad and respedted authorities on published iii li8.
gourmet dining and'railroad history. In 1947, the pair bought a privabe o His serious writing career began while road car which-they parked in the Virginia & a he was still a college student. In 1921 and Truckee Railroad yardi ifiCarson city,
in 1924, two books of his poetry, Fallen Nevada, while they gathered information .for a appeared in 'Stars and Corydon, were published; in 1925, a history of the Wells Fargowhich, r study of the poetry of Francois Villon; and 1949 and a short history of the narrow gagge 60 6' ..- . . -,. f . railrOad which 'carried go.much of the Remember is 1965; and The Big Spenders in
Comstock silver from Virginia City In that 1966.
1860'a.. :.--...... Ttic posthumous books, The Provocative
, .1 - Whenit became clear that the Virginia Penof Lucius Beebe, Esq..and The Lucius & Truckee.Rallrodd would he'abandoned and Beebe Reader were published in 1966 and 1967. :; their private car,had to be removed from the
). ' OarsOn-City yards...they decided to purchase a
,home inzVirginia City, sitc,oE one of the .'
. ,West's most famous newspapers, The o ADOLESCENT AUDIENCE SYSTEM k2EACTIONS. Territorial Enterprise, on whose staff had . TO MASS MEDIA MESSAGES REGARDING . ., been such writers as Dan De Quille, Mark t 4DRUG EDUCATION Robert Eliot Trager, Ph.D. Twain, and Joe Zoodman'..
'Ih 1,952, at Clegg's suggestion, the two';' ,Ulliver4fy of Minnesota, 1972 AdviSer: bought the existing weekly, the only remnant Donald MGillmOr - Of the Comstock Lode's once flouIishing covey This study attempts. to ascertain the ef=' of newspapers, and re-established it as The fectsori adolescents of varying message Territorial Enterprise. By1957, under the ments in drug tduCation films in light of in- management of its new"ownersitihad attained , 4 -dividual differences amongtheviewers. the greatest ckrculation of any weekly news- . - While the educational and massmedia in- / paper in thirty -five states. sAtutions are pria,..ing fortes, more pri- In 1960, wanting time foi other mary are,famiiy and peer groups. It is hy- ventures.. Beqbe andClegg sold The , pothesizedthat relationships with the latter , Enterprise, and Beebe began writing a weekly two groups play a large baiat In ddtermining-' column,,,unis New Wild Westt" for' the San what effectg drug_related films.ill have do
FranciscoChronicle. 'a:adbldscents. G During their years in the West appeared The dependent variables in this. study' Legends of the Comstock Lode'and Cable Car . were 1) subsequent interaction with peers aria
. Carnival in 1951; Hear the Train. Blow in family members abofit the 'films viewed or,drug 1952; Comstock Commotion in 1954; the use and abuse fn general, and 2) subsequent ,
American West in 1955; Steamcars to the information-seeking regarilina drugs.It was
Comstock and The Age, of Steam in 1957; hypothesized that:'1) Adolescents/mboge faro-
. ,q4;., Narrow -Gauge in-the Rockiesin 1958; Mansions ilies expbstthem to a b.rOad i of
. 1 on Rails in 1959; San Francisco's Golden Era ideas and are not concerned aboUi,possible, in 1960; Mr..Pullman's Elegant Palace Car in conseventOonflicts with other people would 1961; When Beauty"Rode,the Rails, The 20th be more lIkely to discuss the films with - . Century Limited, and Rio Grande in l962; The their famiiies-than would adolescents from 4' Central Pacific and Southern Pacific Rail.2. other family oommunicLibn.orientations, re-
roads andThe Overland Limited in 1963; Great gardless of which .Tilm the adolescents viewe . Railroad Photographs, U.S.A. and The Savoy of viewedi'2) Thd, tore favorable an' adolescent's
.London in 1964; The Trains WeRode,.Vol. I attitud4e toward drugs, theless favorable
and II in 1965 and 1966; Two Trains to would be his reaction"to'the film he :".,s 61. G8 4
. . shown, regardless of the film; 34,JMore fre- ,.4. ing'mbre than males) .and-the particular film
. , .. quont drug.u;sers'wouldreject.the films'" m4- seen were showh to have main effects ondis- 1. . dayes to a greater%oxteht than.non-ugers4 and ' cudtion with peers. Generally, films ap--. 4 .. 4) The more an' adolescenassociated with his pealing, to the affective .rather than the cog '-, ." , , . . , peers,.ok the more he-would discuss with them nitive element fostered more discussion. For;,.
, q the film he saw, regardl ss of which film tab final dependent variable; interest in 7. '- . .. 1 that was. seeking 'further drug infdrmation was signif- f a , 4, Fdur recently prqduced drug films deal--, idantly 44elated to.the patticular,film seen,. ing with heroin Oddictkon were mown to 221 but not to sex of respondentnor to drug use. . 4 as Tenth grad4 students in health classes in.a .Further research might investigate, the v -. 4 suburban Minneapolis high school. The films quality of discussion, whether using differ= varied on the fallowing message elements, as ent films (about marijuana, for example),
4 rated by a group of...media experts: technical might alter the, discussion patterns, whether
information, social/personal information, films foster changes in drug use behavior and
emotional.appeal, and emotional arousal. drug attitudes,'the amount of information
- Hypothesis 1 was partially supported, transmitted by the films and retained by ado- , although proportionately about as many ado- lescents, And whether allowing natural class
lescents from a second family communication discussion after a drug education film en-
, orientation (one of not encouraging access to'. hances a film's effectiveness.
ideas; but also not concerned about conflicts
with others} disqussed the films with their families as Add adolescents from the pre-
viously described family type.Data for hy- .. -56- pothesis 2 weie in the predicted direction, COMMUNICATION EFFECTIVENESS but not statistically significant. More ado- IN UNIVERSITY EXECUTIVE MANAGEMENT PROGRAMS: A-FIELD EXPERIMENT lescents with favorable. drug attitudes dis- James Ray Watson, Ph.D. -liked"the films "than did thos.. with unfavor- . University of Illinois, 1973 able attitudes, and.more-with unfavorable at- Adviser: S. Watson Dunn titudes liked the films than did those with
favorable attitudes. Additionally, there was OBJECTIVES
an interactive effect Of drug\attitudes and This study investigated the communica-
particular film seen on general reactions to tion effectiveness of a specific university the film.. Hypothesis 3-was rejectedas management program iti achieving its plann'ed there was no statistically significant effect goal of sustaining certain behavioral changes
of drug use, sex of subject, or film viewed of its participants. The four-week univer7
on general reaction to the films. Hypothesis sity program for teaching principles of ad- , 4.Wes also rejected as the data showed no yanced management prOVided the setting for
statistically sig4ificant relationship be- the study.
tween peer association and.discussion with The two independent variables were: (1),
,'peers about the drug education films. How- the nature of the communication imparted by . ever, sex of the respondent (females discuss- program and (2) the nature of the organize- 6.2
69 0 tion climate in which tie pa'rticipants work- concepts of the communication p ocess. The
ed. ,,The dependent variables were the sus- data stiongly suggest that exe utive job
teined changes in oh-the-job performance of performance was improved ,,and rstainedeight
forty specific managerial tasks by the par- months after a university management program.
ticipants. Improvement in executive on-the-job
RESEARCH METHODOLOGY performance was sustained ross a wide range
The experimental design of "before and of functional areas regardless of the propor-
after control-group" wat used. Subjects were tionate time .pent in co unication, the .; thirty experienced executives from a wide importance of the commun cation, or the
range of complex organizations.. organizational cliMate An instrument was developed to define
and measure managetial performance "before"
and eight months "after" the program
Likert's instrument was used to measure the -
nature of the-subjects' organizational cli- -57-
mate. Performance measurements were admin- AN INQUIRY INTO EXCELLENCE IN COMMERC AL BROADCASTING istered by superiqrs,;by co=workers, and by MaiyuElln Williamson, Ph.D. self-evaluation. Four hypotheses were test- of Missourki 1973 ed. The analysis of variance was made of Advi er.: Paul Fisher performance data to establish level of
statistical significance. The Americ n system of broadcasting FINDINGS came into being in the mid-wnties and was
A signiticantAmprovement was made and legally establ shed. by the Federal. Radio Act
sustained after eight months in the on-the- of 1927. The government through the Ftderal
job performance of specific managerial Radio CoMmission granted.broadcast licenses
functions, as shown in the ratings observed to applicants on their qualifications
by the superiors of the subjects. There was to serve thpublic interest, convenience and
a 20.6% avera ge incr ease in performance rat- necessity. Broadcasting in AmeriCa was
ing of the experimental group compared to a unique in s development from the beginning.
4.5i increase in the cont,,,1 group and this Advertisinalmost i.rnediately became the
w s statistically significant. While there base of i s financial support with broad-
w s. a positive improvement in performance as casters a dicating their responsibility to
p rceived by the to-worker and self- serve th publiC interest to the advertisers
evaluation the diffetences were not statis- who prog ammed to attract the, largest audi-
tically significant. ences po sible. Mass audiences meant excel-
CONCLUSIONS . lence t the broadcasters. -Private profit
The conclusion that the ultimate impact took pr cedence over public interest and the of a planned communication effort can be public took no notice.
Measured in terms of specific behavioral W en the Radio Act was replaced by the changes in the setting of management educa- Commu ications Act of 1934 the Federal Com- tion adds evidence toconfirm the theoretical unic tions Commission assumed regulatory 63 I. A responsibilities for broadcasting. Meanwhile air waves have been used by the/licensees.
the broadcast industry formed the National -But the tide of consurerism has hit the in-
Association of Broadcasters and successfully stitution of broadcasting. For the first
weathered various raids on its profits by or- time in broadcasting's half-century of exist-
ganizations seeking to gain an economic foot- ence legally-knowledgeable groups of citizens
hold in the new industry. The NAB further awe attacking the industry through diverse
unified commercial broadcasters behind the avenues of social challenge. FCC Commis-
principle of self-regulation through sioner Nicholas Johnson has provided the
industry-written codes. The. fact that these public with its advocate on that regulatory ,codes were non-enforceable and not sub- body and has aligned himself withAhese
scribed to by more than half the broadcasters groups, eich of which has its own goals and
did not prevent the codes from being widely i,ts own standards for improvement in areas in
. publicized whenever representatives of gov- broadcasting where excellence has been ig-
ernment attempted to question certain indus- nored. The industry has predictably mounted
try practices or any sort of outside criti- its own counterattack to withstand change.
cism. was heard. The FCC made little effort This inquiry recommends a study of the
to extend its influence beyond evaluating entire commercial system of broadcasting by a
technical matters relating to license renew- presidential commission which could offer in-,
als. The idea of examining program content sight into many of the problems now being
in relationship to excellence or public in- aired and'pursued by the citizens' movement.
terest was rarely mentioned After the con-, Combine the wave of social reform with
troversial "Blue Book." . findings arrived at by careful national study
Meanwhile the industry was occasionally 'and the stage may be set for possible im-
criticized for certain practices not deemed provement and f,vement toward the more elu-
in the public interest. One questionable sive kind of excellence for the people rather . area has been television's exploitation of than excellence for the industry.
children, who have always constituted a large part of the Medium's mass audience. Rigging
of quiz shows and deliberate staging and
slanting of news documentaries indicated the
lengths to which broadcasters would go to
deliver that mass audience to a sponsor.
Competition, for highest ratings has not ap-
Speared to serve in the interest of the
viewing public. On occasion the Congress has
threatened legislative action, and more strin-
gent regulation: But the broadcast industry
has always successfully resisted such moves
and maintained its status quo.
Until the last few years the public has -`
remained almost entirely silent on how its 64 7 I: I
..
1
o
M.A. and M.S. Theses
a
0 72 -59- .-58-' THE COURTS' USE OF THEX NTEMPT POWER, THE NEWSPAPER WAR OF KANSAS TERRITORY THEREBY JUDICIALLY INTERPRETING THE FIRST AMENDMENT'S PROTECTIVE CLAUSE, David L. Adams, M.S. ITS STATUS IN RELATION TO THE OTHER x CONSTITUTIONAL RIGHTS, AND ITS'RELATION University of Kansas, 1.972 TO PROTECTIVE STATE STATUTES...AS THEY Adviser:6 DavidVAry RELATE TO THE DENIAL OF A NEWS SOURCE PRIVILEGE TO NEWSMEN. . Lawrence Dagid-WoOs, M.A. The". State of Kansas was born into the University of Georgia, 1973' Union after nearly seven years of violence Adviser: Jeff Clark and national publicity centering on the
slavery issue. The Kansas-Nebraska Act of The journalists' privilege is a rela-
1854 opened Kalsas and other Western areas tively new privilege not originating in Com-
to settlers who were to decide whether mon Law, but, tesedeupon state statutes, or slavery would be allowed. People arguably, the Federal Constitution. It is
representing interests of the North and the purpose.of this-paper to define, sepa-
South entered the territory and set rate, and correlate the basic relationship of.
the stage for trouble and violence. the legal system and the press as they become
This.thesis examines the major role entangled with the privilege question. the territory's newspapers played ih the Though the press of the United States%enjoys
conflict over slavery. The newspapers came a position of respect. and freedom,a re-
rapidly to Kansas and they came in great porter's privilege toOcepp sourcesof sensi-
numbers. The papers divided sharply along tive.information confidential whenunder oath They pro-slavery and abolitionist lines. remains a tense and critical issueas the
openly 'advocated violence, at times, and Courts have recently found-in In re Pappas,
were an important factor in Kansas' In re Caldwell, and Branzburg v. Nayes.
admission into the Union as a free state. This thesis is an evaluation of this
The propaganda campaigns of.these constitutional statement as expressed by
newspapers seem incredible today. Threats, prior judicial casel, and, authorities in the
rumor, name - calling, lies, and other such field. It continues the flow through judir
questionable material were common in the cial history, and, culminates in a possible terrieorial newspapers of,16nsas. The . solution to the confidential news source
. . period was one of what we now term "advocacy privilege question byuse of a Statutory
journalism. " .;Because the presswa\the only scheme. kind of-formal communication open to settiers,thepagers'beCaMe the chief -60-, political force's di the territory. -The AUDIENCE. REACTIONS TO A RURAL battle to ',!save Kansas" was a wild one, INSTRUCTIONAL TELEVISION
, SERIES IN CENTRAL MEXICO but it -would have never been so furious Alberto Zuloaga Albarrah, M.S. had the territory's newspapep not University of Wisconsin, 1972 participated so actively. ,Adviser: Herman Felstehausen Theiree state papers won the news-
paper war in Kansas.` The purpose of the present study was: 66 4 7 3 ^1) To examine current bibliography concerning households only in 26 percent someonq saw at
the role of mass communication in economic least one of the three programs. Of the 187
developthent. 2) To analyze the possibilities farmers who did not have a TV set at home,
and implications in the use of television in only 17 percent watched at least one of the
-the rural areas of the less developed coun- programs. The author does not support. the
tries in general, and of Mexico in particular. idea of an open broadcast of this type in the
3) To examine current bibliography about the future. Rather he recommends and discusses
research reports in, the use of instructional the possibilities of group reception.
television. 4) To evaluate the audience re- Some contradictory findings occurred be- _ actions to an open rural instructional tele- cause much of the content was felt by those vision (ITV) series in Central Mexico, and to who saw it to be good, interesting and topre-
acquire general information from the farmers vide a fait amount of valuable new and practi7 o in order to'gain experience and practical cal useful information on the one hand, and
knowledge in planning, conducting, and pro- on the other, 49 percent of the viewers could
ducing iural ITV courses which could be not remember anything specific to mention
useful to the farmers in the future. 5) As a about the programs in one question, and 65 .
complement of the study an attempt to compare percent of them did not know the specific em-
some of the relationships between years of , phasis of the program. Although the study schooling, age, traveling outside of the was not planned for measuring in any form
community, and newspaper and television ex- gain of knowledge or knoWledge-retention, posure, with the correspondent part of Rogers' these contradictions indicate that something Model of Mass Media Exposure in Modernization 4was'wrong either, with the farmers or with the was made. programs. -The author's personal feeling is
Three hundred and thirty-eight farmers that some of the results may be biased by the were persOnally interviewed in nine rural traditional courtesy of the Mexican peasant. communities in the central part of Mexico. He Suggests for the future evaluation of ru-
Interviewing began on the day immediately ral ITV courses by questionnaires to ask ad- following the first day of the telecast of litional specific questions-in order".to.ac- three different programs.-The content of the quire more exact information. programs was agricultural credit. The ques- In general the receiving conditions of tionnaire used contained questions and differ- the telecast among the viewers were good; 4 ent,types, such as attitudes about different however, there were some complaints about the aspects of the programs,,open opinions about quality of the reception of the audio and,. the content of the programs, and personal visual signals. Most of the queStioned far- questions about age, education, physical mo- mers (86 percent) Watched television some7- bility, and newspaper reading and television times, even though only 45 percent of them watching. Data were coded and punched into owned a TV set. The local television sta-
IBM cards for statistical comparisonS. tion through which the serieswas broadcast From the total 338 farmers interviewed, was the least favored TV station incompar-
45,percent-owned TV sets and the remaining ison with the.national TV networks.
55 percent did not. Of the,151 television General findings in this studysupport 67 the model of Mass Media Exposure in Moderni- -62- zation proposed by' Everett M. Rogers, in AN INVESTIGATION'OF COMMUNICATION Modernization among Peasants the Impact pf BETWEEN 4 UNIVERSITY AND INDUSTRY.: WITH SPECIFIC APPLICATIONS TO THE Communications. It was found that as years COLLEGE OF ENGINEERING OF THE UNIVERSITY OF ILLINOIS, of schooling and traveling outside of the John Stanley Allen, M.S. community increase, televisiOn and newspaper UniVersity of Illinois, 1972 exposure also increase; and a negative rela- Adviser: Arnold Me Barban tionship was round between age and newspaper reading and*television watching, in which as The ,purpose of the study was to iso- age increases mass media exposure decreases. late the communication barriers that are blocking better and more interaction between,
the College of Engineering of tife University 761- of Illinois and industry. The Research A PROPOSAL FOR A NATIONAL AGRICULTURAL INFORMATION SERVICE Reviews offered by the College of Engineering 'IN AFGHANISTAN 0 served as the basis for the study Which at- Dur S/O Mohamed Nouros Ali, M.S. temptedto expose problem areas and offer University of Wisconsin, 1973 several solutions. Advisor: John H. Fett With regard to research methodology, a
The purpose of the study was to elabor- major portion of the study was based on an
ate a proposal for a national agricultural in- extensive questionnaire and the results de-
formation service in Afghanistan. The author rived from it. Its purpose was to enable a
of the research paper will play a major role better examination of the background and
in developing such a service in Afghanistan. motives or-Members from industry who might
The proposed plan is based on a review have any interest in attending programs at
of literature and the author's own experience the College of Engineering of the University
'and knoWledge in regard to several pertinent of Illinois, and if no interest, why not?
factors. The paper includes a review of the The questionnaire allowed various factors to
,situation in Afghanistan, both historical and be tabulated including frequency of attend-
present. The audience is characterized ance, program awareness, personal motivation, 0 and the present extension service and com- barriers to program attendance, attitude
munication systems are described. _ . studies, measures of interaction, decision-
Given this background, the paper pre.- making abilities, company expectations,
ceeds to describe the role of communication educatidnal backgrounds, company statistics, * 0 in agricultural development. Xt then takes and mailing list efficiencies or deficiencies. each means of communication and describes its The results indicated that the more
potential and shortcomings given the situation personal the communication - - moving from mass
in-Afghanistan. to direct communication- -the greater the
The final recommendations include needed likelihood for interaction between industry
information programs for agency personnel as and the College of Engineering.The'study well as for farmers. It also includes staff- Showed problems in direct mail communication . , ing, equipment and budget requirements. and pointed out the need for better mailing ° 68 7,5 r lists. The study basically exposed many com- in attitude for the Daily News.
munication problems and offered some direc- This thesis examines by narrative the tion toward solving these problems. Though way the two major Chicago newspapers covered
the study was specifically aimed at the Daley during convention week. Preceding a
'College of Engineering of the University of look at the coverage itself is a section results can be projected to broader describing the historical. relationship be- . horiiong to encompass, similar problems that - tween Daley and the Chicago press. Observa-
others may have. tions about the coverage and the changds in 0 Chicago journalism resulting from the con-
- vention are included in the'conclusion.
0 -63- COVERAGE OF MAYOR RICHARD J. DALEY DURING THE 1968 DEMOCRATIC NATIONAL CONVENTION BY THE CHICAGO TRIBUNE AND, THE CHICAGO DAILY NEWS -64-
Reginald R. Ankrom, M.S. A CONTENT CATEGORIZATION AND THEMATIC. ANALYSIS OF NEWS MAGAZINE COVERAGE University of.KanSas, l973 OF THE TONKIN GULF INCIDENT
Adviser: John B. Bremner Charles-Mabre Armstrong, M.S.
Universitylof Tennessee, 1973. Chicago Mayor Richard J. Daley almost Advisor: B.Kelly Leiter always had been able to count on favorable
coverage from the city's major morning and This study analyzed three news maga-
evening newspapers, the.Tribune and. the zine accounts of the Tonkin Gulf incident
Daily News. ..twas no different in the of 1964 to ascertain which'"facts" each
weeks that preceded the Democratic National magazine emphasiled and with what ideo-
Convention in Chicago in August, 1968. logical input. The accounts were from
By heritage and tradition Daley was Newsweek, Time, and U. S. News & World
inimical to all that the Tribune stood for Report.
in national politics. The Tribune disap- The hypothesis was that repeated
proval of Daley's guicknecs to accept feder- referendes to certain aspects of the crisis
al aid--and with it federel intervention- - would reveal a slant in the editors' pre-
. for urban programs. The gaily News staff sentationsof the event, or a,variation in
was temperamentally more inclined and "pictures!' of the situation.
institutionally freer to print reports In the analysis, reoccurring asser-
that refleCted adversely on the mayor. But tions, called themes, were extracted erom
rarely did either newspaper editorially the magazine articles and were pla.Jed
fault Daley. In fact, both had supported under one or mure of twenty themecatagor-
him in his previous campaign for re- ies. These theme categoriea were based
election. upon the more prominent "facts" available
There Was no notable difference in the to the press during, the crisis, and the
Tribune's coverage of Daley during conven- number and intensity of assertions under
tion week. But the events inside and out- each category revealed the emphases of
'side convention hill produced a major shift the articles. 69 76, Despite a dramatic narrative of the ion poll news was studied. The major hypoth-
military action, Newsweek's editors chose esis tested in the study was: endorsed candi-
to present the situation as stabilizing, dates are given more favorable treatment than
though recognizing the probability of in- the opposed candidates in public opinion poll
'creased guerrilla warfare: 'Newsweek news.
emphasized the military might-of the A purposive sample of the t4shighest
United States but also the restraint of circulation dailies in the 23 states holding
American leaders against'expanding the war. both gubernatorial and senatorial elections
Time magazine was much concerned with in 1970 was chosen for the study. Articles
convincing readers that the U.S. reaction on pre-election poll results published during 0_1 to the North Vietnamese attacks was just the 15-day time pqriod immediately preceding
and necessary. It dwelt on the willing- the elections were.content analyzed. Using -
ness of American leaders to resist aggres- Janis and Fadner's approach, coefficients of
sion, but it de- emphasized the possibility favorable and unfavorable imbalance for 'the
-of a greater war. Candidates were obtained.
U. S. News referred repeatedly to the Results suggested,: (1) The editorially_ -/ possibility of large-scale war in Asia and 'endorsed candidates generally received more
declared that a precedent of striking favorable treatment than the opposed candi-
back at attackers had been set by the dates--both in the news content and the head-
United States. Ideologies of the editors lines. The relationship disapp'ared in situ-
were expressed much more frequently in ations where two newspapers in the Same state
this account than in the other two. endorsed different candidates for the same
The analysis showed that the maga- .office, (2) Headlines bused for the poll news
zines' editors did present a critical news . stories were reasonably accurate indicatbrs
situation differently, both in their j4dg- of the actual news content. (3) The poll N -ments, of the gravity of the cr.lsis and in news stories weresconsidered so important ..
their assessments of enemy and American that they usually received the most favorable
position in the papers,. Editorial position _leaders. toward candidates had no effect upon the
placement of the poll news stories.
-65-
THE RELATIONSHIP OF NEWSPAPER ENDORSEMENT OF CANDIDATES TO COVEBAGE,OF PUBLIC OPINION POLLS STUDY OF SAN FRANCISCO BAY AREA COLLEGE DURING -THE 1970 ELECTIONS AND UNIVERSITY'F. M. STATIONS: PROMISES AND PRACTICES Taik Sup Auh, M.A. Helen Marie Ayers, M.S. Indiana Univerdity, 1973 California State*University, San Jose Advisor: G. Cleveland Wilhoit 1973 Adviser: Gordon B. Greb The relationship of newspaper editorial endorsement of candida.tes to coverage of A region's campus radio is ins,e5tigated
those candidates in pre-election public opin- at the FM stations of KSJS, California State
7 7 University, San Jose; KALX, University of
California, Berkeley; KCSM, CommunityCollege -67-7 of San Mateo; KFTC, Foothill Community WHERE ARE WE GOING?: THE 'IDEAL, POTENTIAL EDUCATIONAL . College, Los Altos Hills; and KZSU, Stanford ROLE OF THE STATE HIGH ,,,..University, Stanford. SCHOOL PRESS ASSOCIATION
This is'i'study of the effectiveness of Anne Haber, M.A.
collet broadcasting in terms of: University'of Missouri-Columbia, 1973 Adviser: Robert P. Knight . (1) comparative analysis,of broadcast prom-
ises Made in relationship to actual practices Although the expressed aims and purposes followed. This is established by comparisons of state high_tchool press associations usu- of actual-programming logs recorded during ally appear lofty, many pave not clearly de- the period of September 28-October 3, 1972. ,. fined what their educational role could be. These comparisons are made with programming In this exploratory study, Q-methodolOy was Promises made to the Federal Communications used to discover attitudes toward state high Commission at the time of license renewal school press associations' educational role. applications. (2) audience response indi- Three attitudes or types, emerged. The cating who listens to which station for what Idealistic/Conscientious Student Editor, a reasons at which times, and why,This evalu-: . student or student-oriented person, gave atidn is based upon data obtained from the highett priority.to associations' rewarding 'survey conducted byograduate students of mass and recognizing good publicationsandliiZcid----
communications as directed by Dr. LaMar ing guideline specific instructional
Mackay, California State University, San aids for classes/staffs to help make publica- Jose, in which the author as a participant. tions good. The Satisfied/Practical Sponsor, L rurrehb roadcast operations whidh the a teacher whose primary teaching responsibi- author obtained from a questionnaire-Isub- . lity was in a field olher than journalism,
-mitted to the five FM college stations. This wanted associations to provide social contact
questionnaire includes responses to the ques:` with other sponsors and gave highest priority
tion: "what station does best in fulfilling to workshops for students and teachers and
its function as college radio?" advice, assistance, an guidance. He placed °
Research includes a brief history of the, high priority on rewards for excellence: a-
developMent of educational broadcast pro- wards, contests, ratings, and critiques. The
gramming which influenced present day educa- Professional, a college journalism teacher or
tional broadcasting development. Practical person who held some job with a state or na-
evaluation of the audiences of these stations tional association., wanted associations to up-
% also will be included from data, obtained from grade journalism instruction specifically
the survey bf media use in Santa Clara through better training of advisers.
County. The three. attitudes reveal lack of, agree- Although there has been am analysis of ment about the educational role of state high
the newspaper press in the San Francisco Bay school press associations and indicate that,
Area, this is the first to be done in the . if associations move beyond the. traditional
area of campus FM radio. activities of workshops and ratingS,_Cri:- 71 78 tiq es, and awards, they should expect that a (7)--are discussed in detail using congres- - segment of their teacher constituency will sionalzbearings and percinent dourt-decisions
not agree with their aims. That such upgrad- to narrow and define the meaning of the ex-
ing is needed is confirmed by the student at- emptions. Trends are discerned, weaknesses , 4 titude which verifies that journalism training examined. The chapter concludes with a in the classroom is not sufficient. The stu- survey of tactics Used by agencies to impede
dents indicated a need for many instructional access to their fileS. Court cases are again
Aids and much information. shown as illustratiOns and decisions are
cited which limit the scope of the tactics:
Chapter 3 examines five court cases'
involving the FDA, one which is still in the.") 4 . appeals -court. Another complaint, settled FOIA, FDA, AND JANE Q. POLICO out of court is discussed as a possible ex- Margaret Josephine Schwan Bailey, M.S. ample of thefrequent procedure followed by -University of Utah; 1973 the,FDA, and other igencies,,when threatened_ Adviser:,Lorry E. Rytting with court action.
This thesis studies'the FreedoM In- Chapter 4 is an examination of the pro-
formation Act (FOIA), and the Food and Drug posed FDA regulations, with emphasis on their ,
Administration (FDA), and their imPlicatiops possible interpretation by the courts and
for the individual consumer (Jane Q. Public). industries.
The scope concerns access of the individual Chapter 5 focuses on the individual's
to FDA files usinFOIA. The main sources of - problems under FOIA, and why the Act has been
information are court cases and congressional only moderately successful for her. The
hearings. e, related problemsof the media are discussed,
Chapter 1 presents the problems_of(lack with possible answers to the media's marked
of information by the consumer and the impor,-' lack of involvement after FOIA was passed.
tance of FDA's decisions nOt only**with regard The chapter concludes with a brief discussion
to individialp today, but generations from of the-Consumer Protection Agency as an aid
now. This chapter presents FOIA as:land= to help the individual obtain more consumer mark act especially, enacted to aid the in- , information from departments and agencies.
dividual to become a better informed person' Chapter 6 is the concluding chapter
and perhaps a better citizen. which summarizes the arguments of the paper,
Chapter 2 traces the history oFOIA, and lists areas for suggested further study.
mentioning Executive privilege, the "house - An Appendix is included which reproduces '9 keeping" statute, and_FOIA's legislative the Freedom V Information Act. history. *The chapter emphasizes theconflict a between the Senate Report onthe bill,: a
the House'Report and Attortley Ge l's Memo-
, randum of1967; these e are uteri by the
CourtsAas guider'. in the interpretation of the
Act. Four-exemptions-r(3), (4),(5), and 72
O 4 4 79 the public tended to identify with the -69- robbery because it was a spectacular under- A'STUDY OF SENSATIONAL REPORTING BY AMERICAN NEWSPAPERS AND MAGAZINES, OF taking involving' millions Of.dollars, BRITAIN'S GREAT TRAIN ROBBERY Mode of research.A§ the critical-7 Mary Ann Baker, N.A.
. historical met hod.,First reports of the Murray.State Uniyersity, 1972 robbery were selected from major dailies Adviser: L. J. Hortin available in the Mukray State University % Much criticism has been directed toward Library (two British.dailies, six.Ametican).
.the media'in recent years charging too much ; * The eight first reports mere'analyzed,'atCdrd-. . emphasis on crime news. Critics blast jour,- ing to position and.p.a.ie pliceMent;., space nalists for a decline in objectivity-and alotted;.. headlining; and worct.choicq.
ptesenting only "bad news." Infringement Various magazine accounts describing public, upon civil liberties, endangdring the in- attitude were presented as examplesr. ,of ,dividual's righto a fait trial, end,over- glamoiization- is e expo ure to crime news resulting in blanket Accounts concerning conditions in
de-sensitization of. readers to crime are GreatBritain at the time of the robbery
comMon'areas of criticism. were reported a's-1,feasittla\explana,tions Sbr
While conducting research fdk a high ; the .sympa thetic waveof publit sentiment1.., school paper five.years ago on Britain's , 1 - there' followin g the robbery.
GreatTiain Robbery, this writer found ""s4 Research 'resultOkb"Vedthe rObbeny'wal
American\newspaper and magazine reports . indeed/glamorized, though with virylng
. which hinted strongly that public sentiment' ;degrees in each;repoi,t.. It was concluded ti seemed to the in favor of thecriminals. tix that a major factor affectirtgyublid sen1X., The robbery of the Glasgow-to-London mail ment was the incredulity of the cribe'iself. train on AtiOust 8, 1963, involved the theft In this case, the media were dealing-with a ofmore thah ;even million dollars. sensational subject that was easy to glamor- ; What wall it about this particular crime Li 'ize. that made it\sensational? Indeed it as so
/sensational that the commonman sympath4zed
with thieves. '
It wash4,othesizetithat reports ,by -70-
Americab newspapers and magazines of A THEORETICAL' VIEW
f OF WRITING DEVELOPMENT aritain'spreatl'rain Robbery tended to RichardiVerle Barnes, N.A. glamorize:the robbery and to Make heroes of rdl University: of Georgia, 1972 the criminals. - . Adviser Richa ;d E..O'Brien p This researcher propoged to deterTine o
0 . whether public sentiment was formed in 1 The development of writing skills,is a
favor'of the criminals' because of sensa- valuable and essential aspect of eveky stu -' . go. tional reports by American newspapers and dent's academit cateer, .parti&Oarly students 0 marines glamorizing the crime andnor- of journalism and others w4o Will depend do
traying the criminals as heroes or whether writing for a significant proportion of their \ livelihood.. While such importance is gener- ' , ally accepted without question, there remain, -71-
in journalisM curricula -as well as other pro- PERCEPTION AS CATEGORIZATION: THE INTERMEDIATE NOVELTY TREND AND THE grams, far too many students who.kve not CATEGORY MASKING EFFECT
. 4 mastered the basic7slcills needed forwritten Linda bidow Baucom, M.A.
communication°. University of North Carolina. This thesis involves a theoretical ap- Adviser: Maxwell E. McCombs
,) ' proach. to the development Of writing skills The aim ofthis research was to explore hY.looking at four major approaches to writ- the function of novelty, in the process of 'ing development - -the bonceptual approach, the perception by categorization. Two experi- %..msodels approach, the self-wipressive approach' ments were conducted. In the first, suL'ects ' ; And the projects - diagnostic'' approach. The . . were presented a list of fiftyfour-let er prOhlems of writiA.development are clagsi- words for silcty seconds. They were 1 ter
. . - . fiddmit) thefollbwing'threLprobiem aspects: presented a longer list of four-letter words .(1) PerSonal, or individual, problems deal- and)were asked to circle thdse..that they ing with -the writer himself;(2) Problems recognized from the first list. .inthd dealingvith existing teaching systems, ," second expekiment, subjects were given a schools and individual teachers: (3) Problems story in which twenty key wordswere embedded:: which are inherent in wkiting process it- : and were later asked to answer questions , . self. requiring the recall of the twenty key"words. Considering the.Varioup problems ins- . The effects werefouild: an intermediate volved'yith each of the four approaches and novelty trend among common words and a.'cate- the three problem aspects, a model program of gory masking effect amongrare words. That 'writing instruction is presented which is is, among common words, words from less fre- generally aimed at-beginning college students. quently used Thesaukus-like categories were program includes. (a) suggested exercises remembered better( than words from more famil- 'and projects'and (b) a suggested method of IN. Y. iaricategories. Among rare words, the Wbrds diagnosis and evaluation which provides a - from all Thesaurus -like categories°were consig'tentmeans of evaluation for the work . rememberedapproximately equally well.
of all students. - . The thesis challenges the stillpromi- :/ nent objection that "writing cannot be tatight.":,,,Phile it is',realized that a perfect -72-
. writing program isunlikely, the program is NEWSPAPER ACTION LINES: A NATIONAL, SURVEYOF THEIR DEVELOPMENT, presehied; to improve when actually imple- CHARACTERISTIC -AND EFFECTS .. Mented in the classroom under a high degree David Lee Beal, M.A.
of Syracuse University, 1973
Adviser: Jake T. Hubbard
A three-page questionnaire was sent to
346 daily newspaper editors iR i7 states. 74 81 4. r
.,
r. ,Thesurvey,'designedto ,measure grangessince about $1 in 1968, to draw .w and 4the gs sdc i a ted Press Manag'ing Editors Asso7 nearly three million queries a year. - Re -. - ciation's Sirst Action Linesurvey in'1968, qorders attracted.about two-fifths of tfie /-
was sponsored by the asseqiaticinv 'Responses inquiries.
-came 'from 68.3 per ,cent'df.Action Line
dailies representing 86.2,per cent of the
total daily' circulation sii,rveyed: A. -73- Results were reported,by descriptive DESCRIPTIVE STUDY'AND ANALYSIS ^) OF ,RupLic RELATIONS IN SIX statistics for six circulation ranges and by METROPOLITAN SCHOOL,,, DISTRICTS IN CALIFQRNIA correlation analysis. ...Gary Allen Beall, M:S. Hypotheses were that the columns ' University of Oregon, 1972 stressArg problem-solving, naming 'riame§:o1- I , Advisor: Jack D. Ewan 0'. commercial firms and spending more money e would get more reader response as measured by Public, relations programs in six metro.:
query volume than, columns that emphasized politan school districts in California are
information-only items, didn't name names and described and compared with a public rela-
spent less money. Significant zelationships 'tions mOdei.
.were confirmed ffi'r the first and third hypo- The personal interview technique was
theses, but not for the second. used to oblaip: data from thg person head-
- * Another significant relationship was., ing the ,public relations funcftoti in each
ffound between the degree of'problem-solving district. . a stressed by the columns anddissatisfaction'' Descriptive portion of the study pro.:
' about the`columns among newspaper oides an insight to the public relations '
advertisers. functionwith respect to organizaEion, bud- . ActionLines were found to exist as geting, planning, research, evaluation, , early as /921, Telephone recorders, rising practitioner opinions regarding the major
. t. consumer awareness, widely publicized reports public relations chal4enge facing education.
of, the columns' successes and editbrs' in- Model components required that public r A creasing expectations for the coluMns were relatiOns be a'management function, be
among the factors causing the sudden spread planned, be based onftresearc4 involve comm-
of Action Lines in the mid-1960's. from the uniOation, and.peovide for evaluation. Model,
larger,dailies te.smaller papers,, but 14 components and :miterla to serve as bench-
discontinued columns were also identified. marks*for measuring degree to which each of
Larger circulation dailies were often these components was satisfied &ere estah;"
found, getting many more queries than they lished from writings by professions/ practit-
needed for frequent publication of Action ioners in coxix.late and educational publid
Lines, while small dailies often faced a relations.
query shortage that appeared to lessen the Most district public relations programs
scope of their columns' content. are strong with respect to being a management
The survey found Action Lines spending function and most'have well-developed commin-
an estimated $4 million annually, up from ications activities. Theyare:lackingin 75 n`. rt 82 he media -"Varying degrees with respect to planning, re- States were communicated throughi
search and evaluation. 'studied. It was suggested that more coverage
would be giyel:ineernal Swedish .ssues in
1971 than in 1961. The findings showed that 40 this was actually the casevbut-at the same -74- time consideratiOn wds taken to he increased A CONTEN26ANALYSIS.OF SWEDISH ISSUES IN SELECTED AMERICAN NEWSPAPERS facilities for world-wide communications in IN 1961, 19.66 AND 1971 _ 1 It was stated, on the other hand, that Ingrid B. Berg, M.A. 1971. more attention was given serious4internal University of Georgia, 1972 Swedish issues in 197.1 than in pr ?vious Adviser: Wallace B.uEberhard / years.
The study was an attempt to find out
What amount of coverage was given different O Swedish.issues in four American newCpapers
over a ten -year period ,of, time,and whether -75=
there was a change in the foci of interest as AN INVESTIGATION INTO NINE MAJOR CRITICS OF THE FAR EAST. well as the amount of coverage over this'pe- Jeelu M.A. riod.. University Of Pennsylvania, 1972 The method of content analysis was used Adviser: Robert Lewis Shayen . and a.three-step analysis designed, com- .
prising ,themese.i.o. the major ovezal::. theme The study analyzed, the work and d-theori-es
of eAch article: categories, i.e. othermajor of nine of the most influential "critics" in
issueu in the,same article: and items, i.e. India, China and Japan, in an attempt to 4 references.tospecial topics such as prime determine the nature of criticism and judge
minister., unemployment, etc. This three-step the evidence'of its existence or absence in
analysis enabled a detailed breakdown oftfic these subjects. The nine studied were
material, which was computerized for fre- Bharata (Natyasastra),'Dandin (Xavyadarsa)
quency counts i3f all the variablesconsid- and the'Vishnudharmottaram "from India; er0. . Confucius, Lu Chi (Wen fu) and Liu.Hsieh (Wen-hsin Tiao-lung) from China; and Muyasaki . The findings Showed that.articles about
miscell6Voas or human; interns, issues werC"-, Zeami Motokiyo and Matsuo Basho from In)Aajority innemberathough not in "total It consfered these major questions length.,This, was the case especially in the (1) What pospnaller papei's studied. Other major is- ..while exploring the personalities: sues covered were Sweden'sa'reign relations, is the function, of art_and its place in 'Swedish government and-ita actions and the culture? (2Y What is the nature of the crea- 1 There was no tive process? (3) How is no to determine 4'. labor sitpation in th1b country. (4) What' is the role of evidence that thomisconceptrons about Sweden excellence in art? The-informationgathered through that thmauthor had experienced duringher the critic?
two and a-half years totally in theUnited library research was compartmentalized into 76
6' 3 these issues and patterns of consistency or " these ols, does aparticular logogram
contradiction were observable. comm a message congruent with that
The data collected suggest that the root inte ded by its 'owner?
critical values' differ in eachculture and total.of ten logogreps were selected
there are no universal principles of criti- from the transportation, banking and. oil
, . . cism. The:thinesegroup displays strong indu tries. T ese industries were chosen for
didactic strains while discussing the fund- thp Following (1) Competition with.,
tion of art as compared to the religion and in e ch industry id-intense. (2) The pro-
pleasure oriented Indian critics and the duct and servic offered by each firm_in
purist aestheticians of Japan.The creative any ne industry are similar. As a conse- process was, seen by most as, an act or ex- , quence, these firm are placing emphasispn presiio developed through careful training the development of heir "corporate image," and t aditional-practise, rather than, 'a of which the logogra, is a part with the'
spo taneous inspirational exercise that pur ose of establishing an identity in the
so ght novelty. The definitions of that art minds of their public
w ich is excellent indicate a quite coMmonly Based on the reppOnses, to a question- held stress ontranscendence. Athird of the n ire and a semantic dfferential.scale, the
. . _ critics see excellence in the fulfillment of results indicated that pe logograms tested c
function. i There is'a general lack of aware- dlcommunicate some forof image, although ness and self`- consciousness as regards the , the nature of this.variedfrom corporation to o citical function and vocation. Lrporation.° However, t ere was ahigher
In the final allalysis only four "of the, legree of consensus. in the judgements of a , t ire studied can actually be said to have a specific corporation in,t e group of.subjects . coherent theory of art criticism._ who cquld,identify the lo ogram with its
'owner than in Ehe group who could hot do so.
... The data revealed tha although the re-
-76- sponses to a particular- lo: ogram,did not / THE LOGOGRAM: CORPORATE COMMUNICATIONS match exactly the intended image, as defined THROUGH GRAPHIC SYMBOLS
iby the owner of that logogm, subjects did Nigel Jeremy Wyatt Birkbeck,
, rate every logogram,favoreb y or, at worst,, University of Pennsylvania, 1972 neutrally. On same specifi variables,. sub.: Supervisor: Robert Lewis Shayon jects rated both logogram a d corporation / .. .
The study investigated the!practice I equally.
amongst some corporations,of attempting to The logogramsappearedto possess some communicate their character Wand reputation as inherent qualities with whic theiwere able
a business enterprise by the use Of.graphic to communicate meaning. It as suggated
I symbols:' logograms. that this may be due, in par ,to a logO-
Two questions were considered: (1) gram's color, shape or textu e, and that, as . What, if anything, does a logogram communi- a result, some logograms may working
cate of its owner's character and reputation? against the image they were intended to lard, (2) If"-S010thing is, indeed conveyed by evoke. 77 A CASE STUDY -77- OF THE PUBLIC RELATIONS INVOLVED IN A SCHOOL TAX BASE MEASURECAMPAIGN. DEVELOPMENT OF A MULTIPLE-CHOICE TEST PORTLAND PUBLIC SCFOOL_DISTRICT -° TO MEASURE NEWS: WRITING SKILLS Patricia Ann Bowen, M.A. Shirley Ann Bockelmang.M.A. University of Utah, 102 California State' University' Fullerton, 1973 Adviser: Parry Sdrensen
Adviser: James Alexander In Oregon, as in many other states, the
To develop a multiple-choice test of majority of local units of government,in-
college-level news writing skills, test items cluding,school districts, operate on funds
referenced toobehavioral objectives were ,derived from local property tik. Th'egefunds
first developed and.then rated by news are not automatically allocated,but must be approved by the voters. Approval of tax in- writing instructors. , A 50-item multiple-choice test and an creases for school levie, taxbases, and
essay -type news writing telt wereadminiS- bonds used tot,be a mere formality, but be-
tered sipultaneously to ninety-four students ginning in the late sixties, voter support
beginning news writing course,The for schOol financial measures declined
multiple-choice test wai.scorcd against an steadily.
Answer key; the essay test againstacriteri- In 1911 voters in the Portland Public
on rating sheet by.a panel of sixprofes- School District defeated three special school
sional judges, levies,, and due to consequent shortage of Significant split-half. reliability coef- funds, the district was forced to cut the
ficients were obtained for both the multiple - school year back by twenty days.
choice test (r = +.43) and the essay test Another election was. held on May 23, 1972:for a $12,948,o00increase in the tax (i,= .Significant validity coeffi-. cientS- were obtained between the two tests baseand it too was defeated, despite the
(r = +.33) *and between the multiple-choice fact that several hundred people campaigned
test administered as a course post-testand actively for the measure. It is this cam-
course grades based upon independentobserva- paign which is the heart of the study, and it is the purpose of this thesis to analyze the tions of 'student performance (r =+.61).
One cycle of item revisions was com- public; relations involved in the campaign. pleted-based upon analyses of items and sub- Information aboUt the campaign was obtained primarily through interviews. In tests. Thy deve.opment of a reliable and the. 'valid multiple-choice test of newswriting the case study, the following aVi6ects'of the organization of skills was concluded to befeaiible. campaign wete studied: the CampaiO'Committee, the structure and
personnel of the Campaign Committee, campaign
rlsearcp, campaign strategy and plane, cam- paigninancing, campaign. activitice oppo-
sition, and evaluation of the,election. , -is
V It was concluded that the campaign was must be won or the systemof financing
not condu&ted as effectively as possible. schools changed. An article in The New York Times -stated
that forty-one of the major public school
districts in the country operate under crisis -79- conditions. -In a sampling of twenty-seven A STUDY OF THE USE OF SELECTED states, only four were revealed as having nd COMMUNICATIOOS TECHNIQUES IN THE 1970 CONGRESSIONAL CAMPAIGN OF UNITED_STATES serious financial problem. Philadelphia, REPRESENTATIVE GRAHAM PURCELL IN THE THIRTEENTH DISTRICT'OF TEXAS Pennsylvania eliminated 800. teaching posi- Linda ArmStrong Boyer, M.A. tions in 1972 and shortened its school year East Texas State'Uhiversity, 1972 by five weeks. KaIamdtoo, Michigan shortened Adviser: W. J. Bell: its school year by twenty-three days, New
York City, New York eliminated 5,000 teaching' Much attention has been focused on the 4. positions. use of mass communications media in national
It is obvious that schools are facing a electionsr,yet little attention has been crisis. In Portland, as in other urban -are- devoted to ways in which a candidate for an as,more and more citizens are fleeix the office with limited and regional constituency
cities to live in the suburbs. The popula- reaches voters. This study is an attempt to tion is composed of a large number of pinpoint how such a.candidate, Congressman. 0 income families and retired persons. These Graham Purcell, varied his communications
people ariless likely to support the techniques.to reach the voters of the - schools. Also voters in Oregon, as in other Thirteenth Congressional District of Texas
states, have been subjected to high taxes _in the 1970 ;election. a 1 and tax increases on-the federal, state, and The principal-source for this study
local levels. In many instances citizens do was personal observations of the campaign
not have.ge opportUnity to vote for in- throughout the district, plus intprviews with
creased taxes. Therefore When they do have key Purcell staff personnel in both %a.:chance to approve tax Measures, even'if Washington, D, C., and Texas.
the measures concern education, they vote no. AttoFney Joe Staley's chaklenge to: As schools deteriorbte, citizens move out of 1 ' Purcell in the-19/0 election offeed an
the city, tand city and schools begin to oprOrtunityto Study- the use of varying
decline. communrcations,techniques to reach/differing
It is quite evil oat the school constituencies within a Imitedfregional
districts, particularly urban districts, are area. This study includes ,tf'restats of a - 4 encountering financial oppOsition_from the constituent P61l conducted by a political voters. In a situation in which the taxpayer co 011ting firm, whiCh7forme4the base for , . - 4 r . is'required._ to approve school budget in- the Purcell campaiga,and its use of communi- . //' -. .; cregses and bonds, two solutiOns become catibns techniques. In a&iition to its use . .. . obvious. /if tiresP districts are to operate of newspapers, radio; and"televisiOn to reach "
- , . .- ,effectkVely, either the financial elections voters inselectud areas of the diserict, the ,. . .5.A.,,,-- .!,, ...i''.A A ,A 1,...#4 campaign also user miscollanatius tochrilaues 7.9 ''----,
a. 86 which relied heavily on visual and personal - of simple principles to achieve consistently. contact with,Congressman Purcell. EleJction good results. results showed that Purcell and his staff had
most effectively varied communications
. techniques to reach the different constituen-
cies. Purcell won 65 per cent of the total
vote.
Congressman Graham Purcell's successful -81- re-electiOn campaign in1970 clearly demon- IN CONSTANT ATTENDANCE: "MEDIA strates that a political candidate for an COVERAGE OF THE 1932 NATIONAL POLITICAL CONVENTIONS office with limited-and regional constituency, .Jack Paige Breger,, M.A.J.C. must vary his communications techniques to University ofFlof-41a, lgf73 reach voters.. Advisek: Harry H. Grig/s,.
So pervasive is the Media presence -80- at national political conventiops-that . . _THE-APPLICATION OF LIFE.26TVLE coverage of these events over the years . PHOTOJOURNALISM TO THE METROPOLITAN DAILY NEWSPAPER. reveals, perhaps more than-any-700'6/7T KriStin A. -Brandt, M.A. courrent-e, the characteristic strengths The University of Wyoming, 1973 and weaknesses of the American press. Adiy_sor-rB-65-G., Rogers 1., In the 1950's, politiciansallied
-Beginning.- with the assertion that photo- WithnetWOrk televidion to provide
. -4/ journalism.keached its highest development in maximum, favorable exposure for the
Life Magazine, which ceased publication in bonveny.ons;'both paktners accrued
!".' December 1972, tije author presents a case, for benefits froM the relationship.
adapting Life-style photojournalism in the Jomrnalists, boWever, faced professional issues growing out of corporate manage- metropolitan daily newspaper. Analyses of . photojournalismas prVeticed in Life and in ment's insistenCe 'upon, entertain:tent-
selected major dairy newspapers lead to the okiented, commercially-based presents- < 4/ concluSion tpat the use o icture stories trons of the events
and-photoessgys in newspapers ten is hap- Reports of street violence at:the
hazard 94. without purpose, unlike those in '1968 Democratic conclave initiated a
Life and the newspaperS can be applied even, wave of 'public protests against the., media, bolstered by'AdministratOn o to ordinary subjects. The subject matter was, treatecLinshalf-page, full-page, and two attacks which soon followed. in the
page'layOuts.to demonstrate the dse of Life- midst of this cr4icism, the media prgpared
style techniques in newspaperd. eThe general to cover the 19'72 events.,
, , conolugion is thatmetropolitan dailynews- .Televfsion'viewprs watched. the Demo- /7 papers are not how maximizing their use of crate exhiustively prricing.the "new
photojournalism, thzt they have the capabii- politics" tha'Republicans demon- . _ . _: ities to do no, and need only adhere tes a set strated theirlmastery,af,,comenten pro- 80 ". o4 D
duction as TV campaign propaganda. At exists to the extent that the FTC strength-
the same time, the television audience cened its "actions in all six major areas of
turned off the'political extravaganzas commendation. The FTC took some positive
in record numbers. action on fifteen oe eighteen specific sug-
Experimental evidence suggests that gestions. Major commission developments
advanced journalism students who reproduced were,in pOlicy.planning and evaluation, or=
print st..iies from television convention ganization, and enforceraent mechanisms. coverage we'e vignificantly.affecred.by the
style of TV reporting.
Because citizens may be affected by,
both the -dynamics and style of,television
eporting,4the networks should engage-in -83-
a program of public education in.the uses A HISTORY OF THE' AMERICAN FORK CITIZEN
1903-1973 - and practices of the medium.Additionally, J. -Paul Broadhead, M.A. all the media_should-embark on'a newpro- Brigham Young UniVersity, 1973 gram to encourage balanced media usage.. Adviser: Oliver R. Smith
. , The American Fork Citizen has been pub-
-82- lished continuously for 70 years it American
THE FEDERAL TRADE COMMISSION, Fork in central Utah.,It was preceeded by 196971973: YEARS OF t'Lyx seven weekly papers, pbulished between 1867 Janet Brigham, M.A.1 and 1903. Brigham Young University, 1973 The Citizen was:founded May 2, 1903, by Advisor: A. Wales, Burnett WilliaM D. Loveless,,JI. Loveless published
. This study examines the relationship be- the paper until 1913 when it was purchased by
. Gaisford also pub- . tween a 1969 American Bar Association report Lorenzo Willis Gaisford.
onthe Federal Trade Commission and FTC lished the Lehi Banner and Pleasant Grove
action since the report was issued. The re- Review in conjunction with the American Fork
port 1isted'specific recommendations for Citizen. He sold the Banner'in 1917.
provoment. The ABA committee'chairman, Upon L. W. Gaiford's retirement in 1923,
W. Kirkpatrick, was named chairman of the FTC the,hlpine Publishing CompaAy and its papers,
a year lacer, succeeding Caspar Weinberger,. the American Fork Citizen and Pleasant Grove
who took the position shortly aftertbe ABA 'Revlew.were sold to Arthur F. Caisford and A.
report was issued. FTC action from ].969 to Prank Gaisford.,A. Frank Gaisford published
Kirkpatrick's resignation in January 9f' 1973 the Citizen from December 1, 1923, to June 6,
is, compared to ApA report recommendations in '1963, soiling the Pleasant Grove Review in
the areas of planning, and coordination, 1942:e E Russell trines L.Jught the Citizen in
leadership And deTogation of 'authority, en-. 1963. Having switched to offset printing,
forcemont, economic functions, consumer fraud, Innes jointly publishes thelmerican Fork ,/dinformal consultations.- A-relationship. Citizen and Lehi Free 'Press at American Fork, between the recommendations and FTC action printing at AMOR Printing Center. 1
'0estionnaire only with wording changes for
eduCetors and-editors and differences in the -84- order f the coorientation questions to con- A COMPARISON OF THE EXPECTATIONS OF JOURNALISM EDUCATORS AND trol for cueing. -eR . OROFESSIONALSCITY AND 1. MANAGING EDITORS When e results wereiabulatec, 59.84%
Jan Robbrns- Brock, M.A. of the educat rs had returned completed ques-, ,-
'Indiana Univeksity, 1973 -tionnaires whil only 1,8.50% of the editors Kenneth M. Jackson Adviser: responded. Genera izing,there was a-great 'deal of agreement a ongst the opinions of all "A Comparison of the Expectations of four groups on each o the topics ranked. Journalism Educators and Professionals- -City Theiperce.ptions of the ther group, however,' and Managing Editors" examines the opinions while usually being differe t from their own and,perceptioni of two'groups'of journalism opinions were not accurate. his pattern educators, professionally and academically (occurring on the particular tee s examined) oriented, and two groups of professional led to 'the conclusion that the dierencesin journalists, city and managing editors. For expectations between:educatots and e tors some time there has been controversy between are perceived - -not real. the educators and professionals as to what is ,1" Such a finding, if it is truly valid? best for the young journalist. Some educa Could lead to better understanding between e tors-claim:he needs more research and theory itors and educators, journalism schools and while professionals-want:more practical newspapers. There were, however, problem skills and experience. The two groups seem . with the study. First, it was a mailed que polarized between research and practical tionnaire which often leaves a lot to be de training. The question ts: Are journalism sired. Second, it was the first study to ex- educators and professionals really polarized amine coorientation in a method other than- or do, they merely perceive the'vgreen face to face communication, so 'there may have shade " -- "chi- square" researcher dichotomy. beer ,z,dbrerus that were unrealized. Finally, The sample consisted of one academiC and the students about whom all these expectatiOns Crone professional educator from each of the 61 are formed were not studied. Suchstudy accredited journalism schools and one city would undoubtedly add to the information gained editor andone managing editor from a strati-
fied sample of 100 daily United States news- here.
, papers. Each subject received a mailed ques-
4-Lonnrare asking for 1) demographic data, 2)
his opinions, ranked on a Likert 5-point -85- scale from very important to very unimportant, AN ANALYSIS OF BOSS-SUBORDINATE
of various aspects of jburnalism, such as re.: COMMUNICATION IN A . MANAGEMENT BY OBJECTIVES SYSTEM search, interviewing, knowledge of government,
Don Jay Brown, M.A. . writing skills, editing, etc., and 3) his ppr- - Brigham Young University, 1972 ceptions Of how a journaliim educator/editor Adviser: Owen S. Rich would rank those same terms. Four measuring
inSiruents were used--all being the same ' The problem of this thesis was to design 8 2/ 89 110
,a formal boss-subordinate communication The study's data was gathered from 99 system to'reduce communication breakdowns (100%) advisers and 93 (53Wradigsstation-,
that occur in the objective-setting procesS managers in Illinois using two. self-
in a Management by Objectives system. administered questionnaire's. Previous
The design of the formal boss-subordin7 research was obtained from several land-
ate communication system was tailored to the grant universities and the USDA. Additional
Management by Objectives system used in information and insight was provided from the
Business Affairs, Brigham Young University. author's personal association with the,
The debign of the system has been accepted Service and Radio Station WLBK, DeKalb.
by administrative officials in Business, Although it' Was found that the advisers
Affairs for implementation in September, are devoting a higher percentage of their
102. 'Since this thesis was*completedin prograTming to urban-oriented subject matter August, 1972, it was imposiiVle to analyze and an urban audience than suspected, six
the system in operation. factors were identified as inhibiting their
--The Validity of the systemwas tested efforts to serve urban citizens via radio.
by constructing a pretest and submittihg 1. Nearly hAIf of the advisers do not consider their use of radio tobe a the design for evaluation to a panel of top.priority in their work.
eight experts. The panel indicated 2:' A significant number of the advis- ers lack-confidence in radio's affirmative possibilities for the de- o ability to disseminate educational information. signed system and recommended implemen- 3. A majority of the advisers do not tation. want to increase their use-of radio.
4. Nearly two-thirds of the advisOs dc3 not provide enough urban,, oriented subject matter to meet their stations' needs. -86- 5. J significant number of advisers have poor communications and OLD MASS MEDIUM OR MASS AUDIENCE:: A relationships with their stations. STUDY OF WANOI. COUNTY AGRItULRAL.W EXTENSION A VISERS' USE' OF 6. Most of the advisers produce voiced RADIO N 1971 programming that is too long to meet 'their stations' needs and some Robert Joseph Brown, M.S. of it is. of a poor technical quality., University Illinois, 1973
This thesis establishes a benchmark ' Advisers: Edward Douglass and Hadley Read concerning the extent of the,advisers' pres-
ent urban programming and the general Today, the University of Illinois Coop- public's current demand for urban-oriented erative Extension Service, while maintaining information as refleced through the wishes' its-traditional edtcational programsfor 'farm of radio station managers. Hopefully, it will families, is initiating new prggramsand guide the advisors and -their supervisors in expanding present ones to reach moreurban their.futureuse of an old mass medium to peoplb. This thesis assesses how well reach a new mass audience. Illinois'county Extension. advisers in agri-
Culture are currently using radio to meet the
informational needs of their new urban a, 83 A
9 purpose of this study was to compere the -, -87- English and Spanish language mass Media pref- foie A PROFILE OF THE ARMY INFORMATIdti erencesof Mexican Americans in East Log:!. OFFICER, 1972 0 Angeles. Individuals froM 143 houSing units Larry Eugene Bryan, M.A.J.C. in Census tract 5310, Ease Los:Angeles, University of Florida, 1972 ^ California, were asked about their televi- Adviser: Glenn A. Butler- sion, radio, newspaper and magazine prefer-
Relatively little is published about ences duri41g personal interviews in their
Army information offiz.ers. Tn.L. .st...2..y ex- homes. A.standardized 12 -item questionnaire
amines a croup of them. was used. The null hypotheSis that there is
5 Findings are based on a survey of no significant difference in the response of
. 148 selected purposively from Mexican Americans as a whole to Spanish or
all Army Information officers serving on English language:mass media, was confirmed.
-4- .. , special staffs in February, 1972. The most Analysis of the above-35 age group showed a
noteworthy demographic characteristic preference for the Spanish language televi-
revealed by this survey is the extreme sion and radio programming.and no significant S. print media orientation of the respondents. difference in, print media preferences. More..
The findings also indicate that fa- bilingual and Spanish language communica-
miliarity and personal ability are positively, tions were recommended for effective commu-
rblated to favorability toward a particular --nication with'the above=35 age group.
. mass communication medium. Furthermore, the C.B.S. television network was perceived by 0 respondents:as having a greater thkeat value -89- than the other networks. Those information SELECTED INFORMATION SOURCES officers with experience overseas suggested AND THE ADOPTION OF A MARKET INNOVATION
thelforeign press,iSmost cases, is very PaUl Stephen Buhyard, M. S. dissiMilar to the American press. University of Tepnessee, 1873 - Advisor: Jerry R. Lynn
0 This study investigated the relation- -88- ships between selected inforMation sources A COMPARISONOFNTHE ENGLISHAND SPANISH LANGUAGE:MASS MEDIA and demographic variables and the adoption PREFERENCES OF MEXICAN AMERICANS IN EAST LOS ANGELES process of a market innovation. A five-,
:Miriam J. Seger Bdndy, M.A. stage Moael was used-as the underlying con-
California State University ceptualization q e consumer adoption Fullerton, 1973 process of the neleCted market innovation. Adviser: James Alexander The model included unaware; aware,interest,
Divergent,views exist about the effec- evaluation, and adoption stages.
1 tiveness of the Spanish language and ill" The major research objective was to
English language mass media in predominantly assess the predictive value of 'four infor-
Mexican AMerican geographical areas. The mation source and five demographic vari- 84 A 91 4 ables as.,,discriminators between the respec- were statistically significant discriminaT ---- tive-adoption process stages.. Mote 'we- tors between the five adoption process w . cifically, the following variables were ; stages. Level of education, with the
analyzed with respect to their ielation- highest F value of the three variables, was
ships to each of the five adoption stagei able to correctly classify 26 per cent of
(1) television commercial Eating,` (2) news- the'-'subjAlsetalone. Geographic-sroximity,:,.to
paper'advertisement rating,(3) personal the innovation and television commercial,
selling. rating, (4) word -of -mouth com- rating were able to correctly classify an
municaticn rating,(5) level of educatidh, additional 1.2 and 4.6per cent of the subN
(6) occupatiorTdrstatus,(7) type of hous- jects respectively. The four information
ing,(8) annual family income, and 'source ratings and the five demographic (9) geographic proRimity to thdinnovation. variables as a whole were able to correctly Subjects were classified into the' re- . classify 41.7 per cent of the subjects into .spective adoption stageson the basis of a their respectiye predetermined adoption survey of 569 qpnsumerS randomly selected stages.-,;.This was found to be significantly from the 1971 Knoxville (Tennessee) Area better than chance clOsification. Telephone Directory. A second sample
of 189 consumers was randomly selected
from the innovation's (a new furniture
store in the Knoxville market) sales PHOTOGRAPHIC LIBEL: ANINQUIRY . INTO THE RIGHTS OF PHOTOGRAPHERS receipts for its first three months of
. . .4 Ronald Edward Burda, operation to ensure having a sufficient California State University, San Jose . number of subjects at each of the five 1973
a priori adoption stages for the analysis Advisers: LaMar MacKay Dwight Bentel. purposes ofthis study.
A fail questionnaire was then sent to This thesis is an attempt to collect
758 subjects selected ft .`m the telephond ' into one source all the federal legal cases
survey and the- sample of the aim's sales where a photograph was involved in a 1rJel.
receipts. Consumers were asked to rate Nineteen such cases exist spanning the years
each of the four information sdurces on a from 1850 to 1972. Each case is divided into
six-item semantic differential scale and to two parts. The first part explains .the legal
provide the appropriate demographic infor- history in non-legal terms, as the case
mation. Of the 758 subjects, 261 returned passed throUgh the court system and the
usable questionnaires. points of law which determined its course.
'A multiple discriminant analysis was The second part is a detailed ,description of
nsedto assess the predictive value of the the case including Wle libelous publication
four information source ratings°and the and the arguments used by both.sides in five demographic variables. The results court. The concluding chatter shows thathe
41.nd5cated that three variables--level of defenses against libel avaiiable to waiters
educatioh, geographic proximity to thein- are also availabletto photogcal.hers.
novation, and television commercial rating-- Cases tried at the fede-al level were 85 92 a c
seleqted'for compilation because such cases He changed the Democratic Advocate
. ** are_usually.precedent setting examples. This into an unofficial Republican party paper.
) thesis cernalains descriptions of Peck v. He was personally invOlved instate poli-
Tribune Co. (the first recorded' case involv- ticsobut that fact was not reflected in >- dng a libelous photograph), 'Burton v. Crowell his paper. He was (and the Republican
4 Pub. Co. (thefipst case resulting from a still is) competing ith the Democratic
camera distorting an image), Estilrv. Hearst Waterloo Times in e coup V1tseatpf
Publishing Co. (Involving a faalous photograph ,Monroe County. The Republican carried
of the bank robber, John Dillinger), Sharman', the party standard'and tried to convert a . v. S: Schmidt &Sons (involving the use of the county from its Democratic ways, with
model releases),and,Girl Scouts of the some success. Voris rejected the .scur=
United States of.America v. Per.).gnalitl, rility of earliet party papers and yellow' , - - Mfg. Co.(involving apumorous journalism; he said he wanted to run his <
t poster) . !,, 1, paper dccording to the golden rule. I. , The conclusion of this compilationis Editor and publisher ier over 50 yoarg, - '. . 4 ' .that a photojournalist ha more'Ab fear from he was succeeded in 1941 by his son, Bryant .. - '
identifying seineone who is libeled by a . , an outspoken mart uaImmediatelyNorm-
writer in an accompanying article or caption, ed readers that His own principles meant f , A than he does from makinCsomeone appear more tohim than any 'laity's platform did. r foolish in his photograph. He said politiCians should have some other
toy)besides,gavernment tO play-with. Robert
H. Voris, who bcame editor when his father
died in '1962, has continued his father"S -91- approach, though he is more moderate.
THE WATERLOO (ILLINOIS) REPUBLICAN The thesis indicates the continuing 1890 -1970: AN ENGLISH REPUBLIC NEWSPAPER . ev6lutiOn-of the Republican from a party
Michael C. Burr's, M. S. paper to a contemporary country weekly'by
Southern Illinois Uniliersity/Carbondale, examining the editorial positions takr1 by 1972 the paper on issues at aln,evels through- 'Adviser: George C. Brown out its 80-years. The Waterloo (Illinois) Republican
. traces its history back to '1843 and the , : Independent Democrat. The paper becaml, . **' Anal, established two decades later asothe -92- 2* . Waterloo` -AdvocateorDollar Advocate which GEORGE TURNBULL: A CALM ISL/IND. was sold fn 1890 to hardy C. Voris of Ted J. Bush, M.S, Waterloo,,a German community. Voris, a University of Oregon, 1972 journeyman printer, had trdveled the a Adviser: Roy Paul Nelson country. He became Advocate foreman when,
he returned in 1888; he had been its Thta- ipothe bi7grabhy of, George S. Turn -
devil when he was a.schoolboy. bai4 the.man the late Chilton R. Bush de- 86
4 ' t 9 3 o.
scribed as "...the best teacher of journal- ity_of the item'exceed the e ctiveness of . . /
istic writIngI'have ever known." This the- , -the'advertising messag6: The're.ults of the sis examines Turnbull's work as a teacher, Lubbock sample showed that"over-16 percent of / , editor, author arld dean in an attempt to ex- the respohdents who had owned .. appecialty ad- ! ' / pfain why Turnbull, a man who shunned the vertising item for a year or more poulAnat ./
limelight, deserved Such praise and exerted a 1 recall the advertiser pn the item.
lasting influence on his students, the press
. and journalism education ,in Oregon during the!
past 55 years. . The study; basedon Turnbull's writings, A MODEL PAMPHLET: PROVIDING MONEY MANAAGEMESMALLNT INFTOWN:LOWORMATIONFOR speeChes and correpbndence, supplements his. RURAL 1p -INCOME I HPMD KERS IN'THE MIDDLE WEST -own history of the Ugiversity of Oregon % t Kathe ine McCarty C4lsop, M.S. school of Journalism by explaining the part J / 4 . Iowa. State Ueigersity, 11972:, he. Playefl in the school's development and 4 . .., Advisor: M. LaRUe3POlfard. growth. ,.
. . , To the degree,that it explains his in- With the i auguration pf the Expanded , . fluence and supplements his history, it Iva Nutrition Prog am, Extension acquire.C1a new
contribution to the history of journalfsm.edr, audiencelow-incomefamilies. The prograp , 4 , ucation in the United States. ' \ *.. uses food.aides to contact the families and JA ft, C \ help them.withhomeMaking concerns. But , limited funds and peronnel make it impos- . sible foti ENP to reach all low,-income people * t / personally. Therefore, Extension needs to -93- % o ' 'find alternative channels for disseminating A COMPARATIVE!STUDY OF SPECIALTY ADVERTISTNG IN change information to low-incomhomemakers ,THE Wimp 'MARKET k e living in areas not served by ENP. WendelRay Callaway, M.A. 14 The specific communication problem pre- .4_ Texas 'tech University, 1972 sdnted here is how to get money mandgement Adviser: Billy I:BOSS '1 infogmation to rural and small towj low-in- , 0 1. \ Thii.study indicate's that 'SpOialty id- ° comelhomemakers in the Middle West. A
vertising is a well known *andibstantially ' ggpework with. which to solve the problem
used mediuMby Lubbock businessmen. Compared, was developed using Aerlo's Communication ,, \ s % to other adverti4ngmedid, specialty daver- Model which defines fhb communication ele- . rankeorthieti.in perceived efiective- Anlents. Those elements were placed in the
, . n'esx:67 percent of the respondents rated the' evence logically followed when preparing ir medium aso,' meanslof attracting new to.senli a Message to an audience.* The frame- . t customers, and maintaining the goodwill of S work depicts the decision-making process a . A . preseht customers. ..commpnicator consciously or unconsciously ,
,The study also suggeststhat sgee4alty goes through in developing and sending a 42. I 'o i advertiding mdst eontend with .a"familiarity message, -c)- his,aUdience.
. 4'; effect" in wil),ph theusefulnessand familiar". .1 The two decision-making areas in the,
. '87.
lilt I 94. .framework are channel choice and message million dollar portion of advertising and in-
treatment choices, both accompanied by rela: eludes magazines, newspapers, billboards, and
ted factors which come fromthree major Mass transit ads. It is important that ad-
_ blocks of knowledge--(1) role of mass,com- vertisers know the effectiveness of their
municaiiork as a change agent,(2) audience messages.
, characteristics and (3),message characteris- The purpose of this study was to analyze
tice. An annotatedlibliography of the avail- the relationship between measured personality %.- able information in these three areas was com- traits and the use of endorsement, in terms
piled and used to explore the choices and/or of advertising effectiveness. Three hypothe-
alternatives open. Choices made included- ses were tested: Effectiveness of endorse-
° channel,. message complexity, style, readin3 ment is (1) positively related to trust, (2) level and format factors. (I negatively related to perceived variability A pamphlet distributed bymail and ac- of people, and (3) negatively related to mis-
. , companied by a cover letter was, chosen as the anthropy.
challjnel for conveying informationon money The results indicated that endorsement
management. 'Message treatffieht decision\ produces differential effects, varf1ng,with
message complexity,'ytYle,,reading level and the personality characteristics of the audi- . . i
fofmat factdrs--were,made.i Since research ' ence. / .7 indi94s that a one - concept) approach should / r /be usedvort-he money manageMent'topic wasnar-
y . ! rowed to corgAring unit p0.ces when buying
dried staples. Other te+niguerMplemented
in designing a sample pullication were per- A STUDY OF PERSONS WHO WRITE LETTERS TO ..e" THE EDITOR OF THE ATLANTA CONSTITUTION sondl style; an easy rea4ing level; many, . , . Peggy Cook Carter, M.A. , -- large, detailed, black and white line draw- University'of Georgia, 1973 ingsi light green paper 4 nd black print; .4 Adviser: Ernest C. Hynds poinetype;titles and slbheads in bold print;
much white space; little copy; a cover with The thesis topic originated from a re7
a large illustration and a title in 42 point search paper done by this writer on letters
a type under the picture; End size 8 1/21x 11 to the editor celumns and letter writers 1:
( sheets. , which showed that no formal study had beets c:1.v conducted in recent years. This researcher
believed that the -tecent social retrolution.
-95- in which racial,,;ertnic and youth intgrebtt wS - k. MISANTHROPY, TRUS, AND were emphasized might have alta01:11irasic VARIABILITY: DE RHIN S OF ADVERTISING EFF VEN SS ON profiletnewspaper medr,ia,t0APPripnts. Tor PRINTED ADVE FISEMENTS inye$50)fee th'.14ssibil".;.0 study'was made % Howard Lloyd Ca , m.A.a.c. / of,!tht peiSongwhq.lwrote tars tof the University of Fl ride, 1972 AkAlPta titan V)t+t a six -weeec period in Adviser: LeonarJ. Hooper 0 Print advertising constitutes amulti- The Studybegins witha suc by of W)rar 88
95 h s been written both academicSlly,and non- spectrum. Given a RepubliCan Administration
cademically on letter writers. rtthen and the economic condition-of'the United .
/brieflyreviews the history andpresent States, distribution of radio service, at:e
status of the Atlanta Constitution to provide first, Was based-upon little more thing
background for the study,The methoUology `,economic demand. While- there ware ComMrce
chapter explains hoWtheAuestionitairewas Department, attempts to spread radio frelutenby' - dtaWn up toachigre the best possible re- assigprents for broadcasters serest tltrl 7: sults. It also-txplains.the:Use of psycho-' nation, ehe primary purpose of Alpo 1-.140 >:..:. to %r* graphiCs in this type qf sfucly for the first ,, 1 prevent interference rather." tk.in Ii*rea,,on time. an.eguitable basis, serVf4!to rcop'imunit7.'. . . ,...,,,:-..;',e,...,," In the results chapter, one finds that Tt.was not unt11.1921i'et,t 4 " those personewho wrote the Constitution were 04ditabio daspributPe*aIf 1 'r,-4!' E ,/ not significantly'different from those pria-.\ ,fir Atroduced ldip lc i into ,fir e; 4,,,,- y 1 , ° sented in earlier profiles and that the 4*, had consider:A in, 512u. foret rr zsnotn.,e- . ,f ' ,,` e 1. ,.:: differences might be attributed to other L 4922. The equiAliyintiiburAon 9lave: i reasons as well as to social change. . Balx- cit the Radio At oiurTIBZ yas air.:4 at
,.., ,-1-,1. . .- "d ..,- cally, letter writers we,e'found to be wel:- ..:.: Providingprirargradio .0:r,v ice, to every e,. educated, married, homeowners and parents. munity IA the nation: ,t* , , .' ,. l' 4? :f ..' Many had corresponded to wilier re is .in* The com*a,ts difCongrds,sional leadev. .-1 . public officials; 'The,psychogr#WO wd, . duringccOittee Oks:ei.ng!..4i...lieof..errittee , . .- . .0 r'1--, that the respondents regularly; s4:, i, =fa- r1.31VNN ,/mu cp-Ttrie. f Ivor of Ccivrtet.'4 it-aye ...- .,.- 3:je elation from all media. The iespr1PAa: s were Ar4i44 4.41a to tad! Intent eA.the national
also active is their commuis ',Inatt.hattgoMd legislature. l;enacting thiedisAritation voting habits. They diffiared basically from cle4de, c ongres, intended toinware tbst the
previous profiles in that they.tended to be entire-nationr.veived radio sotve, 'not*,juNt
more .mobile and,that they tended to be Demo- those stew; capable of providing.econw* 'crats rather tman Republicans. The thesis support for aoado:tinq ?Aat.ore... ,
i concludes-with suggestions for future re A year of,ter.panqalo-f the 141Z
searchers of media respondents. approved ortndinl 4 . Clphatal4Cdst1 intent. Tre spel1exi out AS PO an oral Fadita )017,t. LOUITABLE DISTRIKTION OF RADIO SERVICES: AU ANLYSIS VF tribute radio *aeri,:,e. CONGRESSIONAL INTENT transraw-lic4n well x of RiChard Allen Carvell. M.S. - - rueeptwe University of . Adviser: Edw...rd Douileu,s Prior to the passage of the Rad4o Act of 1927, federal regulatory Oforts were aired at reducin4 and preventso4 interference a 0 aforoAdcasters nl others using the radio , o T. -99- 50 YEARS IN PRINT: 98r A BIOGRAPHY OF WILLIAM B. RUGGLkS ' FLORIDA DEFENDERS OF THE ENVIRONMENT: 'Rene Castilla,14.A.' A CASE STUDY OF A VOLUNTEER ORGANIZATION'S MEDIA UTILIZATION East Texas State University, 1973 Melissa Shepard Carver,M.Aud.C.,- Adviser:- W. J. Bell University, of Florida, 1973. This it the story of a Texas newspaper Adviser: Kenneth A, Christiansen reporter and editor. During his active years What this thesis prob4 is a $ he was asoldier, poet, sports historian, procedural model designed% for non-profit statistician, editorial writer, and editor. ' . volunteer, ,citizens groups using an He was a sportswriter for the first fifteen alliance with the mass media for informa- : " years of his newspaper career. He re6ards and educational purposes.,It is his most important contribution to be the *ased 'DA a Case study of the Florida authorship in 1941 of the right -to -work Defenders of the Environment (FDE),an principle'as a guaranteed legal right of Os, ' organization which successfully fought the worker. the Cross FloridavBarge Canal and sub- interviewing William Ruggles and persons sequently saved the Oklawaha River from who know him andreiiewing what he has destruction. written and *Oat has been written about him aQ Over a period of ten years the FDE provided .phough material tO present a chroni- 1 required, sought and obtained the massive cle of hisjOurnalistic...career. media coverage crucial to its success. Ruggles emerges as'a competent editor This fruitful alliance'Was based on the and a man peculiarly qualified to exercise unique structure of the conservation group, his authority as editor by his diversified . its carefully drawn purpose and maintenance background. He has been an editor and Of"a totally objedtive and educational editorial writer on The Dallas Morning News posture throughout. -. since 1919. He is also a student of military The organization's strength centered operations and edited various military on its stature as a research and informa- publications. Ruggles wrote the history Of tion clearing house. Rather than utilizing the Sixth Army, which became a lo.rmanent a public, relations campaign, the FDE record of the War Department. He also elected to inform the public, through the compiled the Texas League Record Book and mass media, amd.therdby influenceand- wrote theHistory of the Texas League, 1880- , haiie an impact upon public policy. The 1932. FDE attracted the media because it Ruggles tended to be politically con;..er- represented an unequaled source of vative. He was temperate and cautious in his factual data. This approach represents editorial'positions; however, ,he never lacked a viable avenue ,for non- nrcLiy volunteer the courage to ,fake definite stands on con-' organizations seeking Access to the Mass troversial issues of public importance. On media. some international issues his thinking was 4, 90 9 7 as influenced by his military experience. He the culturesand where there were consis- was interested in good government and encour- tencies within and across, cultures. aged people to take greater interest in all Further tesearch4was recommended in ar- levels 0gove eas similar to those of tile study, particu- larly of a cross-cultural na ur 100 ' 7 A STYLISTIC COMPARISON OF WRITTEN LANGUAGE EY AMERICAN AND JAPANESE -101- THEOLOGICAL STUDENTS CHALLENGE OF PRESS FREEDOM/COMMERCIAL Opal Marken Cessna, M.A. TELEVISION IN-TAIWAN University of Rentudky, 1972 - %Shu-Hua Samuel Chang, M.A. .:Adviser: Robert N. Bostrom University of Missouri, 1972 Adviser: Edward C. Lambert ."-Th4.&thpsis was concerted with thespe- , cific problem of determining the differences Taiwan has long been charged with lack and likenesses in written material of Ameri- of press freedom by the western journalists. . Can and Japanese theological students. Twen-- 4; - The Study presents plain facts' of "why" and ty-three AmeriCan and twenty-three Japanese ''how" Taiwan's current press .freedom iscon-- were given-tiwenty minutes to write four stor- tradictory to the government proclamation of -ies (five minutes each) b4sed on four differ- democracy and how public opinion his been ent slides from the Thematic Apperception' ignored by, ma'r.tial law and broadcast regula- Test set of pictures. tions. Besides, Taiwan's national goal of- The material was analyzed with the (1) struggling fdr a non-communist Taiwan, t sentence length,(2) adjective-verb quotient, change of U. S.-policy to Taiwan has great and (3) type-token ratio psycholinguistic effecton the control of press freedom, tele- indicators of style. They were analyzed by, vision programming-and commercial televition . - the four stories and across culturesto see I- survival on the island. what differences there were and whether or The study also points out that Taiwan's not there were consistencies within cultures ecdnomy has affected Taiwan's television or across cultures. management in commercials during the growth Because of the relativeinfancy of the of Taiwan's television. psycholinguistic field, and because of the The secdnd'par,t,of 'the .study deals with scarcity of research of the language style of the Challenge of commercial television by theological students,partrcularly cross-cul- rationalized television proposed or broad- turally, this study was more of a ddsckip- cast law: A survey of the most'television tive one, looking at the'phenomena with an viewer's attitudes on the Program in Taiwan' attempt at finding order,from what was seen. and its analysis are presented. The survey The results indicated that the measures has shown that the criticism of current used for analysis might profitably be used television programs and commercial were most- across cultures. They also showed areas ly from the frigher-educated.people--intellec- where.there were significant differences in . tuals,"educators and legislators with some - 91 .0 9.8 . a. c, reputationas "authority"-,who form a minori- The study wasdivided into four, parts. ty group and spend little on the products of Part One is a review of Sino-American the sponsors, television's only financial relationi. U.S. China policy was examined supporters. The nationalization proposed was President.by President. U.S. China policy 4 based on the increasing violence-oriented shifted gradually but,significantly fiom 1949. programs eventually created by competition to -1972. The Truman AdMinistration held an among the networks, since the birth of the unalignment policy at the very beginning, third commercial television station. then turned to the support of the Chinese at* 'Taiwan's people should .not have to lose Nationalists on Taiwan. This policy contin- their freedom of entertainment after their ued through the Eisenhower, Kennedy, and constitutional right of national.democracy Johnson administrations with some reconsider- and freedoM.of press has been eliminated be- ations. Now the Nixon administration is try -' cause of the communist threat. ing to treat Red China on a level with the Soviet Union. Normalization of relations , with Red China will come in time, when the problebol:Taiwan is reasonably resolved. -102 - PRESS ATITUDE TOWARD U.S. RECOGNITION Part Two of the study discusses the gen- OF RED CHINA, A COMPARATIVE STUDY OF NEWSPAPERS-Ig'THE UNITED STATES AND THE eral situation of the press in efip United REPUBLIC OF CHINA DURING THE U.N. DEBATE OF OCTOBER-NOVEMBER, 1971 States and the Republic of China..Free CM-0f et Helen Su-in Chit:, M.S. speech, total number of newspapers and circu- University of Utah, 1973 lations, newspaper categories, and press eco- Adviser: Milton C. Hollstein nomic backgrounds in both countries were ex- 0 plored. Fide American papeTS-(NewYork Times, This study deals with press attitude in Washington Post, Christian Scienca'iloniton,' ' the United States and the Republic of China Los Angeles Timeswand ChicageTriBune) and toward U.S. recognition of Red China during. three Chinese papers (Central Daily News, the U.N. 1971 session (October- November). It United Daily. News, and China Times) were ex- started with four hypotheses: (1) the press aMined extensively 'far their traits, in the United Stated and the Republic of al polici6'and circulepion. These eight' China both objected to U.S. recognition of newspapers were selected.ds-the sample for ,ir Red China on morel grounds,(2) the U.S. Content analyain.the'study.' press considered.that U.S. recognition'of Red Part Three, theheart of the.study, was China would lurther the best interests of the a content analysis of "China news" in the . United-Stateb,while the.press.of the Republic eight newspapers. ItWas conducteby mea- of China held the opposite opinidn, (3) ac- suring quality, quantity and direction of - cording:to international law and the U.N. "Chide news." Twelvq subject-matter catego- Charter, both the United- States and Fred ri;eS.and three directional categories, were China press supported nonrecognition of Com- set up to serve the purpose of this study. vnunist China,(4) the UiS. press emphasized it The findings of the invetigation re- political issues and the Republic of. China Vealed that Chineie press devoted more, space emphasized moral and legal considerations. 92 99 and-published more news items of "China 'lewd", thesis describes survey respondents' ratings than the Amerioan,press.. The five U.S. ,pub - on individual courses and their suggestions lications carried i higher percentage of for change in'the public relations sequence. "China news", favorableto U.S. recognition of In addition, the thesis contains statistical, Red China and a smaller percentage of.unfavor- information on graduates' job progress and able news than the Chinese publications. job satisfaction and relates that information "China 'news" in the Chinese publicationswas to the survey respondents' course evalua- ' more strongly displayed than in the U.S. pub-. tions. The thesis concludes with recommenda- lications. In the-12 subject-matter catego- Eions for, improvement of the public relations ... ries,thoth the U.S. ,press and the Chindse sequence. press emphasizedthe U.N. China issue, the in- . terrial .strength of Red China, and'U.S..com- . ''munitationwith the Chinese.Communists. In addition to ,these three subjeCts, the Chinese -1041:1 pre^s also stressed three other subjects: NASHVILLE'S NEWS MEDIA AS VIEW BY THE BLACK COMMUNITY the merit.of the Chinese Communist government, Earl S. Clanton, III,M.A. 7- overseas Chinese attitudes and the status of It Rent State University, 1972 Taiwan. Adviser: Milton E. Wilson In conclusion, inferences drawn from the findings were that: 1) Hypotheses 1 and 2 Abstract of thesis: The implosion of techni- Art supported by the findings. 2) The cal and sophisticatedmadvancements in-public Chinese press opposed recognition of Red media dissemination has hada multi-faceted China on legal grounds apdthe U.S. press effect 'on the total population, andit has- . attitude on, this issue is unclear,: 3) Both generated some excitingspin-offs for the U.S. press and the Chikse press empha- specific population strata. It is\fihen log- sized the political issue; the Chinesepress ical to end6avor to find how thiSsame tech- also stressed moral issues, nical:media sophistication hasaffected a dis- advantaged community in communicating issues about its community and the amount of,Ored- itability assigned to information from'out -103- V side the community as it. is channeled through THE UNIVERSITY OF TEXAS' PUBLIC RELATIONS CURRICULUM--AN EVALUATION various message media. BY 1960-1971 GRADUATES . Several conclusions were drawp from the Roger'Dean Christensen, M.A. plqtented data of this thesis: 'University of Texas, 1973 (1') Black people hold a unitary view of Adviser: . Alan bcott. the media that.it is a controllingforce that projectq a violent, anti-social image ofthe disadvantaged people of thiscountry. The thesis is a report ona survey The media contributed to the image of violence in the ghetto and did little conducted to obtain an evaluaAdn of.The- or ' P nothing to stabilize the blackcommunity, which, in turn, caused the blackcommunity University of Texas' course sequenoy in to generally tune out the mediaas a viable,, message channel. public relations:Public relations graduates (2), .,The attitudes of black Americans . toward mass media are'diVerseand have from 1960 through 1971 were surveyed. The several dimensions of hostility, which 93, 10 , the author has defined as depiction, considered by the survey, at leapt 45 schools proving, utility, ancbmanipulative. (3) 4-sort and Factor Analytic methods, commented on thesuBject and agreed that used by the author:in this thesis, are useful techniques for defining attitudes of persons, censorship tended to increase proportionately toward the mass pedia. with the amountof funds contributed by the school' districtadministration. The thesisincludes a copy of the ques- -105- tionnaire submitted to the schools, and giGH SCHOOL NEWSPAPER PRODUCTION 'tables for each category of investigation IN THE FOUR CORNER STATES' with reuoiltes listed in each of five popula- John H. Corlett, M.A, tion areas. University of Arizona, 1973 Adviser: Philip Mangelsdorf 1 4. e: This study presents high school news -1ps- paper advisers with a summary, of production AN EDITORIAL VIEW OF THE SOVIET UNION BY /HE ST. LOUIS POST-DISPATCH: methods,"finance bases and newspaper formats FROM THEH PACT TO WINSTON CHURCHILL'S IRON CURTAIN SPEECH at high schools in Utah, Colorado, New Michell Costello, M.A. MeXico and Arizona. Of 553 high schoids University,. of Missouri, 1972 queried, 253, or 46 per cent, returned a Advisor: William Howard Taft questionnaire. 0 The survey found that 145 of the respon- This thesis deals with a single newspa- dent schools used offset printing, 61 schools per's editorials about the Soviet Union from used a mimeograph method, 16 schools used 1939 ,to 1946. E:aokmditorial has been judged -letter press, and the others. used a combina- subjectively by. the writer.. It should be" . tion of the three or produced more than one , noted, however, that every attempt has been liwspaper by different methods. Thelarger made to present an objective picture. , .f ? - the school the more the dasa method tended , The purpose of the paper, is to determinp to be used, while the smaller schools. turned - if there Were any changes in the St. Louis more to the mimeograph. - Post-Dispatch editorial views dNring the" ` e More than 80 per cent of theltdhools years studied, and if so, why the"chabges oc7, publi'shi4papers at least once amonth. The curred. annual peknpupil cost of publishing a student The writer found that there were several newspaper ranged from S'1.35,per student in drastic changes. When Nazi Germanys.and the schools with enrollments of less than 250, to Soviet Union signed the Non-Aggression Pact $1.08 per student in schools whose enroll- .in 1939, the Post- Dispatch has little good to ments exceeded 1,350. say about the U. S. S. R.. There was, in fact, About 43 per cent Of the school news-, a great deal of,crlticism of Soviet communism .papers received complete or part funding from in general and of Joseph Stalin,. the man, in the school district. The other newspaperg particular. Nevertheless, after Hitler had , depended on advertising or )tudent fees or a launched his surprise attack on Russia in combination of the two.' June of 1941, the paper's criticism softened. Although censorship was mot a question And when the United States joined the fight 94 101 0 ag'ainst Germany, the Post-Dispatch editorial er of an editorial at the time of its publi- . . page:suggested that past really'Were cation is influenced by what he reads, .the minor and that Soviet communism and American ,jhistorian, at least,"has access to an opinion capitalism'would ha-ve no troubleoverlooking. of the times. ideological differenceS'to form an alliance to defeat Hitler. Following the key victo- . rids on Soviet soil, Stalingrad andLeningrad/1' the,St. Louis paper had the highest praise for the Soviet anion and its fightingmen. -107- As the war progressed and a4i-.Allied vic- SOCIANZATION EFFECTS ON THE BEGINNING REPORTER tory became apparent, Post-Dispatch editor- Henry 9, Counts, M.A. ials began to sidemith the Soviet Unionon University of South Carolina, 1972 political and military disputes between the Adviser: Kennetlf,Starck U. S. and the U.S. S.R.--particularly con- ,cerninl the poSt-war settlements in Europe. This study set out to answer two primary It seemed as if the paper made excuses for questions: What are the effects on the at- Soviet actions, perhaps to convince readers titudes of the beginning reporter toward the that,a friendship between the United States South Carolina legislature in specific and N . axi Russia was of paramount importance for government in general when he taken over the - . post-war.-world security. assignment of covering the state legislature, A -turning point in the paper's editorial and, if there are any noticeable effects, policy took place following the discovery of what brought them about? a Soviet spy ring in Canada in febtuary of the underlying rationale for the_study b. 1946. From that point on the Post-Dispatch was based pn -the socialization.effects sug... . 'editorials suggested, that Americans should gested as probable by "role theory" with not accept Soviet statements igood faith. emphasis given to the premise that exposure- The paper added that Churchill's recommenda- to specific events might change attitudes' .0 tions for "a strong front against an expand- about an entity. - ing and aggressive Soviet Union" were valid. In nswering.the questions posed, four This writer found that newspaper editor- hypothe es were tetted:** ials (particularly before the great rise in - The assignment of 'the beginning re-- popularity.of television) are a particularly porter to L e specialized beat of statehouse - valuable tool for the historian. they proved reporter will result in a significant change to be a fairly_ accurate means to find out -.the in his,aititude,toward one of skepticism con- climate of public op.,nioh,An past years. Be- cerning the South Carolina legislature. . , - cause they are not governbtrby the journalis- (2) This skepticism.will carry over in- tic rules of objectivity and because they'can to his attitudes concerning-all levels.and - and do contain opinion, editorials preient divisions of government. the writers of history with a fairly senSa- (3) His attitudes about the statehouse 'tive barometer of Public feeling. Though . PTeAs corps will become more favorable.0 . there. is no scientific proof that every read-* (4) His attitudes toward government 95: 102 will. become more closely aligned with those How this cultural policy was deyeloped 0 of the statehouse.preiS corps. under the pressures of men and events is the The nvestigation sought out three historical question examined briefly in the groups.of individuals. The experimental Introductory Chapter I. . . group was- composed of eight students enrolled What is this cultural policy, with its 0 in an advanced reporting class taught at the__ stated and implied objectives?How has it - University of South Carolina in which stu- been interpreted by legislators and regula- dents actually cover the legislature for tors? This is the ontological question dealt weekly newspapers.' The control group was with in Chapter II.. composed of eight demographically matched How has this cultural policy been imple individuals. The press corps group was com- mented up to now (DeceMbr-31gt 1971), posed of reporters covering the state through regulations and dedisions of the 4 legislature; CRTC? What 'Are.the constraints and urges of e.) In conducting the study, questionnaires its implementation in the short and long. term . a . dealing with attitudes toward%government and , view? It could be called the political ques- the press were administered three times tion. This over-all survey and 'assessment is during the spring 1972 semester to the ex- the main object of the dissertation and is . perimental and control groups. Question- taken up from Chapter III to Chapter VI. naires dealing with attitudes toward govern- The4iSsertation describes and analyses t . ment were administered twice to the press the CRTC decisions in their subject.matter as corps group., well as in their process and trends. In aor- Results of the study were that none of ticular, it focuset'its attention on °taper- the hypotheses were confirmed. There were no sfiip control; extension of serL..and pro- significant changes in attitudes'. Howeyer, gramming. 00 several tendenciegTh-f-a-ttitude-changc in the 4 Considering CATV as a crucial problem hypothesized direction were evident. for Canadian broadcasting, a Chapter (IV) is devpted to CRTC policy in this area. Pre-, lititinary decisions of the CRTC in 1969 and:: -108- 1970 and its comprehensive policy statement% THE CULTURAL POLICY- OF THE CANADIAN RADIO-TELEVISION COMMISSION -of July 1971, are examined as the basis for JacqUas tousineau, M.A. '-the developing policies on broadcasting, *Annenberg School of Communications trends, procedure and regulations.. It is University of Pennsylvania, 1972 shown that CATV has been the effective cata- . Adviser: Robert.L. Shayon lyst of deepchanges both in the legislatiVe The Parliament of Canada passed the and regulatory phases of the 'Whole cultural Broadca4tingAct of March 1968 and enunci= policy in broadcasting. ated. a cultural policy for ,broadcasting in The conclusions (Chapter VII) contain Canada. The Act created the Canadiari Radio- assessment on the past accomplishments of the Television Commission (CRTC), a regulatory CRTC,eprojections regarding itS.fUture and -_body which was to implement this Canadian recommendations for improved future perfor- . cultural policy. manse. §s 133 .... .1; : a CI' ti -109 - This.study required selected student CHANGING THE VACATION IMAGE OF TEXAS :` 'editors' to make specific decisions wi511 A CASE STUDY OF THE TEXAS TOURIST DEVELOPMENT AGENCY regard to a set of tragicnews pictures: ZUlianne Grandin Crane, M.A. Students were asked to (1) evaluate the Set University o£ Texas, 1972 of pictures on seven semantic differential . Adviser: Alan Scott scales;(2) estimate on a Likert-type scale 0 the extent to which they felt the set of The thesis illustrates how the Texas pictures-violated personal privacy; and J34,.. Tourist DeliblOpment AgenCS,, Created in 1963 estimate on another Likert-type'scale 'by the Texas Legislature andcharged with . extent to which they might publish such pick' administering the state's first travel adver- tures. tising and promotional prOgraM, relates tQ Eighty subjects; forty from each of the multimillipn'dollartravel industry. twp.schools, took part in the experiment. .Material is presented on how Texas was Students were assigned randomly to one of fallinvdrastically.behipd-otherstates in four treatment groupq... Linaquist's 2 X 2 the tourist attracting business prior to the factorial design was utilized to establish creation of a state-paid advertising. program, . - the four treatment, which varied in'relatiOn and riots/ since theh the national image of to either positive or negative statements . Texas has changed, resulting in rapid growth attributed to either "editors" or 'audience" of tourism:in Texas. Emphasis also is fo- on the subject of tragicnews photographs. cused on'the Importance Of the cooperative_ Group 1 received,positive_editor and_negar approach of both.state and private sector tive audience statements; group 2 received groups in a successful tourist program,. positive editor and negative' audience state.- ments; group 3 received negative editor and positive audience statements;and_group 4 received positive statement from both ed- PEER VS, READER INFLUENCES itors and audience. ' UPON STUDENT.'EDITOR' JUDGMENTS AND PUBLICATION OF _Interaction hypotheses jpredicted that, TRAGIC NEWS PHOTOGRAPHS when subjects were confronted by antin- Wendell C. Crow, M.A. - congruent situation whereeditor and 0'; Southern-Illinois University,1972 audience statements conflicted, they_wouid _Adviser: L. Erwin Atwood tend to reflect favor for the. editor News photography.firsteappeared in position On (1) the semantic differential 4 newspapers in 1880, beginning-a continuing evaluations; (2) the invasion of priyacy . , . . debate over whether or notliersons victim- estimates; and (3) the estimates of pub- . ized by tragic- events should be spared the lication. photographic publicity given _other news . No significant interaction effects . . events. This study was initiated.t6 ex.7. were observed in the.andlysis of variance, amine some of the vaLables involved in and the hypotheses were rejected. communicator ending decisions concerning A significant main-effect was observed -photographs. in the estimates of invasion o privacy with 97 104 e r Pt 4'14 a ..Sisc regard-to the audience. This main effect -111-: seemed ta be consistent with previous studies, _ INELUENCES-OF.MASS MEDIA ANWCOLLEGE which fouhd that student communicators had SPORTS INFORMATIqg DIRECTORS UPON SELECTED spoRtsORAERs) CHOICES FOR tended to accept a role consistent to ALL"AMERICAN FOOTBALL PLAYERS "professional" references persons. R bert Edmunson Dart, M.A. Multiple linear regression technique was .University of Georgia, 1,973 .:'%s utilized in a post hoc analysis, using pub- Adviser:. Wallace B. Eberhard lication scores for the criterion.A full All-American football'teams; creations model including semantic differential . uations, privacy and experience scores-as of the mass media, purport to Tnclude the predictors of publication accounted for 53.47 best college players of a given season. per cent of criterion variance.Elimination Criticslave.long charged that All-American of privacy scores reduced this figure only teams are chosen by distant "experts" who slightly, to 50.03 per cent. But when sem- never see their picks play. Instead, the anticdifferential scores were. eliminated, "experts," many of whom are media. sports,- only 18.46 per cent of criterion variance was writers, must base their All-American selec- accounted for inothe model. tions on information Supplied, either Semantic differential evaluative scales directly or through sports news media,' by proved to be powerful predictors of subjects' college sports inforthation directors '(6.1D!,$). ihtgnt tb publish tragic photographs. Th*.study traced the history of Allr Privacy scores, while not as powerful as the American football teams, their selectors, . . semantic differential scores, accounted for their critics and the media that publicize . . a large amount of criterion variance. them. Then the study examined the role and Experience scores, used as-dichotomous influence that Sip's have in the selection of, covariate scores in the models, accounted for stA All-Americans by questioning some of the no.V.gnifilnt'amountsof variance and were sportswriters who select the teams and a almost useless as predictors. number of sports information.directors. --FUrtherstudy'along pkojective, case Nearly all the responding SID's indi- study lines'was recommehded to discover cated that producing All-American football why encoding behavior of the subjects players was part of their job. Almost all 4 differed-greatly from previous studies which indicated several defin'ite benefits tohe seemed to predict encoding by student comm- college in producing All-Americans. Most . '1/41," unicators. The large amount of variance indicated that they thought tliey, as SID's, accounted for i post hoc analysis seemed had supplied information that led to the -to indicate thaiLtwb-of the three variables selection of a player as an A11-AmeriUan.' utilized in the regression Models were im- Most of the.respondinmportswriters portant predictors of publication regarding didn't see half or more of.their 1972 All- tragic news pictures. American picks play."live." However,' they were split almost-evenly in answering the question of whether or not, their Ail-' ..- *a, Amefican picks were influenced,by SID's. 99 P1, 0 0 I -112- attitudes toward n s, A general infor- I . . THE BAHAMAS PRESS: A STUDY OF THE mation guestordire and a seven -point EDITORIAL COVERAGE OF,THE 1967-1968 GENERAL ELECTIONS BY THE'TWO . attitude scale Were used to gather data NASSAU DAILIES, THE NASSAU GUARDIAN 0 AND THE NASSAU TRIBUNE for"..tirta-inveWgati!Sn. s .4" Vernon-MonSell Darville,M#A%J.O. 1 Two -hhndred sev6nteen,Stdderits from. . ,UniverSity"bf,Floridak 197 Sam Houston High chool'in,ArDington, . . sq, . Adviser:JohnV. W!hb , Te5as,. participated in the study, which in4uded einpomly selected Ehlishclasses This study. attempted 6o document thd via- . containing soRhbmpres, juniors, and bility of the Bahamian press. The specific seniors. aims Yern:`(1) to establish Ehat, despite' The study found that high schodl masAve negative editorialcoverage of the ,students Are regularnewspaper and magazine. Progressive Liberal Party (PLP) in the 1967- readers, and that the\majority spend three 1968 general elections, the PLP won, making.- hourb" per day listening to radio .and thmq..7 it the first 'Negro government in the Bahamas' flours daily watc'liing .television. 300-year history,and(2) to establish that, - , ,,Data also. showed that teenagers have the presql fluctuated rather than re- .'!4, leiVorable opinions of mass media Mained in steadyoPpositio to the PLP. that television was consistently dOnsider- . . By utilizing a daily analysis of editor- . ed the most objective, trustworthyq.expert,v-n 31,.,.1410,11references to the campaign, the studysat- 'ye". r and accurate medium. Radio was the students' . . ttoMppeo to document_the-simages presented in primary news source because of its cOniMn- , .P'tEd1,editorial content during' the election ience, Many of, the students regularly e per4* f"4!Ewo reasons: .4 To provide some read a- newspaper and watch a televisionnews tangibiejcldes in understanding the nature broadcaSt. They choose a paper fob its and performance of pcith major parties, and to general coverage and that is more interest- ,. help ancOurage further research on the ing to reads o Bahamas, using newspapers as a Exicary Findings indiCated that the students search tool.A historick approadh was used use *newspapers, radio, television, and ' in determining newspaper opinion. :1 magazines, primarily for entertainment ,-sww . rather than for news. Feature portions of 'newspapers were preferred to news: feature, fashion, and sports magazines were favordd -113- e W.14 0 .Xt.: over neqsz-magazines; musical radio pro- EXPOSURE TO AND ATTITUDES TOWARD' . - THE, MASS MEDIA, 0? STUDENTS grams were-chosen onrnews broadcasts,; `AT SAM HOUSTON HIGH SCHOOL and teleVisibn movies, comedy, and variety: Line J. Davis, M.A, shows were watched' more often thannews. North Texas State University, 1973 Adviser: - Reginald C. Westmoreland A 'This study was concerned with det4rm- . o fining the amount of.exposure high school 'students have'tomass media and their 99 -114- the Old Testament translatkmS; it was READABIbITY OF SOME ENGLISH-LANGUAGE followed closely by The Living:Bible Pare,- TRANSLATIONS OF THE BIBLE phrased, The Jerusalem Bible, and The Dee Darren Decker, M.S. Modern Reader's Bible. The James,Mffatt University of Tennessee, 1972 and Jehovah Witnesses verki.9ns. we e the y. Advisor: Frank Thornburg 0...4.* least readable Old ,Testament tr.p. slation-. This study compares the readability of The Living Bible Paraphrased r nked first some of the English-language translations among theNew Testa: tot translations; it :of. the Bible. Ten translations of the Old if was followed by The. New .American Bible, : Testament and 15 translatidns of the New V GoodUgws,.and The Jerusalem Bible, The Testament were anidyzet. Twenty randomly translations by Phillips and the Jehovah selecOd and, equally distributed selections Witnesses version ranked as difficult to t. of 100 words were drawn from the Old Testa- read, while The Amplified NewTestament A 'ment. Ten randbmSample passages of 100 was by far the least readable New Testament fi words weresimilarly *selected from the New translation. TestaMent. analysis includee(1) applying The rationale and valno of n.55.1 ...". % . he,Flesch Reading Easesformula to these. 30. latf8ns were discussed,and itwas noted . samples, (2) counting the number of Gunning- that most translations are published in 5 1 defineeepd total pdlysyllabie words, and order to include the latest archaeological, ,- . *5 (3) akuntIng the number o f archaic words in 5 linguistic, and historical scholarship and the'30' samples. Five popular and longer to keep the Bible living in the vernacular,, pOsages were chosen fromeach testament in or current Ian q of the people. A brief order to compare thehmber of words each history of Engrish-lak.s\n guage translations of tianslation used in relatth'g 'a popular in- the Bible was also given. . . . , cidentQr parable. ,0 5 The traplaAions were ranked from the Uost4o.the least readatile for each bf -115- »element§ measured: Flesch Reading Ease COLOR AS RELATED TO THE COMMUNICATIVE PROCESS 'score, 06rds per choice ,passage, words per David Allen Dees,M5S. sentence in ttie random samile passages, East Texas State University, 1972 words per sentence inhechoice passages, dviser: Otha:C. Spencer auDning-defpned polySyllabic words, total polysy.11abic.word6, and archaic words. Tile With the development of color photog- rank numberp 3,...) for each analy- raphy, motion pictures, and te4evision in /, sis, except the Gunning-dejfined polysyllabic color, systematized study shoujbe 'made of word court, wereadded,to obtain a opmplosite the communicative factors 'involved with the scoxelofeach 4anslation. use of color. The Livl.n0Bible Paraphrased:rariked as A detailed search of the literature of N. e the moot readable for the versions contain-A- communications, philosophy, and phdtography ; . , 5. 1 . ing both the Old and New Testaments. was'.'Made to isolate ideas and thoughts on o The .. . 0 . . King/James translation ranked first, among color as applied to communications.Inter- 100 i v ., -057 107 ---_-!---r- , . 'views with workersin the ea of color were Ixiblications of insurance companies located conducted to; updateresew ch findings. 'Also, c in Texas and the other forty-nine sates selected student groups were give'na color Issues of forty-nine publications were ti analysis test to deEerminel color stereo- analyzed to ascertain howhe apparent types h.J1d true. objectives of the-publications cdrrespoAded Little has been written on color as it to,objectives generally accepted for internal relates to communications. Color does affect publications, how efficiently thecompany the psychological aspects of human behavior. publicationg appearedto be succeeding in Color'is able to communicate such abstract/ thesd.pursuits, whether`the publications' ---- qualities as taste, odor, height, weight, purposes were appropriate, and what unique dimension, mood,, and emotion. communicaadh problems were faced by the Color is used daily as a tool of the 0 insurance industry. v motion picture, television,advertising, and ! producing industries. In motion pictures and television, the process is'centered around -117- uses of color to achieve the best quality. THE TREATMENT OF FOREIGN NATIONS IN AMERICAN EDITORIAL CARTOONS: A STUDY The advertising industry uses color from a OF ATTENTION, SYMBOLOGY AND ATTITUDES psychological standpoint to more effectively Thomas ObiOnram Echawa, M.A. 'market products. Producing industries employ The Annenberg School of Communications University of Pennsylvania, 1972 color to gain more .production from employees. Adviser: George Gerbner - They also use color to communicate safety. More detailed research in thearea of A study was a content analysis of'a color as 'it relates to communications is sample sof editorial cartoons publishedon or needed because it is such an importantpart abouh,foreign countries by ten American news-. . sof human behavior. A set or color standards pope s during the years 1900, 1962, and 1964. needs to be developed as a base for better analysis focused on fourareas:. : communications. C or as related to communi- 1) The distribution of attention to inter:- cations is a process at is closely related national as opposed to national and domestic to perception by the human mind. Issues. Also a comparison of the foreign countries in the amount and type of'attention they received. 2) The allocation of responsibility--blame or approbation--to -116-. countries for various international crises AN ANALYSIS A EVALUATIO;40F THE EDITORIAL CON ENT OE SELECTED and tensions, 3) The symbology of moder INSURANCE COMP Nr PUBLICATIONS editorial cartoons, the codes and graphic ' Gaynell Do hne,,,,,M.A. mechanism used to identify, characterize and University of exas, 1972 "caricature" various countries. 4) A compar- Adviser: Dent C. Reddick% ison of the newspapers witib one another ac- o delve into the ares of indusErial cording to their performance in each of the jourAllism, and, in pariicu ar, employee categories above. publ.iccExtions,the author cho .4 to study the The analysig revealed that onerfourth of -- ,-- the cartoons in -the sample dealt with inter- ., better insight into advertising media effec- national issues, as opposed to domeslic is- tiveness in small community market The - sues,,and comparison with other studies specific media tested were daily newspapers showed that.the proportion of foreign and local (as opposed to network) radio. The cartoons to domestic cartoons was two to study on which the thesis is based was com- three times the proportion of foreign news missioned by Illinois Bell Telephone Company to domestic new's. 'Most of the attention was e and all- dvertising and other. teiting materi- focused on afew colikrieb,led by the:soviet als carried their sighature. -Union and there was.a_steady decline in the Methodology: Five communities, varying - number of foteign-cartoons between 1960 and location and demography, were chosen 1964. as a representative sample of non-major mar- . . Most, but not all, cartoons tendedto be k kets in Illinois. ritical of their` subjects-;The communist Five different media treatments were es- .countiles were the most frequentlynd-most'1?-. Y, tablished.. They were: 100% newspaper adver-,. harshly criticized, -led by Chikla, Cuba and , , tising, 75% newspaper -'2.5% radio advertising, _ r 4the Soviet Union in that order.' Significant. 50% - 501,4255;.-- 75%_, and 100Vradioaavertis7 _variationslrf type and extent of ordticism... .-. ingr . -.. c 'wete obSetv6T frolu year-to-year:- ---- 2- - ".-* ------4 v * .° ,... --Using. a-5-X -5 Latin .Square design, the 'Recognizable leaders, and to a smaller -twr, -4eriables,jtown and media treatn?ent) were. extent citizens, were the chief sources of assigned to cells in the Latin Stimare so that `Aentific4ion for most,countries.- Anatomic each toWn'retelved each'treatment in a unique dietbrtion of human chgia ers was minimal ..3iequence. (about 23 per cent); thecaicature effect .. The-Advertising offered a free premium was_ achieited: by "casting" a. country in a re-, --, , , . .' :, V0 and instructed customers to tall a local' Creffing kale: o . telephone timber. Two-:differen numbers A comparison of the heWspapers showed . were used-in each community: one featured significant differences in the-number of . , in-the.radiO advertisements and the other "foreign!' cartoons they published the coun- in'the newspaper. tries about which"lhese'cartotns Were drawn r. The results. of the a6ertising-were ,and the allocation' of responsibility tor . Measured bythe numberof people who 'called , various inteimnfational,crites: ' ey eachnumber to request the premium. . *Ili:tit:nal informational 'input was "ob- ';-118= tained via queStionnares sent Iteach.re- AN EXPERIMENTAL COMPARISON OF sponkient:- :RADIO ADVERTISING Q AND Conclusions: When appealing to a gener- NEWSPAFER ADVERTISING IN STATE AREA MARKETS alaudience, it requires a great , deal more , , . i' Heti:lett P. EthmerMan, M.S. .radio,, both in terms of frequency and cost to . f - - O V . . 'Univergity of Illinois; l913t . produce the same response as a newspaper ad. ' ' 40 ! AdirlsDrA_Zignpl'd darban ..Thegrgater the'percentage.of newseaper- 4' , . advertising in the media;m1x, 410b greater the The 'objective of this' thesis was,to gain 102 ,4i. 1-0 9 0- 0 effectiveness of the ad'verti'sing flight. (;6)_ Reports of a source's heteronomous action Newspaper effectiveness, unlike ihatof (an action easily observable) willbe be- radio, remains constant from community to lieved.more than those of an autonomous ac-. community. tion (describing an internal state), Newspaper advertising tends to lose its Statements were generated and on the effectivAness after long exposure whereas basis of:eight coders in a content analysis, radio advertising. tends to hecome increasing- 48 source references were selected.These ly effective as exposure continues. fragments of sentences represented all com- bidations of the two conditions (high-low)'of -119 - the six var'iabl'es taken six at a time which THE CREDIBILITY ON ANONYMOUS exist in the language. These fragments -NEWS SOURCES served as stimuli for 148 respohdents who Robert,J, Epstein, M.A. rated the dredfibility of sources. The Annenberg School of Communications 1972 Regression analysis confitmed the first The University of Pennsylvania three hypotheses, which together account. for Adviser: Klaus Krippendorff `86.5% of the variance-Of credibility_. The null'hypothesis, however, could not be re- This studystudy examines the credibility Of jected for the other hypotheses. sources Cited in newspapers whoare not Theoretical distinctions between types named, but are referred to under-some general and levels of sour6'es having been drawn,'"this term, e.g., "officials," " =usually reliable :4 . _- thesis argues that most of-our everydayknow- . sources,' "veteran observers." The extent.' - ledge originates in_sources who are anonymous such vague, ahonymqus sources differ in'cred- t- 4 ol.unidentified. ibility and the dimensions. which explain -their credibility .are the- focus of this re- e -search.. . ; Aperusal of news -reports led to the -.., f.;ollowitc; hypotheses: PUBLIC RELATIONS JOB OPPORTUNITIES IN GOVERNMENTAL.AGENCIES- -(14: Rowerful.sources will be more believed ;RichardlPi. Fe11,4,A.J..C. than those with lessauthority. (2,Y Sources who sympathize with Administra- University of Fiorida719f2 tiOn policies will be perceived as less cred- Adviger:: Glenn X. Butler . ible,than those who do not. This study exAminesthe.extent of (3) ,Iniormants.With first-hand information public relations job Opportunities in will be believed more than those whose,kpow- . gpvernmental agencies and provides infor- ledge of an eventA.s indirect. matiom,about the means of .entry Into and '(4) Sources who request anonymity will be the career structure of the two principal believed more thad.those who make no_such systems, the Civil $erviceand the FOreign. requedt.-=' Service. A historical background of (5)'Sources quoted directly will be more governmental public relations is also believed than those quoted indirectly. included.' 103 1l'0 The thesis. was written with the intent -122- that it might serve as alqource document fOr THE FEDERAL INFORMATION CENTER PROGRAM:' the structuring of a college course of BRINGING GOVERNMENT AND CITIZENS CLOSER TOGETHER instruction in governmental public rela- Charles A. 'Fleming, M. A, tions and as a useful job; - counseling I University of Wisconsin; 1972 Questionnaires were submitted to 39 . Adviser: -.Scott- M.,. Cut lip executive departments anoLegencies as a means of gathering information; nterviews Establishing effective two-way communi- were onduoted at 25 offices, Findings , cation between government and citizens is a, indicate job opportunities are extremely difficult task, especially in the contem- limited at the present tiMe: lath the . porary environment of growing government exception of the United Sta-es Information size, complexity and involvement in society's Agency, which relies upon recent college activities, coupled With increasing difficul- graduates for inputnto the Foreign'Serviee ty in communication. Information Officer Corps, the tendency is In 1466 the federal government estab':: to hire personnel with proven experience in lished the'Federal Information Center program, journalism or public reletiqns. to improve service to and communication with 0. the public. The program was designed' to bringcitizens and government closer to=, -121- gether, And to aid citizens in finding their 'AN ANALYSIS OF THE INFORMATION AppuT WRITING AND PUBLISHING 'way through the-maze of government agencies IN 'THREE LEADING WRITER'S TRADE .MAGAZINES AND THREERITER'S' and in locating the ingormaaon and assist -, MARKET DIRECTORIES ance needed: Operating ip 73 metropolitan Marilyn J. Fleer, M.A. areas, ;the program-Serves nearly 50 per The University of Oklahoma, 1971. cent of the*U:. S. population and responds to Adviser: C. Job Holland $. -^ over .4.6 million inquiries froMaitizens This thesisis an analysis issues of annually. The program receives inquiries , . three - Writer's -trade magazines from 1957 to _ from citizens through telephone,face-to-. . . - ... -. 197.0rand and of recent editions of three 'pOpular face and letter confect, and responds, witH .. - ..( . -. 'Writer's market directdries. This study information, referrals to state, local and anowed"that elthough writers could succeed federal agencies, and with publications.. without using writer's magazines and writer's This thesis examines related concepts . , market directories,,thesave theM . and historical Antecedents ofthe program, . . trouble, andmOneY. the origins and growth of-the program, its The magazines studied were: WRITER'S operation Aiid services, and effectiveness., DIGEST, THE WRITER, and WRITER'S YEARBOOK, an The thesis.'identifies federal agencies, annual published by WRITER'S DIGEST. The receiving citizen inquiriesand,the subjects directories studied were: WRITER'S HANDBOOK,- 4. of these inquiries, and examines how well ' Y.T, ..published by THE WRITER; WRITER's MARKET; . . citizen. inquiries are answered, by the federal ,- published by WRITER'S DIGEST; and LITERARY agencies. served by the program. MARKET PLACE, published by R: R. Bowker A major point in the thesis is that the 104 1 1 1 - 'Program enhances government-citizen communi- basepointfor numerous other, future studies.' cation and facilitptes,the public ihfOrma- -- Specifically, the press releases studied tion objectives of government's myriad as the-subStantive miterialp for this study . agencies,- but--at. the same time--itrepre- *to are the ones issued-over four- months'during sentsan.untapped source of feedback infor- the campaign for the U. S. Senate seat from "-matiori.to government on citizenconcerns, Indiana in-1968 in which incumbent U.' S. Sen- problemS:and information'needs. ator Birch E. Bayh., Democrat; was oppqsed by ?, - Republican William D. luckeletiaus._ The study involved'27 daily newspapers in Indiana and focused on, two interactions between the presb rand the contestants: It examined-Y.9w two of 0 -123 - 'the. major issues were developed, handled A STUDY OF HOW PRESS RELEASES WERE USED through preesreleases and-were related to FOR DAILY NEWSPAPERS.IN IN THE 1968 U. S. SENATORIAL CAMPAIGN the_press, and it,checked through the use of John Frederick Foltz, M.A. composite Weeks how the preSs "exposed" the Indiana University, 1972 two men. AdVisor: Ralph Holsinger Tentative .findings ar,d conclusions in tet this study may be regarded for replicative This study is descriptive-and employs - -atudies or for beginning points for other -standard reportorial and historiographic studiea: The last chapter suggests numerous teChnique6 the exploration of a single other questions.toqi,e asked and studiea in:- research question: 4:11:3,Kwerepress releases terms of the politiCal press release vis-a- used in a statewide political campaign? vis. the American press.. AlthoUgh press releases have been coral "" - monly and widely, used in political campaigns . and even'accepted to varying degreesas - sources of content.by American newspapers since 1896, the ubiquitous press release has THE COMIC STRIPS OF THE SALT'LAKi TRIBUNE: ,apparently escaped any, in-depth 'examination HISTORY ANDANALYM-- n a. scholarly sense. ,Rather, the uses, ErneSt James Ford, Jr., M.S. supposed functpne, .advantages anddisadvan- University of Utah, 1913 Adyiser: N. Neff Smart tages of the political press release appear tohave been taken for'granted as they may be The importance of the daily comic . , found randomly and often casually mentioned striP, :poth to the newspaper and t as a topic in previous literature. The major'purpose of of study to ascertain trendsin American cUl- this study, then, is to put the political ture, has long been argued.The Salt Lake press release into the perspective of how it Tribune, a major-mdttitigolitan daily newt- was used in one statewide end, major political Paper, has a 1'00-yea.r.listory which iprich campaign, therask Illustrating its general in -the development of'a daily comicas an usages in any statewide politidal Campaign. integral part of 'itseditorial format. This study, may he regarded', therefore, as a The thesis explores the comic strip 105 A 11.2 history in The Tribune and addresses itself- to the general' question of whether the comic -25: strip does reflect cultural trends. Through A STUDY OF THE CHRONOLOGICAL DEVELOPMENT OF THE RADIO content analysis, these questions were BROADCASTING STATIONS . IN ATHENS,' GEORGIA considered: Zachary S.'Fowlen, M.A. 1. Did-the number-of comic strip «, Universityof Georgia, 1972 titles grdw from 1913, the date the study AdVlilei: John T. Russell began, until 1971., when it ended? 2. Is the comic strip - -a man'; world, Athens, Georgia, has three AM and two FM and did the Negro and charaCters of minority broadcasting stations,They include WGAU .and , cultural extraction appear with any fre- WNGC-FM, properties ofthe 6"larke-Broadcast- 4 quency in the daily comic strip? ing CorporatiOn; WRFC,owned and operated by Did the comic strip, which'ip the Radio Athens, IncOrporated; a,nd,-WDOL and . early years 'had emphasized themes dealing WDOL-FM, outlets owned by University City, with domestic situations, broaden its atten- Incorporated. tipn to-other themes? This thesis provides a detailed chrono- . 4. Did, the daily comic strip reactto logical development of eachof the stations. major events in American-history? Emphasis is placed oh dates, personalities, . - . The study.fondu that comic strip ti- and .policies associated with each broadcast N tles did increase: The comic stripYhoWever, outlet. s. , did not remain , exclusively a man's world. NGAB is thecity's oldeststation and Other character types, such as children, ,. its origin dates back to the earlier days of adolescents and speaking animals ev'antu.11y broadcasting in Georgia. It was the state's 4 ' :, . found a permanent place on the daily comic 4 fourteenth station. Its development is 'rep- page. Appearances of minorities, however, resentativg of many stations in the state were few and far betwegn--almost to their a which-,date back to the 1930's. outright exclusion. Comic strip lid treat WREC Was founded in 1948 and represented situations other than domestic more exten- one of the most plpfessionally stCffedsta- - sively-in the latter years of the study. tions to begin operations-'-... inn Georgia during Q- The comic-strip did show an ability to that dedade. It soon became one of northeast i react to majpr cultural events, prinCipally - . Georgia's most powerful voices with 5,000 . . . ..' through change in, theme,, but the,event-Must Watts. 7 have been a major one before a change was WDOL was the first rock,and -roll station manifest. The larger question, whether the "-to bioadCait Atheht.- It signedon in, 1957 - , , comic strip does indeed serve as an index to and started atradition of 'Top 40" radio . ,American ;cultural and historical patterns that rt,continues to provide today. remained unanswered, but the study. Suggests All three broadcast operationein the that considerable doubt must be cast upon city have enjoyed varying degrees,of success. - those claims. Intensive research. into the This thesis-eXamines their development, and . complete content ofoomic strips is neces- provides an insight into the philosophies sary before that claim can be 'substantiated. that have guided' each one. 106 1 1.3 the sport of professional football felt about -126- television. Their answers toeleven questions A STUDY. OF PROFESSIONAL VOQTBAT,L 01 TELEVISION and statements revealed the underlying theme David Allen'French, N.S. that the'marriage of television andpro- University of Illinois, 1973 - fessional football was a basicreason, for the Adviser: Patrick Welsch latter'scontinuingsucaess. Secondary as- a. . pects about possible negative results from The ultimate 'conclusionsof the thesis television's interference were relegated, for were drawn from more than three years of in- the most part, to a much lower statu.whegf=t. tensive study: In 1971, .the authormonitored comparewith the mass appeal that the medium nearly 65 hours of professional footballon had created for the spbrt. television; in 1972,a questionnairey A., was sent A,Louis Harris ,survey conducted in*Janu- to every Coach and the.highest administrative . ary of 1972 '(A Survey 1of the Reactions and personnel of each National Football Confer-. '''. Opinions of Profession4 Football Fans) . was ence team; in 19,73, this..information was as- used as a basic sourcefbr gauging the similated-for-the final iscouse. ing public. The survey concluded that most The thesis contends that televisioneas' fans were pleased with television broadcasts transformed the sport of professional foot- . c: of prdfb-sional football games and, in fact, , ball into a production peculiar to the medi- would like to see an-dicpan of the present ,um itself.. The research material, when view- s ,. 4 ... status of the sport tc an even hroader scope. ed from the classic formula ofmessage (foot- . The final pages of the thesis are de- ball)-medium (television)- receiver (the view- - " ,votedeto:professionaoptball's future on ing pnbijc), supported this thesis. media other than, commercial broadcasts, i.e., '4the:mbnitoring pontitin of thethesis in cable television,. closed-circuit television -Particular represented. the medium's method of-, and pay television. It concludes. the folloq- --altering the video signal with specificpro- , ing: hRegardless ofprofessionalfoothall's dubtion techniques almost to the _point of future status with the various. methods'of . ''making profesdiOhal football ,a specificgenre transmitting its message,,the medium, in what- . of television-broadcasting. The author paid' ever form, will continue in its efforts to close atteptioh tothevdiffeance between alter-the video signal to fit a programming 7what the spectator in qttendance. - at the sta- function-,peculiar to itself.' dium sawAnd, .in contrast, whatthe "armchair 'quarterbaCkq viewed on the tube at home: Pro- . -127- duction techniques such-as superLimposition :-7: ADVERTISING TAXATIOH'IN.THE UNITED or key, split'screen, freeze,fraMe; mat, wipe,, STAUS, 1755-1971:AN ANALYSIS OF ITS,JUSTORY AND LEGALITY; A SURVEY and, most importantly, the four types of in- OF ITS ECONOMIC IMPLICHIONS -standeplay instant replay, isolated camera, Jo Sheila Wexler.Fuller, dual isolation, S'16-mo) were reocii'dedfor University of Florida, 1972 g0 each of 24 monitoring sessions. Adviser: Leonard J. Hooper The questionnaire kfas a vital source of This thesis, based' on a:literature information on how those people involved with search-andpersonal-interviews',--surveys 107 (4. 114 ti litigation of advertising tax cases, early -129- r twentieth century' attempts to institute . A DESCRIPTIVE ANALYSIS OF THE . advertising taxes, Current situations in METHODS BEING'USED TO TRAIN AND GIVE EXPERIENCE TO PUBLIC specific states, and the possible'effectg'of RELATIONS STUDENTS an advertising tax on local and state econo- LarrS, KiM Garvey, K.A. mies. OneChaptardetailsthe history of the Brigham Young University, 1972 taxation of advertisements. Adviser: Gordon E. Mills. . - . It may be concluded that in attempting study 'Oat-designed :to(1) analyze tb legislate advertising taxes legislatcrs- --the methods' being used to give public re- . - mustconsider the purpose(s) the tax will latiens'students practical experience, and fulfill, study the successes and failures of (2) develop a model-plan`to_providn students previous such taxes, and consider thoroughly the best opportunity to gain practida-1--ex; the effects passage of an advertising tax perience., will have on their'economic communities. A A questionnaire was sent-to Public major effect to be considered is thepossihil; Relations Student. Society of America Chapter ity'advertisins taxes cause restraint of ti - Presidents, and Educational Advisers and interstate commerce, a charge leveled : Professional Advisers of the same organiia , opponents of'advertising taxation.: tion. Twenty-one aaLcators, twelve students,_ and twenty-one professionals responbed. The following conelusiory were evident, -128- (1) OVet'one-_fou.rth of public relations_ A STUDY OF THE PROBLEMS IN MEDICAL REPORTING' students and educators have not participated in internship programs. (2)Internships with Rebecca Kay Gardner, M.A. University ofTexas, 1972. Pay,*.pay, and class credit are most pop- ular.(3) Educators, outstanding. students, Adviser: Olin E. Hinkle :. and professional members of.PRSA should Medical writing is a specialized area of participate in internshipg. (4) Activities joUrnalism that has come into its own im'the ,stressing real-life problems should he United States since public awarehesof covered.(5) InternAlps should cover fen science-began increasing in the mid- 1930's. weeks in the.summer,or a -compfete semester-' . Because itis.a relatively young' field and .or querter..4,An emplOyea:employer re- .because it touches an area that the average. lationship should exist. reader is ill-equipped-to understand,medical: reporting has met.with.a4number of unique r130- problems. This waiting- attempts" tostudy THE DEVELOPMENTQF LIBYAN NEWSPAPERS five problem areas within the field: 1666-1972: A HISTORY AND . INTERPRETATION (1) necessity of "instant" reporting; Shiban Fituri Gashut, M.S. (2) validity 9f restriction; 13) ethical UniVersity of Kansgs, 197'2 conflicts;(4) obligations to accuracy; and , AdViser: J. Laurence Day (5) qualifications of current medical reporters. ! The first newspaRer to appear in Libya, .f. noW"the Libyan ,ArabRepublic, wasTarabUlus . Al-Gharb (Tripoli). It was - issued in-Trelio-. -131- li first in Turkish,because thecpftywas ,A STUDY OF THE BELIEVABILITY ti OF ADVERTISING IN FOUR MEDIA -ruled:by thje Ottomans, and later in both Ronald D. Geskey, M.S. -4 Turkish and Arabic, the language of the - . 'Southern Illinois University, 1973 .1 people. It began as a weekly one-sheet - Adviser:., :An Vali Tubergen . newspaper. /t mas the only paper in the t . _ count until 1908, when several-Arabic and The primary purpose,of this study. was-, -.- 2. foreign language newspapers appeared in to explore the attitudes and opinions poli. Their appearance was a result of the whiehmayaffect the perceived believ- .Tri-. ability of advertising in the four major - "declaratiOn of'the OttoMen constitution in media: newspepels, magazines,,eleviSion 1908 andthe subsequent freedeMs, including' , and radio. freedom of.,the press, granted to countries The principles of sodrce'ckedibility . ruled: by Turkey. In October, 1911, Libya was attacked by and status conferral provided the theoreti- It-aly.kTriPoli, -the capital and, center of cal basis for the Study. the press, was -occupied:NeWspaper publica-' Q technique was used to identify 0 tion ceased until 1918, -when a peace agree-w: patterns of attitudes toward advertising' Ment'was reached between'Italy-ind-L*b a. in each of the major media.,,Forty persons, 11 advertising professionals and 29 members But when this agreement was ended'by Italy of-th eneral population (Screened for, in 1922, most.of the papers either ceased demography andi-ell--media.belief for publication-or were confiscated. Only:three (1) news and advertising) respondea newspapers continued to exist until 1941. structured sort of 48 statements. Each Two of these papers were-in Tripoli, the item attributed the credibility-of a medium other in Benghazi. There were, however, to one of three source or message credi-: several Italian newspapers in the country bility components. These components were during the Italian occupation. 0 () general source-image of the medium; ..Libya.was liberated bytAllied forces (2) message presenter sources (advertisers in 1943 and the country was administered and media.personalities"); and b) the by Great Britain and Prance until 1951, when . independence was declared. The-1950s and unique physical message characteristics 1960s witnessed. the appearance of many news- of the medium. Half the statements were papers in Arabic and-foreign languages. pdsitive; half were ngative. This- thesis describes the development. Q factor analysis identified four "'of the Libyan press from 1866 to the pres- relatively independent attitude types. - ent. The effects,of political, social, and Type I preferred newspapers largely due to economic situatjons in the century, in ad- their perceiyed local community relation- , dition to Listorlcal background, are dis- ship. Type II most strongly endorsed tele- , . :*. cussed in detail. The theais contains an vision, although all media were perceived English translation of the "Libyan PressAaw as ethical entities._, Type III was highly . - of 1972." cynical 7",,r no media'mere felt to be truq- 109 -. 4 \ V -worthy. Type ;V found magazines most - the university newspaper, the Indiana Daily credible for ativertisi due to.favor - _ Student-=although.. othet media experience was- - - t.to fakorabieMagazine so and message WOnsidered also. ... .,,...... -, . - evaLuations. . . Importantly,:respon,dents Nee'rly half the ,respondents 'had not work- evalUhted media,by both source and ed for the student newspaper; at least half - message criteria, suggesting that credi= ofthese definitely gq not plan --to do-So. bilitY is a result ofIdth,variables.. Most of them reported-lack of time or inter- CrOss.tahulations of Ropef-type and est. A high percentage ofstudents,who ex- semahti&differential mediabelief classi- preSsed interest in.future newspaper work had _ fications against Q typal membership found worked on the IDS and ether publications. . no re1ationShip between the former and More thad-half the respondents did not think latter for-news, However, as expected, a any media experience should he required for -,. relationship appearedtd exist between the ....mejois,,,,and,as many, believed that their Roper/semaptic differential dlassifica-. coursewqrK provided sufficient preparation , tIons,and Q_typal membership for adver- for mediawork. . tising. - Among otherthiAs, the researche con- cluded that surveys.df.this type have limited, -btility as evaluative measures because they -132- 7 - can only gather opinion and compare differ- THE ATTITUDES OF INDIANA UNIVERSITY JOURNWSM MAJORS ences in peiceiveat4tudes. They fail to. ABOUT MEDIA EXPERIENCE AS PART OF THEIR ACADEMIC PROGRAM.- provide sufficient information to determine,'" Barbara Dougfaj Gill, M.A. the source of. the attitudes or the reasons Indiana University, 1973 for the disparities of perception among the :Adviser: Ralph L. Holsinger .groUps studied. : This study attempted to assess attitudes Indiana 'University journaliguiffiajors about -133- practical media expetiende as a supplement to AN EXPERIMENTAL STUDY OF - -.TV NEWSCAST DELIVERY heir academic prograin. Aquestionnaite mail' OBJECTIVITY survey was administered to a population Sam- Mr. Steveg Glasser, M.A. ple of likT,, one-third.of the majors enrolled Universityof South Carolina, 1972... Adviser: Richard Uray in the department spring semester, 1971. The .' 82 usable returns re evaluated both in Both radio.apd television have recently"' terms of the data produ d and the effective- received sharp criticisMfor biasednews re2 ness of the methodology use porting and newscastdelivpty. This experi- - The questionnaire provided, profile of mental study deals withone portionof this student attitudes about the importan of ,pgoblem, televiSion newscast 'delivery. media experience beOre gtaduation, care ' In no way does this studyattempt to interests, apd perceptions of fadulty andem provide any all-encompassing answer?'Rather, ployer expectations. It fodused on the-most it;eek.ssto.investigate audience'reaction tb .obvious source of student-media newscast delivery and to contribute io to the ongoing} process of understanding and dealing 3 --134- . with the problems of news dissemipatien. AN HISTORICAL ESSAY ON ANATOMICAL ILLUSTRATION: A VISUAL COUNTER-PART OF Bn-nd-newsrest, delivery-could-hay. a i BIO-MEDICAL COMMUNICATIONS poeitive ora'negative effectupon the Ralph M. viewer's attitude and/or opinion.. Though Iowa State University, 1072 _ Stildy_may seem lik-e'litLisrestating.the Advisorie Rodney Post obvious, it is experimentally examiningpre- -vioui-supposition and th*ory. This essay attempted to examine histori- . cally the development of anatomical lllustra- ,Although.mtiet material-written concern-d ticn, which js the 'visual counter -part of ihg televisiorrelates to this area,to my bio-medical communication. In order to pur:- knowledge nothing has been writtenspecifi- :sue this concept both anatomY'and art had to cally concerning the question ofnewscast -dissemination. .. be researched. The experiment in question consisted of Barly history .showed that from the very, two videotaped televl-LenMewscasts, both beginning, ancient man limited his. artistic . . 4 staged exactly the -same, with the only dif- ability to the portrayal of.turface anatomy only. In time these static and stationary ference heing'delivery objectivity.Theoret- ically, these newscasts comprised two dif.1. interpretations gave riseto one.of action. *fe*ring presentations; and movement in the form of carvings and stat- uettes. Each newscast was shown, respectively, This new expresiipn was due to di- to an audience of 2t University of South reCt observation and man's need to duplicate - : Carolina students. Each subAct completed a mature...! 4i q-destionnaire recording ,daa. concerning. ob!- With GaleniS investigational method, , . 3ectivity7subjectivity ratings which encouraged animal disseetion, plus. the The results of,this study 'show that medical educational system of the Alexandrian -broadcaSters°should be more-aware of the un-4 schools, a need for 'anatomical didactic aids defined area of "relative objectivity."Of emerged. the three newscast delivery elements rated," During. the Renaissance, when art and . voice inflection had the most perception science was brought together, bio-medicalil- influence. While not as influential, facial lustration grew rapidly and became' a vital expression also idfluenced newscast percep- part of medical education. However, all the tion'' Eke contaCt`did not rateas am.influ:,..,: art work rendered was produced for creative ential element. This study also indicated wóik within the fine. arts rather thanda _ 0 . that males.are more critical of'newscast ob- anatomy. jectivity than femalefs.tl The Age of Discovery offered.a speciali- zation study into the various aspects of hu- .. Man medicine. Anatomical art with its,com-- municative powers became the universal lan- guage in diSseminating theSadvancidg cal concepts. When this anatemical.didectio , need-ended-,--the-artists-again -returned- to- the 111 A . a - fine arts. (U.S. vs Caldwell, in Re Paul Pappas, . . ...,- _ With the Coming of print, the powef of Branzburg vs Hayes) pending before the United . duplication arrived._ Illustrations foi medi States Supreme Court that deay.directly with G cal'hooks and visual aids 1= medical teach- -, hews tan's privilege. ing'offeted.a,newaPproach in teaching and The rest of-the thesis discusses the re- . learning and mast edUcationin early American search conducted in three Oklahoma's cities/ medical,schools was now possible: Oklahoma City, Norman, and Tulsa.. Summated Of al3.hhe many artists before Max -rating scales and the RokeachbogmatisM*(D) e' Brodel, who. were great in their own right, no Scale weretilized to determine the attitude one individual could see the benefits that of-journalists, attorneys and state legislar `a would be'derived,from establishing a medical 'tors pn.the question oflprivifege. Ten re- - art school.',Bredel realized that medical Il- porters, four. managing editors, five attor- lustration was a specialized form of communi- neys and five-legislators were surveyed."'Al-, .cation.and established, the_fdrst school of - though the results of:the survey cannot be.` - art as applied to medicine. generalized becau-se'-iif lack oflerandom 're- Brodel's success with his-school indi- sear echhiques, the study does provide:... - Cates that he was correct in his assumption, -a b, sis.or further, more refined studies on that art-and medicine 'in America Could solidi- . privilege in the state. I fy into a new art form. - The survey, findings showed that degree- In his way, he lave. to 'the medical pro- of dogmatism did not play irt%important role . fession as well as the artist what could not indetermination of attitudes toward the . , .,be found elsewhere. This achievement bnly- question of newsman's privilege.,,The summated-- . , . 'ranks him-highee-in__11)e annals of bio-medica . rating scale survey indicated that none ol 7% -communication than any of his contemporaries theparticipants believe shield:'egislation or predecessors: (the common name giverr-to,state'laws-extend- ina--teStimonial privilege to journalistS)` bak could pass either the state legislature or the state ;courts at the preseht,time. But, if , -135-, such. iegislation was enacted, participant's a- .-TRE QUESTION. OF NEWSMAN'S PRIVILEGE IN OKLAHOMA greed that the law should'bea qUalified4ne, JerrfWayne Glover, M.A. it should cover both establishment and under.: The University of- Oklahoma, 1972 ground media and should be'ektended to only Adviser: Tom McCoy .full-time'reportOrial employees. - The final chapter s a discussion pf the The first chapter of this thesis surveys' 4. recent Supreme Court decigion, rendered after the judicial history of the newsman's'privi- completion of the thesis, which denied-any 'lege issueryhether or not journalists shodld'' type of testimpnial privilege to journaliits ." be allowed to keep their sources:of informa- , who have been Subpoenaed by grand juries., tion secret. ,The arguments, pro and con; con- cerning this question are also presented.-in: , cluded is a disCession ofthe three' cases -11-2- 1 19, ... fr courses, with 42.84.per cent offering no:mass -1361 media communication course and 25.x0per cen.- A STATUS STUDY OF-JOURNALIA EDUCATION . AND MASS-MEDIA COMMUNICATION offering no clasS in journalism, . EDUCATION IN MICHIGAN SECONDARY-SC =HOOLS 5. Most school's considered, "toteach Gregory I. Gordon, M.A. '4 'students £o acquire a critical attitude, Central Midhigan University, 1973 toward news and the atilityto evaluate' -the Adviser: Thomas R. Rood mass media,"" an important objective oftmags This study was desk ed to develop data -media commdnicati.oncourses.. concerning the state of jornalismyeducation -6:- -English departments housed 83.88 pdr cent of the mass media communication and -mass media communication educationin courses. 7. Michigan secondary schools.Urther, the 1 Most teacheA whO,taught journalism or mass media communication courses Majored author hypothesized that therewas a trend . in English while in college% toward students studying...thepress as con- .. S. sumers,of the massmedIa rather than' as' More ,students were enrolled in mass potential. journalists. media communication Bourses than were en- . 'Results were based upon 467 returns from, rolled in journalism courses. "Also, more a total of 600questionnaires which were1 faculty were involved.'in teachingmast media mailed in November 1972. communication courses than'in teaching The traditional appro ch to journalisin joUrnalism courses. eduoation, the prodUctibmo a school news- paper, still%fleurished in the public educa- tion system, although a-6.67per cent decline in-newspaper production was noted.Most -137 - schools offered one or two journalism A COMPARISON- OF FICTIONAL WOMENIN CONTEMPORARY 4ND TRADITIONAL, classes, and those were' usually newspaper and. WOMEN'S MAGAZINES yearbook techniqueand production courses. GAEL F. GOUVVIA, MO;i student newspapers werejoublished California State Univerdity .,- San Jose, 1973 Monthly. Adviser: Dennis E. Brown I Additionally, 'the surVeyrsdisclosed: 1. SchOol newspapeisrepeivedfinancial American women magazines are a giant, support from a variety of sources: adver- business'. A host of new women's Magazines tising, subScriptions,and sales, apkthe have appeared on the newsstands since 1970. ... school generalfund. The new woMen'smagazineS prcifess to be 2. The majority of student newspaper aimed:at the independent, thinkingwoman editors, 5549 per cent, and many staffs, which sh4gests the Older, traditional women's 32.72 per cent, were appOinted by .advisers.. magazines are aimed at nom-thinking, depen-1 ,3. Approximately one in six schools dent housewives. which had a student newspaper also published Tills thesis examined,through content both a yearbook and magazine. analysis; the short,and short - short 'fiction 4. 4. Fewer schools offered mass media in six selected publications over',a two ye* communication_coursesthan_offered jouinalism _period, _ The magazines_included_a_traditional 113 4 . , categori: Redbbok, Papa ,Houseeeping,,an& nisi Party and who were nevertheless and are Ladies'Home Journal; ,and ,a contemporary cat- * still working and shaping policy:in the State e'. -egory:' EsSence, Ms., And Cosmopolitan, Department,4 he.began one of the darkest eras The fictiOnal women were investigated in in modern American history.Having been some terms of race, age; education, occupation, miles away from the capitol building at the And marital,status. Goals.of the women, and time, he refrainedirom naming any of the 1 205 themes of the.stories were scrutinized. An (a quantity which diminished several times in attempt Was made to'discover whether.fiction- later Nppetitions of the charge), since his aL womeninletearly seventies were allOwed mantle of congressional immunity had to be to violate sociebal taboos. left behind. . -'. N , Analysis showed no vast differences-be- Probably the. most' famous of tlt persqna tween kigtiona1 Women tin two magazine. whose name was ostensibly on the ri.4 was categories. Goa&s and themes were.bimilar. Professor Cloven Lattimore of the facdlty of 41. , In only a few cages are.fictional women, even Johns Hopkins .University, who at the `time was . t in the,contemporary cetegory, allowed to vio- in Afghanistan on a.tinited Nations` mission. late sogietal-mores. A major point inthe gquieti mild-mannered,unobtrusive scholar, , ,1 j thesis was under-representation or.minortties- the professor, who wasprobably the most . and of professional, thinking, independent knowledgable expert onthe Far EaSt, was wome;} in either - magazine category. stunned the next month to receive a cable The'universality of,women, a reliance on from the Associated,Press, stating that Mc, 'fo' u1a-stories, and Vte.generally.COnserva- Carthy had branged,him as CI. . . the top ' tive tone of ta tional magazines,seekingenass Russian espionage agent in the United States." a : : audiences appear to account forn.commoAnhomo-' The charge was incredibly far'from the 1 tv. geneity-of stories in both,magazine categar, truth, but this fact did notspare Lattimore . i ; ies,, in spite of the contemporarymagazines' someof.the most anguisiled days of his life. ,prpfessea philosophies., Truth eventually prevailed, ae McCarthy's charges were proved to be outrageously groundless. All media were on the scene, Including -l38- -television.-But this thesis is concerned * .A COMPARISONOF'BIAS IN NEWS, STORIES- with the quantity, qualitp and direction of OF THREE METROPOLITAN NEWSPAPERS RELATING TO THE OWEN LATT7MORt CASE bias.in direct news.xeports,- to the exLus- Sherman, Grant, M.S. ion of.editorials'and opinion Columns, among 4 California State Uniirersity., . .three influential newspapers, The New York San Jose, 1973. . Times, 014 Chicago Tribune, ingbecapse of Adviser:_, Dennis Brown . . its 'effect or our region,,the San Francisco When SenatCr Joseph McCarthy, ,silrfaced in Chronicle. t ' February, 1950, brandishing*a sheaf of papers While the study used as its principal A 6 'containing the names of 205 persons he source material the editions of papers cover- Charged ". . . were made known to the Secre- iv Lattimore news in a periodbetween May . 14 3 , tary of 'State as being meM15'ersof the_Commu- 14, 1950, and August 29 of.the same year, it . 114 1 ) 1 0 also examined the backgrounds of the fami es pieces of information Rertaining to the who h ve run he newspapers formanyecade winners and theit-prize pictures, as well as in 'an = Hort to find somecorrelationlbetwee contacting individuals and publications. family i ocio-political' philosophiesard the The Pulitzer Prize in photography directi n of the slantof the news stories. its thirty-year histdry has become one of the Direct interviews and correspondence top awards in thefielq.of photojournalism. with many figures connected with the:caseor itSince 1942, it has traced the steps of involved in similarcases, including Dr. Lat- man from Mount Suribachi on Iwo Sima'to the 'timore; his attorney, Abe Fortas;three of campus of Kent State University covering the "Hollywood Ten" screenwriters whowere major news events of the world. victimized by the well-fed dragonof Commu- The structure of the Pulitzer Prize in nism; and others,plent their inputto the photography as stated in Joseph Pulitzer's thesis data. A rich bibliography which this has remained in effect and has achieved writer was fottunate to have read/over many its goal of maintaining a high quality of . - years of interest in the phenomenon; of Mc photojournalism. Carthyism and its permanent aftermaEhs,was Almost every phase has b2en,criticized of immeasurable help. including the selection procedUre, advisory ' It is the researcher's belief that, board, and winners. Perhaps the most while an easy measure of tlias--patticularly frequent criticism is that the winning - in a journalistic era when interpretativere- pictures always deal wjth death or tragedy. porting can masquerade in f subjective cloak The bulk of the pictures submitted for , --has not been found, this thesis may well - fudging in the Pulitzer. Prize contest comes have advanced the search-another meaningful from newspaper and magazine photojournalists. step. These are assigned to cover the major news events of the world which are usually Wars or othet. catas,tropheSf" In 1968 the advisory board added a . -139- featute category. Since:the advisory'board THE STRUCTURE:WINNERS,AN!' CRITICISMS ,does not explain the 'decisions it makes, it OF THE PULITZER PRIZE IN PHOTOGRAPHY' FROW1942 TO 1972 can 91ybe,surmised that the numerous . GAry, D. Gteen, M.S. attacks on the csAgory of photography con- . ,East Texas State University, 1972 vinced the bcia0 of the need for a new category. Adviser: Otha C. Spencer lacc r - . Prime objective of' this study was to e` -biting ipto one decliMent the thirty-year 'history oftne.Pulitzer Prize in PhotOgraphyl, including ,the structure, winners,. and criti-' cisms. Researchnvolved searching through newspapers, magaiines, and books to'Obtain a 115 122 * n: 0. . "le011y_cniali4ied:Candidate." It was fauna :140- _ . : that thOse.plans which quarantbe free time r Ae STUDY OF POLITICAL BROADCASTING UNDER during the general election,- which differen- \sgcnotapis,(IgLTHAcommbmicATIoNsAqW . . ! , ' tiate among the majority and mirity candi- e1:,ZAcPiel....Hope 'Greenberg, M.A. t ) dates and, which provide some econ incen7 The 'Annenberg School of Communications "94he'University of.Pennsylva is five to the broadcaster, would improve upon 197 theopiesent system's failures. Adyisetr:":WilliamMelody 6 491 The study_goes on to explore the eco-, The study analyzes the consequences of nomic feasibility-of free time by correlating .Sedtion 31t_of the Communications.....Ad_Lupon composite broadcast revenues of net/04 af- .-- , ' = rhe'Presideptial campaign proCess.. The ris- . filiatcd.staLons with their political b?dad- -%,,, ing costs of political caMpaigning on the castingrevenues and time alloCationS in 'the . 1 '' , , isroadcait media and the near blackout of 198 election.-It Was found that candidates 4 1 ,;4..4 +4 , minority candidates" iiciewss' are attributed to received free time'on-those stations on which . the "equal opportunities" provision of'Sec- they bdught time. Station profitability had ' , . tion 315. . 0 little9effedt on,,timlp.devoted,to the The study;reviews the-history of Presidential election. Hence apolicyII- . 0. , 7 Presidential campaigning on broadcast media signed,to include. some' of free time . f2om the inception of xadib broadcasting in, is feasible in term; of'the market arrange- ., 0.Q .it IOT through the 1968 eleCtion, focusing'on ments existing in the broadcast .industry.- , the.institutionap.'arrangementd whi contri- . ,. 4 . ' -.)butedrodhanges in the.regulatory policy - -. a ' , :":it' . - egarnizaA.gn`0,-strategies, broaddast economics, advertising:and news programming. --:.. By examining -the POlidy-makag pIckss, THE UTI LIZATION OF CLOSED-CIRCUIT-...... ,---/ TELEVISION 20 A-REHABILITATIVE FACTOR TV 3. Iinpolitital broadcatting"iiiglArded ILLINOIS STATE "PRISONS: .- ,. A RESEARCH PROPOSAL 'thee:the institutional .fadtorb 2reyeht,.., . ....' . ..:'4 ; 'A , ..4. ..., Jerold Morris Gruebel, M.S. -ih the direction 'dtopening-acdss to i: ' ,---.,2.: 'University of Illinois, 1972 :,...*: 1 .' ttik.erga"" dAstgmedia for Presidential cAndi- ;,),z,41i ., i AdVisork/Donald P. Mullally . dates are ',.thp. iicdmients ' advantageoUs' media position'ad.an incumbent officeholder, , - Theurpos'e of this study was to explore 1.. .thd.broaddasare' relationShig with Congress, the,posSibilities of using closed-circuit p lattek!strust iAMst;atue quo and, the television as a rehabilitative factor in -) FCC's,fakluke to reinterpret the poli&p! Illinois state prisons. The writer wanted to ' Proposals toamend Section 315 are anal- learn some basic facts about how both open- % ysed in terms of their objective;;and,their and closed-circuit television is now being -pdlitidal and economic consequences. The used, and misused in Illinois state prisons, following types of proposals are reviewed: and with 'these facts, he wanted to plan a .rbppal of Section 315, lowering advertisi, more effective use for this mediumin correc- ' rates for political candidates, freetime/al-L tiohal surroundings.' To obtain these facts, looatiohs and a- redefinitionofwho ks)a, the writek,conducted survey of the seven 116. . 123 ..,, . , state penal institutions, in Illinois. The/ .writer also -142- corresponded with, and inter= . . '. t:-. t . I . A CONTRQVEASIAL PERSONALITY viewed, sociologists,. .psychologists, crimi- 'IN THE PRESS: A DESCRIPTIVE STUDY OF THE MILWkIIKEE nologists, and educators across the state of TRESS' TREATMENT OF FATHER JAMES - ,t, GROPPI AT 1NE HEIGHT OF THE OPEN Illinois who have dealt with the problems of .. HOUSING DEMONSTRATIONS, AUGUST 28-. SEPTEMBER 8, 1967 rehabilitating prison inmates, T4isstudy William E. Gul as,.M.A. was'begun.in the"Fail,of 1971,and,completed : Marquette University, 1972 in the Spring of 1972. \ . Adviser: James Arnold 'Television hag the potential to be a ificant factor in rehabilitating Offend- This thesis is a case study of how the ers, although at this point there it'Ao.rea- Milwaukee Journal and Milwaukee Sentinel ---;,---- son-to-be Overly optimistic. The writer is .covered Father James E. Groppi's role,in. convinced of such potential, particularly in Milwaukee's open housing demonstrations in view of the general population's effective - late summer, 1967-, in comparison to the use of the medium-for education, informa- coverage given other White and' black protest tion transfer, attitude change, and enter- and community leaders. The purpose was to telnment,, Yet, in analyzing the results of shed light on the status conferral-process. this study, the writer concluded that, by The study used- descriptive analysis and large, television is being misused in methods, identifying and enumerating the correctional surroundings.While television display and coverage given to Groppi in appears to be an important part of the daily comparison to that given to other individuals life of prison Inmates,. the primary role it and groups. A detailed description of how, serves is that ofwiterta,iner. when and where .Groppi and other newsmakers ^."" Since additional planningand research figured in the news reports of the Milwaukee is necessary, the writer was unable to de- dailies is presented for the first two weeks velo'pa specific methodology for implementing of the demonstrations. News articles, head- a CCTV system as a rehabilitative factor in lines, news pictures and editorials, were Illinois state prisons. However, he recog- analyzed. The study is preceded by a chapter nizes at least five'categoripl uses of the outiiningGroppi's involvement in the medium to be considered: (1) academic educa- Milwaukee black protest movement. tion;(2) vocational training;(3) prison Statistically, there was little signif- news programming;(4) creative expression; icant difference in the attention the Journal (5)_ communications skills training. These and the Sentinel gave the protest story and ' uses of CCTV have the potential to indirectly iather_Groppi's participation in it.Both . effect change, in inmates' attitudes. Future devoted' an equal amount of space and stories. research may find a sixth categorical use of Evidence indicated that, contrary to general " CCTV in which messages conveyed via the medi- impression, Groppi's roldwas played down by um are directly responsible for changing in- the Milwaukee press. Mayor M&ier's reaction mates' attitudes. to the pretest marches and the Milwaiikee .police's actions during.-the marches received more attention dian droppiltind other individ- 117 . 40 124. and groups. . , Evidence indicated that the Kerner report*.orixiots was right in criticizing the UBE'OF FEDERAL, FREEDOM OF INFORMATION .LEGISLATION BY TENNESSEE NEWSPAPERS press for not adequatdly keeping communica- TO OBTAIN GOVERNMENT' INFORMATION: A HISTORICAL AND SURVEY''STUDY- tions lines oPen.to. the black community. 'Louis M. Gwin,Jr., M.S. Milwaukee black leaders received a signifi- University of Tennessee, 1972 cantly small amount of Coverage. National Advisor: B. Kelly Leiter black leaders fared better, but their cdver-' age was minimal_in comparison to that Omen The purposes of this study were Wto' white public officials. Groppi received more determine the knowledge Tennessee newspaper news attention than any 8ther protest leader. publishers and editors have of the Freedom of Information Act,(2) to detail specific court cases where individual Tennessee hews- -143- ., paper publishers and editors have demon- PERCEPTIONOF,BIAS IN INTERNATIONAL SOURCES AND ITS RELATION WITH THE strated their knowledge of the legislation INTERPRETATION OF MESSAGES and have implemented it successfully,'and Nawin Gupta, M.A.J.C. . _ (3) to provide a set of.-guidelines for° University of Florida, 1972 Tennessee newspaper publishers and editors. !. Adviser: ~Robert N. Pierce to assist them in using the Freedom of.In- The meaning people attach to a, message formation Act for the purpOse_of obtaining is influenced by the image of the source the non-classified public information frOm the people have in their minds. It is contended `various agencies of the federal govern- in this thesis that the policies of inter-- ment. national actors toward a nation leave an Data'were obtained through a mail image in the minds of nationals of the survey of 140 principal decision makers at nation'. Tha thesis seeks, to study the Tennessee' daily and weekly newspapers. Re- . 'relation of such images to.perceived plies were received from 65 principal de- biases in the international sources and cision makers, Or 46.4 per cent of those the relationship's effects on the inter- contacted. A methodological experiment pretation of messages.. waS als6 conducted on a mailing technique. Findings are based on interviews with Results df the experiment indicated that the sixty adult male Indians affiliated with the placement of fingerprints on questionnaire- .- University of Florida. Images of the United containing envelopes has no appreciable, Stites of America, The_New.York Times, the effect on mail response rate. Union of"Soviet Socialist Republics, and Results of the survey indicated that Pravda in relation te, the December, 1971, principal decision makers at daily news-, ndia-Pakistan war were ascertained. papers were better informed about the Free- The findings indicate there is a defi- dom of Infoithation Act than theircounter- relationship between the images of parts at weekly newspapers, However-, no these sources and' interpretation of conclusion could be reached concerning the messages. . adequacy of each decision maker's knowledge 118 e 1) La4"'.) of theiegislation. _ film- possessing certain Construct character- 0 pimlytWo of the principal decision istics, such as length of shot, camera makers responding to the questionnaire height, and other "cinematic" variables. stated that their newspapers had threatened A coding instrument based on this frame- to take an agency of thefederelgovernment work was applied to a 5. -day, 3 station sample to court under the legislation.One of these of the 11 o'clock newscasts of the t, two newspapers followed through on the threat Philadelphia network affiliates, (KYW, WPVI and filed suit under the act, eventually and WCAU). The chief aims of the study .were winning disclosure of inforMation. to discover: The study concluded by providinga set (a) whether there were differences between of guidelines for Tennessee newspaper pub- the stations on any of the 3 levels, or on .-lishergd editors which hopefullywill some and not on others? - assist then:in using the Freedom of Infor- (b) whether, there were differences within 4. mation Act effectively.' Stations in the_treativery,of lrUerent- Content categories by theAgb"Of contrasting Presentation or'Construct variables? (c) whether such-results as might be obtained -145 - would add any significant contributions to ;- A "CONSTRUCT" ANALYSIS OF TELEVISION previous techniques employed in similar or NEWSCASTS: A'METHOW.AND ITS APPLICATION related studies? Geoffrey-Haines-StilescM.A. The results indicated that while yaria- University of Pennsylvania, 1972 .tions did exist at the letiel of Content, Adviser: Sol Worth there.were also clear individualities of This study analyzed some aspects of handling both Presentation and Construct . . "news" as presented on televisioh throughthe variables which would not have been demon- development and application of a method which strated without the use of such a method. In it called "construct" analysis.This method dealing with "Other" and "Bad" news, for was based on what was argued to be a theoret- eXample stations not only positioned such ical and practical difference between the items differently. within the newscasts but "content" of printed statements and "content" also employed contrasting audio-visual as "expressed" in images accompanied by formats and film shots which varied in ways sound - track. It was felt that many past previous studies in film and instructional studiesfailed to allow for such differences. television had shown might be of significance In order to describe these images, a for attitude, recall and information gain. e mews Item was considered on three levels: Stations also varied from each other within (1) in terms of Content variables, that is, such differences. Content-related categories length, position, and other such traditional of item, such as Person- or Issue-oriented, indices; 42) as a particular Presentation Hard news or Features, were also subjectto employing a specific audio-visual format, differences in treatment. such as man-on-camera, sound or silent film, Such results showed the method to beap- .slide, and so on; (3) as a shot of video or plicable not only to a descriptionof "style" 119 . 126 . in a visual medium such as television, but r147- also- as. -an- indication of the latitude with A STUDY OF SUBJECT-MATTER CONTENT AND SOURCE OF PHOTOGRAPHS AT THREE -which-stations might pYesent 'news" in the SMALL-CITY AND THREE. METROPOLITAN DAILY NEWSPAPERS same-market and same period of-time. The Roy D..Hamric, M.A. study thus contributes not only to research Nort h Texas State University, 1973 on television news but also to.tbe techniques Adviser: ReginaldC. Westmoreland available -to.analyze.the visual elements of . other genres of film or television. Th'i's study was concerned with the sub-- , - jede-matter content and source of photographs -146- at thregsmall-pity and three metropolitan THEDA SARA AND THE VAMP PHENOMENON Texas newspapers.An analysis was conducted 1915-1920 6 overa-fourteen-iday period at six daily news- .Gayla Jamison HaMilton, M.A. papers:. The Dallas Morning-News, The Fort' University of georgia, 1972 Worth'Star-Telegram, The Houston Chronicle, Adviser: 'Barbara McKenzie The Sherman Democrat, The Paris News, and The' When FoxFilm.Company release&Theda Midland Reporter-Telegram. The analysis'Was Bara's firstfilm, A Fool There Was, in 1915, conducted to determine what types of subject - the career of the most famous screen vampire matter Content, either hard- news or soft news', was launched. In the space of three and one - appeared most frequently in newspaper photo-: halfyears-with Fox, Miss Bara made forty graPhs, and to determine whether or not there films, and played the role of vampire in most was any relationship between subject-mattek of the films. The publiCity department'at content and the source of photograph's. . Fox created a myth, a personality for Miss The study found practi,ges at all six . 4 Bata that she retained, in the public eye, newspapers supported the hypothesis that the until her death in 1955 although her last majority of locally produced' pictures depict film was made in 1926. _soft-news events, rather than hard -news .This"thesis examines the vampire myth as events. Practices at all three newspapers, a popular legend that can.be traced from an- also supported the hypothesis that picture- dent Greece 'to the vampire films ofTheda page and multi- picture layouts primarily de= Bara, the creation of the Theda Bara vampire pict soft -news events. Practices at all myth, and the use of the myth in Miss 'Sara's threl Metropolitan newspapersand one of the films. There is also an examination of the .Small =city dailies supported the hypothesis, fading in popularity of the Vampire, or that news-rservice pictures prOvide the.great- "vamp," film. Miss Bara's importance as the 'est meilber,of hard-news pictures in the news- Is -first sex goddcaS and first "star" to have a ',papers., completely synthetic personality created for Ouriirigi the study, it was found that few , . publibity.purposes has been largely ignored xamples79f.picture coverage occurred which, , s by film historians. Thig study, attempts to showed haid-news events in normal, calm set- . realize again the importance ,Jf thig popular tings, such as city council or school board actress whose meteoric popularity was as _Meetings, and-that the majority of pictures . 'brief as it was brilliant.- published depicted soft news events. It ap- 120 pears that by not assigning more photographic coverage to such non-dramatic hard-riet4s -149- , events editors are missing, significant oppor- AN EVALUATION OF PUBLIC RELATIONS .. IN UTAH PUBLIC SCHOOL tunities to present more'hard news pictures DISTRICTS AND THE UTAH STATE BOARD OF EDUCATION to readers. Rodger LeRoy Hardy, M.A. ,Brigham Young University, 1972 . . Adviger: Rulon L..Bradley -148- f The purpose of this study was to 'deter- NEW,CHINA NEWS AGENCY AND INTERNATIONAL COMMUNICATIONS 1968-1971 mine the state of public relations in Ut4h Marcus Whitney Hansen,"M.A. school districts and the Utah State Board of University of North Carolina EducatiOn. A mode)., constructed from library Adviser:John B.,Adams ---Fdsearch and consultatiommith professorsat Brigham Young University's Department of This thesis,.examines the.relationship Communications and practitioners in the 4 between China's foreign policy objectives and' field, served as.a measuring devise. . international communications. A single Two questionnairei were employed to gain Overnment communications channel, -the New data. All ,school districts were considered China Agency, is the medium studied. A 4 , in the first questionnaire, but only those content analysis examination focuses on responding. with directors or programs were 'detection bethe order of importance tO. considered in the second questionnaire. SomMunist China of world regions. An anal- Overall, the public relations practices ysis is made to determine the relative weight in the districts that responded are poor. the Chinese CoMmunists give different world Analysis indicated that public relations is regions and.the. results obtained compared to largely undeveloped in most districts. The the rank ,order of foreign policies attributed State Board of Education is making the most to Peking. The Study indicates that the New strides in developing public relations. China News Agency's international operation does gupportChina's foreign'policy objec- tives,- but.not in the rank order attributed to Peking; China's foreign'policy objectives VIEWING BEHAVIOR AND INTERPRETIVE were supported by NCNA message flow in the STRATEGIES OF-AlPHOTGGRAPHIC NARRATIVE AS A FUNCTION OF VARIATION order: Asia, Europe, the Middle East and IN STORY TITLE AND SUBJECT AGE.,, North-Africa, Sub-Sahara, Africa& the United Thomas A. Harlan, M.A. States and Latin America.Analysis of the The University of Pennsylvania, 1072 relatibnship between glans's foreign policy Adviser: Larry P.. Grbss Objectives and'it's international news service A study was designed to examine the way indicated that possibly' dhina's international children of different ages interpret the be- communication operation was more concerned haviorof people seen on film. Children of with national security than with proclaimed two different ages, 7-8 and10-11,. were shown foreign policy, objectives outside Apia. a 35 mm. color slide narrative depicting the 121 128 behavior of a doctor who violates a social from both, age groups to-sug4est-that such an norm by not stopping at an accident. awareness was probably duetO the presence of A;second variation involved the;intro- 'the:4ges!. lt duction of a title for the story: In two conditions title cards read, "The Doctor," and "The Doctor Who Didn't Help" respec= tively. A third version contained no title. .FUNCTIONAL ANALYSIS AS AN EVALUATION Respondents viewed the pictuEes individually TECHNIQUE:FOR PUBLIC RELATIONS PROGRAMS': 'A CASE STUDY'ON at their own pade and then were given a stan- NIPPON KOKAN KABUSHIKI KAISHA dard interview which elecited their version `Judy Harris, M.A. orthe story and probed for the evidence they University 'of Texas, 1972 would use in justifying their'interpreti- Adviser::Alan Scott , tions. this thesis provides a qualitative Analysis of the interview transcriptions research procedure as a means.of evaluation indicated evidence for a-gradual developMent of media material as related to industrial. of interpretiVe competence. The :younger and international. public relations program. children were able to-recognize the person Functional analysis, as related to mass- depicted in terms of conventional role communicatione;tudies, supPlies.a technique attributes (doctor, nurse, etc.) and'could for reviewing public relations program& . put these events together in a sequence. according to target audiences, company Objec- However, when asked about the doctor's behav= tives and goals, and public relations goals. ior, the younger children gave answers'that Theosix-year fileof Material on the were completely consistent with the general Japanese steel and shipbuilding firm, Nippon social knowledge they had'about him in terms Kokan Kabushiki Kaisha, exemplqies the of role. attributes, even-when-,this stereo:- saMplstudy fot the functional'analysis typed image had been directly.l.contradicted by . technique. the information in- the'pictures. Older children were able to utilize situational as- pects of'the sequence to account for the -152- counter-normative behavior. :, AN EMPIRICAL STUDY OF DALLAS-FORT WORTH ' Additional analysis suggested that the .COMMERCIAL,, TELEVISION NEWSVILM.TECHNIQUES presence of the titles may have affected the Bred A. HaSkett, M.S. interpretations of all age groups. Younger Sase Texas State University, 1973 ,children in the "The Doctor Who Didn't Help" Adviser:. Otha C. Spencer conditionwho did not even report the acci- dent were still negative toward the doctor. The purposes of this study were (1) to These children seemed to reflect an awareness expand knowledge of techniques and require- of the messagefulness of the narrative (that ments of television newsfilm for students they shouldn't,like the doctor) even though interested, in broadcast jourhalism; (2) to they did not report seeing him ignore the explore, new methods and techniques used by accident victim. Other evidence was cited Dallas-Fort Worth area stations;. and (3) to 122° 129 identify problems and establish standards of the pre war days when the blockade-of the television newsfilm. 0 Gulf Of 'Akaba was the most pressing issue, Since no previous studies have been ". the ensuing war which broke out on the morn- conducted, no formal or published4materials ing of June 6, the defeat of the Arab armies 6 dealing with the subject, on the local level, and the fall and rise of Egypt's.Nasser. In are available. Research consisted of per- surveying the Egyptian newspaper Al-Ahramand sonal interviews with television news person- .. the Israeli Jerusalem Post the writer de- nel in the Dallas-Fort Worth area. Related tected that both newspapers followed a cer- information at the network level'was secured tain systematic plan. The press worked ph from magazine articles and books on the two different fronts: the, home front and the tubject,Pplus interviews. internationall;front. The:study revealed that television news - Because'the superpowers, America and the o- , film in the Dallas-Fort Worth area is not Soviet Union, stood as. the respective vil- equal to major-market quality. Management lains the comments on the'situation-by an complains of a lack of quality newsfilm bUt American and Soviet newspaper was added. The will not.remedy the situation by supplemen- Egyptian press covered intensively the al- tary training of personnel. Furthermore, the leged active American intervention in the study revealed an ignorance of film technique Conflict, while the Israeli press accused the by news writers and reporters. Soviet Union of instigating- its Arab clients. Television newsfilm reporting has made Emotionalism and striden't editorials rapid mechanical-progress in the five years were pervasive in the Arab press-It fenced since 1968. Although newsfilm is not up psychologically the home front by boasting completely underStood by the people who use a premature victory which at the end turned it, improvement is evident. out to be a blatant defeat. On the inter- , national frone4oreported the sympathy of -153- the Third World for the Arab cause. Reports JEWS, ARABS, THE PRESS, of casualties and damages were absent. Until . AND THE 1967 CRISIS the end the Arab press never mentioned'any Nishan Havandijian, M.A. territories' lost to the enemy. University of Georgia, 1972 The Israeli press was-more reliable be- Adviser: Fraiier Moore cause the JeWish State was winning the war The Purpose of this thesis was to deter- with.minimal losses. It was less pofemical how the Arab and Israeli press presented the than the Arab press and there was a great Middle Eastern crisis in 1967. The press as concentration on the united front at home and a powerful information medium had a, definite to a lesser extent on the sympathy of the role to play. The writer tried to detect West and in Jews in the diaspora. some underlying concepts which prompted the The New York Times and the Moscow News viewed harshly each other in their.editorial com- press in Egypt and Israel to view the events . through different perspectives. The survey ments. The former saw Egyptian President as encompassed the period ranging from May 25to a capricious dictator and expressed its June 11. Thus the survey was divided into 123 sympathy for beleaguered Israel. Moscow News 130 unequivocally condemned the Israelis as the. generals, railroad presidents, band asters, . main source of trouble in the Middle East several Texas Governbrs, and more Con.j.r smen, with their expansions, and designs.* Overall and Senators than he can remember. He led the press' was not up to the xecOgnized the campaign to get benison recognized as the , standards of professional journalism. In birthplace of President Eisenhower, Fie-"i:Ms wartime there are 'some -attenuating.circum- on the sgene.at several important,haPpenings 'stances where national security and public in benison as well as,Grayson County. He . morale are taken into consideration. The also directed a 120-pape-spec .edition hope is that there will be more objective marking DenisonLs.one=hdhdredtbirthday. evaluation especially from the Arab press so Easterly won't be recorded in journaligm that the credibility gap can be narrowed.. history among the outstanding journalists, . but the impact of the Easterlys on small-town Index. Words:. 1967,.Middle,Eastern - Akaba,blockade, Objective evaluatioR, Six Day , journalism has been great in their CO4MMU- 'War, Arab Defeat, American View, Soviet View. nities. His philosophy of journalism is not . unique but is one shared by many so-called " "old school" journalists, a breed of news - -154- paperAn which many feel are dying out. . , "OLD SCHOOL JOURNALIST ": A BIOGRAPHY OF CLAUD EASTERLY Robert E. Hays II, M.S. .-155- East Texas State University, 1972 A SURVEY OF COLLEGE AND UNIVERSITY Adviser: W. J.Bell- PHOTOGRAPHY PROGRAMS IN TEXAS A. Alan Heath, M.A. Easterly has beena part of The Denison .,East Texas StateliniVersity, 1973 Herald for almost 50 years. This is one of Adviser: W. J. Bell the better small dailies,:.and it has exerted a strong influence on its circulation area. turPhise of this study was to provide The interviews with Easterly and his information on 'the various photography pro- , associates were recorded on tape., All perti-, grams in-the-State of, Texas. Many colleges nent material was examined in The Herald and uni>rsities in recent years have begun reference room as well as pertinent copies of photography programs because of,a growing the newspaper. Some former associates were student, interest. Because of this intense contacted by letter, studentkinterest; many programs were initi- Easterly, managing editor of The Herald ated with insuffiCient budget and with and vice - president of the Denison Herald instructors with insufficient background. . Inc., will-upon his retirement, have -As interest in photography grovis .,completed forty-seven years of journalistic thrOughout the 70's even more programs will., service at one newspaPer. Because Denison be initiated. This study was undertaken in was a leadingrailroai center, Easterly had the ppinlon that the more a photography an unusual opportunity to interview five instructor knows about other photography 'Presidents, several Vice Presidents, a _ prograMS, the easier it will be to get his Speaker of the U.S. House of Representatives, own gqing. 124 131 re, Since hardly any material was published needs to know about such courts, a re- on Texas college.nd university photography search project was undertaken with the programs, 'mach of the research was primary. cooperation of the AlachuaiCounty 0 Most of the information was obtained through Juvenile.,,,Court and. The Gainesville 'Sun to a mail survey sent out to eighty-one.Texas see if the mass media can interest the . colleges anduniversities. public in the court. A.panel of repro:,''' Other information was obtained from sentativd Sun subscribers were questioned personal interviews with photography instruc- before and after a series of eight articles tors and from photography texts, magazines, about the court were published. and unpublished reports and theSes. The results showed that few panel -Forty-eight of the eighty-one schools members noticed or read. the articles. responded to the questionnaire. Of the This lead-to the conclusion that a good responding schools, twenty-two (45.83 public relations campaign might be a per. cent) had no formal curriculum while better means of informing-the public twenty-six (54.17 per cent) did. about-the 'court system. - Other findings included information on the curriculum, facilities, equipment, and instructors at the'surveyed schools.More -157 - space and equipinent was an. important need of LAND USE AT INTERCHANGE AREAS Texas colleges and universities as well is ' James R. Hicks, Jr., M.S. development-of better'photography programs. University of Wisconsin, 1972 The most important finding was the ex- % Advisor: John Fett pressed need for some type of photography program at all responding_Texadcolleges and The purpoge of this project was to pro-- universities. duce a 16mm informational motion picture' about the problems associated with develop- , ment,around freeway interchanges. The finish- ed film is 20 minutes long, is in color and- -156 - . containg narrated as well as lip sync sec- APANEL or GAINESVILLE_SUN_READERS' ATTITUDES AND KNOWLEDGE' ABOUT THE tions. JUVENILE COURT BEFORE AND AFTER UNSOLICITED EXPOSURE TO A SERIES OF The film looks at various problems whiCh PUBLISHED ARTICLES can crop up at uncontrolled interchange areas Frances-gnider Hesser, M.A.J.C. specially rural. areas. These problems in- University of Florida, 1973 clude dangerous traffic patterns, incompat- Adviser: Harry H. Griggs ." ible la d uses, deStructioh Of natural areas Florida1C juvenile courts have been andOroligation of signs and power poles. effectively closed to journalists by judges, The film suggests that local governments protecting the'identities of juveniles. tak4 close looks at these areas before the Although most judges are well qualified, interchanged are c structed and decide what some abuse the rights of juveniles. uses would be best su ted to each area. Ad- BeAuse of a conviction the'public' vanced planning and strip t regulation of or- .125 132 ; dinances are stressed. they were free with the release of,informa- t ' Wiiconsinlocations are used exclaiVely . , tion about their bureap. and,the:film is,strewh with on-camera state.- Answers from the mass media representa . ments by -local WisConsin officials and re*'-- tives indicated that the public information. . dents. office's relations with the press were good, the Masters' project imcluded subject but that masi media representatives used the matter research; consultation with highway office to get information only whenother and planning experts, organization of shoot- sources were closed to them. Despite this ing schedules,..scripting, work print editing % tact.emags media representatives said they... t.- and overseeing. of laboratory work including found the public information office-usefhl.. sound layout and narration recording. The mass Media representatives also indica- ted they thought the public information of- . fice managed thehews about the department be-, cause .it was the.Office's job to do so.F And v. while most of the. reporters found the Chie-f A CRITICAL EVALUATION OF SELECTED, PUBLIC RELATIONS, FUNCTIONS OFTHE '-hf police's press*conferences worthWhile, the -DALLAS POLICE DEPARTMENT'S PUBLIC' INFORMATION OFFICE majority did not feel.a weekly briefing from . s.71 John E. Hilbig, the polide chief was valuable. North Texas State University, 1973 This study concluded that the public in- , Advider: Reginald C. Westmoreland formationoffice was functioning successfully - in the three public relations areas indicated . The problem of this study was todeter- , above. mine how well the public information office of the ballad;Police Department perforMed in three public relations areas: staff 'consul- -159 - tation, employee communication, and press THE MEDIA LAB: ONE APPLICATION OF relations.. Interviews were conducted with THE STUDENT RESPONSE SYSTEM AS A COMMUNICATION TOOL the, command staff of-the Dallas Pdlice be- , Ted C. Hindmarsh, M.A. partment and with nine mass media representa- ZrighamYdun§ University, 1973 tives who had regular contact with both the p Adviser: J. Morris Richards police department and the public information . -Office. The intent of this pkoject Was to test Interviews with the command staff Show- . the value of the Student response system as a dd that, although the command staff did not tool of communication. To facilitate the haie'a clear idea of a true public relations study an instructional package called a media function, the public information Office still lab was produced that incorporated principles performed a wide variety of duties relating of instructional design and utilized the to staff consultation and employee communica- Singer Link -3000 student response system. tion." The degree and intensity of.these du- The media lab was Composed-of a 16mm ties varied, with the individual chiefs. The film with 35mm slides for support and sound-,,. . . command'staff's responses also indicated that set* to introduce and pre agd post 126 3.3 test. It was compared with the traditional 92..8, was greaten than the 1957 percentage, AhoWing of a film, The followingh'ypothesis: ). 75.6% The newspaper was the main source'of /formedthe basis of the s41dy: 'Gain scores science news, as in 1957 Television, not of students who view a given film ina media the newspaper, was naMedinost'oftenaa the lab will not be significantly different t from best supplementary source.. The education and the gain scores of students who view thefilm ,audiende-data suggest that local media could y a traditional setting: e incEease_audiences among science- minded Five groups of communications students; men with lobally written, in-depth science ,each divided equally fotreatment were pre items. and post tested. Scores Were analyzed with Science news recall was tested for POs-.. an analysis Of covariance and the resulting F . sible relationship to,education,osex, and ratio for the combined study showedno sigA family type: General' recall totalS were .nificant statistical difference in the two tested and Separated, into medical and none:. treatments: medical categories for further 'inspection.'. None of the three original variables was pos-, itively related:, to general scienceor medical recall.'Significant differences inscience -160 - recall emerged for non-medical items.Men A SURVEY OF SCIENCE NEWS,CONSUMERS IN A SMALL INDIANA CITY recalled signifiCantly more than women; per- . Barbara F. Hoeltke, M.A. sonswith college educationmore than others; Indiana University, 1973- - and parents of school-age familiesmore than ti Adviser: G. Cleveland Wilhoit a group of non-parents and pare:Its of fami- lies over 21 years of age. This sample survey analyzed science news Persons with. elective science training, recalltfor 125 residents of Greenwood, Indi- regardless of educational level, recalled ana. The questionnaire replicated part of - significantly more in all three categories the 1957 national survey, The PublicImpact than persons with.Minimum-science-educations. of Science in the Mass Media. A person who An index to science-proneness, depending on recalled at least one science' iteni fornews7 0. - science electives rather than general educa- papers, magazines, radio or television.was a tional level, nay be developed to locate, science new consulter. science newSconsumere and identify their A systematid random, sample fora tele- prime interests. phone Survey' was drawn from a city household -directory:Two,che'cks. for possible bias sug- I gested reliability,. The median number of years of schooling completed was 12.5 years; MARKETING DECISION BEHAVIOR OF.WISCONSIN LIVESTOCK FARMERS . thepopulation median was 12.2. Newspaper Michael L. Holmberg, M.S. readership for the sample was 98.4 percent,, University of Wisconsin,.1973 in ,line with other studies of suburbancorn- Advisor: Munities such as Greenwood. Eugene A. Kroupa The perefintage of science news consumers, 'Carter's- orientation paradigm.waS used 127 134 4* . ) as a' model for'analyzing 1286'marketing de- -162- ci;iOnsmade by 172 WiScOnsin livestock nrm- PERSONAL VALUE'ORIENTATION .. , AND, (ers. The purposd of the project was to exA PERCEIVED MANAGEMENT SYSTEMS AMONG NEWSPAPER ADVERTISING MANAGERS amine livestock farmers' decision making.pat- . AND THEIR SALESMEN terns and :the factors that Were important in' . Murray M$ Howard, M.A. -Making-these decigiOns. of the project follow.' Advisor.: Kenneth Starck 'Finish was the MOst important prompting ' The'stOdY utiliz$s an organizational livestock marketing.decisions. Price was the 'I profile and a pesohal v'luesurvey to iden, `second most important factor. Habit was. 'tify. and test-the signi ic6ce of differ- slightly more important thankrice for select- ' &ices. found.* the valye orientation of ingasbuyer. There did not seemto.be aeason- , ., , 11 'al variations in the deciskon.making patterns. 'respondents Who,tendto differ in their ,per- Marketing decisions were influenced-by the ception's Of present.Or ideal management sys- . tems.' sizeof the. sale', the type of liVest6ck sold )1. 4, Managers and salesmen krpin three'inde- and, o-acertain,extent, by 'other character- . : . s of the arm production unit. Farmers, Pendentadvrtisinglepartments defined their , . present and'ideal management systems, utilfz- mar -ted more carefully for largereales and', - . 0 for sales of beef, About one-fourth of, the ' ing the Likert Profile of OrganizaEidnal . . sal swere delayed somewhat. Most of the de-' Characteristics. These respondents also sank- la s were caused by sale dates-or transporta- ed Rokeach values in order of importance-_ tin arrangements.Fakmers made nearly half either on -the -job or in life overall., of the marketing decisions without consulting -Findings genesrally support the hypothe- an, one. ,When someone else shared in the de- sis that managers tend to,pdiceive"their own c sion, it was usually afamily member. managerial behavior as significantly more F rMers were fairly certain that they re,- participative than do their salesMen. -c ived the best price available at the time sults also support the'hypothesis that man- , of sale. They'.3.so consider their marketing agers and salesmen tend not to'differ signifi- decisions fairly easy. captly in their perceptions of an ideal man -'. Carter's paradigm Proved to be auseful agement system. r' model for describing farMers' buyer selec- Certain Rokeach values related to 6-rani- tions., The data presented also support zatiOnal effectivenets were hypothesized to. ..Grunig's description of the role of informa- be rankdd significantly more important by tion in economic deciSion making.. those respondents who teRded to pefteive their present or ideal Management system as PartiCipative. The findings end partial I r support to that hypothesis. Managers and salesmen alike tended to desireearticipative managemenes an ideal system,-which supported the.assumption'that, Participative management would be-more effec-,- fe . 13 5 ; ._. ',....;-... . i trxe in varied work situations, such ---,, .,,, as -ad: ing handled, and increases in the adver-, . . vertising'sales. Perhdps this simjlarity ino tising rates since.aktiliation with News= perceptions of ap.i 1 management system of- . papers,Inc.,it was concluded that the ,- 4, : \ fers an explanation of the found-similarities 4., revenue derived fro.n adyertising has in- in value orientation among groups of respon- .. creased:- . f - . dents. That certain- personal 'tallies were . Regarding the printing geality of the -.. ranked consistently ong the most important miralized plants operated by Newspapers, by all respondents may indicate a common val- inc., oiler halfAthe editoks felt that it ue orientation on which perceptions of mane- was superior in quality to that of the pfe4 gerial behavior are based. vious printert end,gtneraily lass expensive. The computcried bookkeeping system utiliied by the company was generally t7rmed 1 go advantageous by thp, majority of the editors, although some lelt it was a nUi'tance and that NEWSPAPERS, INC: THE IMPACT'OF" CORPORATE OWNERSHIP ON ITS COMMUNITY it destrOyed personal'contacts with the . NEWSPAPERS advertisers. Cathy Shook Huck; M,S. _All the responding editoss published Murray'State University, 1972 more,:special promotionsandier'supplements Adviser: L. J. Hortinf which wereiquiteprofitable. The niajority Newspapers, Inc., which is hadquartered. of the editors also reported increaser in their circulation Since affiliatir4 and in- in Shelbyville, Ken-ucky, owns,and operates .. twenty-three community newspapers in Kentucky dicated that tbeir.Profits had Increased, and, southern Indiana. pit writer sought to Overall, it was concluded, the content ascertain whether or not c atergOWnership and makeup of'the newspapers had improved . by Newspapers,- Inc. is productive and bene7,_ such that the paper was. more beneficial to ficial to its individual newspapers. the community. However, imprpve*mentcould A gu&stionnaire.was sent to all editors bertiadeip the following areas: inctorial I of the company-owned newspapers regarding the coverage,editorial, layout, and promotion . corporateeffects in.the following'areas: of community interests. 4 circulation, advertising, printing, book7, It yes resolved that NeWspapers, Inc. keeping, special promotions, and profit. has had a positive effect olheir Company- OltliamE. Matthews, president of Newspapers, othied community newspapers. Inc., was in..ervieweA-and articles which had been written about the company were reviewed. \ -164t- Representative company -owned newspapers were AN EXAMINATION OF THE INTRODUCTION analyzed in an effort to determine their ; OF THE.6ITED STATES STEEL\ 7, CORP4ATIONANtW HEADQUARTERS BI/ILDING relative worth to the community.end readers. . 1 CARL. NudSddi M.S. .\ : . With the majority of the editors in- t .-,- -Ohicr-UniVersity, .1972 dicating that they enjoyedincreases in the Adviser: HughM. Culbertson _percentage. of advertising intheir news- . .. . \ , . * \ papers, increases ill the volume of advertis- An intensive study was made of press\ 129 ' \ t 1 3 6, ,.. C, oc; to o . "Os coverage for the 1970. dedication of The United States.Steel Corporation Headquarters 0 UNDERkeiNDINdo,,PERSONAL ORIENTATIONS: AN..EMPIFICAilliTEST OF THE' Building 41) Pittsburgh.' As a first step, SOCIO-PSYCHOLOGICAL DIMENSIONS O' TRANSITIONAL PEOPLE materials sent by U.S. Steel.to the press, Judith,. Hulka, M.A. .botk national and local, were compared with University-Of.NOrth Carolina , usage. .:1 this cempa'rison, clipping books . , Adviser: Michael, E. Bishop .pnovidedthe-basid.usage data nationally,,_- newspaper scanning At the local level.. This study was an empirical retestcf In an attempt to explain newspaper the typology of,transitionaliSm conceptual-'' decisions. on Usage, intensive interviews were ized by Michael E. Bishop and Pamela A. conducted with 'four members of the U.S. Steel MGMartin, and introduced in the McMartin Public Relations staff, one editorial staffer 'thesis, ""Toward A Socio-Psychological from each of two Pittsburgh daily newspapeps, Definition of Change." Withdata gathered'in the Associated Press bureau chief in -alflPsay of residents livingin the cosmopol- Pittsburgh and; newspaper editors at HoMsTead itan community c( Chapel Hill, North- And McKeesport, Pa. :Cafolipa, an effOrt was made to locate people Editors rated the U.S. tteel public along two theoretical dimensions: one of relations staff on credibility scales derived -psychic orientationsand another of social - from previous factor analytic research.. In orientation,' Basdd on personal orientation's, . :general, the ratings rAn highon Acompetency a typology of tiansitionalism was formulated but low on dynamism. A holistic analysis of` identifying four types of transitiona/ people: traditionals, localites, parochials, . the public-relations organization provided some tentative explanations for these moderns. This retest of the typology is an ratings, effort to corroborate research-oonductedby Lack of usage in some areas was at- Bishop and,MCMartin which indicated thateach . _ tributed in part to a widespread belief by type of transitional person was distinctih editors that U.S. Steel's PR Operation pro- regard to life.StYle and media behavior. vided mainly "canned" material not su ted to The typology of transitionalism based 'on individual editors' needs', Also noted by socio-psychit orientations is'i reconceptualr some editors'was a belief that the public ization of Daniel Lerner'S Passing .of relations office showed an unreasonable Traditional Society. Iks.Z purposeA.s to tendency to accentuate good news (from the provide a-theoretical basis for analyzing the company's standpoint) and-cover up bads . process of transition - -to promote an under- In conclusion, the study suggested the standing of individual change as it relates Qtilit7 of combining an inputroutput analysis to modernization. -.(press releases being input to a newspaper, clippings output from it) with intensive study-of gatekeepers in their social, 1 o pClitical and'economic coptexts. 130 137 . which the newspapers were established and 1' ,A PLANNED MUNICIPAL PUBLIC RELATIONS prospered in their communities. A literature PROGRAM FOR THE CITY OF GAINESVILLE 'search and investigation revealed no credit- William Dwight Hunter, M.A.J.C. able information hadeen compiled on the University of Florida, 1972 newspapers involved--in this study. Adviser.: Glenn A.. Butler The newapaperb 'involved were The An increased number of municipalities Carolina Times, Durham;-The Wilmington in the United States have turned to pro- Journal, Wilmington; The Carolinian, Raleigh; fessional,administrators or city managers Carolina Peacemaker, Greensboro; and the to manage their city governments. In the Metrolinian, Charlotte. . process, of growing they have created offices These five weekly newspapers were se-, of publi.c.information,or public relations to lected because they were thought to be the communicate effectively with their &itizens. only black-owned newspapers in North Carolina This thesiss seeks to identify ia cre- which have thelosophies, objectives and atea planned municipal public relations qualifications which a publication_ must meet ' . pkogram for the city of GainesVille-, in Order to be considered-a unit of the black press.. -Florida. The program designed is based For the purposes of the study, the on a-case study of two other Florida summary of qualifications as set down in cities, St. Petersburg and Clearwater. Roland E. Wolseley's The Black Press, U.S.A., -- Recommendations also are basedon a survey 1971 were used. of 335 respondents selected at random. The newspapers were scattered throughout from the Gainesville:population. North Carblina; therefore, an interview guide . Findings indio&te there is need-for a was devped,and mailed to each editor follow- public information program in Gainesville. ing the initial telephone Contact but before . . Also the survey indicates citizens of the actual taped interview was scheduled, .. - Gainesvipe would support such a planned, The interview guide served two purposes: municipal public relations program. (1) it afforded the editors an idea ofthe information ought for -the study and,ailoWed them time-in advance of the personal inter- ., viewto organiZe their thoughts, collect data . -167- c and summarize objectives and (2) it served as THE DEVELOPMENT AND ASPIRATIONS OF FIVE'BLACR-OWNED'NEWSPAVERS IN a guide to ensure that the same pertinent in -b 'NORTH CAROLINA c formation was covered when dealing with all ' Frankie Pauling Httion, live, newspapers. University of South Carolina, 197 Overall findings:\Were related to the Adviser: Perry J. Ashley general idea of the black,press filling the 4 . The research was undertaken to provide void.leftby the traditional white press. infdrmation concerning thg POAtemporary black Findings may also be connected tothe peek press in North Carolina. interest in black cultural' awareness and More specifically, the study was a cbm- identity. The.baack-owned newspapers in . O4ation of the ideas and aspirations through :"North Carolina as elsewhere,naturally plays - 131 138 a,significant:role in the exposure of black semantic editing conventions is explained culture:And moreover it is. an important part and*described in Chapter VII. ' of this identity. Or. -169- -168' Cd$MUNMLTION CONSEQUENCES. OF' SIGNIFICATION 4 THEORETICAL ANALYSIS OF-VISUAL FILM EDITING Marc-Daniel Jean Jaaoubovitch, M.A. John Preston Isenhour, M.S. University of Washington, 1972 University'of Tennessee, 1973 Adviser: Richard F. Carter . Adviser: Irving G. Simpson Investigators of the "meaning of Film is a plastienedium. A single meaning" have frequently'made the useful dis- piece of- film can be divided into many parts ' tinction between that to.which a language of various lengthsi Any two of these parts sign refers (denotatum - concerning the rela- mdy.be'rejoinedliterally glued together-5 tionship between sign and referent-object) with a film splicer. These two simple pro- and that which a sign expresges signifies cesses of dividing and rejoining have far- tum - concerning the relationship between . resehing'effects in film communication. .sign and a thought or-picture). The behav- Through them alone, the film-maker is able to ioral consequences of this three way rela- control the length, and arrangement, and there- tionship among thoughts words and things has fore the meaning, of a series of shots.The teen explored by such writers as C. K. Ogden,, job of determining, which shots are to be used, I. A. Richards and Chas. Morris. Little, how long each should-be; and where each is to however, has been Written on the communica- be placed is called film editing, tion consequences of the ,different possible In Chapter I a comparison of the film relationships between signification and deno- image'and reality leads to a description of tation in frequently encountered sign the unique characteristics;of the meaium.--' situations. In Chapegr / film"bditing ig shown to be the Carter's Signalled Stopping Technique , primary means whereby the film-maker ex= was used to observe respondents as they coped pioits these uniq9e aspects of,film. The with experimental units conveying different basic editing process is defined and dis- relationships between sign and signification_ cussed. and betweed-denetation and signification. Chapters III and IV provide.an inven- Three experiments, all in the form of.paper tory of the known effects of editing, an ex- and pencil exercises, were administered. Re- , planatioR,of how editing communicates, and a spondents read the protocols, indicating means of predicting and designing editing . "stops" and citing reasons for stopping as effects. Chapter y outlines an editing ' they went along. Stopping behaviors were spectrum and suggests a new approach to film used as operational indicators of respondents editing. InrChapter VI this new approach is (cognitive) work at the experimental units. further developed in a description of kinet- Data from the experiments strewed. that ic cuts. The operation of some traditional word pictures (signs) conve\yingiMore-than one 132 1.3 9 significatum created more. orls for respond- . ents-than word, pictures conveying singular -171- ----signifidation.Different juxtapositions of A STUDY OF THE CRITICAL -,COMMUNICATIONS PROBLEMS INVOLVED identical picture elements (denotata) were IN THE MASTERPLAN OF THE PROPOSED.GOLDENCIRCLE.INSTITUTE: also shown to affect respondents' work at AN 'OUTDOOR EDUCATION-PROGRAM > some experimental units., When denotata were Rex Buckley Jensen, M.A. .combined additively (i.e., AOnificationas Brigham Young UniverSity, 1972' Adviser: Rulon L. Bradley the sum of denotatuml denotatum2), ,less work was elicited from respondents than when This study was conducted to identify, the same piCture elements were combined in- analyze and make specific recommendations for terstitially signification between the solution Of the communications problemsso denotatuml and denotatum2). critical to the success of outdoorsummer education programs in the Western United -170 - States. A mail survey of all private inde- GUIDELINES FOR PUBLIC RELATIONS pendent Anierican Camping AsSociation accred- PROGRAMS FOR THE URBAN CRISIS CENTER . ited camps in the West revealed that the Belton-Emoulous Jennings /II, M.A.J.C. -e\ 'single area of, most concern for seventy 4:er- University of Florida, 1972 cent of the respondents was a problem of a Adviser: Leonard J. Hooper communications nature.The most critical Since their inception in 1968, the ma= areas were Interpersonal communication,. tion's 40,0 plus suicide and crisis interven- advertising andpromotion.After identify7 . tion centers have provided help to thou- ing and analyzing-the problems asrevealed sands of persons in emotional crisis. by the survey, the author traveled throUgh---,, Most of these centers cannot afford the Colorado and personally interviewed owners services of professional public relations And directors of vdrious kinds of outdoor .4' counselors and do not have in-house exper- summer youth programs. With this added ;., tise in public relations. information the author identified major 4 This thesis,seeks to present to these problems in the area of communications and centers guidelines for planning continuing then made specific recommendations for pUblic relations programs. Included is a corrective measures in each situation. model survey for ascertaining public at- Included in this study isa master- . :1- . _ titudes and knowledge about local centers. plan for a proposed outdoor education The instrument was tested on 311 respondents program which the author plansto build in a random telephone survey in Gainesville, over the next ten years. The knowledge . . Florida. gleaned from this study will be invaluable Findings indicate the need for a con- in implementing the proposed program, and tinuing crisis center public information it'is also hoped that N: information will prograWin Gainesville, suggest the areas be of assistance to others inthe outdoor where improved communication is needed and education profession. - suggest badic themes that tould be_ used in a public relations program. 133 140 ,of -,172- in an advertisement recognition test was V. M. NEWTON, JR. AND THE GENESIS OF examined. Riesman's description of these INVESTIGATIVE REPORTING OF FLORIDA GOVERNMENT typologies led to the assertion that other-- Edward L. Johnson, M.A.J.C. directed subjects would say they had read- University of Florida, ,1972 parts of an ad to whichthey: actually had . Adviser: Harry H. Griggs not been exposed. One hundred forty-five students were Prior to the Januiry, 1949, inaugural of exposed to ads which had, certain elements- Florida Governor Fuller Warren, the focus of missing. They then were asked the investigative reporting by Florida newspapers membereeparts of an ad which was tical was locally-oriented, if undertaken at all. except that it included the missing ere'1.- During a series of journalistic crusades by ments. Recognition of these elements was the Tampa Tribune news staff, diredted bY V. counted as inaccurate' response:_ The stu-i*: M. -Newton, Jr., the 'scope was broadened to in- dents also were given the Kassarjian clude a fulltimeinvestigative news bureau in Social Preference Scale to measure their Tallahassee. Newton sought performance as a inner- or other-directedness. journalistic watchdog on state government, 7 A statistical analysis of the data "crusading" inhe newspaper's style, showed that other-directedness is An evaluation of the journalistic impact significantly related to inaccurate re- "cpf that decision was undertaken through tape- . sponse. The analysis showed that inac- recorded, interviews and correspondende with curate response tendencies are not p principals, examination of, published harm- peculiar to any class of college students t. scripts and private papers, and a review of other than education majors whose tendency microfilined newspapers. to respond inaccurately was notable. The findings of this study indicate Florida journalism's sustained investigative reporting of state government activities be- . gan With Newtori's,establiShment of the . -174 - Tribune's Tallahassee "watchdog" bureau in ,.A CONTENT ANALYSIS OF EDITORIAL 'CARTOONS 1949: /Joe Bob Johnson, M.A.c.. University of Texas, 1975 L Adviser: Wayne A. Danielson -173- SOCIAL CHARACTER AS A CORRELATE The writer examined 2,424 editorial car- OrINACCURATE RESPONSE TENDENCIES: toons from four U.S. newspapers to compare Harvey R. Johnson, M.A.J.C. their political content during :three differ-I University of Florida, 1972 ent war periods: World War II, Korea and"- Adviser: L. J. Hooper Indochina. Cartoons were drawn from randomly The relationship of David Riesman's sampled weeks during each period. ,:sOcial character typologies of inner- and About 80 percent of the cartoons during other-directedness to inaccurate responses World.War IItreated the war; about 20 per- 134 141; E; cent did during Korea and Indochina. Coding was to be conducted by a scientifically valid- - of- war subjects indicated: method, but did-notspecify what thaten- *Cattoonists boosted the wareffort less, ,tailed. criticized the Administration and mentioned This study accomplished two -objectives. dissent more in each, successive war. First, it ascertained in a scientificmanner Cartoons attributable to the Cold War the community needs, interests'and ptobleins - halVed from Korea to Indochina. . for two commercial television stations. Fewer cartoons used ana-...agy; more used Second, it developed a model procedure that inference during Indochina. could be used by any broadcasters, regardless, of his lack of knowledge abbut research, in determining his community's needs. General -175 - cost estimates and procedural guidelines are ASCERTAINMENT OF COMMUNITY NEEDS included. FOR KCRG-TV, KRCG-Ty --- Terry V. Johnson, M.A. University of Missouri, 19-72 -176- Adviser:. Keith P. Sanders APPLICATION OF COMPUTERIZED RISK ANALYSIS'TO UHF TELEVISION STATION INVESTMENT DECISIONS. Beginning with the Communications Act of Thomas L. Jones, M.A.J.C. 1934, broadcast licensees have been required 4 University of\Florida, 1973 to survey their communities! "needs, Adviser: Kennetht-A Christiansen' ests and problems" upoh application for an \ original license and for renewal of license. This study sought to determine-.the fee- ' In too mei*, instances, this survey, whichwas sibility of adapting computerized risk analy- , supposed to help the licensees serve the "pub- sismethodology" to UHF televisioninvestment' . , lic interest, convenience and necessity,"was decisions. conducted in a slipshod, informal and unscien- Because of the large amount of money . tific manner. The FCC tacitly approved these required to Capitalize and operate a UHF methods, since licensees were unconcerned television station, a prospective investor with, or ignorant of, the needs, interests . needs accurate methods'of determining the and problems in their communities. likelihood of making a suitable return on his In the late 1960's, however, an in- money so he,can compare the UHF television crease in the number of "strike" applications station investment with other investment op- caused both the FCC and broadcasters to be- portunitien.-Risk analysis is a method for come more concerned with the "ascertainment" systematicalliconverting estimates of costs pottion of their license'applications and re- and revenues in order to calculate theamount -newhls. In desperation, broadcasters turned of risk involved and the potential profit or _to the FCC, which published a 'Ttimer" to loss on the investment. assist broadcasters in thefr ascertainments. The methodology consisted of modeling a. Although this Primer answervd many, basic potential market opportunity and comparing questions, it raised many others. _For ex- . the model with other UHF investment analysis ample, it specified that the ascertainment procedures. The results showed computerized 135 142 risk analysis offers some unique advantages Generally, instructors are trying to and some disadvantages. It does not replace teach both writing skills and reporting human judgment, but it does permit an in- techniques. (3) The teaching methods vestor to deal with uncertainty in a being used are the game ones used 30 to 40 .systematic manner. years ago, and instructional innovation needed.- (4) A composite "typical" instructor is 42 years old, has almost 14 years of professional media experience and holds a -1,77- A SURVEY OF BASIC NEWS *aTING COURSES master's 'degree and the,acaBemic rank of AT SEVEN MIDWESTERN DEPARTMENTS . assistant professor'or lower. OF JOURNALISM (5) Course instructors spend the equivalent of approxi- David D. Jordan, M: mately one working day a week grading Kansas State University, 2972 -student work. Adviser: Ramona R.'Rush 4 The study concludes with a set of 17 The purpOse ofythia study wasto focus recommendations on steps to be taken to in- attention on the basic news Writing course, sure a high quality of instruction in basic the first university coursein which future news writing courses. journalists receive.detailed writing in- struCtion. The thesis is based on a mail questionnaire survey of 23 instructors who teach basic news writing at Kansas -178- State University, the University of A STUDY OF THE CONFEDERATE PRESS ASSOCIATION AS AN EARLY CO-OPERATIVE Kansas, the University of Missouri, the NEWS-GATHERING ORGANIZATION University of Nebraska, the University Of James'C. Jordon, M.S. Colorado, Oklahoma State UniVersity and Murray State University, 1972 the University of Oklahoma. Adviser: J.. Neil WoodrUff Major sections of the thesiS deal This study is divided into five .chap- with administration of,the course; structure DI ters.,,four appendices and a bibliography. and staffing; teaching methods used by Chapter I, the Introduction,. is a brief study instructors; academic and professional of the Confederate.press from 1861-1865, in- _ media backgrounds of instructors; methods cluding.the various centers of journalism, and amount of time and effort involved individual newspapers and press associations.. in grading student work; and prospects for Chapter I is also a study of the many pro- change in the course. blems Confederate`journalfsm faced in col- The major findings of the study lecting, vtransmittingand printing the news. included; (1) The seven courses included The different typeg.td Confederate teporters, in the survey, fell into three structural their equipment,, salaries and methods are in- patterns--mass lectures and multiple cluded in this (discussion. A brief section laboratories; mini-mass lectures and multi- on the two press associations which preceded ple laboratories; and multiple sections of the'Press Association of the Cionfederate combined lecture and ilaboratory. (2 States of America,.the Southern Associated 136 14,3 Pies9 and the Association of the Richmond Chapter V, the Summary and Conclusion, Press, 4s included in the beginning of the summarizes the pAceding four Chapters and chapter. gives some suggestions for futhre research in Ch.apter II, the Review of Literature de- the field of Confederate journalism. scribes the contributions of approximately 20 The Appendix is divided into fourparts. books; magazine articles and documents of the Each contains an instrument of the Confeder- Cohfederate Press Association to this study. ate Press Association such as the Constitu- Each book and article is reviewed separately_ tion, Rules of the Press Association, Rules for the purpose of,informing thereader of fOr Press Reports and Rules for Reporters. the value of each publication io this study. Each section has been.carefully quoted from Chapter III, the Methodology, details Confederate press Association docume4'S. the research methods and techniques used tq The Bibliography contains a listing of. complete this study. The Methodology also approximately 50 books', magazine articles, contains the limitations placed on this study bibliographical aids and Confederate docu- by history and by the writer. ments thdt were used in the study or might be Chapter IV, the Results of the Study, useful inother research in this field. begins with 'a discussion of the historyof co-operative news gathering in the Oonfeaer-'": acy. It details the formation of the Press -179- Associatibh of the Cohfederate Statesof A7 THEIMAGE AND SELF-IMAGE . OF THE UNITED STATES ARMY merica and, the series of, press conventions 'Larry Emmett Joyce, 01..A. which preceded the association. A short blo- ti Texas Tech University, graphy of John S% Thrasher, the association's 1972 , Adviser: Alexis_S. Tan first Superintendent, is included withmater- e 7 ial do the founding and organization' of, the A survey'of the'U.S. Army's different,f press association. The Confederate Press publics snowed the following:- Associatio'h had several major difficultiesto . 1. Young persons, those under twenty- . - overcome before it could fully fulfill the. five years old, tend to be more criticalof purpose for which'it was organized. These the Army than those over twenty-five. Older'., included military censorship of war news, the age groups have progressively more favorable' sellihg of news to private' clubs by telegraph attitudes toward the Army. companies, and the myriad obstacles to the 2.--The Army has greatersupport frpm transmission of news caused by the Union white,persons than from non-whites. army, the weather and the lack of repair 3. A close. relationship exists betveeh parts and personnel with which to repair the a person's degree of pacifism and his atti- telegraph system. The answers the Confeder- tude toward the Army. "Pacifists" tend to, ate Press Association found to these diffi- hold negative attitudes about the Army. culties are fully reported in this chapter. , 4., The Army has less prestige In AMeri- Several examples are given of actual stories can society than the other branches of the sent by the association to member newspapers 'Armed-Forces. are also reported. 5. In general, the Army has a favorable 137 \* A'. self-imagb. Internal problems identified by sales, and the use of both health claims and army respondents included "permissiveness", psychological appeals in cigarette "deterioration 'of discipline", the drug _ advertising. Idm,.and a tarnished public image. : :I -180 - A HISTORY OF TOBACCO ADVERTISING WITH EMPHASIS ON COUNTERING SOCIAL TABOOS RURAL BILLBOARD ADVERTISING: AND HEALTH OBJECTIONS AN IMAGE STUDY It Robert A. Junas, M.A. George* Kay, M.A. Pennsylvania State University, 1972 _University of Missouri; 1972. Adviser; Charles H. Brown;" Adviser: Donald Jr Brenner cThe purpose of this study was to trace This study deals with xural billboard tObadddadvertising and antitobaccoattacks advertising. It.uses a Q-methodological ap- since early times in order to provide a bet- proach to derive public attitudes about the ter understanding of why certain tobacco subject. Respondents are purposively se- adVertising themes were used and to show how lected to represent the public, includingethe advertising has helped the tobacco industry following demographid.characteristics: sex, .; to groif,',despite legislative restraints and age, occupation, marital ,status, education, strong criticism. The study covers the pe- and average yearly exposure to billboards in . riod from 432 A.D.the first record of miles,. -Statements for the Q-sample were se-,, smoking--to 1972. lected from depth interviews, literature Emphasis was placed on how advertising about billboards, and statements added ;by the was,used (1)to counter early unfounded at researcher. 0 tacks on the use of tobacco,(2) to break The data were correlated' and factor down the social taboo of women smoking, analysis was completed by use of a 360/65 IBM (3) to encourage youths to smoke, and (4) to digital computer. The resultant computer help the tobacco industry overcome such bar- print out provided statement arrays by re- e ,riers as the broadcast ban and health scares spondents on particular factors, consensus such as the Surgeon General's Report on items (similar statement scores acrossfac- Smoking and Health in order to keep sales tors), and discriminating items (statemen.ts rising. peculiar to each factor).These results were Use of tobacco as a panacea, the impor- interpreted and related to particular re- tance of tobacco in the economy of COlcinial respondintdM6giabhIc characteristics. -e c America, the development of tobacco brand Factor I (a grouping of individuals with names, the use of. premiums and cigar store similar attitudes) was comprised of a less, figures are all woven into this advertising educated, older category of respondents. It history. do is the promotiOn of single favored the small businessman and his "fight" a brands, the breaking down of the effeminate against the loss of income from loss of bill- label for cigarettes, the fpilure of early boards. It was pro=advertising,,,pro- reformers to maintain bans on cigarette. billboards in its feelings. Factor II had a 138 ---- 1 145 more edUcated group of persons. It was A. "regulationist" in approach tobillboards. -182- The factor was in favor of advertising, but CORPORATE. IDENTIFICATION:A COMPARISON OF CANADIAN NATIONAL, AIR CANADA . wanted atsubstitUte form of advertising for AOD CANADIAN PACIFIC many ofthe billboards along our roadways. Edward Frank Kelton, M.A. Factor _III was not clearly defined'in_demo- Syracuse' University, 1973 giaphic terms. It was basically pro - Adviser: Edmund:C. Arnold billboards, especially their economic impact Canada has three major companigs that on our economy. Persons on this factor were provide a/most alltransportation,services, somewhere between the pro - billboard, pro- The oldest, Canadian Pacific, was. the first adVeriising,Factor I and the pro-advertising, transcontinental rail link. Privately owne.d, anti-billbOard Factor ,II. 16, it operates a railroad, aiftliner trucking All respondents agreed in the fUnctiorc".1' lines, ship lines, telecommunications, service billboards provide the travelers. hotels., and subsidiaries in several butiness There is an infOrMational message to imPart, es. The other two transportation companies i.e., gas, food, lodging locations. Factors , are Air Canada and Canadian National (CN). I and III would continue to use billboards Both government owned; they are.comiSletely while Factor II would use alternate means of separate in operation. CN also operates advertising, substituting other adveistising hotels, exptess services, ferries, and tale- material for billboards. , communications. The factors do not see billboardb asa Since the late fifties, the three have cause of accidents either by their placement gone through dramatic changes in physical or their d'i'stracting nature. Factor II would facilities, emphasis Of their businesses, be willing to determine if such a condition and communication with the public. All exists through accident reports. three adopted new symbols between 1959 and All respondents are basically forun- 1968. This study outlines the problems 'cluttering the landscape. Factor II is most each faced and how and why they redesigned s outspoken in this area feeling that its "air , ' company symbols (two even changed their ' space" is violated by billboards, along6Ide names). New Canadian, National and Cenigd- highWays.' Ian Pacific symbols brought, corporate billboards will be used in the future, identification programs coordinating all according to the respondents. Legislative design work to present a single unified actions removing billboards may hurt the image.. Air Canada simply had a new symbol smafl businessMan, but there will be a place designed. 4 for the billboard inthe future. This study defines corporate identifi- cation which came into existence during'the fifties but corporate identity program'S havp only become popular during the last decade. Procedures used by corporate,iden a tification.firms are evaluated by five standards: Research, strategy, design, 139 146 implementation, and review. at least aware that opportunities for effec- A Conclusions show the corporate iden- tively communicating their message or image tification program of Canadian National is to the public await them in a fell-defined generally strong, having already moved program of public relations. They are at)- through all five steps; Air danadaskipped parently-beginning torealize the importance -- the first two; and Canadian Pacific is in of extending the fiinction past print media -' the fourth step -with definite problems be- only. Many are eager.to achieve expanded ginning to surface. The study found that coverage and recognition, especially through . all three programs project strong, dramatic the electronid'media, but haven't yet images and discusses prospects for corporate mastered the idea. identification in'the future. Conversely, several news directors and news editOrS surveyed seemed to consider the public information offiC4 an unnecessary middleman, standing in the way of covering -183- the really worthwhile news events on campus. EXAMINATION OF CURRENT POLICIES, GRAMS, AND TRENDS IN TEXAS JUNIOR Generally, the television or radio news . A' COLLEGE PUBLIC INFORMATION department prefers to gather and edit its own Tommy D. Kennedy, M.A. - campus news. Such a Aesire usually comes from . East exas State University,e1972 past experiences-with handouts from schools, A viser: W. J. Bell This studyas conductedito ascertain the degree to whic Texas junior colleges are trying to derive worwhile publicity from -184- available media, primallily the electronic . 4J.S.I.A. IN SOUTHEAST ASIA! media and to determine t e methods used by ACAST STUDY OF U.S. OVERSEAS INFORMATION 1965-1970 the schools in arranging f coverage of Boonlert Khampitoon, M.A. newsworthy campus events. Oniversity'of Wisconsin, 1972 4 Separate questionnaires w- e circulated, Adviser: William A. Hachten. to Texas junior colleges and toradio and television outlets located in clos proximity In the late sixties, Southeast Asia had to the schools. Queriet mailed tq, t e become a critical area in world 'Politics. All schools were oriented toward discoyerik7 the countries of the-region had been confronted favored methods of relating the institution's with a continuing threat by the Communists. message to the reading, viewing, and listen- This situation posed problems for the U.S. . ing public. Information Agency or, as it was known over- , The, second set of questions going to seas, the U.S. Information ,Service. In radio and television news dire?tors soLght toV addition to its normal function, USIA was determine their reactions to present-day given a special mission to provide informa- \ 14 junior college public relations departments tional and psychological assistance to'the or pews services. governments of the insurgency countries in Junior college information officers are Southeast Asia in their fight against Com- 140 .. 1 4 '' munist subVersion and propaganda. To meet s. -185F these responsibilities, USIS-SoutheastAsia was required to reorganize its- programs and SPORTS JOURNALISM IN THE i.9120's: A STUDY OF THE INTERDEPENDENCE OF THE to expand its 'activities. DAILY''NEESPAPER AND THE SPORTS HERO Robert B. Kilborn, Jr., M.P.M.A. . This thesis examines the management and communication techniques used by'USIA' State University, 1972. to accomplish its missions in Southeast. Adviser: W. Cameron Meyers Asia-as well as to analyze its information:.' ,Generally, there are 'two schoolS of n. and psyChological prograilis in that regions thought on the subject of the hero in sports. 'during 1965-70. The study is based on'bdth . One holds that athletes othe 1970's are pe primary 'data such,: as Public document's, bopks, greatest in history because they are mechan- and personal interviews with the agency ically superior to any who have preceded t.7., officers, and secondary data such as them. Thesecond school maintains thatmoderni articles and periodicals. 0. athletes hopelessly lack the colorand perr, buring the years 1965=1970.; USIA re- sonality of their predecessors. organization in SoutheastAsia involved the On the.premise that a skilled athlete establishment and closing of USIS mission will seem heroic in inverse Proportion to t he and branch posts, information centers, bi- . amount of e xposure he receives in the commun- natiqnal centers, libraries and reading ications media of hig day, this study con- rooms: The build -up centered primarily in fined itself to the decade of, the 1920'swhen the insurgency counlries.of South Vietnam . daily newspapers enjoyed a virtual monopoly and Thailand, while reduction occurred in in the area of sportg coverage. The stud' Burma, Cambodia and Indonesia. USIS compared coverage of three. famous sports t." activities in other countries of the region figures--Babe Ruth of baseball, Red Grange remained unchanged. of football, and Jack Dempsey of boxing--in During the same period, USIA operated an effort to determine why they were made to two different kinds of information prog'ams seem heroic. These men were selected because in different Southeast Asian settings. The not only were they the leading figuresjh first was the most familiar information and their respective sports but also because they cultural program which had been operated in tried the faith of sportswriters to the de- 'every country. The second was a unique gree tbat irreparable harm to their images psychological progam-in SouthyiethaM and might have resulted; yet it did not. Thiiland. In order that the extrees of flamboy- ance and conservativeness might be represent- , ti , ed.in he study,'the Detroit Times was se- ,- lected as anexample of the former and the New YorkTimes as an example of the latte'r; Stories and'columns on the sports pages of the two newspapers were studied for frequen7 cy, style,' content, and approach, and,With an t. eye toward the subjective judgments of the 141 148 writers. The months August through December papers regarding,Presidept Nixon's visit tp of the years 1923, 1925, and 1927 were de- 'Peking which took place in February, 1972. cided upon both to account for fluctuations The study covered a three-week period--one the'manne in which the activities of each week each before, during and after the Nixon _ . man were repOrted and because they ).nclude visit. the peaks as well as the low points of each Mass media, print as well as elactronic, athlete'S'career. is one of the major sources through t.rhich Results of the study indicate that jour- international conflict is represented and nalists of, the 1920's took the concept of perceived. It is through the media coverage heroism in sports seriously and generally Of the conflict, nob the conflict itself, manifested an unwillingness, to tamper with that the public becomes aware of it and heroic images once'they ware established. It responded:n a manner that may eventually , - J also would seem that by preserving a certain affect the Outcome of the conflict.. distance between themselves and these ath-. Research. hypotheses' tested were: letes the writers declined to .iisk,any dis- 1. Japanese media tend to report more illusionment that might have resulted from conflicts between the United States and' closer personal contact. This technique would Communist China whereas the U.S. media tend seem to hate preserved for a time the mysti- to alleviate the conflicts between the two que of highly organized forms of sport that countries. 4r is largely absent today because of ever-wid- 2. News coverage by the media in the 7.. ening exposure. through the media of mass com- U.S. and Japan on president Nixon's visit to a munications. Peking decreasess'in the intensity.of their attitude toward conflict situation one week before, during, and after hits visit. The results of this investigation are -186- as follows CONFLICT AROUSAL AND RESOLUTION IN THE NEW YORK TIMESN-AND THE 1. The American nespaper tends to re- ASAHI SHIMBUN: A CONTENT ANALYSIS port less conflict arousal and more conflict Hyun K. Kim, M.A. resolution between the United States and Southern University, 1973 - ) Communist China than does the Japanese paper. Advisee: Godwin C.- Chu 2. The Japanese newspaper has a ten- Conflict arousal and conflict resolution dency of leVeling more criticism against in the New York Times and the Asahi thimbun, Communist China than against the United Japan's reading newspaper, were content- States for the conflict arousal and for analyzed according-to three major categories: failing to respond to the U.S. efforts for (1) U.S.-Communist China relations; (2) rela- conflict resolution. tions between Communist'China and other 3. The New York Times tends to put, less 2 countries; and (3) relations between the ' blame on Communist China for the conflict United States and other countries. arousal and give more credit to Yhe Communist This study was designed to analyze the country for conflict resolution. On Japan- news coverage of the two international news- Communist China relations, the tendency of 142 149- e the American paper is reversed. 'newspapers during March and April, 14474: ,t 4. There was no consistent decrease 4 Data yielded from the content analysiswas . the inte nsity of'the two papers' perdeption\c interpreted in terms of Spearman's rank- of the U.S.-Communist China Conflicts al- order correlation coefficients., Wilcoxon hough the American paper. recorded.a progres- two-sample rank test, examination ofmeans, ic 'sive decrease in,blaming Communist China for and analysis of evaluative directionand the conflict arougal.: , intensity. .; "Sev 'eral bits of evidence indicated 4 . that, -iii this particular study, the.editor- -).87- ial,diffltrencies of two newspaperstended to EVALUATIVE ASSERTION ANALYSIS OF correspond in some degree to the differences EDITORIAL-NEWS RELATIONSHIP_ 0 in manner/of neOs plesentation;or, the Hiroko Kimura-,MtS. .0 . a deal of the, fdncti nal sepatation.of editok- Southern Illinois University, 1972 ial and news was no satisfactorily followed Advisor: G. Normanan Tubergen through inipractice . 411. / This is a, quantitative study of how ; / \t c /' -1881- closely the widely-endorsed ideal of the NEWS PHOTOGRAPHS clear separation,of editorial 'opinions froM AND. ATTITUDE CHANGE "straight, news" columns is being followed 'David Nobuyuki ICis"hiyama, MAA. I throughiP the newspaper profession todgy. University of Celifornia . Los Angeles, ,1.973 r Our research hypothesis stated that Adviser:- 'Welter W. Wilcox' they is a positive relationship between . i ne spaper editorial expositiqns and news- This study investigatedone aspJct of 0 port messages,1 that an investigation of t e tqe Press Fair Trial controversy.Of A r two with difference in editorial , Oa tticular interestwas what,efect a photo- ., views would show Corresponding differences graph of a suspect accused in a serious crime. ,in news columns, with respect to a givel./ would have on readers of newspapers. Re- issue. On the assumption that the editor- search hat indicated that different facial Lel-news relationship would show molt clear expressions shown by a per6on have communica- 1/ in the pa pers' staff-filednews stories on tive efActs Two hypotheses were tested. highly controversial issue, the .tudy invs- Hypothesis I stated that reader/viewers.:1. . tigated the news coverage of the court - srating a news story alone,would differ sig- martial of Lt.. William'Calley in the My Lay nificantly from A story/photograph combine- massacre incident, by the Chicago Trib ne - tion wherd.the accused was shown with various and the St. Louis Post-Dispatch which showed facigl expressions.Hypothesis II maintained a degree of difference in editorial iewt. that for a given, crime story, the store' Evaluative assertion analysis, devel- photograph combinations would be rated dd.-. oped by Charles Osgood end his as ociates, ferently from each °then due to,the different was used for the direct measurem nt of aial expressions shown by photographs, of 4 L. message contents of a sample of editorials the accused. It was also thbught that the and new stories that appeared in, the two' directioh of rating, change could be predicted I 150 fiF each hypothesis by submitting the photo- greater out-of a pqssible one-hundred-and- . graphs. to an independent pre-test in which a tWenty-six total number of scales tested for neutral,, negative or.positiVe photograph was Hypothesis I. selected. It was "thought the neutral photo- A study of existing, research, supple- graph would not affect the story rating, mented by thig field test, indicates that . while the negative photograph, would influence there ,is no concluSive evidence which war- the rating toward innocent. rants a change of present newspaper editorial These hypottleses were_inVestigated by policy. 'Within the limitations of this presenting three'similar crime stories to study, it was found that in a serious crime respondents.who were asked to rate the sus- photographs of a suspect do not significantly pect. on a modiclred semanticdifferential --Cf:ange perceived attitudes'of an accused. 1 scale. Each.of the storieswas presented g alone, then tollOwed by thesame-stories dis-, -189- played in combination with either the neu- AMkRICAN INFLUENCE IN , FINNISH MASS MEDIA tkal, negative or positige.photcgraph. Three 411amalja Kivikurd,!M..A. Male models posed as an accused, and their UtirVersity of Wisconsin, 1972 photographs showing.diTferent expressions be- , -Adviser: John McNelly came-the pictorial stimuli for the field Beddge of her deliCate geographical .By comparing'the'respondents'' ratings of location, Finland has._been exposed to Mart - the story alone to that of the story' types of foreign influence for centuries. Ithotograph.com)-ination, it was possible to In tha,recent years, special attention has - ,test HypOthesis I. Bycomplitgthe respOn- been given to the fact that the Finnish mass as dents' ratings.of'a particular news story/ , media rely heavilron Western sources. In photograph combination to the other combina- terms of television, the American inf,luence tion to the pther ,combidatiens of the same has beet considerable: television broad- \ . s&bry in eachof {three conditions-neutral, casting. with entki.rely American programs with 4 negative andposilveltwas possible to subtitleS, and the proportion of American test Hypothesis II. ; entertainment is still by gar larger than ' Neither hypothesis was supported.Of any other foreign material. the sixty -threedifferences in Hypothesis I This thesis looks at the amount and t) , testing, only three were found significant. quality of American influence in the Finnish - r Two of these were in a neutral condition media. It is alCase study, concentrating to where little change was expected, Of the a time period of March-April 1971. The media fifty-four differences possible in Hypothesis, ,discussed in this thesis are nine national II,. only elevn significant differences were newspapers, adio, television, film litera- , found. However, these eleven ~differences all. ture, and advert ing. were in the predicted directions. Speriaratten on has been given to the - 1 The data were charaCterized throughout, fact that Ihere IS-bo h a state-owned and a by Amall differences. Only,twenty-eight Commercial television company in Finland. , . scalesshoWed a change in score of 0.5'or EsSeptial differences have been found in e their attitudes toward Americanprogramming. often emotional rhetoric into its news , - $ - A Major point/in the thesis is that orig- articles. . inally Amdrican communication doesnot show Using techniques of bias such as value- . the total American influence in the Finnish laden adjectives, adverbs, and verbs of fi media( American-origin P.atterns.of communica- attribution, Time conveyed the Impression te tion represent the second stage of thatin- \ that Cuba was economically, politically .and ". , flbence. Though produced'in Finland,a news militarily shattered and that Castrowas following American-based news criteria or a doomedo be overthrown. I " television series imitating Americantelevi- U.S. News apparently chose its articles -sion shows contains indirect American influ- and its sources to'reinforce r" a preconceived-- ence. doctrinaire viewpoint. - Newsweek, by consistently reporting, positive achievements of .the revolution rand -190 - providing an alternative to the,oftenarro- /MAJORAMERICAN NEWS MAGAZINES gant and emotional anti-Caittb/biases of its AND THE CUBAN REVOLUTION: -----1551=1571--, (252 pp) competitors, succeeded inapproaching doe]. P. ,Kleinman, 0,A. "fairness." 1' University'of Morporry04§72 Adviser: Warren J. Brier Fidel Castro's Cuban revolutionhas provoked a torrent of'news articles and -191- 1, commentary, generally negative, An the THE OLD AND THE NEW: LADIES' United HOME JOURNAL ANDNEW WOMAN, JUNE, 1971 THROUGH MAY, 1972 States since 1959. Some critics of the mass, Helen G. Kline, M.A. media'have accused opinion leadersof delib- Murray State Uniyersity, 1972 erately stressingknegativ'e aspectsof lifein ,Adviser: L. J. Hortin_ revolutionary Cuba-while ignoringpositive social achievements. \ In this study the researcher compared To test the validity of thegdallega- Ladies' Home Journal andNew Woman magazineS; tions, articles concerning Cuba in the three it was hypothesized that these two magazines -major U.S. weekly news magazines--Time, were very different in thdtype of articles Newsweek, and U.S. News & World Report--were written Because New Woman wasfirst pub- read and analyzed for five random periods lished in June, 1971, the studywas limited between 1957'and 1971. -to the issues of both magazinesfrom June, Time never has pretended to be objec- 1971, through May-, 1972. tive, but Newsweek and U.S. News maintain Frem the tables of content, the sections that their news and opinion articlesare from the Ladies' Home Journal\called,'Reguler clearly isolated. However, when the inter- Features" and "Articles" were compared-with ests of Cuba and the United States diverged the "Regular Departmen s" and "Articles" in during the early,years of the revolution, New Woman. Frequency f appearance of columns each magazine Anjected highly subjective and published in the "RegularFeatures" and the 145 152. "Regular Departments"' were' charted. were also-tabulated with information gained The types of articles frOm both magr frpm secondary, research. azines were classified according_to Bird's As this was an introductory study; much Moder Article Writing. It was found that the information oStainid would be of little use Jdurnal published more'irst perton harral, in futve..stUdies, but,, much -Could be. of tives and essays and critical writings; interest to, future researchers, and the the New Woman published predominantly essays and sis attempts ta,rdcord everything learned critical writings. During the period studied, from the study in a, manner beneficial. to the Journal printdd 68articles;'New Woman other studies.-By be4inAing investigation printed. 84- articles. into the impact.of computerization upon . The results of the study proved that the , weekly npwspapers in Georgia, it was hoped hypothesis was true. the. thesis would provide a basis for future Studies of the advancpment of computerization in.fhe typesetting and photocomposition -fields, one small - aspect of the chronology of -192-- computer-aided printing and news THE COMPUTERIZATION AR GEORGIA'S WEEKLY NEWSP4ERS AND MANAGEMENT EVALUATION- OF dissemination. SPECIFIC EQUIPMENT Odalie Karen corpr, M.A. University of Georgia, 1.973 Adviser: Emery L. Sasser 'Computerization has been recognized as A COMPARISON OF PUBLIC RELATIONS modernizing all aspects of the business PRACTITIONERS IN HOSPITALS AND. ANUFACTURING INDUSTRIES WITHIN THE GEOGRAPHIC BTINDARIES world-=from front office jobs to shipping DEFINED BY THE NORTH SUBURBAN ASSOCIATION FOR HEALTHY RESOURCES problems. Computers are new revolutionizing Dean Kruckeberg-, M.A. the hews media; in the areaoof newspapers Northern Illinois Univerdity, 1973 specifically- computers are available' to aid -Adviser: Albert Walker in everything from typesetting and comPosi- tion.to press room problems and truck A questionnaire was sent to hospital and loading. sample manufacturing public relations direc- This thesis surveyed Georgia's weekly tors in thd.geographic area defined by the newspapers to determine the extent of com- North Suburban Association for Health puterization among typesetting and photocom- Resources (NSAHR). The questionnaire was de- position. equipment. By attempting contact signed to determine significant differences with each of the state's weekly newspapers, between hospital and manufacturing public a representative sample was obtained. Once relations directors,with regard to age, the extent of computerization was determined, title, educational beckground and experience, the thesis sought the evaluation-of manage types of duties and responsibilities as well ment on their specific equipment installed. as other-data which indicate-the types of The results of the survey were then tabulated programs these public relations directors and cross tabulated, and selected questions deliver. 146 1.5 3 The 1345AHR hospitals are in a geo.:- tions. The same population can be tested graphic area in Illinois which includes north further in other areas of possible differ= Cook County- and over half ofntake County. Antes.Of greater importance, however, would The-13 matching sample manufacturing public be similar studids of other hospital andman- relatiOUS directors are,from.a total popula- ufacturing populations. This would determine tion of 1,772 manufacturing firms in 77 whether the findings of this study are unique cities and villages (including a portion of to the population studied or whether they Chicago) within the boundaries of the NSAHR, represent overall data throughout the Manufacturingsamples were matched andstrat= country. ified to the hospitals accordingto numbe'r of o employees. Stratification was 'in five divi -194 - sions of 400 from 100-499 employeesto 1,700-', NEWS MEDIA PREFERENCES IN NORWAY ,2,099 employees. Arne Magnus Kvalheim., M.A. ' . Tests of characteristics of hospital and University of Oregon, 1973 manufacturing public relationsdirectorb were Adviser: James B. Lemert hypothesized t6 show differencesbetween the two groups and the programs theydeliver. This study examined the use and believ- The Chi Squa'ra Test tOgether withthe Yates ability Norwegians assign thenews media. Correction Formula was used to. determineany While radio, television andnewspapera are significant differences between hospital and available, in Norway, they are not organized manufadturing public relations directors. as in the United States. Most Norwegian In 40 tested areas of possible differ- newspapers identify withpartisan political ehees, 'manufacturing publicrelations direc- viewpoints. The electFonic media are oper- 1# tors were not found to besignificantly dif- ated by government and considered neutral and ferent from hbspital public relations nonpolitical. dired'tois. In the other 13 tested areas of Data were collected through a.Crossr possible diffeiences, significant differences notional survey. The questionnaire was in= 4 indicated hospital public relations directors Corporated into one of, the Norwegian Gallup are better prepared for their profesSion than Institute's monthly surveys. . 7 are manufacturing public relations directors. In addition to Roper's media use and In the literature portion of this study, believability qu'etions a question asked be- hospital public relations directorsare gen- lievability choices for politicalnews erally considered to be less prepared for events. public relations than are manufacturing Many fewer people believed newspapers in public relations directors. However, this - Norway than in the United States. In addi- study demonstrates that in the test popula- tion, fewer people believed newspapers for tion, hospital public relations directorsare thd'coverage of political news than forgen- at least equal to their counterparts in manu- eral news. Unlike the United States, polit- facturing in all 53 tested areas and are bet- ical reasons overshadowed content-related ter prepared in 13 of the tested areas. advantages as reasons given for media believ- Further study caproceed in two direc- ability choides. All of these findings sug- -. 147 1 54 Best that the partisan political identifica- independent variable, was conceptualized as . tion of the Norwegian newspapers damaged the - the extent to which a subject evaluated an their believability. object by considering its aItributes from =Ae --.,N,The overall findings suggested that different-perspectives.Subjects were asked people with higher education, high and low _ to consider a hypothetical public issue and socio- economic status, residency in Oslo, to create arguments representing conflicting . 'high political participation and a stands on the issue. Cognitive complexity Conservative Party voting preference tended was operationally defined as the extent/to tcp_be more newspaper oriented than other peo- which a subject used the same attributes to ple. , construct arguments both for and against a When controls were made for each of particular course of action. A subject-ex- these inter-related variables, only socio- hibiting high cognitiVe complexity was.one economie'sfatus apd place of residence showed who used at least, one attrcibute- to construct predictive power, indePendent of the other, arguments for and against the action. A correlated variables. 'subject exhibiting low complexity was one who, It seemed that the demograph).-C and pc); did not use at least one attribute in b6th litical characteristics that were associated ways. , . with a newspaper preference all indexed the The dependent variable was information same variable. It was suggested that this utility, or the extent to which a subject common denominator was a measure of the re- would be interested in obtaining more infor- spondents income. mation. A distinction was made between two Even though low-socio-economic status kinds of information utility: interest in ti respondents were more likely than other peo- more information about the hypothetical ple to be without television sets, analysis public issue, and interest in _information showed that the low SES group's tendency about other similar, but real .pUblic issues toward newspapers could not be,accounted for which had been in the news. It was hypothe- by sized that high-complex subjects would be more interested than low-complex subjects in both 'kinds of information. The subjedfs for the study were 59 un- dergraduate students at the.University of -195- Washington.. Data were collected during COGNITIVE COMPLEXITY AND 'regular classroom:sessions. INFORMATION UTILITY The 'results showed a significant posi- ,Robert Laing, A.A. tive relation between level of cognitive University of Washington, 1972 complexity,and interest in information about AdViser: Alex Edelstein the real public issues. The data did not This stud}, investigated the relation be- show a significant relation between level of tween perceived utility of information and cognitive complexity and interest in more in- the way individuals organize information formation about the hypothetical issue. about an object. Cognitive complexity, the 148 15,5 -196- self-centered and shallow, noticed ad's. that 4 'A 51STUDY'AF OPINIONS TOWARD offered great returns for small commitments. OUTDOOR ADVERTISING DESIGNS The Curt Communicant noticed short, cone D uglas Floyd Lambert, M.S. to_-the-point messages. The Haughty 'California State University, San Jose 1973 Connoisseur noticed ads that had the finest . Adviser: Franklin Karmatz things in.lif to offer; their'.s is a world of quality and elegance. Research_in the outdoor advertising Although not projectable as being all of medium hap been restricted to mechanical the generalipub 'c, these four types of / . measurement of information flow. Conducted readers do exis1and can help advertisers by independent...agencies, the .usual outdoor lock into the interest templates. of';their ,':: ; %advertising survey seekS only to'.0Ompile ' readers. . . reach (the percent Of households ina given areaexposed to-a poster showing oneorAmore -197 -' times during a given period of tine)andld 41h . EMOTIONAL,'RATIQNAL, PRIMARY frequpcy (the number of times theaverage AND SECONDARY-APPEALS IN. SELECTED PRODUCT CATEGORIES individual or family in a given market isex- Robert Glenn Largen, M.S. posed to a poster.Message on one ormore University of Illinoi0, 1972 panels theposting period)data. Con- wring Adviser: Arnold M. Barban clusioisn12 are rarely drawn from these shallow results. . The objectiveof this study was to i 'es This thesis recognizes that advertising tigate and test hypotheses concerning the us- has different effectson different ,ty0es of age of rational and emotional and primerand people and attempts to learn individuals'. secondary appeals in advertisements fromf1945 interestt and how they affect the reception to 1969. A content analysis was performed on ,.. of edvertising'Messages. Using William advertisements for twelve produpt categories StephensoW,piQ-methodology, a sample of 40 appearing in four general interest magazines. '...:.- .;. persons gave opinions on 31 individual out- Major findings were that perceiv?d levels of : ___ i , door advertiing designs. The sample of rational and emotional appeals.oCprOduct 20 men and-20 women consisted of college categories and levels of emotional and ra- students and working men and working women. tional appeals used in advertisements co-. The data from'the completed Q7sorts was,sub-. varied and that primary appeals were used jected to factor analysis *(IHM 300/65 compu- more frequently than secondary appeals. -Addi- ter centroid factor solution with a varimax pional analysis concerned usage of specific rotation). Four factors representing differ- primary and secondary appeals in product cat- ent outdooi"advertising reader types were egories and over time. interpreted. The Happy Individualist saw' himself surrounded by-motion, going, doing, being, helping, playing, and enjoying. He noticed messages connected with his active youthfulness. The Egocentric Enthusiast, 149 156 -198- la, which.put the t important parts in a THE THREE-WEEK ANALYSIS OF STAFF descending order. The form was good fof STORIES IN THE INVERTED PYRAMID STYLE IN THE WASHINGTON POST, quick story telling but was bad for THE COURIER-JOURNAL AND THE LEDGER & TIMES chronological:order in the stories.. Jimmie R. Largo, M.A. 1-In conclusion, the study shOw4;little Murray State University, 1972 difference in the three sample newspapers in Adviser: L. J. Hortin the kinds of stories used.All three news- -, papers ,used nonstaff and wire stories by The methodology used in this stu ealt more than 50 percent and staff stories by with content analysis. The researche -less than 50 percent. The actual percentage .studie the news, stories of three sample figure was 57.8 percent for all nonstaff and newspapers, The Washington Post, The Courier7, wire stories and 40.2 percent for all staff Journal, and The Ledger & Times, over a 4-,7 stories, a difference of '17.6 percent. The three-week period. These newspapers were Washington Post and The Ledger & Times were representative of their own classes -- nation- very similar in their uses of nonstaff al, regional, and local newspapers. All wire, and staff stories. The Courier-Journal news stories were coded as.either rion-staff showed a wide margin between nonstaff and wire, contributed, or staff. Then the staff stories were divided ,into those using-the wire,and staff stories, but still it had more nonstaff and wire stories than staff stories. inverted, pyramid forms and those using the The similarity among all three newspapers was, other formats of writing. The staff stories that each used more nonstaff and wire stories, were then classified into 12 categories by despite individual differences in policy. subject matter. All stories were measured The difference in the newspaperswas in lengthy and to the nearest half inch: shown by each newspaper's emphasis in the The results showed that three'out of area of reporting. Both The Washington four staff stories were in the'inverted Post and The Courier-Journal were shown as pyramid fOrmat. They also showed the emphasizing government, business, and crime!, categoryof government and Politics'con- while The Ledger &-Times Was shown as em-' taibed-the longest stories in the study, phasizing education, society, religion, and therefore, occupied the largest - obituary, and community news. portion of the study. 'One possible reason for the category being dominant was that o there were'election campaigns both on the state and national levers'during the three -week period of the study. -199- The literature on inverted pyramid THE LAW OF LIBEL AND PUBLIC OFFICIALS IN SOUTH'CARO-.1NA form of news writing revealed that the Ernestine Law, M.A. form was an invention mainly of the University of South Carolina, 1973 Associated Press, which was merely trying to Adviser: Reid Montgomery accommodate all newspapers by having stories readily adjustable by being trimmed at the South Carolina's tempestuous brand of bottom. The form was defined with a iormu- politics has evoked through the years bOth 150 ,e 15 words and deeds of violence. .or two cen- 4 projectrOns by the state's leading libel law- turies e issues were often:'settled by gun . - yer;'.:.. whe has ha died such cases for msr or' by s ord.! than half a century, conceing thempact The duel, however, was not the only -of the landmark tilliVian decision! remedy employed when tempers grew hotover political differences The courts of South Carolina have heard many such disputes, and -200- in 1815 the state Supreme Court was wres- SURVEILLANCE. FUNCTION IN TWO. NEWSPAPERS: tling with a question-that is still 'A CONTENT ANALYSIS OF THE current FORT BRAGG PARAGLIbE.AND THE FAYETTEVILLE OBSERVER t§gay--the right of the public to be informed JamesvE. 4son, Jr., M.A. of the "characters. ofpublic men." University of North Carolina "The'Law of Libel and Public Officials Adviser: rphn B. Adams in South Carolina' reviewsmany of the pre- . cedent-setting cases, that have been heard in This thesis isoaexamination of the the state -- principally those dealing with significant subject ma ter found in qne type political libel. of service publicatiOn: \the,lmekly civilian Part I of this paper begins witha his- enterPkisenewspaper which serves the Army . tory of libel dating from ancient times, in- post of Fort Bragg, North Carolina. A gen- cluding Biblical admonitions against bearing eral circulation daily per which serves false witness. The second chapter of this nearby Fayetteville (the a etteville Section is concerned with the free press and Observer) is employed as he criterion news- the laws of libel as they-evolved in the paper against which the service publication ' American colonies and up to modern timeswith is,measured for completeness of coverage. .A the fak-reaching Sullivanv. New;Ydrk Times content analysis of both papers over the decision. period of a year examines t .e subject matter 1. Part II Of the paper is devoted topo- of both. A structured repre\sentative sample litical libel in South Carolina, from early 'of.the Observer afforded,an exact copy -for-. days up to the piesent. copy analysis With the Paraglide to determine 1 The writer concentrated her researchin the amount of coverage given yafious general . " the Law Library of-the Law School of the interest topics: ecology, edu1 cation, econ- University of South Carolina, where reports omy, drugs and alcohol, civil rights.and a of the state Supreme Court are available. racial relations, crime, andcivilrelief. Since only a small number of libel.* complaints A rank Ordering of the signific nt topics reach the state's highest court, the writer indicates that the service news aper compares supplemented her work with the results of favorably over all of these topi al areas questionnaires sent to daily and Weeklynews- except for crime coverage.Analysis of the . paper publishers throughout the state. In- two newspapers using Spearman's r o correla- cluded also are reports of lengthy interviews tion coefficient indicates the tw news- :with several of the state's leading libel papers, despite their obvious difrences, lawyers. can be compared for purposes of th s analysis, . The thesis concludes with comments and (rho = .964, "p" less than .05 but reater -151 158. ca than' .01). ifthe:"crime",category is dis- carded. Factor's are presented which support O -202- this rationale. The major conclusion of the THE POLITICS:DE=ARROGANCE: study is that the relative coverage given CASE STUDY Oe'THE CONTROVERSY OVER THE PROPOSED EVERGLADES JETPORT, broad interest subjects (exceptiug tIrime) is 1967-1970 SY not significantly different between these two John Edwin Leaird, M.Y.C.A'! types of community newspapers. 'University of Florida, 1972 Adviser: Harry H. Griggs' o The Dade County Port Authority made a . decision in late 1967 to construct what was - . intended to become the world's largestcom- mercial airport at'the,'Dade=Collier County -201 - I - border directly west of MiaMi in the Big A.COMPARISON -OF PUBLIC-14ELATIONS- PROGRAMS AT THREE FLORIDA COMMUNITY Cypress Swamp. COLLEGESIN'ORBAN, SUBURBAN;A,A210, RURAL AREAS At the outset of 1969, conservationists Thomas M. Leahy, Jr., M.A.J.C. _ and Various stAte.government. leaders began to University pf Florida, 1972.. '',uestion the Authority's environmental plan= AdViser: ,Harry H. Griggs ning effort since'it appeared that the.pro- , ject would seriously threaten the e5cistence This study examined,public relations . . of nearby Everglades National'Park. Meeting programs at three Florida community colleges, with evasiveness and arrogance on the part of in urban,' suburban, and rural areas to de- the Authority, most of the Rational conserve- termine't0 what extent the public relations tion 6rganizations banded together in a co- effort.iS'influencedby (1) thesze of the alition to'fight the project and save'Ever- student body, and (2) the size and environ- glades National Park. mental character of the community. The ensuing battle was waged in the na- , Acommuniti COilike in each category tional media and through pervasive lobbying was selected for study, and the prusiSent, effoits at all levels of government. By the ,director of relations or information, and end of 1969 a decision had been forged at the .members of the staff, and faculty were inter- national level to order the_project relocated viewed. from the objectionable Big Cypress Site. hesults showed that despite the diver- sity of the colleges in size and location, This study uses original source materi-: their public relations programs are essen- als obtained from governmental and conserva- tially similar in scope and operation, with tion organization files, together with nu- the major difference being one of magnitude. merous personal interviews to reconstruct and analyze the issues, events, and underlyipg dynamics of the coRtrolrersy as it originated, grew, and was finally resolved. 152 159 his own ambition. CASE sTuDirs OF RICHARD M. NIXON AND An important point raised is that PRESS: -NEWSPAPERS IN THE EARLY NikON.CAMPAIONS4-LIBERAL JOURNALS AND Nixon'is "problem" with the press is, partial - THE VICE. PRESIDENT, 1952-1960 ly, a self inflicted one, that his, person- John Philip Lee, M.S. ality and ingrained cynicism-abode-reporters'. UniVersity of Kansas, 1972 motives made.a stork? relationship amatter Adviser: Calder M. Pickett _o simple. Rhetoric and events since 1962 have helped establish the'Widespread notion" that Richard M. Nixon has been treated unkindly -204- by the press throughout his career. An ex- IMAGE OF MEXICAN AMERICANS IN aMination of a number of newspapers indi- SAN ANTONIO (TEXAS) NEWSPAPERS: A CONTENT ANALYSIS cates that what appeared in print during SYLVIA ANNE LEE, M.A. . Vixon's earlycampaigns'(1946, 1950, 1952) THE UNIVERSITY OF TEXAS AT AUSTIN, 19.73 was decidedly faVOrable and that the'current, ADVISER: ERNEST A. SHARPE strains between Nixon and the press are of more repent origin. That is an important .This content analysis of the three larg- fact, for Nixon's early record is a dubious est Sari _Antoniar-Texas,-daily-newspapers r-com One? he frequently implied that hisoppo- pared occupational and social roles shown for 'nents leaned toward Communist ideology. and Anglos and Mexican Americans with 1970 U.S. aided Communist conspiratorial designs. Census data for those groups in San Antonio. Supporting evidence for such rhetoric was Mexican Americans are44 percent, and Anglos nonexistent, Out the themes were shared 48 percent, of San Antonio's population. Lo- 0, . by some newspapers in Nixon's behalf. cal news items were coded by dominant ethnic A critique of the press' insularity, as groups and by dominant.occupational or social expressed by Vice President Spiro Agnew in role shown.. Ethnic identification was made 1969, is evaluated as a new element in on the basis of surname--persons of Spanish NixOn'sthoughts about thepress: to the surname were counted as MexiCan American. belief'that reporters are unsympathetically Twelve_ occupational roles, based on occupa- partisan is added the idea that the press tional categories of the U.S.-Census, were reaffirms anti-Nixon prejudices by paying compared with 1970 census data on ethnic per- attention only to itself.That seems to be centages of occupations in San Antonio: part of an older, pro-Nixon orthodoxy, which Fourteen social roles, ranging from "contest holds that in the 1950's anti-Nixonism winner" to "criminal" were compared with an spread from liberal journals of opinion to earlier study of status and income groups the press at laige. mentioned in California daily newspapers, and The anti-NixoniSm expressed by three with 1970 census data on incomefor San liberal,jourrials of opinion, the News Repub- Antonio ethnic groups. It was found that lic, The Reporter, and The Nation, is ex- Mexican Americans were highly under-repre- . amined. The consensus was that Nixon had sented in the total number of local news no identifiable political philosophy.,beyOnd eferences. Of the total 2,549 articles 153 160. ' : coded, the percentage of references to Mexican_Americans in each newspaper was low, THE COliNICATION ROLE OF averaging 12.7-percept.. The percentage of SfsqALISTS IN DEVELOP ENT:AGENCIES references to 'Anglos in all newspaper was high, averaging 77.6 percent. In specific University of WsdonSin, 1972 occupational categories, Mexican Americans 'Advisor; ohn Fett were shown less ofteif:than they actually' This study is_mainly co cerned with the occurred in these occupations in an Antonio information function of experts in developing In social-roles associated both-high and,lbwjctiMe groups, Mexican Americans were countries. -4.. By"looking at the expert in\is:ability shOwe'les*Irequently than,)6uld have been 4. to acquire, process and transmit specialized .expected from their population percentage of . \ information, the viewpoint is taken that this both high an low income groups. . expert has a communication role to pe fbrm. Such role is especially discussed in t is -205- thesis, in relation to the organization 1 set- lipw THREE CREATIVE DIRECTORS IN ting of development agencies./ ADVERTISING AGENCIES LOOK UPON THEORETICAL CONCEPTS OF CREATIVITY A research outline is elaborated for Jerald Dunn LeVin, M.A. vestigating the communication activities ofd; University of Texas,. 1972 experts as staff-members of development orr AdViser: Frank N. Pierce ganizations. A Brazilian government devel- opAnt agency is suggested to be the place In-ddpth personal interviews were con- for field work. ductedamong three creative directors of The study design is aimed to examine re- large, local advertising agencies in Houston, . lationships betWeen the communication -adtiv Texas. It.was discovered that: a definite ities of experts in this agency (as the depen- stereotype of a highly creative person in dent variable), their.organikatiopal status advertising .could not be distinguished even and role conceptions (as independent varia- though past research indicates the opposite bles). conclusion; each man had evolved a distinct 4.5 personal, pattern of creating' advertising cam- paigns unconsciously based upon the creative -207- philosophies of nationally known advertising .SOME EFFECTS OF TELEVISION SCREEN SIZE AND VIEWER practitioners; discrete stages of previous DISTANCE ON RECOGNITION -OF'SHORT SENTENCES investigations into' creative thought had no Earl P. Lewin, M.S. ,practical application to everyday work be- Temple University, 1972 cause they do not pin-point individual dif- AdviSor: Dean Kenneth Harwood ferences among creatorl; and often-researched techniques of group interaction, such as Eleven studies were identified since brainstorming and synectics, were rejected 1963 which noted, that distance from visual because they lack practical application to stimuli and size of stimuli could affect re- advertising situations. t, .cognition time. The potential impact of this, 154 . - 161 efSect,on-TV viewers and its relationship to was used to predict the;outcome of tests ad- TV graphics designhad not been studied. The ministered to othergroups.' Numerical pre- , intent of this study was to identifya Dis- . diction was devised based on percentage of tance and Size Perception-time Effect and recognition time change for Group 1 subjects. roughly, predict its occdrance. This technique was used to predict thecut- . A postest-only control group design come pi tests administered to othergroups. experiment was conducted.Four TV monitors, Numerical predictions were otted against' 23", 8"*, 12",-and 15" measured hori2ontally, observed scores. Predictions for screen size .were in the testing room,. A grid on the were within 201 msec. of observed scores/. testing room floor positioned subjects 4: equi- Predictions for viewer distance were within, distant from-each screen or at a-distance 382 msec.!-,of observed scores. Subtending the same, visual angle as from In a questionnaire filled out after'test- the 8" screen. Screen brightness was ad:. inga 43 of 10 subjects reported they normally justed to 24 foot-candles.' watch TV on screens ranging from 14" te-,21 . Groups of 9"simulus sentences each were Eight of 10 reported normal viewing disnce presented undei varied conditions of screen 8' to 15' from the screen: The most fieqbent- size and viewer distance to 43 General Elec- ly watched screen was reported.tobe 19". tric engineers randomly selected from a per- Using the numerical prediction technique sonnel list. I / 'Subjects were scored on total developed from Group 1 data, the probable* exposure time of stimulus sentences at time change in recognition time for the test sen-. of correct verbal identification using a tences over the most frequently watched rahge flash exposure technique. Scores were're- f screen sizes was well over l'second." For corded by two persons with-Maximum discrepan- A 19" screen viewed at 8'or at 15', the cy between recorded scores pre - established to recognition time change was over 1 second. hold maximum error in the data to plusor minus 500 msec. Fourt;groups of subjects were -208- exposed'to 13 different test conditions and THE SCIENTIFIC STUDY OF FILM data ...re subjected to'a`one-way analysis of COMMUNICATION: DEVELOPMENTS PAST, PRESENT--AND FUTURE variance.z. A-Distance and Size Perception-time dames MI Linton, M.A. , UniVersity of Pennsylvania; 1972 Effect was observed. Plotting recognition Advisor: time against diztance and screen size pro-, Sol Worth duced a set of curves which Agreed in slope: In tracing the development of the scien- Recognition time 'increased with viewer dis- tific study of film., the major premise ad- tance from the screen. Recognition time de- vanced is that such scientific study could creased as screen size increased. Ten of-th" not take place until film had been acknow- tests conducted produced F ratios signifi- ledged as a moats of communication. With cant at the 0.01 level. that in mind, the changes in orientation that A method of numerical prediction was de- have taker, place within the "communication" , . vised based on'percentage of recognition time tradition were outlined: suc/shifts having change for Group 1 subjects. This technique" been from film as behavior-evoking stimulut 155 162 to film as communicative code, and most re- cently, to film aso6ial activit or code in context. 4 The various method studygfilth - -2,09r scientifically were then classifi 4 According, THE DECLINE OF HARDCOVER FICTION: SOME ECONOMIC FACTORS to the method which they employ t generate John S. Littell, M.A. - data- -such classification .being 'tsased on the University of Missouri, 1972 distinctions whichrErippendorff drat& among .; Adviser; Ralph L. Lowenstein behavioral measurement, behavioral record's, participant observation, and recording. The The title ,production. of the United emphasis in. film research was found to be to- States book industry has increased from ward behavioralmeasurement and participant 11,022 new books in 1950 to 25,526 new, books observation, with scant attention beingaid */ in 1971. During thiS period, however, the to recording,, and behavioral records being amount of fiction produced has increased by found inapplicable. In addition, the diffi- only 159 books, froM 1,90.7 to I:066.This f culties presented by the characteristics of thesis examines some economic factors which N data generated by various methodologies, for have contributed to the general decline in im- the utilization of the notibn ,of "communica- portance of hardcoverfictioft hooks. A tion process" in film study, were. presented If fiction is'to survive as a major \ and discussed,'but not resolved. force: in the book industry, in must obviate Finally, as an example, a group of stu- , the traditional problems of overproduction \\dente editing exerciSes were analyzed using and inefficient distribution. These inher recording as the method of generating data. ited difficulties have been recently com- Iwas hypothesized that "cute' frequencies pounded by excessive reliance on subsidiary (de rmined by comparing/the completed ver- rights income, the lack of market definition, sions to the original footage) which were the reluctance to use modern research techr found o differ significantly from chance nigue's and the wave ofmergers among book could b accounted for by reference to the 0. companies. following concepts (in decreasing order of ;. This thesis suggests that. publishers,be- importance : cademeboundaries, significant cause of declining support from the Subsidi7 'actions, and camera Movements.While the re- ary rights media, must (1) treat, fiction as a sults were not particularly clearcut or con- speciellZed literary genre, whichmeansd) vincing,they\eemedto. indicate the primacy they must research markets thooughry. The of xademe boundaries, a limited' influence on role the conglomerate parent companiesplay the part of significant actions,'and no in- in the future of hardcover fibtion is pivotal., fluence on the.part'of camera movements. If these large companies, newly merged, with the Oman publishing houses, seek only immedi- ate profits,. fi,otion'may soon disappear in itspresent hardcover form. It is argued that a change in the medium will inevitably change the literary genre itself. 156 163 , =21p- certain expected technological and social DOMINANT' AMERICAN VALUE CHANGES: A changes likely to affeqt professional prac- CONTENT ANALYSIS OF ANN LANDER'S . ADVICE COLUMN :tices through 1999.1 TWo.panels were studied, Malcole: E. Lumby, M.S. one consisting of-college and university 'Southern Illinois University public zelations faculties, tlie other of Carbondale, 1972 experts drawn from eight relatedAscitaines. Adviser: Godwin Chu Delphi procedures produced relative within- . . .Cultural anthropologists indi6ate that panel consensus on the probable occurrence of : .. the mass media are reliable indices of change ]22 expected events and their dates of oc- within the dominant value system of a currence. Predictions of both patels were society, A modified version of Ralph K. compared. White's "Value Analysis"wasaPplIed°to the Events predicted by both panels in- Ann Landers advice column so as to measure eluded: (1) home reception of 50-500,te1e- Americanvalue changes evident in the letters vision chann els;(2) legislation requiring ...krinted in the columns. pubfic service use of new coliundhicatkns - A random sample of sixteen weeks.from 'technologies;(3) consumer protection legis- the Chicago Sun-Times for the pe 1958 and.. .lation;(4) applicocion of communications - / 1971 revealed that the letters printed in the research to influence specialized audiences. column were primarily written by females ,Comparisons revealed that educators em- (70 per cent). phasized training to preparegraU, Most letter writers sought to . information and advice (more than 67 per adopt new technologies and ,to adapt to ex- cent) with primary emphasis on the value:of pected changes. The multi-discipline panel . -affiliation (more than 60 per cent). emphasized,eraining graduates for entry A content analysis confirMed the pre- positions in the field. The Delphi technique .- dicted significant decline in the frequency effectively achieVed group consensus onclues-. of letters primarily devoted to the values ",-. tions pertaining to uncertain futures. of materialism and religion as well as I decreased emphasis on strict, adherence to r sexual norms. No significant increases N -212- in the values of psychology or.affiliation A. :THE HISTORY OF BROADCASTING were recorded. Y EDUCATION AT BRIGHAM WUNG UNIVERSITY TO 1962 W. Eljgene Manning, M.b.- 211, Brigham Young Univerety, 1973 'A DELPHI STUDY OF PUBLIC RELATIONS Advisor: J. Morris Richards 'TRAINING NEEDS FOR FUTUhr.,PRACTITIONERS James Henry Mackin,-jr., W.A. . The 'problem balicallY is: What is the California State. University . profile of ale broadcasting educationprogram Fullerton, 197 , at. Brigham Yophg University from its incep-o- Adviser: Maryin J. iosen O . tion to 1962 This study, designed asa reg- . Training needs in pOlic relatioons were t erence source rather than s. narrative, is 'an studied usingDelphi panel technique to,as- higtorical. account of the program during the 157 period specified in the problem. pbssible to match still photographs to The study includes a brief histbry of Harrison's pictomdrphs. radio and television, biographical sketches Images of different personalities showed ofseveral men who were instrumenlal in the great variations. Dominantimage character- . development of broadcasting at BYU, and aida- istics were traditionally favorable ones. cription of the program during the Lower -cam - The characteristics 'intelligent' and pus era, the ButlerHunera, and the Sgin.per 'unhurried' were-almost universal. City era. Includedforeachof these periods Statistical analysis of the data yielded ....1is data relative to facilities, academic cur on 'Nixon' was used to test three hypotheses. riculum, operation and pxogramming of -sta- tThe evidence supported the first hypothesis -- tions KBYU and KBYU-FM, television, and the image of apolitical personality will other related student activitiesAlso Also in- . _ --vary significantly across publications,indi- . i . =cluded is information about the BYO Radio ) - eating publications ao not presenta . , , Clubandthe Intercollegiate Broadcasting' consistent image` of the same reality. The System. A second hypothesis - -the image of a perSonality The study reveals that the programl will vary significantly - across two media- - proVed4to'be adequate in .helping the Universi- was not supported. The third hypothesis--the ty discharge its responsibility for training image projected of the personality will cor- students interested in broadcasting as a pro- relate with ,the favor/disfavbr with which the fession. publication editorially views the personality77could not be supported beyond doubt. -213 - Research disclosed that the publications IMAGE CREATING POTENTIAL used anywhere from 30% to 80% wire photos, . OF PHOTO JOURNALISM thereby greatly influencing image creation Toranj A. Marpheti, M.A. through pictures; Marquette University, 1972 While thetool of,pictic analysis needs ,dviser: James Arnold refining,, it "Offers an objective scale The aith of this thesis was to study a, against-which to measure facial communication "small area of'non-verbal communication; and is a definite improvement over present i.e., facial communication. Newspal\erand subjective analysis. news magazine' pictures were-studied for mes sage content using Randall Harrison's code.Of pictic analySiEOPh.D, dissertation, 'Michigan State Univ., 1964) as an objective content SOLVING.EMPLOYEE PROBLEMS IN RELOCATING A CORPORATE HEADQUARTERS: -analysis .toollt 'A CASE HISTORY OF BORDEN'S MOVE .FROM-NEW /ORK TO COLUMBUS Tent political personalities were studied Fred Gordon Marshall, in EiVa newspapers and two news magazines The Ohio State University, 1973 over a month period in order to identify Adviser: Walter W. Seifert 'image messages. In testing Harrison's pre- liminaiy code, this studifound that it was Relocating a corporate headquarters can *158 J 1 be a very complicated procedureif the compa- -215 - nyftla not experienced it, before. Many new AN IMAGE PROFILE OF THE A 0 and different publid relations INSURANCE INDUSTRY AS SEE BY problems will THE TEXAS INSURING PUBLIC be encOuntered, when such' a program' is under- Charles Henry Martin, for the first time. University of Texas, 97.2 This,thesis, focusing on Borden, Inc.'s Adviser:.Ernest A. S arpe move from New York to Columbus, Ohio reviews the problems Borden encountered, This thesis compares the image of the- - how they ' auto insurance industry held by Texas were handled, and the general relocationpro- insuring public with that gram. This case history attempted to provide leby marketing some public relations guidelines for those communication's executives of leading auto insurance firms (Texas pr miums). Data was 'companies which' are involved ina Similar move.- 'obtained by mail from andom'sample (115) of_insureds and 32 exec tives from the top 59 ' This study found four.majokprograms companies. Semantic di ferentiaL techniques were used by Borden's PublidAffairs andPer- i were used to measure t e general image and, sonnel D3partments during the 1970-71reloca- major 'characteristics tion period, These programs included: uch as cost, policy coverages, claim sery ces, government 1. Orientation meetings held by.theem- control, communicatio s, and persuasive ployees' immediate supervisors anda repre- leadership. Significant differences were sentative of the Personnel Department. They found between the general public's image entailed d slide film presentationon the profile and that of different subpopulations, chaLcteristicsof.Columbus and a description of the general relocation policy. alSo between the p .tic's image and the executives' image. .2. Orientation trips, which were a tWo- day, all-eiipenses-paid week -end visitto Columbus, were made. Included in these vis- fi its were a guided bus tour of the area, a . POLITICALOCIALIZATION OF YOUNG housing seminar, am opportunity ADULTS: MASS MEDIA USE, to meet with POL ICAL ATTITUDES ANDogTicAT, EFFICACY reaktofs/and contractors, andan informal Raymondawrence Mascola,,AA. dinner!iwitlBOrden employees already based , 6 in Co1uMb Texas Te hnical University, 1972 s. _---- Adviser: Alexis.S. Tan 3.. Relocation offices were set mp'in New,York and Columbus toserve as in informa- A survey of 522 students at Texas Tech tion source for employees experiencing pkob- U iverSity in icated positive and significant lems in the transition' or whb desiredmore co relations, etween the following sets of information on a specific aspect of the va .ables:,mJssmedia usage and political : - Columbus area. knoledge; p rceptions of political efficacy 4: A relocation newsletter was publish- an..i antic1 knowledge; socio-economic sta ed to keep employees informed of the diverse tus a tical efficacy. aspects of the relocation and to dispelem- he mais media were preferredy 71 per- ployee rumors. t cent o the'resPondent as a first choice 159' 166 for sources of political information; 55 per- tides rose dramatically in 1970 and contin- , cent indicated that the mass media were the ued to rise in 1971. The average length of most influential source in the development of the articles as measured by the area occupied political0 attitudes. by the articles seemed to move in inverse re- lation to the number of articles found;As the number of articles. increased, the average1 length of the articles decreaSed. Thig was -217: true except in 1971, when the average length COVERAGE1OF MIRONMENTAL ISSUES IN of the articles on the environment rose over MAJOR PERIODICALS FROM 1965 TO 1971 whatthey had been in 1970. Overall, however, Brian Gillis MagOn, M.A. the total length of all the environmental ar--- University of Utah; 473 ticles appeared to increase or decrease As Adviser: Milton'el Hollstein the total number of all the environmental A random sample of a purposively select- articles increased or decreased, only not ed comprehensive list of magazines was taken with the same magnitude. in order to discover how much attention had The number of illustrations was not re- been paid by magazines to environmental is- lated to the number of articles any betidr sues over the six-year period from 1965 to than the length of articles was. These.show- 1971. The purpose was to test the hypothe- ed a steady rise before 1970, then a dramat- sis that interest in the environmental issue ic jump in 19,70 which continued at about the had peaked In 1970 and had declined somewhat same rate into 1971: the following year. When the articleslon the environment Trends were measured by counting the en- were divided into the twenty-seven different vironmental articles in 100 magazines which topics and, they were compared with each other were published around the end of April in to determine the relative interest,shown in 1965, 1967, 1969, 1970 and 1971. These arti- each, air pollution-and water pollution rank- cles were further classified into one of twen- ed,one and two as the problems in which most ty-seven individual environmental topics, the interest was shown. Generally,, the interest space they occupied was measured in square in- in the other topics rose and fell erratically, . ches, the 411Mher of illustrations accompany- with a general rising trend in, 1970 and 1971. ing the article was counted, and the topic, No significant trends could be found in each adltor,rauthor's affiliation, and the purpose of the individual topics because of the few of the article were listed. number of articles found on each. , A general picture ofthe amount of inter- The survey thm4aresented a picture .:, ,- est shown over the six-year period was this through the articles appearing in magazines obtained. It was found that thetotal number, of a marked increase in interest in environ- of all articles in the magazines was rising mental issues in 1970 with a continuing rise, slowly, but that the number df articles on in 1971. The hypothesis that interest.,had environmental subjects tools a sudden and dra- peaked in 1970. was thus disproven. matic jump in 1970.4The proportion of envil, ronmental 'articles to allother types of ar- il i60 16 7 -218 - of his articles there was an obvious feeling THE JOURNALISM OF ALBERT CAMUS of understanding and compassion. He genuine- ly.cared about each case of suffering that Carol Sorgen Maze, M.A. was brought to.his attention. Penn State University, 1973 Adviser: Donald L. Smith Although much has been written on Camus' - 219- fiction and his philosophy, little has-been TELEVISION POLITICAL ADVERTISING published. dealing with his career as a jour- AND ITS IMPACT ON THE VOTER: A COMPARISON OF THE IMAGES nalist. This thesis draws comparisons ber OF YOUNG AND OLD CANDIDATES tWeen Camus' journalism and his fiction, Patricia Parks McArver, M.A. University of North Carolina Showing how his early life influencedevery- thing that he wrote. Adviser: Maxwell McCombs 00, Camus believed, as hewrote in Le Mythe The thesis of this work is that tele- de Sisyphe, that _life is absurd and has no vision image campaigns do not have a measur- meaning beyond itself. He did not take'this able effect on voting behavior.. The impact as an excuse for pessimism rather, he view- of images-on voters'reactions to candidates "ed it as a reason to be joyful and happy.'7". was tested using age as the primary variable. For Camus, happiness was esgential and he The assumption was that younger candidateg believed it shoulabe so for all men. He Would project more ntelevisableu.images. used his life to fight for this happiness. Analysis of, .the data, however, revealed that He fought against colonialism, against re- the younger "televisable" candidates were not . 4 pression, against calictal punishment. He as favorably received by the voters as were fought against all things which would rob the older men. A,supplememtary survey of men of their liberty and, therefore, their . races for the 'Uriited.States House of happiness. Representatives found no positive relation- 4 Because of a tubetc4lar condition; ship between campaign expenditures, ages of Camus was unable to serve in the military candidates and'eleceion to office. forces. He turned to journalism as his means of fighting injustices. His articles were 220 - definitely,emotional, "but in a restrained' CHARACTERIZING FORMAL PUBLIC A COMMUNICATION OF INVENTION: manner, never violent or bitter. ANALYSIS They' were DE CLAIMS IN.A DECADE OP UNITED STATES PATENTS, WITH clearly Written and reasonable -and, in many PARTICULAR REGARD. TO CERTAIN NON-SEMANTIC FEATURES cases, they suggested practical.reforins.All Charles Auvstds McClure, M04,A. of them expounded the ideals of liberty and University of Pennsylvania, 1972 justice. Adviser: Klaus Krippendoiff In sum, what was found was that all of Camus' journalism had a tone" of consistency. U.S patents from no. 3;000,000 onward His fight for justice was not a one -day stand. were investigated to determine (1) institu- It was a fight spanning more than 20 years tionalization of invention, as reflected by and one from which he never wavered. In each differences in patent claims and in othe 161 168 items of information .set forth in patents; -221- (2) susceptibility of the patent system to BIOGRAPHY OF A JOURNALIST: DAVID BRINKLEY influence upon claim form, especially the Amy Sarah McCombs, M.A. extent Of and reasons for'compliance withex- ,/ Universityof Missouri, 1972 isting Patent Office suggestions concerning Adviger: Edwar C Lambert patent claims; and (3) development of differ- ent species of patent practice, especially by Toa majority of Americans the televi- way of non-semantic distinctions' in claims of sion journalist has become an important different statutory types or for different source of news. In June, 1971, Burns W. o classes of subject matter. Roper reported television as the primary Content analysis was performed on six o source of news for sixty per cent of the pub- hundred patents selected by, random sampling lic. A 1969 Time-Harris study discovered stratified by grtups of a hundred. thousand that nihe out of tenmericans regularly patents. A subsample was selected by simple 'watched terevision news. random sampling for determination of inter- While critics argued the validity of coder reliability. The data coded included these findings and evaluated the confi-' number of inventors and whether an inventor's., - .delve. and impact of televisionnews, the rights were assigned on the face of the-pat- television networks found the burgeoning of ent, number of claiMs and whether independent television news a reality. With a rivalry or dependent in form, and also statutory type reminiscent of the days of Hearst and of claim and number of independent and depen- Pulitzer, the three major networks poured as- , dent claims of each such type. As to the tonishing sums of money into electronic jour- first claim of each-statutory type per patent, nalisM. The total reached $140 million in - .. . the data included class of subject matter, 1969, with NBC alone budgeting more than one- number of lines., combined conjunction-punctua- million dollars a week for news that com- tion counts for both the preamble and body of prised twe5ty-five percent of its program the claim, whether in Jepson form, whetheein schedule. block or subindented form and in the-latter The networks competed for prestige, pub- event the number of subindented parts. lic attention, and most importantly for pub- The results indicated high and sli htly lic acceptance of television journalism. The increasing institutionalization of inven ion, battle weapons were elaborate reporting negligible Patent Office influence upon claim eguipment'and thd skills of expert staffs. form except where backed by economic sanc- Most important in thiS competition were the tions, and insubstantial speciatiO1 of patent men who ,formed the visible link between the practice evident in claim infrastructure. organization and the public. Brinkley was Partitioning of claims, especially of subin- such a man, dented claims, suggested limitation in number It is the purpose of-this thesis to pre- of features for search, whether machine-as- sent a documented= survey of the life and ca- , . sisted or not, as with the aid of economic reer of NBC newsman David Brinkley and to sanctions Against extremes of non- division evaluate his contribution to television excessive subdiyision. journalism. 162 169 In this study the writer followed the newspapers, the Dubuque Herald and the Du- procedurtof historical research. The buque Times, The Herald'; edited by Dennis' writer collected the data through the criti-. A. Mahony, espoused the principles of,the cal.investipation-of events, developmentg, "Peace Democrats,",and was strongly 'arid.- and experiences of the past; thenevaluated cal of the Lincoln- Administration'sprose- this data,, carefully weighing theevidence of cution of the Civil War. The Times, edited the validity.of the sources; and finally in- by Jesse Clement, supported the war effort terpreted the weighted evidence. and labelqd the editorial policy of the The writer used both primary andsecond- . .Herald as traitorous. ary sources of data,. The core of the study The purpose of this paper is: 1) To ex- was the writer's personal interviewswith NBC plore the history of Dubuque, the "Originsof ,::.Inewspen,David Brinkley, ChetHuntley, and its 'residents and the backgrounds and activi- Frank Mcdee; with Elmer Lower, president ABC ties of the two editors inan effort News; and with Wallace Westfeldt, executive derstand w a situation wasable to a- producer, NBC News. rise. .2) To demonstrate, through editorirale Huntley,and Brinkley were united as a and news articles written duridg the- period, news team to cover the 1956 political con- . that such a situation- did exist. 3) To ventions.,This,accident of casting was,an chronidle events leading to the eventual ar- innovative.step in .television journalism; it rest and imprisonment of Dennis A. Mahony. contributed to the development of the nightly 4) To show; through the Mahonycase, the type news'Program asa journalistic form and to a of treatment given at least one .political style of reporting. Prior to Brinkley's ap- prisoner detained by officials of the Lincoln pearance on national television in 1956, Administration during a portion of the Civil newscasters portrayed the grave news style War. 5) To attempt a judgmentu through.edi- made famous by Edward R. Murrow's World War torial evidence, as to whether Mahonywas im- II reports from 'Europe. prisobed because of his writings,or because Brinkley brought to the brOadcabt.news of his political candidacy and outspokdnop7 industry what hap been over and over called a position to the Republican Partyon state and wry wit; an irreverWide based on a coherent national levels. pointof.viewrather than on prose, 'and most This paper concludes that Dennis Mahony importantly the ability to write a simple was the victim of his political activities, declarative sentence. and that his arrest was unjustifiedonthe. basis of his allegedlytraitorous writings. .-222- It attempts to show the reader how First DUBUQUE -- EDITORIAL BATTLEGROUND 1860-1862 . hdendment protections canbe violatedduring _Martin E. McGrane, M.S. times of "national emergency"and to remind Iowa State University, 1972 the reader that those'eventsof more ttlan a Adviser: J. K. Hvistendahl century ago .could be dupli8ated todayunless First...;AmendMent freedomsare zealously guard- Between 1860 and 1862, an intense edi- V. ed. torial rivalry developed betweeri two IoWa 163 170 reasons are these: lack of self confidence, -223-- lack of writing knowledge, lack of business HOWTEN TEXAS"DAILIES'COVERED THE 1972 TEXAS DEMOCRATIC PARTY knowledge as it pertains to the marketing of PRIMARY ELECTION: NEW OBJECTIVITY -AND EDITORIAL ENDORSEMENTS an article, and lack of knowledge of the Joseph Paul McGuffey, M.A. principal markets available to begin4ng free- 'Texas 1Chnical University, 1972 lance writers. Adviser: Alexis S. Tan To help writers to overcome these dif- ficulties, a sequential guide has been pro- This study tested the hypothesis that a duced - -a guide that takes the beginning writ- newspaper will give.preferential news cover- . er, step by step, through fifteen. essential age to a candidate. its editors have endorsed. 'phases leading to the sale of a magazine. ar- To test this hypothesis, frequencies and ticle. The guide covers each step in:-detail, direction'of relevant news stories and head- - . "-providingt a psychological impetus to overcome lines.frdm ten Texas daily newspapers were the lack of self confidence, a clear picture . compared to two hypothetical models of news of eactrimportant detail, and a task assign- coverage, one-of identical coverage and the ment'for the reader to complete as each step other of partial or biased coverage. The hypothesis was supported in three Of is covered. The guide is, essentially a creative ef- the newspapers, and not accepted in seven. fort, and is believed to be unique in its . The author concludes that there are sev- visualized, sequential treatment of the pro- eral other variables which might be of more importance in. newspaper staff decisions re- blem. prding coverage of candidates than editorial stands Intensity ofthe campaign, visibility ''Of the candidate and hometown support (not -225- necessarily by the hometown paper) are TOWARD A SOCIO-PSYCHOLOGICAL DEFINITION OF.CHANGE: AN ANALYSIS factors suggested'by this study. OF COMMUNICATION AND TRANSITION IN APPALACHIA Pamela Al McMartin, M.A. University of NOrth Carolina / Adviser: Michael E. Bishop -22T A SEQUENTIAL GUIDE TO THE This study was a critical review, empir- CONCEPTUALIZATION, WRITING, AND MARKETING OF ical replication, and theoretical reconceptu- MAGAZINE ARTICLES alization of Daniel Lerner's The Passing of Herbert -E. McLean), M.A. Traditional Society. Using data gathered in Brigham Young University!, 1973 a mass media'survey of'residents living in a Advisor: Rulon L. Bradley western North Carolina mouatain community, Investigations conducted by the:writer thig study proposes and tests an alternative over a three-year,period have revealed that approach to the, study of socio-psychological there are four principal reasons why would-be change and mass media use in a modernizing writers have difficulty In conceptualizing, ,context. writing, and marketing magazine articles. The Two revisions of Lerner's theoretical J64 1.7.1 ti model are-suggested by'an attempted.4eplica- This thesis examines the perspective of tion of Lernei's work: (1) mass media use the` House of Representatives in early 1919. should not be treated unidimensionally in a The .period covers the end of the Third summary index when analyzing communication Session, 65th Congress and the beginning of behavior in a developmental context; and the First Session, 66th Congress. Examina- ; (2) purely quantitative analysis of psycho- tion of the legislative procedure develops logicalchange in terms of opinion/no opinion the public issues. is too crude a measure to differentiate among The Republican leadership of theHouse types of transitionals.. 0 of Representatives` developed .political, The theoretical revision of the model issues identifying the incumbent adminis- proposes a step beyond purely quantitative tration with the wastage of funds, the pro- ,. analysis of communication and change. By liferation.of bureaucracy and domestic analyzing the quality of opinions expressed I propaganda. The most notorious agencies in response to role-playing questions, two alleged were the Committee onlpublic Infor- theoretical dimensions of modernization are mation, the United States Employment Service identified: one of psychic orientation and and the War Department. A congressional con another of social orientation. Using these $ sensus was formed against one or more ex- two dimeniions, a reconceptualized typology amples of- constitutional abusea by these of -modernization is formulated, identifying agencies. four types of trahsationals, 'each of which is The consensus formed and the procedure distinct with regard to life style'and media employed enabled the°passage of the "gag behavior. law." The amendment finally adopted made ex- plicit a principle which has always been present in.democratic and republican theory. -226 - The factthat legislative.actidn occurred in GAG LAW 1919: CONGRESSIONAL REACTION TO EXECUTIVE EXPEDIENCY 1919 was due to a Conjunction of political issues. Jack D. McNamara,. M.A. University of Wisconsin, 1972 Adviser: DoUfglas C: Jones -227- REPORTER IMMUNITY IN STATE A proposed:amendment to a deficiency AND FEDERAL LAW appropriation bill in 1919 has become 18 Marilyn Louise Morris, M.J. U.S.C. 1913 today.There have been no pro- University of California, 0 Berkeley, 1973 secutions under the law and yet it has been Adviser: Albert G. Pickerell retained through several revisions of the U. S. Code. The law has become popularly The question of newsmen's privilege is known as the "gag law" and it proscribes the not new. But the need for immunity from sub- use of congressionally appropriated funds by peonas has been demonstrated with unprece- executive officers and employees in connec- dented clarity in the past fiveyears. ' tion with Pending legislation or appropri- Whereas the half century from1911 to 1968 ations. saw but six recorded cases in which reporters 165 V 17 2 Q soug0 ht immunity from governmental subpeona, The last resort'ior a newsmen's privil: the half decade since 1968 has seen the ege seems to lie in statutory formulation of volume Of subpoenas increased by scores. which nearly 30 have been proposed. (In the 30-Month period mid-1969 through. Currently, newsmen and legislators are 1971, CBS and NBC by themselves received a joined in hearings in both houses of Con- combined total of 121 subpoenas.) gress to'determine what shape such a' Many reasons have been offered to ex- statute should take. While expedience plain the swelling volume of subpoenas to argues for a qualified privilege, the the press. Theses include: historical concept of free press points to --The print media's turn toward investi- unconditional immunity. Ultimately, re- gative reporting dile to the broadcast media's capture of the "hot news" market. porters' experiences as well asidealism seem - -The relatively new and copious doc- to suggest that the only substantial pro-, umentation (e.g.,-of strikes, demonstra- tions, riots) afforded by'television film. tectipn will'be found in a privilege without --The high news priority given by all media loopholes, an absolute immunity. to the many aspects of the 'Period of social upheaVal beginning in the 60's, - -The tendency to greater reliance on con- fidential sources as reporters specialize. -228- - -Dissolution of media cooperation with AN EXAMINATION OF AND PROPOSALS governmental requests in the face of overt FOR IMPLEMENTATION OF A HIGH SCHOOL JOURNALISM PROGRAM Administration attackson press critics. Patricia Ann Moseley, M.A. Whatever the:reason, the question remains: University of Teicas, 1972': Do subpoenas requiring reporters to disclose Adviser: DeWitt C. Reddick the source and content of confidential infor- .4 mation (including background notes, tapes, After briefly tracing the history of the and-111med."out-takes") place an imper- modern American secondary school curriculum missible burden on First Amendment press and how it evolved, the traditional secondary freedom?The overwhelming weight of recent school journalism program is examined with cases and available statistids indicate that representative examples frail Des Moines, they do. .Iowa, Denver, Colorado, and Houston,. Notwithstanding an attempt by the U.S. Victoria, and Ft. worth, Texas.The criteria Justice DepartMent to mollify the situation for examination are those of J. G. Umstattd, and demonstrate good faith in its issuance of renown educator. The proposed curriculum de- Guidelines' for Subpoenas to the Press, the vised by the Texas Education Agency problem has continued on the federal level Journalism Curriculum Committee is presented .and risen in the states. in its entirety, and examined in light of The Supreme Court finally quashed jour- these same criteria. Suggestions for imple- nalists' hopes for a constitutional immunity mentation of this curriculum and unit plans on June 29,3312, whena majority, led by for three new units in mass communications, Justice White, ruled that Branzburg, Caldwell photojournalism and audio visual communica- and Pappas had no rights under the First tions comprise the final chapter. The ap- Amendmento refuse to answer a Grand Jury pendix, and bibliography are selective for inquiry. ease of utilltation. 166 h. 173 The major conclusion was that it was . -229- o reasonable to assume that the Hrabovsky and INNER-OTHER DIRECTEDNESS, INNOVATION PRONENESS, AND ADOPTION LEADERSHIP Moulik instruments for determination of in- AMONG FARMERS novation proneness and adoption leaderghip Alan L. Moser, M.S. ,were not valid. Also'considered of major University of Kansas, 1973 importance was the normal distribution of Adviser: Donald W. Jugenheimer inner-other directedness scores among the' In June, 1970, Arnold Barban, C. H. survey population, a result that parallefed .Sandage, Harpld H. Kassarjian, and Waltraud the findings of the pilot study. Kassarjian'conducted an empirical study among farmers to ascertain what correla- tions, if any, existed between inner-other -230- . directednes', innovation proneness and adop- A COMPARATIVE STUDY OF MUCKRAKING AND INVESTIGATIVE REPORTING, tion leadership. It-...was noted by the , authors of the pilot study that the-socio- .Farell Armsted Moughon, M.A. East Texas State University, 1973 metric instruments used to determine in- Adviser: W. J. Bell novation proneness and adoption leadership. .had never been empirically tested. All Purpose of this study was to illustrate 4 theseapSychological characteristics playa the basic differences betweentwo types of vital role in the dedision-making process reform journalism, muckraking and investiga- among consumers and are, therefore, of-major tive reporting. concern to advertisers. Definitions of both muckraking and This thesis investigates the validity investigative reporting are obtained by of these sociometric measures.A survey du- exploring the techniques and attitudes of a plicating the.pilot study was conducted a- leading "muckraker" of the early 1900's arid mong a sample population of 200 farmets in those pf many prominent investigative re- Kansas. At the same time, a times study on porters of today in relation to the social the adoption of the relStively new practice atmosphere which generates both muckraking of winter fertilizing was conductbd. If the and investigative reporting. sociometric instruments were valid, the Muckraking. in general is regarded as the characteristics indicated by score distribu- exposing of facts which illustrate corruption tions should have been reflected in the in society. This definitton is generally results of the time study. The results of applied to investigative reporting. Investi- 6 , the time study were correlated with the gative reporting also involves investigations scores obtained from the sociometric scales ;'t . that do not necessarily expose,crime, injus- to deterthine their validity. tices, and othet forms of corruption. The M1 The results of this thesis also were difference between the traditional compared with the results of the pilot sensational-type muckraking and the modern study. Had'ihe sociometric instruments been "muckraking or investigative repoiting, is the reliability of the pilot study basically that the modern form is eree of the results also could have been tested. sensationalism based on theory, innuendo, 167 '9 174 guesswork, and gossip that characterized the ly means of measuring and testing. *muckraking of the early 1900's. The investigation considered the higtory Investigative reporting emphasizes the of the alphabet and noted the 'forces which facts and allows them to clearly speak for influenced its present shape. Past- studies . themselves with little or no interpretation were examined and a research design was as- 4 .11 or editorializing. It ..holds more to the asembled from this information which .used.the ethics of journalism than does traditional semantic differential -to test the effect of a muckraking, and it definitely shows more characteristics of type in advertising head- journalistic responsibility. Investigative lines. _reporting seems less emotional in content The thesis hypothesized that there would and approach than did traditional muckraking. be a significant difference in the responses Investigative reporting also appears to of subjects toward a product if they viewed be taking the form of amovement. Investiga- an advertisement for 'the product with -a-head-- tive reporters should strive to maintain the line set in a bold typeface as opposed to a highest ethcial standards to avoid deliberate light version of the same typeface. sensationalism which helped render ineffec- Four subject groups were presented with tive the work of the investigative journal- four simulated advertisements identical ex- . ists of the early 1900's. 4 cept for headline boldness. Their descrip- tions were recorded on a sheet of thirty bi- polar adjective pairs and analyzed by tests -231- of variance. The results were not signifi- TYPEFACE WEIGHT AS A DETERMINANT IN cant at the .05 level. The study did note FORMING READER OPINIONS OF ADVERTISED PRODUCTS several unanticipated effects of typeface o Patrick J. Mountain, M.S. character and established a workable design California State University for further study. San Jose, 1973 Adviser: F. N. Karthatz The mass,commUnicatOr's first step in translating a message into print involves the -232- . selection of a style of printing type. Count- THE CONTROVERSY IN EARLY ENGLISH PHOTOGRAPHIC LITERATURE CONCERNING less thousands oe typefaces are available and THE SEPARATION OF CAMERA STATIONS FOR TAKING STEREOSCOPIC PICTURES,- the question of whether one style is.better John Frank Neal, M.A. than another has been a subject of debate for University Texas, 1972 many years. Adviser: Robert S. Kahan Surprisingly little scientific research has been done in the area of.typefaCe aesthe- This thesis deals with a particular tics, however. Most choices, particulaily in aspect of stereoscopic photography An the the advertisingifield, are based merely on mid -1800's. Stereoscopic photographs became tradition or fashion. Judgments are7ubjec- very popular during the 1850's. The matter tive. The aiy of this thesis was to make of"stereoscopic separation, the distance more information available based on'an,order- between the two, camera stations, when making ;\ 168 1 ' \ stereoscopic pictlgres, becamea controversial \ ;issue ih England at thattime. Many persons, -334- \including eminent scientists andexperts in NEWSPAPER LABOR RELATIONS BREAKDOWN: CLOSING OF THE PHILADELPHIA RECORD photography, expressed opinions aboutor per- (1947). sfOrmed experiments withstereoscopic separa- . Jerrie Newman, M.S. tin. Temple University, 1973 Adviier: Bruce Underwood. , ThePhilidelphia Record, after an 87 dal/ strikebythe American Newspaper Guild, was closed on February 1, 1947 and sold to the , "ACCORDING TO RELIABLE SOURCES..," A STUDY OF UNATTRIBUTED INFORMATION Philadelphia Evening'BU1Xetin. The Record's IN THE PRESS 4 6 . owner-publisher, J. David Stern, had gained ,Johanna Cathy Neuman, M.A. national attention in 1934 de the first nub- University ofSouthern California,9.973 lisher to sigri a contract with the fledgling Advisor: R011-gopperud Guild. He was known for his pro-labor, 1. \ The . study analyzed t6e use o2 unattri- Roosevelt-supporting; liberal editorial poli- butedinforMationin the press, withpAr-t, .cies. The:Guild' was blamed for the closing of the paper by the press of that 'time and by ticular%emphasis,on a recent trendoawayfrom *9 Vbe.use of bkgrouhprs. It reidewed e. - dubsequent histories. Although Stern, in his. . autobiography.of 1962,admitted that be'had case-that occurred in December,, 1971:in whiq A made a.bUtiness.decision, he conLnuedlt6 Henry Kissingpr, Presidene'Richard r. 1 ? place all blame on-the union, thus perpet,u- . 'Nixon's advisor' qn national security , . . ff v",' ,/ / ati1ng .pbesoriginal conclusions. affairs, gave abackgrounder whichwas sub- f % This 4 sequenely viola4d by,the Washington Post. th'esisreveals-newinformation The study also ilpcludes a history of aidh shofts'that Stern made hisbusiness-de- backgrounders'froM 1787 to the'presento-an cidioncin, the second we4 of the strike and _ - analysis of the gAound runes used in back- at no timeShereafter changed his mind; that 1 grounding,,a description of the major the decisioll was the result of years ofde- uses ) and abuses of the backgrounder, and a teriorating relationships between Stern And S' 1 . . . \' I comparison of suggested reforms. the Guild; that the newsprint crisis and sub7 I The study is baged on interviews con- sequent.loss of revenues threatened heavy ducted with editors and ieporters, financial loss to Stern; that Stern obfu- ; 1 ' marily in the field of print journalism, sated certain issues and introduced-others to andpon books and periodical and newspaper disguise the self-protectivenets of his busi- articles. ) neb* Primary sources include material from 371. interviews;* preliminary and final clritracts t from the sale; Government documents andrep- ords oftheCongressional Hearing after the closing of the paper; union letters, memos 4 169 176 .. %. and documents; correspondence. '170 pages, Wisconsin. The earlier survey had shown that plus 30 pages of bibliography and appendices. (1) the recently announced Columbia power plant wa's the major rural development issUe in the county, and (2) in'one case a newg-' paper editor was afraid to oppose the plant -235- 1 issue for fear of losing elctricai dtility A DESCRIPTIVE ANALYSIS OF KNOWN KBYU-FM LISTENERS advertiSing.Thiqlatter finding indicated William H. Nichols, M.A. the need to know if utility advertising was Brigham Young University,11972 affecting objectivity of issue coverage. If Adviser: Rulon L. Bradley so, it could also be affecting people'sop- ihiong of.the-plant, and further studie6 on Although KBYU-FM hadbeen operating for the issue'would have to, be considered in this over eleven -years there had been no research context. cdnducted to identify and describe' the . All newspapers in Sauk and Columbia ,station''s audience. The problem .14as to 4 Counties were included forthe period from describe 'the station's audience. The problem November 1969 to Novemt'ar 1971. The papers .0 was to'describe.the demographic characteris- were surveyed or the number of,articles on tics, listeninghabits,and listening pre.- 0 , 1 the power plant issue, slant of the article ferences of the known KBYU-FM audience. and numbhr of electrical utilityadVertise- A'pre-tested questiOnnaire was sent ments.. In addition, each' newspaper's dis- to five hundred persons seleOted at random stance from the plant site was calculated. .from the station's list of those persons , The datum was subjected to statistical receiving the station's_progra6 guide On'a tests of COrrelatioh cdefficients and partial regular basis. The responses were coded', correlations withhree variables in-order to computer-analyzed, and diScpssed. determine how coverage wasiaffected by prox- Itis apparent that'KBYU-FM has an imity and adyertising each/ acting separately. audiene'e that is. loyai, has an above average 4 ,The results indicate proximity had a ma- .'income, is wen. educated, 4s between 35 -45 jor effect on coverage but that electrical u-- -- years old --and is predominately LDS. It tility.advertising had a minor effegt. The co d Ilbedescribed as an elitest 'results further indicate that the county ber- fence. der was a strong barrier to the pas'sage of coverage from the originating county to an ad:- jacent county. -236- I EFFECTS OF PROXIMITY AND ADVERTISING -ON:COVERAGE OF THE coLupIA kO*ER.PLANT ISSUE Walter E. Niebauer, M.S. University of Wisconsin, 1972 AOisor: CapOn Burnett This study was an offshoot ofr an earlier rut developMent survey in Columbia County, 170 177 M1 -237- of their B.Y.U. education and, elicit specific A STUDY OF EMPLOYEE TRAIIN,"4G PRACTICES suggestions, for its improvement, (2), indicate IN THE CLASSIFIED ADVERTISING DEPARTMENTS OF CERTAIN tEl NATIONAL the best generarpreparatiorl for an adyer- t: NEWSPAPERS AND FLORIDA istWSPAPERS tiding career) and (3) develop a model-plan Laura'Catherine'O'Donnel4 M.A.J.C. which would guide the'B.Y.U. Department of University of Florida, J973. / Communications ine4aluating its advertising Adviser: Leonard' J. Hooper\ .curriculum. The researcher studied twelve leading A mail questionnaire' was sent toB.Y:U. nationalnOlipaper classified advertisiqg de- advertising majors who graduated during the partment, th$ top eight Florida classified' . years.1968 to 19.71. There were 151 respon- e, Departments, and the two leading specialists ddnts, making a 63 per cent return, , , . - in the field of classified adveftising, by 'The following conclusions applicable.to ! way of mail inquiry. % advertising education at B.Y.U.)11kre evident: . .,. Based on the responses, the researcher, (1) an advertising curriculum should include, . ''( . drew conclusions on increasedgrowEll'and im- .Practical experien9 (i.e., internships or portance of profits brought t6 newspapers by on-the-job training) before graduation; P classified advertising departments. . (2) technique.should take precedence over The study showed there is a need for a ,theory in an advertising program ands courses Comprehensive training, program for hew employ- , which,emphasize technique or a practical ap- J. ees, in terms of the huge growth this form of proach are the most beneficial;(3) adver- advertising has shown over the past years. tising students .should learn how to commum.- 'The researcher presented a history of cate effectively, particularly in writing. the.beginning and growth of clarified adver- tising and listed reasons for the need to in- 4. J.. r .- crease,research concerning not ohly newzhi.: V . . ployee training practices, but alsq, the % en- -239- ,7- tire field of classified newspaper advertis- THE EFFECTS OF COMPANY ' PUBLICATIONS AND ATTITUDE CHANGE ing, 4 .James T..,Osborn, Oniyor'Sity of Oglahoma, 1972 AdviSer: Pahl Dannelley -238- 4 A DESCRIPTIVE STUDY OF OPINIONS'ON Thegoal of this thesis was to measure ADVERTISING EDUCATION OFFERED BY ,the pffects el a company publication onse- ADVERTISiNo.MAJORS GRADUATEDFROM BRIGHAM YOUNG UNIVERSITY DURING 1968 TO 1971 lected attitudes of.amployees in a small iihr- surance company. An experimental company's Robert G. Olson, M.A. employees we're tested on selqcted attitudes Brigham Young University, 1973 and thetda company publication wa'S started by Adviser: George S..Barrp,s the rdseancher.. After eight months a re-test. V This study was designed to (1)gather Was administerpd on the experimental group. opinionsfrom Brigham Young University adve- During this re -testa control group was used tising graduates on the quality or usefulness to help reduce ektraneous variables. The con- . S ; trol group was matched on occupation, sex, public," media.,buying services, adVertif sing . and company type. agency mergers, slow payMent of mediajAlls, f.I The semantic differential was used an a and personnel turnover in agency business. 4 measurement device to test.andre-test . After reviewimgtrie literature on adver- tudes of employees t,t,ed. Ten Specific hypo- tising agency business and periodicals for . . theseS, were tested stating that a coMpany. articles on the six issues, the authdr dis-7 publication would "age the employeeS' cussed the iSs'aesand_surveyed to find out , tildde in.'s positive manner. The data col- how stleceted executives,in advertising 4 lected was programed on a computer to run a agencies think about7them. The issues were,; one -way analysis of variance, an F -test and selected for discussipn andsurvey because 9e,0 D- -test and on some selected contepts a T- the attention.viven'tg3themin agency associ-, . . test was hand calculated. atien meetings, SeMinaSs,And frequent dis-, The semantic differdntial consisted of cussions in the trade -press including the - ten concepts and 24- bi-polar adjectives Advertising Age, Broadcasting., and other ,ales. publications. .1 For the Survey"; Advertising Age's list- These ten concepts. became the ten specific74; ,-- , hypotheses tested and the bi-polar scalds ings of agencies billing above $25,000,010; consisted of "evaluative" adjectives. $10,000,000 to'$25,00,060 and $5,000000. to $10,006400 were used to select 60 agencies The evideAce collected *showed that at- , from the-first group an equal number ,from`the titudes-had not changed in,a positive manner . - second group, and 30 agencies from the third at the-.051evel of signifiCance. The data s group to make 150 agencies to which question- "clearly rejected the ten hypotheses and ao- _ naires were mailed'for their. vice presidents, cepirffthe ten null. hypotheseS. The author to offer their thinkingpn the six issues. 'ebeiievea that the reasons for xejaztion of Completed questionnaires were reveived,from the tyrrspeneS is dUe partly to employee's 132 vice,presidents. fixed agitudee about the concepts tested. ,*t On the 15%'agenCy commission, 83% of the vice presidents said it-shouldnot_boabol,- ishedi:904 favored the commission.being used -240 - along with other means of agency compensa- A SURVEY or EXECUTIVE OPINIONS, ON SIX OF TILE ISSUES RELATING TO tion; only 23% said the commission system of AOVERTISING AGENCIES: JUNE 1972 agency compensation shpuld be abolished, and Samuel Co. Otitigbe, M.S. 69V felt that those who advocate-the aboli- Chid Universiti;-102 tion of the 154 commission have no better Adviser: A. T. Turnbull alternatives. This thesis is about six of the major- More agencies will go public, 75% said; issued.relating to advertising agency manage- yet 49% of the vice presidents indicated that. ment, particularly-in the United States.The going public has not increased agency power six issues are the 15% agerby commission, the to operate..° (Aedstion of adVertising ageneies"selling Advertisers, agencies, and media buying stocks to the public termed as "going services shodld be blamed for slowingdown 1172, 1 ;.1 44. of payment of media bills. Further break- , downs okresponpes indicated that advertiserS -24I- should be blamed most, agencies next, and the UNITESTATE INFORMATION AGENCY: A STUDY F FORE media-buying Services least. STUDENTS' ATTITUDES -On the issuelOf media buying,services, 'rnest 1*Parboo, M.A. 721 of the Vice presidents said.the services U iverdity of Iowa, J972 wil not evolve into full-serviceagencies, Adv.ser: Daniel E. Costello only 12% felt they wOUld; and 115%offered no Assumi g 1., thathe United StAtes. opinion. The buying services' eventual InformatioAgency (USIA', called United survival will depend on, their continueduse States Int rmation Servide ({ISIS) abroad, is by advertisers and agencies, 70%said. deLicatedo winning the ust of local peo- Forty-ei ht per cent of the vice , . ' ple abroad by telling thetory of America . presidents paid mergers do not benefitsmall and of dem cracY, and 2., that USIA had the agenciesore than large ones; 80% agreed necessary tools and faciliti\s to do a good that mor( agencies-willmerge. for stronger jOh (Voicof America, film a d television working'funits, but 12% didnot take sides on productions,,newspapers,and m gazines, li- this istue ' braries) .this study attempts '`to find out how Fer,ty=threa---ier cent Ofthe vice USIA imp esses the people whomit-seeks to presidents said personnelturnover in inform. , - agencies pqt higher; than turnover in-Other Thfsample used in this study consisted bns.iness,organizations. Thirty-eight per , of 40 foreign students of .the U i.versity of , 1 4 4 cent believe It is.Asked to. state what Iowa. Ten subjects each were ra domfy sec single flictor will most decreaseturnover, in lected from India, Korea, China nd Thailand, agencedf, they mention, in,decreasing order: A sevenTpoint rating scale was used asmea- accolineIstability, good hiring andtraining suring .nstrumenE to elicit the rsponses of procedures, sound agency manageMent, job the su jects to the, following oar; opts: .satisfaction, highsalary,_agency_growth,and a USIS: Portrayal of Unite States recogh4tion of TersonheI. In Your Home Country ) 'bVer-all, the discussions ofthe issues ) USIS: 'Film and Television Produc, tions and the survey showed that theissuesare lc) USIS: Voice of America Pr grams matters of serious Condern to agencyIxecu- id) USIS: Publications and Ne s Articles tivesland thatagencies, media, and clients i Your Opinion of USA Now try many meanstoresolvotheM. 1 f). Your4Home Country- , More intensivestudies concentrating on I The findings showed_, among othr things, one or two of"the six issues should 'reveal, thAtafter the subjects were expose to leCal---- in greAter'detail, row Much the issuesare , I.4.14. media (newspaperd, radio and t levision) i affecting the agencies,.media, and the th 4 iz opinions of the United States nowwere advertisers. --- quite different ) from-their opinionsof the . United States as seen through USISp rtrayal. Zr For example, through USIS portrayal he sub- jects indicated that the United Stat : 173, s was .180. I" slightly' aggressive. After media consumption catalogs distributed by Sears, Roebuck and in this country they indicated that the Montgomery Ward revealed: United States was quite aggressive. 1. no clear-Cut minority depictions before 1967. 2. increased participation from 1967 through 1972. PriMarY minority portrayals y I. .7, -242- doubled about every two years, totaling 150 I THE BLACK IMAGE IN ADVERTISING AS . REFLECTED IN MAIL-ORDER CATALOG MODELS in Sears and,172 in Ward catalogs during* Kenneth Kirkham Parkinson, M.S. 1972;an overall levL'of'seven per cent of The number University of Utah, 1973 total models .for both catalogs. Adviser:' Lorry E. 'Rytting of pages using minorities also increased. - One model page out of 50 used minorities in Advertising has acknowledged the black 1967, cohipared to one of five in 1972. man.' After years of limited. exposure, mi- 3. moreconspicuous treatment in lay- norities have received added attention in , outs. There:was little measurable difference advertisements during the last decade of face between .black and White models beyond 1968 consciousness. (based on size, lodation,-graphic emphasis Induced by the expanded economic poten7 and merchandise quality rankings}, especially tial of minority consumers and a-feeling of in Ward catalogs, pate from Sears cataldgs social obligation on the part of advertisers, show some-exceptien. th' minority movement in advertiging has 4. that racially-M4ed _ages averaged developed rapidly since the mid-1960's. A a larger number of models than 61-white review of related literature and investiga- pages--suggesting randomness, but existing tion shows that minorities have gained ad in anon-random distribution. A prominence through both increased participa- .5.- agreatertVariety cfrethnie model _tipn and improved treatment in all the mass appearance and an increased range of mer- media. Television exhibits the most favora- chandise modeled. ble minority trend, but others are also 6. that whites, "in, proportior(to their pp taking part. total group size, were-used alone on-pages ,Inclusion of minorities is a signifi- more frequently, than were blacks.One out of cant development: As minority images im- thirty unaccompanied Todeis, was black com- prove, the movement becomes self:- pared-to one out of fourteen tbtal.models. perpettatinu. T'ore 1Fe several ways, 7. that two minority depictions were . - however, that advertigers could accelerate the maximum on any one page, and that they this movement. Among others, they include were usually employed with white models. expanded objective research, goal-oriented In addition to the major content strategies and attention to black ideology analysis, a more limited study of Aldens, go* in both verbal .and visual depictions. Spiegel and Penney catalogs wes.performed. , - The major section of this paper de- The data colltcted from these catalogs re-, scribes the minority movement in mail-order sembile those from Sears and Ward. Al]. fieikw, catalogs. A content analysis of 1967-1972 companiee'.increased minority participation 17a t 8 I .through the six-year period. . to compare reactions by eachgroup to 30 Response to a survey of the five'major selected case-model situations involving N4. . catalog companies. indiCated: ethical judgments. _ --- 1. little experimentation or research Results indicaogroupsetheta; effort toward formulating spetific ad essentially alike in their evaluation of,the policies for ethnic groups. situations with a slight-tendencyfor the '2. that Penney was the forerunnerin. professional group to judge on eChigher c. minority introduction, initiating a program ethical standard than the teachergroup. in 1965.: The results are deemed important not' , 3. that integrated catalogswere only because they form a basis for future . . . motivated by both social and economiccon- photojournalism evaluation, but also becausg siderations. . they indicat 'an essential agreement in , At a whole, the author discovered. much ethical AttituAsaof the two groups. divergent opinion, and some confliCtingre- search data relating to minority-inT advertising programs. The limited reliable information has caused advertisersto be THE ROLE OF THE COUNTRY WEEKLY NEWSPAPER AND ITS EDITOR WITH SPECIAL conservative in utilizing minority models.' EMPHASIS ON NEAL ESTES, COUNTRI WEEKLY EDITOR, AND HIS ABILITY TO UTILIZE A similar attitude of Caution exists FIGURES OF SPEECH IN EDITORIAL COMMENTARY among catalog companies. If their present. Janet Estes Peek, M.A. rate.of increase continues,it will*.be about East Texas State University,_1922----- five years before minorities . are proportion- Adviser: Otha Spencer ate in cataLog-participation tothe size of their"population segment in society. A. . This study explorea the field of the 4. further look would be interestingat that country weekly newspaper's function and ttime. influence in the community And the role of a country weekly editor. Neal EsteS., a contra- versial weekly...editor,was ahalyzdti'dcthordihg,* -243- to his philosophy, influence, style, approach AN INVESTIGATION INTO.ETHZCA1 to the EVALUATION OF SkLEcTED PHOTOJOURNALISM 4eklynews scene, determination to SITUATIONS BY TWO PROFESSIONAL - GROUPS--COLLEGE PHOTOJOURNALISM incorporate state, national, and interne- TEACHERS AND NEWSPAPER -, PHQTOJOURNALISM MANAGERS tional news and personalities in editorial Fred Stanford Parrish, M.A.J.C. commentary, and his ability touse figures of University of Florida, 1972 speech such as alliteration, simile,personl-, Adviser: Harry H. Gri.ggs fixation, pun, analogy-symbolism andsatire.. Procedures utilized included pqrsonal.. 4 Thip study examined the ethicalevalua- interviews and correspondence plusa survey tion of selected photojournalismsituations of writers inthe weeklynewspaper field by two selected professional groups college through books and p6riodiCals.' photojournalism teachers anderge newspaper To learn'the feelings oweekly editors, phOttijourni.ismmanagers. The purpose was a questionnaire was mailed to fifty-fOur . X175 , 8 2 weekly'editors in Texas. This study is concerned with such areas The basic material included a study of as church attendance, church finances, the: The Panola Carthage, Texas) Watchman from pastoral exodus, and church influence. 1931=1951, and The Stanton (Texas) Reporter Three-major denominations are included from 1960-1970. in the study. They are the Methodists, the Personal files of Neal Estes were also Presbyterians of the U.S.A. and theSouthern available. _Baptista. Personalized weekly journalism is not an First, the study examines, the records obsolete concept in country weekly news- of these three denominations fora period papers; but state, nadnal, and inter- covering the past ten years. national coverage in news or editorial Secondly,a questionnaire wassprepared comment is-well received by readers._,_. and sent to the various headquarters along Neal Estes-received acclaim by bringing with a random Sample of the average pastors. state, national, and intergational news and It was hoped that this questionnaire would comments tohis readers through his columns. show the thinking of the two groups,'the Editor Estes used figures of speech to leadets and .the average pastors. strengthen his writing and to add sparkle to This study is a statistical recordof his opinions.. whathag been. A portion of the study allows Conclutions are that tInediterfal a look at what Might bd. strength of Ehe oben,try weekly newspaper is "found in a two-:fold explanabion: (1) offering news of a range-and variety -246- suitable to its audience STUDY OF ROCK'MUSIC CRITICISM IN giVing leadership and service SELECTED U.S. PRINT MEDIA FROM 1970 THROUGH 1971 -through well-balanced opinion, interpreta- James r. Pettigrew, Jr., M.A. Lion' 'and' concern. University.qf Georgia, 1973 Adviser: Jeff Clark 0 -245- From December, 1969 to July, 1971, there *4. A PUBLIC RELATION$ PROBLEM ,were four events in the rock music world- - OF THE MODERN CHURCH excluding the demise of the Beatleswhich 'Tom Parkins, M.S. had a considerable impact on the entire genre Murray State University, 1972 of rock.,Tney were: Theldisasyr at the AdtZer: J., Wortln Polling Stones' free concert at Altamont, - Entitled, A Public Relations Problem-of California in:December, 1969: the drug- .- as Modern rch, th study discuss:1s what releted deaths or rock stars Jimi Hendrix and has been hay ning,tolb church over the Janis Joplin in the falllof 1970; the trou- -past ton yfdrs.Thivrtudy also involves a bled "Celebration Of Lite" rock (esti:hi neat section at haft AS its pur ops 1,1pok at McCrea, Louiisianain June, 1971; the clpeigg whatthe next five years may hold ftrtbe of the'rtIck music powcases Fillmore East ar. , 7 4 church. West by pemoter Bill.Graham in June and 176 / 8 3' July, 1971. These events rdceived consider- 4 -248 able attention in Americanprint media. SEX OF CAREER'MODELS AFFECT GIRLS' This thesis is a study of criticalar- OCCUPATIONAL CHOICES ticles pertaining to theseevents in selected Myrna Plost, M.A. U.S. print media: the New York Times, Time, California State University ,' Fullerton, 1973 Life and Rolling Stone. The studypre- Adviser: Marvin Rosen sents the articles in quoted and summarized A need exists for ed4Cating girls for form and examines'lhepieces for critical and a variety _of careers. reporting depth, whichinvolvesthe writersr- Yet instructional and vocational materials-used in California tend or compilers' knowledge of the rockmusic _field- to depict women only in traditionally female roles, e.g., nurses, teachers, and house- One ofthe major facets of thethesis is wives. Does--the predominance of male career the examination of the implications,if any, models depicting most other in the pieces as to the futureof rock music roles adverStt"...., affect as a continuing form. -All ofthe articles, voactional aspirations? . except those in Rolling Stonerwere found to This experimental study with eichth imply, to varying degrees, thedeterioration grade students hypothesized 1) that students of rock music. Rebuttals to these implica- exposed'to media depictingpreviously unsex- typed careers Would tend to prefer those de- tions are examined in the RollingStone,- coverages and elsewhere. picted by like-sex career models., 2) that girls would express preferences forcareers depicted by like -sex models significantly more often than boys, and 3)that boys and girls alike would tend to rank male-depicted occupations higher than female-depicted -2(7- ones On several prestige related 'RIGHT OF ACCESSTO TOE MEDIA: -characteristics. TRENDS *AND IMpLICATIOR All three hypotheses were verified at Mary Elizabeth Pierce, M.A. significant confidence levels.These rola- - University of Texas, 1972 ti9nships.suggest that the predominance of Adviser: Joseph A. Taylor'- male career models in California instruc- tionl and vocational materials may act to This thesis Is a study of theconcept of limit profoundly girls' career gealt and a right of access to the mass media. It 're- aspirations. views legal.andagehcy decisions involving broadcast and print media, popularcommon- tary and thp'results of interviews with -2497, journalism and law professors andjournalists 0 SEPIA and, lawyers. Janace Pope Ponder., M.A. . North Texas State University, 1973 Adviser: ReginaldC. Westmoreland Thifl study of Sepia magazinewas re- sh 177,, C. -18 . searched as a historical project in order ..to at.every tenth household, the media use trace the progress of a twenty-five-year-old habits of the residents of the suburban com- Negro publication begun as a sensational hews munity of Mort Hill, California. This com- sheet and expanded to a pictoral, entertain- munity was chos n for this study because of ing magazine aimed at the middle-class Black. the "representativeness" of its demographic The Study shows how Sepia has survived characteristics. in spite of i 3 strongest competitor Ebony, The primary consideration here was not and how it rose from a mediocre publication With the figures obtaineby Roper and Harris toa.higher -quallly publication. but their polling emphasis tin "news about the The thesis is organized chronologically. world" which did not provide adequate atten- ',- Chapters I and II describe the early'years, tiiin to sources for "local news.' including details of the original publication, The significant finding of th study of Negro Achievements. the-media, habits of the small community of Chapter III contains a biographical Morgan Hill is that residents of asubtiran . sketch of publisher George Lwritan. Chapter municipality depend "most" on television IV analyzes Sepia content for 1950-59. Chap- their primary news source for national and ter V covers the 1960s and John Howard Grif- world news but on newspapers as their primary fin's series about his travels through the source for local news.These people, at the Deep Suth disguised as a Negro, articles same time, however, tended to.use more than which earned Sepia acclaim. Chapter VI' makes , one source to satisfy their news needs, and suggestions about Sepia's future, including this pattern of multimedia usage serves to negate each of the competing media claims for . what effects might result frOm the possible sale of the magazine by publisher Levitan. being the "most\impertant single source for k "all" ,news. -250- -251- MEDIA USE HABITS FOR THE COMMUNITY OF MORGAN HILL A STUDY OF SELECTED EAST TEXAS. NEWSPAPERS, 1813-1900 Dale G. 96tts, M.S. James S. Powell, M.A. California State University, San Jose 1973 East Texas State University, 1972 Adviser: LaMar Mackey Adviser: W: J. Bell 0 Several prominent surveys, including the This study Was'an attempt to .eek out Roper Organization, Inc. Poll and the Time- and record information concerning selected Lodisflarris Poll, in recent years have been East Texas newspapers, 1813-1900. Informa- interpreted to show that television has moved tion concerning early editqrs and how they, ahead cf newspapers in certain respects as as well as their,newspapers, played an this country most important news medium. important. role in the, growth and progress of nig study delved into: the news source con- East Texas was also of prime Importance. troversy betweem the competing mediums by Information offered in this study is an oKamining4, through personal intdrvieWs taken initial account of recordedkhistory of news-% 118 18o 3 papers in East Texast- Old newspapers,one- in other types.of libel the mediumtransmitt- rent commemorative newspaper editions, books, ing an_allege&trade libelmay be held and magazine-articles concerning the history accountable in a civil suit. of East Texas editors andnewspapers were .7- Trade libel.differs from%other libels examined, and interviews with current news- in that the plaintiff mustname specific paper publishers were also employed. customers lost as aflresult of. the libel. This study, beginning with Texas's first This special damages -rule haslong been a newspaper, the Gaceta de Texas, in difficult barrier to,xecovery.Some author- Nacogdoches in 1813, revealed a definite cor- titles have suggested that the rule isbeing relation between the progress of East Texas mitigated by courts and that plaintiffscan and the increase in numbers of newspapers. recover on a more general showing of damage. After 1813-at least seventynewspapers.ap- This thesis,examines trace libelcases . peered in the East Texas towns of in state and federal courts for the period. Nacogdoches, San Augustine,, Clarksville, from 1940 to 1972 to see if the rule is Marshall, Tyler, Mt. Pleasant, Longview, and in fact being mitigated. The conclusion is Grand Saline before 1900. that the rule is not being systematically Newspapers contain a valuablesource of changed. Some courts Have required naming data on the history of East Texas. As news- of lost customers, others bave not,but papers appeared, grew anemerged,e_sense of there is no discernible patternthronolog- * obligation, dedication, and leade6hipbecame ical, geographic, or in fact situation--to of prime import4nce to their edAtOps. These the,mitigationl, and they occur nomore qualities' became _- -- liewspapers frequently now than they'did. ver they produced. Therefore, the newspapers contributed immensely tothe growth of the- towns and the expansion ofEast Texas as well. -253 - r as resulting in the evolving ofcurrent* THE CORRESPONDENCE.BETWEEN MANAGEMaIT DEPLOYMENT OF - modern, well-edited,TIrogressive, and inform- TELEVISION NEWSCASTERS AND .THEIR APPEAL TO TEAGHERS - ative publications. -9F'COMMUNICATION ARTS CharlesQui4s, M.S. Temple University, 1972 Advisor: Laurence C. Blenheim TRADE LIBEL'S Tho problem investigated. was L . SPECIAL DAMAGES RULE to analyzp4 theexient of correspondence Louise A. Purrett,M.A. between the mass' audience appeal oftelevision.newscasters University of Wisconsin,1972 as judged bytwo groups of communication Ad'iser: William Blankenburg arts teachers and by television stationmanagement. ,Just .as a person may sue for defamation Procedures of his personal or professionalcharacter, so Each of three newscasters employed ata may he sue for disparaging remarksabout the Philadelphia VHF television stationdelivered property he owns or the product he sells. essentially the 'same newscast undercon- Such disparagemeAts are trade libels, andeas trolled conditions simulating4a livebroad- 179 186 casting situation. The performances were '" -254- rated on the -basis of newscaster "appeal" COMMUNICATIONS BEHAVIOR OF ENVIRONMENTAL INFORMATION criteria developed by three university corn.: SEEKERS: THEIR SOURCES OF INFORMATION AND ROLE IN munication arts teachers. Rank ordering of INFORMATION DIFFUSION the newscasters was done by two groups of Rita Marie Rammiath, other communication arts instructors- -one .The Annenberg School bf Communications The University of Pennsylvania, 1972 . from within the station'sid-L5ninn area and Adviser: Charles R. Wright and the other fromutside'the listening area. These rankings were compared with The study analyzed the personal charac: those of the station Management. Using Chi teristics and communications behavior of Squareanalysis,the hypothesis testbd was those who seek information on a specific tpp- , 'that there is no significant-difference be,' ic from a formal organization. A question- a tween theinanlgement's ranking of newscasters naire provided information from 193 respond- within a Philadelphia television. station, as ents, who had sought information leaflets evidenced by its newscaster deployment, and about the environment from a goyernment agen- the ranking of thesame newscasters by broad - cy. Thus, environmental information offered :* 4- casting professorswho based their ranking on the framework for studying information seek- criteria developedby an independent panel of ers and the communications processes by which communication artsteachers with riewscast-ng they can .obtain and relay information to link experience. togeth he public and thb organization that . - Findings and Conclusiohs' originated the.information. The null hypothesis was accepted since The study sought to determine the'com- there was no significant difference between jmunications role and relevant personal char- the ranking of newscasters by management and acteristics:(1) of environmental information by all raters combined. Thus, it is believed seekers; and (2) of seekers who actively par- that the "appeal" cr,iteriadeyeloped foi this ticipate in community projects that concern study might beilsed by management periodical- the topic of information seeking. The study ':. ly to evaluate and possibly to improve the also attempted to establish whether there audience appeal of its television,newscast- would be a difference between Early and Late ers, The criteria also Might be' employed to information seekers regarding interest in the determine the correspondence between assess- information topic and involvement in the com- ments by management and communication arts munications network. faculty in the training of potential.news- Information seekers were apt to be opin-' casters. ion leaders and to use personal influence to A signifidant diffe-encp was found how- : transmit relevant information to others. Be- ovei",,between the ranking by.management and cause they possessed both personal interest by raters from outside the station's viewing and professional expertise on the information area in regareto one newscaster. Lack of .topic and indicated both the desire'to serve rater familiarity with the, performer was con- and the acthality of having served as opinion sidered a possible aiilanation for the dis- leaders for formal businva contacts, infot- . _ parity. ' Mation seekers were termed "professional in.- 180 1'7 termediaries," Farther evidence of community group affiliatIOns--dg-members, officers,and -256 - participants in grOup-sponsored environmental THE STATUS OF ADMINISTRATIVE CENSORSHIP OF, AND ATTITUDES TOWARD, THE projects--indicated potential toassert in- SCHOLASTIC PRESS IN PUBLIC SECONDARY SCHOOLS IN KANSAS: A SURVEY AND CASE ' ,fluence formally. Influence appeared to, be STUDIES OF HOW CONTROVERSIAL ISSUES ARE COVERED 'mostly self-initiated. Jacquelynn O. Raymond, M.S. Active Environmentalistsrespondents University of Kansas, 1972 most involved in community environmentalpro- ' Adviser:. Del Brinkman jects- -were found to be a major communica- tions link between the organiiationand other To discover the status of adminis- persons. They were more often environmental trative attitudes and censorship of the. professionals and community organizationmem- scholastic press in public secondary 11Kansas bers than those who participSted less. Tbey schools, four researdlp methdds were used: were more likely thal others to be opinion personal interviews,q stiohnaires, case leaders on the information topic. studies, telephone conversations. To furnish a,broader basis-to evaluate there,- ON% sults, ten selected studies from other geo- graphic areas were used forcomparOive -255- purposes. .A STUDY OF THE USE-OF THE commANp Either by personal interview or quest INFORMATION PROGRAM MEDIA IN INFLUENCING THE SOLDIER IN tionnaire, publications advisers and princi- 0 THE MODERN VOLUNTEER ARMY pals were surveyed in every Kangas public Claudia G. Ramsay, secondary school offering a newspaper jour- -University of Geoigia, 1972 nalism,proYrae. The response was 96 pet Advisor: Jahn T. Russell cent. Results indicated that 40 per cent of Presents an exploratory and descriptive the advisers wete operating under varying study of the use of Army media by command in- degrees of administrative dictum and 38per . formation officers through a comparison with cent of the principals viewed the school the use of training media in the Army schools newspaper as solely a public relationd tool. by educational advisors. Although working., Results further indicated a positive towardsimilar goals, there is little dia- corre1at4on between journalism programs and logue between command information officers publications of high quality and the quali7, and educationaLadvisors,Command informa- ficatiOns of the journalism teachers in-L tion ufficers have no consistent plan usinga volved. Seventy-one pet cent oS the ti systeMatic approach to attitudes ortleasure- scboolg offered journalism inone class aBle objectives pertaininsto attitudes they . period or less a day; 47 per cent published Wish, to strengthen in the y wthwith whom on a monthly basis or lessvand 53 per cent they are communicating. Command information of the journalism teachers had had only six officers have not developed instructional credit hours, or fewer, of journalism. methods which and consistent and standard- Case studies and telephone conversa.: tions with those directly involVed in con- . 181 18,8' troversial situations arising froRadminis- ing in the courts and recent structural reor- trative censorship examined both.irresponsi- ganization and policy ohanges. Corrective ad- ble and responsible handling of specific vertising claims, and couhter-advertising rr topics. proposals of the Commiss on *0 1970 to mid - These interviews, surveys, and case 1972 were discussed and'the'reaction of the studies indicated that administrators in advertising profession 'to them,' Kansas public high schools do wield a tre- The conclusion showed that there appear- mendous power over scholastic journalism and ed to be evidence to support an hypothesis of do stringentlyadminister°67*ndcurtail both . cyclical activity relating to consumer gp- editorial and news scope in school news- risings and legislation, with the possibility papers. of the cycle continuing in the future. Rda- sons for thg gplikelihood of cycles occurring either less, or.more, frequently were pre-" sented, and similarities and dissimilarities CONSUMER CYCLES TO.CONTROL FALSE of the four periods were Aced. Recommends- ADVERTISING, 1865-1972 tipils for further study concerning advertis- Marion Boyle Redfield, M.A. ing, government regulation, and the California State University, Northridge, 1973 consumer Movement were giver% s Advisor: Kenneth S. Devol . This study investigated the possibility T258- of a bycle of consumer protection activity THE RAIFORD MUTINY: THE INTBRACTIO OF operating in the United States during the, INSTITUTIONAL ADVOCATE AND COMMUNICATOR IN THENEWS COMMUNICATION PROCESS' past'century, spaced at.approximately thirty- Joseph Preston Reid, M.A.J.C., yehr intervals and followed by legislation to University of Florida, 1972 control f alse advertising. Adviser: John L. Gtiftith Economic, social, and political condi- tions were described in the four periods de., . Atraditional source Qf extra-channel in- . lineated, i.e., post-Civil War, the early fluence upon news communicators has been the 1 1900's, the Great Depression years, and the ,institutional spokesman, or advocate. This contemporary era dating from 1960. study examined the role of such-an,advocate The investigation traced the history of in the course of a specific, continuing news 'advertising and attempts of the advertising storythe 1971 Raiford (Florida) prison in- profession at self-regulation, the rise offe 40)1' the consumer movement to its present sttength, Detailed reconstruction of -the actual and significant legislation passed and pend- events of that disturbpnce were uresented and ing affecting false advertising and consumer compares to press ccydralIn a group of protection. 0 Florida daily newspapers. Personal inter- Creation of the Federal Trade Commission views with communicators were used to 4xamine was described, as well as the ways in which the role performances of tynewsmen,involved its authority has been expanded through test, and the advocate l ortne FiZoridaDiuision of 182 . rte. Corrections, in order to describethe influ- ' readers, of advertising. It/was hypothe- ence of the advocate roleupon news coveree / sized (1) that high-ethic subjects(adver-. of the event. . tising majors), will make tewer fallacious It Ilas found that thea.4vopate role per- interpretations of ads than will loi.i-ethic fordance was both purposiveand, active, and subjects and (2) that h gh-creativity . was the basic cause of the inaccurate. 'predg subjects will also make fewer simila 4 coverage of theevent. ,Communicator role per- interpretations thanlow-creativity formAnce was seen as passive during the event, future practitioner§. and Xater active. ft wasp concluded that in A Likert-7type attltude scale of.30 event-bound news channels the advocate may items was developed among studpnts, in easily make the significantdecision? c^ncern introductory ad,courses. This sc4e ing news flow and quality. became the measure ofethical stance (high-low) of senior students in copywriting coerses. The-eiiibryo copy.: -259- writers were classified as "high- or INVESTIGATION. OF THE RELATIONSHIP low-creatiVity" by advertising faculty BETWEEN ETHICS AND ILLOGICAL members, admittedly a subjective INTERPRETATION OFADVERTISING'MESSAGES\.. Rbbert John Richardson, M.S. evaluation. Ohio University, 1972 The copywriting students were then .r . .Adviser: Al T.--Turnbull --risked to interpret the same.ads used by Preston, whose student-subjects at Penn This study is -an extensionof the State were more broadly representative; landmark inVestigations' ofProfessor Ivan ndhe had had advertising instruction. \ VF Preston into illogical reasoningin It was concludea, tKa.t° (1) High -ethic 'advertising. subjects rejected inv id interpretationb. Preston oggested,in1967 that copy- o, significantly (.a5 kevol) more times, (02) writers might consciouslycreate messages high-creative subjects were inclined to that lead to illogical reasoning. However, avoid "buyidg" fallacious statements he offered evidence that some of'the il- but net signif4cantly,so, and.-(3) there logical.xesponse might occur since people \ was no statistical re;telationof a Tela- , approach ads with *a psychologicalset to \tionship between ethical stance andcrea- 'perceive them as saying what the advertiser tive ability,This-may be due, at least in At, Would have liked to say. In other words, pirt, -tb the Method ofdoterminingcrea- . - readers often "read into"% ad's illogical tivity level. arqumentg that are not literally .10 there. g- Are there "fallacy makers"'who Who, then, is responsible for fal- operate ty design in the real world of laCious reaioRing involved in processing advertising?Using an acceptasle basis . , advertising information? Preston suggests , for classifying high-16w4creativity and it may often be thereader. establishibg.etqcal stance ih a -way In thl; (Richardson} study attentionis . similar -to that used in this study;one ----- focused on the creators, rather f . than the .might'obtain interesting data in an 183 . I O. :14 Of el' t investigation among practicing copy- -261- ' Writers. Does Preston's "illogical FACTORS RELATED TO ACCURATE PERCEPTION reader" get an assist from the low- OF PUBLIC OPINION ethic, high-creative ad man? Jane'Marie Rodenkirchen, M.A. '.UniversitY.oflAinnesota, 1973 Adviser: Phillip J. Tichenor -260- THE MAGAZINE AND THE MOTOR CAR: Individuals running for public OffiCe THE g'ORMATIVE YEARS are ordinarily assessed'in terms of general Donald Carl Richie, intelligence and social sensitivity.Will University of Florida, 1972 the candidate accurately perceive the feel--, Adviser: L. J. Hooper, Jr. 'ings of his constituency? - This thesis provides a descriptive narra- This study investigates conditions re- tive representing the manner in which the lated to the accurate assessment of community motor car was introduced and presented to the opinion in 12 rural Minnesota communities. average American reader of popmluff It was predicted that social interaction, . 11 culated ma ines. The era under study ap- group participation and SES Would all relate proximat hthe first generation Hof the motor positively to accuracy in estimating communi- car, spaniAng the two dozen years between ty opinion as well as to individual knowledge 1896 and 1920. of a specific public issue. Major consideration is given to the pro- Community opinion was predicted to have' gression of magazine articleslrelating such a dual effect.A consensus situation was early aspects as the relatively more advanced considered a positive facto 'affecting in- initial developments in Europl, early experi- dividual knowledge of the issue; a conflict ments and successes in the United States, and situation, on the other hand, was considered early races and endurance runs which present- conducive to accurate perceptions of communi- ed the machine as a viable reality. Extended ty opinion. treatment is given to the virtually. exhaus- Largetown(pop. 20,000+) were expected tive coverage, by the periodi9al press, of to provide a better environment for the the"grewing pains" of the motor car, of the yensmiisiOn of information related toa pub- i metamorphiC, inexorable influehce it wrought Lc issue--technical facts as well as general -., . . upon the'city and-countryside like and upon .community opinion --than the small town (pop. the individual and his society, in peacetime '10,00 or less) environment. and wartime. Data are based on survey research in f2 . .,.. To give a more compete p clure of the Minnesota communities. i. manner inwhichthe motor Car was presented Results of periional interviews w ' .)., in this'prem ere period, conose treatment Total sample of 1,200 showed the folio ing: is also given to influentialrotorCar ad-4 1) Issue-related social interaction n1lated vertising. Appended is a brief overview of positiyay to both knowledge Of theissue and . the individual peculiarities 4f the ,major ,accuracy of community,opinion pore?. tion. 2) -.) magazines- utilized. The data did notisupport the predi Lion that 184, ti 0 191 0 SES( (defined according to education 'and occu- topifs of fap editors, research techniques,, Otion) ts linearly related to either; issue interviewing, slanting, writing...titles, ' yor social knowledget.. ' . 3) Participation in tin4 photographs and market.ng themenu- , ( formalrorganizations (measured by the.nuMbeir script. of Memberships reported), though suggestinga . soitewhat complex relationship withknowledge of the issues and ability to assess community Opinion, generally appeared b?olate nega-, -tively to botherariables. 4) Conflict Situa-, 1 yons, deterined by percent*sopposing andi -263 - favoring a wticulgr view ofan issue, pro- V, THE GROWTH.AHD putprm= OF ' vided the best environment:lor TUE moll= MESSENOIR qccurate per- 46, . caption of communityopinion awell-as high' Vicki L. Russell, M.S.- 0 Xneoledgolevels. 5)As predicted. the Murray State University, 1972 Advieer: L. 3. Ut:rtin larger, more diverse communitiesprovided a better environment for, 'the flow/of social and This hietorecal-deecriptive st0y `: issue information. The number and range of concerns the,growth of tvr MAYFILp contact in the more urban areds may account MESSENGER from its bent:ant:11u as,the' 4 - 1; for this. , COLTHERN YEOMAN tb itS presentU'ldtaN. To" illustrate the papoe's grcealland 4evela= rest en analysieof its historical hack- . t" -262- grot'ind, layout and-desice,adverasine. and HOW TO FREELANCE at) THE FANMAGAZYNES' general contents yap rade. " DarrellRowlett, M.S. Becuo4 t'of the ohOkka..76of ne;;er lsary Murray StateUniversity, 1972 matf..,r4ale. tNrIen'and iediately atter the . Adviser:Li J. Horttn Ciil war, vv..COUT4ERN nOMAU,noee its ), demiee. I Nv C.'Caperton atte7pted to reNtvo HaTo Freelance 1p the FenMaaazines is e paper.in1869, renanieg.it ttio JACYSOU a writer's rIneal feererketknelnuecripts , a PURCUASE. After the unsi4445sful sttesTt, in a specialized field. V purpet4., of thc ttwal OQ AWit yo4r .4r4 reeleed tshe work is to enl-.t0ten area instructthe reader . MAYFIF,LD DEltD-ZRAT. ' , Aitet tne, on Kri5ing and celebrity oriented 01.01,10 e: er^3 4tA,A 14tK1 Articles to the an maeazinea. when tee eciu-aetflily pub- The apthoi, who hae freelanced over 109 110'04 tee prieer ae the :t-e."..eckiVZIMCRNT. features'to circulatedpuefla -, louryears later, In1,06 tipnnv relied on personal exeeriencpal well rty-ii,asS1,ter. MAYYTetki Mtfie%. flp.1n240. au thu nob,, traditional !errs Of rcevareb to Taal tii.4.4n tter1r4 Into ttr; M.P.efle0 M?iitTORA o&mplett\the study.All 17portait aspects Fre", that rear until 1.:0,, ew4zpeip af feel of freelancing, AJ tley apply% : ti ttk, fan mew-spaper ton . c -magazinea, a.rk covered. Chaptern study thr EkTnet fl-tlit red !AO e; hintetvehe Op raga:rinea, the:Ca.:orate My, Lee Elmore bought the publication in the old all-cap heads. During the 1950's, 1900 and gave it its present name. Four ° the old hanging indentions were finally months later, J. R. Lemon purchased it, made dropped anikreplaced by the flush left style. ata daily an 1901, and ran it7until hiS In conclusion, it seems to this writer death'in 1919. Remaining a family news- - that THE MAYFIELD MESSENGER has grown and paper until 1925 the MESSENGER soon became developed over the years because those people . . the WEEKLY MESSENGER and theDAILY MESSENGER. who established it,_ edited it, and who con- In 1930, it was purchased by Frank Evens, its tinue to watch and make it grow, have what present owner. Frank Luthef Mott calls "professional Early advertising in the Mayfield paper spirit." was hap - hazard. Ads-were buried, piles, tombstaned, or' marooned'on the front page. ,51 Few had illustrations and many.rethained un- . changed fro:I:week toyeek: Very little -264- o r white space was-uSed. Type families were TOWARD RESPONSIVENESS: SOME ' EXPOSITORY REMARKS ON HUMAN mixed like salad. Most of the initial BEHAVIOR AND SENSITIVITY TRAINING . regular advertisers were makers of patent< William N. Saha, M.S. medicines. However, the largest and most University of Wisconsin, 1972 frequent advertiser was the paper itself. Adviser: Richard D. Powers Under editorship by the Lemon family, The purpose of this study was to briefly the paper began to show definite planning comment on some general aspects of sensitiv- a in advertising layout. the staff used the ity training from an environmental communica- pyramid -style and added line drawings to tor's viewpoint, and to develop some notions Many or-the ads. Full pages and even as to how such training Might-be useful to double trucks were sold during Evens' owner- . the person interested inhuman communication ship with few big changes occurring other theory. Certain elements of ego psychology than increased cost. were examined in an effort to reveal some " The ,19001a_saw thebeginnings of layo,ut sources of communicative dysfunctions that. . trends toward reading4ase. Column rules, help to block a person's emotional responsive- cutoff rules, and white space began to take : ness to various external stimuli. A brief their places among the tombstoned headlines. review of sensitivity training concepts was Ears becaffie regular attention - getting' devices. offered to suggest that Such defensive block- in 1901. Alliteration was popular for head- ages might be lowered by such group processes. lines during-the.period as were labels and In addition, an inconclusive experiment, subheads. It was not until the 1920's 'that employing a semanti' differential, was made to double Column heads became pcipular. Banners measure changes in responsiveness to certain came into use during World War I. _ . . visual stimuli among the members of an encoun- Undey Evens' leadership, tombstoning . - ter,group.;. Cothparison df'pre-tesi and post- heads became rare and pictures talore frequent. test results showed no significant changes, He introduced editdrial pages and local- However, the nature"-of the experiment sug- columns -to his readers. Down style replaced gests that further testing might be feasible. 186 3 ; -t65- mission (over Timis). Later she risked her ; MARGARET BOURKE-WHITE, life covering the ground war in Italy. She THE FRUITFUL YEARS r*?-6.;- , .0, 1936-1945 reported do the closing'days of the war with Madelon Golden Schilpp, M.S. Germany, including Buchenwald concentration Southern University, 1972 camp, and the occupation period. This study Advisor: Howard Rusk Long does not include her next seven active years. mainly spent in India, South Africa and Korea, Margaret Bourke -White was recognized-as before Parkinson's disease struck in 1952, an outstanding jourriali&of . the mid-twenti- - nor her painful and gallant fight until her 'eth century. Her name was synonymous with r.) deet4 in 1971.. the popular, rise of photojournalismin Ameri- This study concludes tat; because of ca, particularly with Life Magazifie,on )iter superb photographs, the unusual whose staff, 6he starred fornearly two ties ofMargaret Bourke-White as a reporter deCades in a series of spectacularassign=- and writer have frequently been under-', ments. emphasized. It is also suggested that he This study examines hercareer, particu- - famTlrests not on th-e fact that she was a Iarly during her peakyears frOm 1936 to 1945, woman, but on the.solidity of her achieve- The primary source materialsused are issues 0 ments.' - of Life and her own nine books,including three collaborations with heronetime hus- band, 'the celebrated AmeriCan author, Eri- kine Caldwell. Although shewon her original -266- . , - - fame as an industrial photographeron the THE RELATIONSHIP OF HIGH ACHIEVING '' AND .LOW ACHIEVINGREPORTERS staff of Fortune in the early1930s, her TO PERSONALITY TRAITS Roland Joseph Scott, M.A.J.C. interest Soon turned from machineryto ' humanity, largely as &result ofassignments University of Florida, 1971 o in the Dust Bowl.and the-new Communist Adviser: Harry H. Griggs Russia. On the'original staff of Life, Responses 'to a mail questionnaire sent whose cover and lead story she produced for to one of every 10 daily newspapers inthe the very first"issue in 1936, she soon Was -United States (a systematic sample)were reputed as one of the world's leadingphoto- . studied by the rebearcherto determine*typess journalists who presented news stories with of employment tests and methodsused in hir- both her own photographs andtext. She was ing reporters. the only foreign photographer present'when The Sixteen Personality Factor the Nazid attacked Moscow in 1941 c and,later Questionnaire (16 ;4), a,personali.tyinvenr went to the fighting front. In 1942 she was ,tory test, was' administered to high achieving the first W.Oman war correspondent accredited and low achieving reporters at threeFlorida by the Army Air Forces. She survived e daily,newspapers. The 16 PF also was admin- .. torpedoing in theMediterranean'enroute to . 0 istered to students in two...NewS Reporting Mirth Africa,'And-shortly afterwardswas the classes at.the University of Florida. first-woman 'authOrited to 'acc'ompa'ny a combat Three high-ranking editors at Florida a newspapers and three university journalism format of recorded muLc--mostlysock and professors who had considerable experience as roll - and news .in.brief headline form. editors supervising newspaper reporters were The exception was FM radio, particu- asked to select personality traits they be- larly the independent station, i.e..,. non- lieved descriptive of good reporters. This network or AM-affiliated. Its programming allowed a comparisOziof their choices with was primarily classical or conservativein- personality traits actually exhibited by the strumental versions of standards. The tech- most capable reporters tested.at trie three nical superiority'of FM transmissions made newSpape4sw it the logical medium for a serious music A. Resufis oe.the survey showed a need for format. research td develOp or' locate more efficient Recognizing the need for such radio reporter employment tests and methods. programming in their area, three Mt. Carmel, Results of the 16 PF testing indicated Illinois businessmenA.aunched an indepenatnt that neither reporter nor student ability (or 24-hour, fully automated, quality music FM performance) iirelated to personality station..WSAB formally signed on the air on 4 traits. Subjects' achievement could not be November 2811960. predicted from their personality traits.. The total investment was $50,000 for However, the studlashoWed that the 16 PF is the finest equipment available at that7time, a capable personality- measurement instrument. including custom built automatic tape equip- % 4 The editors and journalism professors Tent. Because prdprogrammed tapes were un- were not accurate judges of reporter person- available, station personnel programmed and :. ality trait's. The 16 PP scores of the high recorded four-hour tapes from long-playing achieving reporters showed that many person- records, ality traits theedi,ors'and professors Once on the air, WSAB unknowingly fol- thought described those repoiers were in lowed,accepted public rIlations activitiesin fact not characteristic of them. attempting to establish an audience and at,- tract advertisers. Its single largesttand most successful.promotion was a monthly Listening Guide, over 2,000 copies of which -267- were mailed to five states. WSAB--A CASE STUDY OF THE ESTABLISHMENT OF A.SMALL MARKET INDEPENDENT FM Because statistical studies of the 'RADIO STATION area's demographics were unavailable, WSAB. Roxanne Berry Seybold, M.S. r conductp its own periodic post card and Uniliersity of *Utah, 1972 telephone surveys to evaluate the audience Advid&r: Milton*C. HollStein and its needs and preferences. _ Radio in the late 1950's was becoming, By using intelligence, common sense and *. as one Critic put it,"one enormous juke minimum capital, the originators of WSAB who -box." The financial and psychological im- were amateurs in broadcasting, did establish pact of television had forced a change in an independent FM station in a small market. radio programming. The big-star variety However, -they overestimated the advertising shows of the 1940's had been rep/aced by a they could realistically hOpe to acquire in . 18,8 0 . 2'41 that crowded market. But they ,did as well, effeetiveneag ad'a speaker, ap adequate ta if not'better than, most independentFM excellent press staff, use of devices. design- operators in the country.Had they made the ed to attract maxikum publicity, good use of attempt five years later, less time would press conferences, and solid accomplishments have:kieen required to establish the .station's' asievernor. audience,and more effort could, havegone A int, sales work. By then the national . -269- , picture was mote favorable, more repeiving AN EVALUATION OF THE ATTITUDES sets were in use, network affiliation was OF THOSE ELEMENTARYI-ECHOOL TEACHERS OF RICHLAND COUNTY DISTRICT . ONE WHO USED INSTRUCTIONAL possible, and'syndicated program services TELEVISIOWIN 1971-1972 were becoming available. OWARDS TELEVISION AS' A"TEACH.ING TOOL Shirley,Elorencq-SberMan, ` University of South Carolina, 1972' Adviser: Richard Uray =268 - USE OF THE MASS COMMUNICATION. MEDIA This study was conducted to discover and BY I GOVERNOR JOHN B. CONNALpy, evaluate the attitudes of the elementary, James Keith Shelton, M.A. schoqr:,,teachers in the-iehland County 4 North Texas State Unive;sity,..1972, trict #1 schools towards the effectiveness of f Adviser: Reginald C, Westmoreland television as a teaching tool. The information in this study was ob-; Gov?rnor John B. Connally, J/r., who ser- tained from questionnaires'cOmpleted by tpe ved as chief executive of the "tate of Texas 4- teachers. The analyses of thedata were done from 1963 to 1969-, made extensive use of the by the writer, using the facilities of -the' . mass gommunicaiion media,to/further both his 4.. University of South Carolina ComputerScience / programs and his own political fortune. This Center. study examined the history of Connally'suse The major finding was that the majori-ty of th'e' media and evarliaed the degree of suc- of'-'the teachers who' -part Cipated In, this cess he achieved in "the use of the, media, and study appea9d to consider television to be a presented evidence of how. he was.able:to 1. "moderately_ effective" teaching tool. . 4 achieve success'in the use of the media: . 4 The teachers who seemed to feel tele- . Research i'nvolvedstudy of leading Texas vision was a "moderately effective" teaching"" dailies during the period of Connally's gov- , .tool also seemed to have the'following_atti- . ernorship, interviews With key members of r." tudes and/or characteristics: Connally's staff and of the state capitol 1. taught for-a.peri.od of ...one to 'five press corps, and sending a questionnaire to years; -.. - twenty -five- selected TeXaa editorS for their 2. -We're firSt grade teachers; views on Connally's press relations. 3.had no courses and/or workshops in A.V. education; The.thesis concludesthat Connally was -4..felt their principals' considered ITV successful in his relatipns ,$1 the mass me- to.be "moderately effective;" ,. dia and that reasons for that Success includ- 5. always had accessibility to TV sets at school; edhe forlowing personal charm, good looks, 189 196 6. rarely had supervisors or speCial- 30. rarely found errors in ITO series' ists to aid them; subject matter content. 7. did not know whether teaching would be easier if there were more pupil in-studio visitations; 8. had no free periods per week; 9. ':felt'ttie school district's A.V. del -270 - partment did a good job; BROADCASTING AND THE RffNEWAI,.PBOCESS:-._1-g...., 10. neverha4)paidaides or volunteer A CASE STUDY OF A RADIO STATION'S . .parents to help ahem in their class- RESPC"BE TO PUBLIC CRITICISM rooms; a Bonita Lee Shok, M.A. 11. never participated inIft 21anning committees or'ITV.verkshOpON The Pennsylvania SlIte'Univetsity, 1973 « 12. had TV sets that were always :work- Adviser: WilliamL. Dulaney able; 4 's 13. felt A.V. supplies in their individ-- 'grgadcasters are required by ,he Federal ual,schools were notusable; Communications Act to serve in the public 14. frequently preferred to use work- books and textbooks rather than A.V. interest, convenience and necessity. This materials; 0- mandate is based on the theory that the air- - 15. had visited the S.C.-ETV Center more than twice during the past waves belong to the people; therefore, broad- . seven years; casters are obligated to program to meet the 16. considered the textbooks used in .`" class as good, ones; 'needs of.the rightful owners -;the 17. felt TV teachers should sometimes Critics have charged throughout the be chosen -from South Carolina; years that broadcasters are not meeting their 18. partiCipated in ITV surveys twice; responsibilities to the public. Recently, t9. felt.TV.,,in general, bad for ele- however, there has been more than mere mentary school children; I r` 0 .1 20. deemed the ITV series' guides'aS criticism aimed at broadcasters--the broad- poor guides; cast industry has been hit by a wave df, 21. thought they infrequently played a . part in the -selection of ITV ser- government and citizen activism. Throughout ies; e oN the country forces havebeen operating.te, 22. JbelieVelthe.nev'educatidnal tech- -noloay' will hive no effect on TV as induceor compel -- broadcasters to,assume a teaching tool; their obligation to serve the public.' 23. .ihotigpt their regional ITV represen- tative and-the.Dlyisioh of ITV,, This study was designed to examine the . Department of iducatron were doing poor jobs in "selling" ITV to Idea that the cumulation of theseforces teachers; during the past three years has produced a r.pelt ITV did not help at-011,in teaching the educationally deprived positive change in the broldcast industry: . 'child; to wit, broadcasters are becoming increas-, 25. often used TV due to the unavaila- bility of other teaching medial . ° inglyconscious of their obligation to serve 26. felt their schools were offered the public interest and' increasingly enough supplementary, 'enrichment 7---* responsive-to-publIC-01:ticism: 27, would use TV somewhat more if 11°- Theexamincion was-performed through a 'series were updated in content and presentation ; - case study of WRSC-AM, State College, 28: thought the TV teacher's presenta- Pennsylvania. 4 tion never dull; A foundation for .the study was laid .29. felt ITV series needed a little more vitalization; °through work done by a graduate-level jour- 190 i 1.9 0 nalisM clas.s: students conducted an exten- verity of agency problems was studied. 'sive review of the station, analyzing its A structured, non-disguisep mail ques7,' 1969 ascertainment study anda composite week tionnaire was used in gathering thde'4red of station programming. 'Concluding'that WRSC - late. The population consisted of all U.S. was not meeting its obligation to serve the aTencies billing between one and twenty - five public, the class bet with station z management million dollarst ahnuall.y. BiVariate and mul- to discugs the matter and offer suggestions tivariate statistical analyses were - .fdr improvement. , mented utilizing the Statistical, Package for ) A second examination of WRSCwas per- the Social Sciences (SPSS),programs. formed by the authok to compare current data Other aspects of agency researph,opera- with class findings-and to . eXamine change in tionscstch as yearsin operation, education= WRSC's license proposal and in its programl. al badkground of research management, hours ming performance. per.mrk spent by personnel in a research -The findings indicated some positive capacity, dollars spent on agency-cOnducted change; they also showed lack of change and', research; dollars spent on outsideresearph in soWinstances, ietrogresgion on the part - services, frequency of use of outside re-J ; of the broadcast station. Selected criti- search services, frequency. of use of outside cism from the journalism class was utilized;, research services, opinion questionS as to / but, at best, only a rather liltedmovement.* . the use of research and payment for-rad/arch, toward increased publ5servicewas in \_ and demographic information concerning agenL. evidence. cies, as well as the agencies' actual Vses of C specific. research procedures.andrtechniques, ;- were investigated in.this*study. A / , -271- Results show that manPagencies, though THE CURRENT STATUS. OF RESEARCH IN to varying degrees, are currently utilizing ADVERTISING AGENCIES BILLING BETWEEN ONE AND TWENTY-FIVE MILLION DOLLARS or developing a research function within ANNUALLY: A MAIL SURVEY 2 their own agencies. While only 21,,percent Claude Greer Simonton, ofthe agencies have-a separate research de- University of Tennessee,'1973 partment, 76.6 percent have research person- Adviser: Jerry Lynn 4., nel, even if-only on,a part-time basis. The . The purpose of thig study was to deter- actual use of the three major types of re- 'mine theyresent extent of the'xesearch func- search--media, copy, and market--varied among' tions within advertising agencieS billing be- W4encieg, with mediatesedrch being the most . . tweercone andtwenty-five million dollars an- * 'frequent. nually. Data was gathered to shed light on A significant positive relationship was the extent of phygical research facilities found between annual billings, some types of . . . - within agencies, as well as'on theextent of research usage, nd-dollars spent on research. research usage. Hypotheses were created to A 'significant negative relationship was found test the relationships between annual bill-. between annual billings and problems prevent- lings and research usage. Also the relation- ing the uSeof research. ... A lack of funds to ship between the use of research and the se- f 191 support research procedures was found to be , - s. 4 the-most commOn problem which 4pr,everitsagen- Thegehera.hypothesis was:Pre74spo- cies from conducting research. There was not sition toward race and, psychological testing a significant relationship between research makes a differenteinjudging guiWinno- usage and agency operational problemi. , , cence 'qf the accused, and mention of these two variables in news stories makes a dif- ler/nee in judging, guilt/innocenceof the ,accdsid. , Pre-disposition was operationalized' -272- as: a statistical indidation of an attitude RELATIONSHIP OF.GUILT/INNOCENCE 0 AND MENTION OF RACE AND LIE DETECTOR TEST tova'N a variable prior,to exposure to that IN,NEWS STORIES -variable in a test situation. A measure of Charles Robert' Skinner, M.A. pre= dispositio was necessary to determine University of. SouttvCarolini, 1973 Ca Whether exposure to the-varile had any Adviser: Kenneth Starck . .'apparent effect on guilt /inno nde ratings. Prospective jurors in crimit cases may Eighty-three respondents were sted for all haibor prejudices to some degree, but the pre-disposition by requesting responses to. courts apparently have found sufficient cause seven-point Likert-type scales4concernins a to Overturn such cases as Irvin V. Dowd, number, of variables, including !!psychoiOgi-' Rideau V. Leuisiana and others fearing that cal -and "race".. Respohdedts were outside variables, including publicity, -had asked to indicate the degree of importance --cdritaminated'the atmosphere of the courtroom. t hey themselves wouldattach to.each. when Evidence indicates that prejudice, while hiring a,person for a job. 4. not inherent or necessarily automatic, does Three days after the pre-disposition exist in the minds. of prospective jurors, Al- test, the 83 respondents were administered though'the courts apparently have 'faith in the news stories concerning the arrest of,a, 'jurors to consider Only the information gener- murder. suspect. ated in'the courtroom, such things as over- One group of 21 respondents read a . - turning of cases, "gaV"-orders, and'the like, "neutral" story mentioning neither variable; 0. demonstrate that faith is not unswerving.' . a -Second group of 21 read the story, but with While madygtates have adopteabench/bar/ mention of the Suspect's race; the.third % pteqi 6odeS,'iittle evidence exists as to group of 21 read the story with no mention of .tat kinds of pbblicity. are .prejudicial, race, but mention that the accused had re- . under what conditions, and does such publici- 'fused a lie detector test; andthe fourth ty have a measurable effect on juror decis- group of 29 respondents.peadthe story men- . - s ions? tioning both race and test. The purpose was te,examine'the var- All story versions were, Identical, ex- iables race and psychplogical(lie detector) dept for inclusion or exclusion of variables. . 4 tests and'the.effect of mention of these . Following the stories, respondents weree asked .variables on prospective jurors when men- to indicate their feelings toward guilt /in- tioned in news.storiei concerning a particu- nocence of the accused on a seven-point lar Criminal case. - Likert-type scale. '19 199 . A The data showed no'significant dtffer- "Public Relations Activities for the Phoenix' . ences When pomparing pre-dispositicn scores Arizona, 4-H Expanded Food and Nutrition Ed- c 65--fiewS, story treatment scores, thus discon- ucation P ogram" attempted to al.with the ,h . firming the first part of the general . 'hypoth- need to accgSrately.report th tunctipn'qnd esis. - 4..11"-. Appartntly, pr-disposit±on tow'ara 041s of a nutrition program for inner city the Variablei made 118-biqnificant difference youth and to advance the objectives of the -ire judging guilt/innocence of"theaccused. organization in low income and general popu= Mention of race in the news storyalso -.. lotions. . - ,had no 'apparqnt effect on scores, Out mention Four-H EFNEP staff in Phoenix,. AriZonak of lie detector tests did apparently make a coordinates approximately 75-100 weekly clubs. difference in rating guilt/innocence. Those -where low income youth from theages of 9 to . reading the story mentioning lie detector _ 13 are taught food pleparation and nutrition. did register a significantly higher-quilt through games and educational materials. .rating tIlan those reading stories not men- Indigenous.leaders as well as leaders outside tioning iia detectot. the community are recruitedand trained by Although no significant'results were 4-H staff to teach nutrition clubs fora min- found concerning mention of race, the data imum of of two and-a half months. Consider- indicate that reference to lie detector ing the numerous and.diverse.publics involved', e. . . te'sts in ner4S;hteries could be considertd a in the 4-H EFNEP program it was deemedneces-., posSiblPin4gential factor in the minds of stry that all audiences have ,complete anti con- . prospective jurors in a criminalcase. tinuing knowledge of the program benefits"to the community, the organization,!goals and ' . needed resources. -273- . On this premise an extensive publicre- -PUBLIC RELATIONS ACTIVITIES FOR latiens program was undertaken to create "a- THE PHOENIX, ARIZONA, 4-H EXPANDED FOOD tliD NUTRITION .wareness" of 4-H EFNEP, the first stage of EDUCATION.PROGRAM the adoption process. Audiences for.which . ° 7Linda.Loe SMIth, M.S. communications-Were developed includedex- University Of Wisconsin, 1972 tension staff, the traditional 4-H program, Advisor: Nellie MoCannon total 4-H EFNEP family,community agencies, Public relations become an increasing community leaders, mass'medfa, schools, mis- concern in programs for.the poor as profes- cellaneous groups as churches and businesses s sionals concentrate on individual caspiAWk . and legislators. These audiences were fur- problems to the neglect of, their responsibil- -ther subdivided into more specific divisions. ities in keeping the public informed of ad- Public 'relations adtivities directed to these vances; techniques and needs insocal service publics necessitated the development ofar- programs. ticles for trade magazines, bulletin boaidsi s The problem of public' relations for the fact sheets, newtlettert, personal"contacts, 4-U Expanded Food and Nutrition Education'i3ro- posters, fliers, articles for community news-, . gram (NFNEP) existed' at a most basic leve17- papers, radio and'television public service that of general "awareness" of the program.', announcements and personal letters. 193 230 . I , Thirteen of.thg communications del/al- c 0 Tqd"citizap-coalition,Strategies or opedfor the 4-H EfNEpublic relations pr9y . t Environmen tal Control (S-E-C),was founded in 41x'aunwere evaluated by ax4,profpssionals in . order to 1) unify local onvitonmentally- various fields working e ither directly.or in- . oriented groups seeking to- promote environmen- directly with the Program.. Individaul evalu- tal awarenepand protection; and 2) to ative comments from community members regard- ing the communications were also inciudedah fec7tpttitude and behavior changes in local government, industry and'the public at large,. the thesis; . Recommendations for fUrther public re, In actuality, the coalition discovered . lations activities would focus oncoordinat- within a brief time that it had outlined for ing person -to- person contact withmats media itself nearly unachievable group goals for use for specific audiences. Moreradio and its complex communication circumstances. In television.use is recommended as well as the a problem- solving situation,,S-E-C realized development of public relations activities that it must initiate positive action to gain . where cooperation between inner city and recognition, and maintain group existence.. 'rural 4 -H is stressed. Inconclusioa, the Through an on7goingdecision proceqs and execution of the public relations, activities group communication, the idea of an action outlined and performed in this thesis have projdettsselected as the most dynamic way raflected the need for a permanent position of attemptigg.to achieve' the coalition's in which 4-H EFNEP public relations will be goals. J -continued.. Consideration of finances, time stric . tiles. and theenvironMental needs of the lei- cal area led the coalition toecide'upon the -274- recycling of glass and metal containers as AV gXPOSITION OFCOMMUNICATION the group action.project. FACTORS IN THE ESTABLISHMENT AND . . . .OPERATION OF A CITIZEN-COALITION'S The recycling,project.itielf was-, success- RECYCLING PROJECT: A CASE STUDY - ,fdl in that it: '1) gained media coveragefor Michael Lawler SMith, M.S. .or tfte'coalitioh; 2) involved several member on: University of Wisconsin, Madison, 1972 ganizations; I) ma'intained the existence of Advisor:-Richard thecoalition; and 4). elevated the board of The case study treats the communication directors -to the -role of deciston=makerS-fOr factors which influenced the decision-making the coalition. of a citizen's coalition ih Louisville, Ken- Whether recycling centers can be effec- . tucky, in its attempts- to establish an envi- tiye tools in environmental management for ronmental action project. the City of Louisville and Jefferson County' The paper lists the factors which influ- is, at this point, questionable. BA the, enced the group decision-making body, and S-E-C recycling project did succeed in making which, in.turn, effected the changesoth ex- _many people more aware of environmental pro- . . pressed attitude or observable behavior in blems andpossible solutions. other parties as well as within the decision- Methods: The methods employed in infor- .* . n1 . making group itself. maion-gat?ering were those of: 1) the uh-. 194 2A er structurbd interview withmembers of S-E-C and parties involved in environmental matters : outside the coalition; and 2) genera/ obser- AN ANALYTICAL STUDY' OF ARMY.INFORMATON OFFICER vation of the Communication and decisiofi PROBLEMS AND TWNING' . pro- Richard 3.1-1-eic Samos. desses withip_the S -E -C coalition. . Texa"i--Technical University,.1973 Statistics: During two weekends, 190- .:....f. Adviser: Alexis Tan 'questionnaires, were randomly distributedat the S-E-C recycling center:. 63% of the ques- Opinions of 156 Army, information offi- . tionnaires were retur 4. .Respondents in- .cers,were dompared in ,p purvey which investi- dicated that they fe fr.t thete isa real need gated their attitudes toward military informa- : for such centers.' Purther, the data points . tiOn training and the Army offIcercareer in- up that such centers shouldr,be the Kesponsi- . formation program. Addit}gnallyi histori- bility of private business and federal and cal study was conducted to investigate the. . U local governmeata. ,Respondents stated that 1.1"developMent of the Defense Information School. . they learned of the recycling center''Wtthigh' (DINFOS). A stories and advertisementstin the localnews- From the survey, implications were drawn . - ) papers -of information officers' images of the infor- matten-aogram and of the journalistic train- cicng which they received in the Officers Infor- mation Course, which is taught at DINFOS. . -275 - The survey.coveted the'areas of career pro- COMMUNICATION MODELING: blems in the information program, prerequis- A GENERAL SYSTEMS THEORY APPROACH ites for entrance into therogram-, program Trescott Kimmerjon Smith, M.A. evaluation, journalismaitriculum-evaluation, 4. 'University of Texas, 1971 and academic qualifications of program members. _Adviser: Frank N. Pierce Results indicate attendance at the Infor- This thesis entails an effort to apply matiop Officer Course, is not deliberate,afid r General Systems Theory pripciples cOmmuni- that many students are sent there-contraryto cation models. In bhapter I, a survey of .-their wishes. /t.was.also determined that modeling in-the communication field is pre- there is not enough emphasis placedon infor- sented, and suggestions art.riadebdoncerning mation training at branch and Army senior the direction of modeling development and the service schools. Survey results suggest that value of different types ot. models. In a bettet management technique is badly needed Chapter II, principles underlying General to facilitate the careers ,of information of- .Systems Theory are given. In the ahapteng- fic'erS. Cutrent branch control ofcarets that follow, communication is analyzed as a seems.to be the most serious career develop- . systems science, and a seqUential model of ment petblem in.that it emphaaizeg-branch. - . . .----' humaminteraCtion'is suggested and explained. qualifications and-Iii-ilealse. .0 Finally, present and fu-ture applicability of Other indications were. that the infor- GST foi the communication scientist is mation program as specialty career does not . have as high a prestige rating as otheiPai;ec-., 195 e / I i62 a. ti A.; a 0 4alty programs. It was also determined that the `significant predictors foreach of tliareis a need'or continual purges in the . thecriterion) var.tablet. information field to eliMinate ineffeetIve ' Findings seem to indicate t.atsources leadefshfp and that.information training at Of Influence regarding labor unionsand . DINFOS is meeting its stated objectives. economic problems apOarlito divide them- sepes into negative and voiitive source .groups, with the Mast media'being.among 4 the negative sburces. %mddig habits, the -277- amount ofabof news consumed through the . ,-AN ANALYSIS OF.THEELATIOOHIP BETWEEN 'ATTITUDES TOWARD LABOR UNIONS various media, Ofthebias perceivedin the' AND IMPACT ATTRIBUTO TO THE MASg MEDIA coverage'*toe different media -werenot Ruth Ann Southyick, M.S. . %. 0 generally signiticaut'ptebictoit of labor Southern Illinois University, 1973 attitudes. Adviser: Gbdwin q. Chu , . -; This ithdyaimed to investigate the . . . . relationship between thettitudes.wKich tn C , individual' hat toward labor unions ttie ....-- . CABLETELEVISION: 4- impact whichhe Mass media have on him. A STUDY OF ITS POTEMWAL AS AN AGENT OF . CHANGE. IN BLACK-WHITE RELATIONS The author wished to"-learn if'demographic Timothy Wise 119Sn:taus, M.S. characteristics, union affiliation, and University of Illinois, 1973 mass media use habits are also significant'":1 . Adviser:- Edward Douglass prediOors of labor .attitudes. , Ninety residents of Springfield, Illir television is uniquely qualified s v-7" nois, were selected at randOM-fr§m three to act as an agerii bf change in rade"rela- % sodio-ecoainicgroups and were interviewed4 .tions. The commercial nature of over-the*4. L thiough a structured questionnaire. Alp television, agiraVated by limited. channel strument included: 20-Likert-typestate- - space, revents its serving the cause of ra- ments to Measure attitudes regarding -labor cial harmony. In broadcast news, commercial- .Unions; union/management affiliation infor- ism limits the air time and money available mation; 16 sources of influence to obtain.a for newt anpublic affairs, and limits'the measurement of influence which-the-respon- subject matter. In entertainment or norrInews . dents attributed to the hags media and programs, shoWs are judged by their, ability other possibleVseurces; mass media use and to-draw large audiences, not on their social mass media bias data; and demographic in- . value. foimation. Cable television, in the proper regula- . Fifteen'of the 20 Likert-type state- tory framework, can perform social functions . ments were categdfiZedlaccordlng to sub- better than. over -the -air television. With tlie large number of channels, time Opirges ject content as well as inter-correlations . . into seven sub-topics which were used as woOid.he much lower. A .common carrier-strUt= criterion variables in the analysis.Mul- ture would assure access to anytne willing to tiple regression analysis wag usedto de- pay the regulated charges and a tax-subsi- 196 : I I I A dized "Neighborhood Television" colud assist cess. Thestudyalso discussesprnable 'those without the means to pay the charges. areas' of miscommunication resulting from Corollary benefits would include on-the-job. cultural backgrounds and how these problems training for professional and aspiring jour- . May be.svoided in the visual media.-- -This nalists and an Uilrn News.Service, providing Study thay serve as the starting paint for news for commercial television stations and further research into the communica4Ve ef- cable.channels. fecbiveness of specific cultural symbols and how their meanings are learned. -279= THEEFFECTS OF CULTURE ON THE VISUAL PERCEPTION OF STILL PICTURES, MOTION PICTURES, TELEVISION, AND OTHER VISUAL SYMBOLS -280- John M. Speigel, M.S. `VIETNAM RETROSPECTIVE: AN ANALYSIS OF THE 1968 TET OFFENSIVE East Texas State University, 1973 COVERAGE IN THREE NEWSPAPERS 114.. AdvEser: Otha C. Spencer Edward.Taylor Staples, M.A. UniversitY of Missouri, 1973 The study was conducted to analyze and Advisor: Jaye Patterson -discuss previous studies concerning the effects of one's culture toward the visual 4. The biggest story of the decade, the perception and communication of photographs, Vietnam war profoundly influenced American motion.picutres, television, and other visual life. Yet, the mass media have been roundly symbols. criticized for their inability to portray The study.analyzes tkte various litera- this struggle. To test the validity of these tures of psychology, sociology, art, photog- criticisms, a variant of content analysis was raphy, films, and television in order to developed using a symbol list basecron earli- isolate ideas, trends, and thoughts on visual er Studies. The New York Times, the Los communications as related to cultural percep- Angeles Times and the Chicago Daily News were o' tion. . sampled during the period surrounding the Each person lives in a different percep- . 1968 Tet offensive, which is considered to be tual.world created by his cultdral environ- a pivotal point in the war. Inherent in the ment and experiences. An individual contin- analysis is the concept that effective cover-' ually exposed to culturally-oriented visual age would prepare the reader for the war's stimuli is better adapted in the perception probable impact. A significant change in of visual cues. Consequently, effectOe symbol usage during and after Tet would indi- communication' with individuals' depehds on a 4 cate insufficient depth and perception of person's cultural experiences and the devel- coverages. 4o opment of avocabulary of visuals, which are Appearing to substantiate the hypothe- -Used eto aid the perception of visual media. sis, all three'papers changed significartly". This study can contribute to a better (.05 level) when the before period is compar- awareness and understanding of cultUral ed to thelduring period. After Tee, only a ' influences in the visual communications. p.m- the New York TimeS showed no significant 197 It 2J4 - - . 51 M1 change (.05) and therefore supports its elite column, and the two. contrdt groups were . .. . rating. Among the 3e symbols listed, the exposed to no ad hominemsatirical columns. moSi potable change was in "Viet Cong," which A post-test was administered and pre-test' ,*.d.. ,. increasedramatically during Tet. and post-test scores were compared to ------.- . . Fl`fa analysis concludes that before Tet determine if there had been arly attitude the papers missed something systematically at _shift toward-the satirized person. . , work-Nte Viet Cong; who-added a new dimen- A one-way.analysis.of variance revealed the'preirlously two-way coverage em- no significant main. effect px...uuced by the .0hasizin American and'Worth Vietnamese in- 4 _ interaction pf experimental group: and volvtment. The papers relied on sources in satirized persons. The hypothes4 that in- . -th4 executive branch, primarily accopnts of. creased amounts of, ad hominem satire pre- unreliable battle statistics. krorti the, mili- sentedover A fixed time period, will produce . tary. A "guerrilla jounalism" that would em- similar incfeases in unfavorable opinion brace the milieu from which the revolution toward the objects of the satire was not ,arises and would be attuned to the cultural supported. ; .:context Of. guerrilla war is suggested`-, 4.4. - -281- =292- . 4 THE HUTCHINSON NEWS:' THE EFFECTS OF TIME AND QUANTITY CAMPAIGN FOR REAPPORTIONMENT, 1961-51965 ON AD HOMINEM SATIRE.AS A PERSUAAER: ,AN EXPERIMENT Martha D. Stewart; M.S. Lyle Vincent StatenqJr., M. S. University of Kansas, 1973 , University of Tennessee, 1973 Adviser: John B. Bremner ,1 Advisor`: W.C: Tucker In 1965, the Hutchinson (Kan.) News won , 5 The 4,1efectscf differential amounts of the Pulitzer-Prize for meritorioqs.publice - ad'hoininem satire (satire directed agaiAt service. The award-,wasgiven ini recognition person) - presented over a fixedeime period of the News' editorial and legal campaign An .student attitudes toward university adMin- . for reapportionment in the state of..Kansas. istrators was investigated casing a pre-test The News,-in its effokt to cure malappor- post-test'exPerimental design. tionment in the state, filed a brief of Sixty-four college students. served as amici curiae in the landmark Baker 0v. Carr subjects in four experimenalrOu0s. 'The case, brought suit, twice in Kansas courts, , . subjects were given a preest,lo4det#rmfne. and waged a lengthy.editorial campaign in their opidlions of a particular campus admin- ., theUspaper. The News' actions were not istrator on a sgaie using the five proposi-' popular in its suSscei?tion area,, and the '.' . tion Wary faVorhble," "favorable," "no paper incurred the hostility of many sub- . Opinion," "unfavorable," and "very unfayorIp scribers and other newspapers, especially. Durling'the course of a week one group in western Kansas. was exposed. t8 three' newspaper dolumns- This thesis reviews the legal and . . the administrator, a second group editorial campaign. of the New in its . , . a . waWexposed4to one, ad hominem'satirical 'successful drive for reapportionment. 4rtie - 1 . . '- 198 fl ' - t .# e 2U ") human interest aspects-ofthe campaign are, letins, perceptionof erosion as a problem; emphasized. per.cent of land owned; knowledge aboutIoil The'thesis includes brief background congervation.Participation in, formalorgan- hi.stOries of themen who were responsible . 7 izations; and "rational"-attitudes toward. de- for the'campaign:. Jain-P. Harris,late Cisionrmakidg. Personal Characteristics sUch' chairman of the board-12f Publishing En- as age, edbcation, and income did not direct- terprises, Inc.; Peter Macdonald,president ly.influence.the criterion variable. However,' general. manager of Harris (Publishing) path analysis revealed that thesecharacter- Enterprises, Inc.; and John McCormalry, istics have a determining influenceon Sever- editor and publisher of the Burlington Hawk . - ai Ofthe variables directly related to prace- as (Iowa and formerdditor of the Hutehin= .tice of soil conservation. soli News. Additional information was gatheredcon- cerning farmers' motivations for adopting erosion control practices, their- estimation - pf the needteor- more soil conservation4their . o . : A COMMUNICATION STRATEGY attitudes toward "environmental quality" BASED ON AUDIENCE ANALYSIS issues, and their perceptions of factors' - Ruth Steyn,M.S. hindering fhe adoption of Conservationpracr- /owe State University, 1972 'tices. Adviser: J. Paul Yarbrough . Theimplications of the findings for The primary objective of thisstudy was choices about potential target audiences and toprovide data useful in the design.ofan the content of future messages about soil experimental communication strategyaimed at conservation were .discussed. increasing.the, use of soil conservation'prac- tices'by Iowa farmers. t Data obtained in personal interviews -284- . with 89 Iowa ,farmers were analyzedto deter- A STUbY ON THE EFFECT OF ' NON. EDUNDANT, SUPERIMPOSED MESSAGES mine which variables were significantlyre- WITH-lkEGARD TO AURAL INFORMATION IN AN AUDIOVISUAL PRESENTATION lated tothe'Use.of conservation practices. 0 Richard Sheridan Stockton, M,A.. .921 relative measure of the extent ofconserva- BrighamYoung University, 1973, tion practiced, adjusted for. differencesin Adviser: Ralph D. Barney farm size, was used as the criterionvariable. 'Correlational and multiPie regression . The problem of the Study was to learn analyses indicated tht thd following vari- how many non7redundant, superimposed mes- ables have significant positive effects'on sages could-be flashed across a videotaped the extent of con servation practiced: mem- interview before significantly distracting a bership in a soil conservStiOn'di'strictl. viewer from the interview's auralinformation session of e 'farm plan; number of years in Six'"groups-Of high school Students the Agricultural Conservation Program;use of watched a ninety-second videotaped interview, sp cialized information sources such as farm sequence over which zero, one, two, five, greetings, farm magazines, and Extension bul- 'and fourteen supers were shown. After . 199 J the sequence was shown, each group answered ing the course and performed frequently dur- a multiple-choice test'regarding only the- ing it. aural content of the sequence. 's These findings suggegt that, in a coM- GroUP mean test results indicated that bined laboratory and on-dir bituatioh, the group seeing the sequence showing four- student-held attitudes toward their ability : . --teen supers scored significantly. lower on the to perform television news tasks are depenr : - aural test than the ,grodp which saw no supers. % _dent upon the frequency with which they are Hot4ever, all groups whiCh saw supers scored- treelired to perform these tasks. lower 'on the aural test than- thegroup which , saw no supers. HoweVer, all groups whicll saw -286- supers scored lowervon'the-lauial tbet than- . ABORTION COVERAGE-TN WOMEN'S MAGAZINES.. did the group,which,.say no supers. 1965 THROUGH 1970 Apparently, non- redundant supers dis- Mary Ellen Strote, M.A. tract the - viewer, and if enough are Shown Univerbitli-of. SOuthera California, L.A. -r913 over an audipvisual presentation, the dis- .. N Advisor: ederic C. Coonradt- tradtion,becomes significant.' This content analysis examined the o coverage of abortion as it appeared-in five ' . ,-285- . women's magazines, Cosmopolitan, Good House= THE.LABORATORY/ON-ATR EKPERiEfICE AS A FACTOR IN ATTITUDE CHANGE'AMONG keeping, Ladies' Home Journal, McCall's and STUDENTS OF TELEVISION NEWS Redbook, from 1955 through, 1970.--: Stephen Robert Storti, M.A.J.C. The research provided the following University of Florida, 1973 jjasic information: (1)hot./ often and where Adviser: Kenneth A. Christiansen s'abortion was mentioned,(2) 'the type of . The study was designed to measure atti= arficlejn,vhibh abOrtion was mentkoned, (3) ,, tude ehanges-ampng students of television the amount of importance given abortion, news toward their abilities int.foui skill (4) the types ofcuthorities quoted, (5) areas; as a result of participation in a com- a description of the stereotypes of women bined.laboratory and on -air experience'. referred to, and (6)the types of argu- . The students-were enrolled, in the menis supporting positive and negative Television News Reporting course at the stands on abortion. 4 University of Florida. Preparation and pre- Secondary objectives included some sentation of a television news program five hypothesis testing and an examination of days a week were major requirements .1.,?fthe the' relationship between the goals of the course. editors and the actual message. A semantic differential test instrument The analysis partially refuted the was-administered in the second week of the hypothesis that women's magazines had failedr . course and repeated in the final week. A their readers in their coverage'of abortion. comparison of results revealed that attitudes While it found some major omissions in the moved ima positive diiection for television coverage, it also showed that the magazines news tasks students had learned before enter- ) covered this subject better.than they had' 1. Jv . other,dontroversial issues. NpOrtance of Man as an animal withinan eco- The analysis showed thelagazineswere system. Wildlife conservation, in those generally positive in their approachto terms, cannot be thought of as separate from Abortion, with the exception of Good House- the survival problemd of Man keeping. It also found that the magazines . - preferred to apla'roach abortion -as a medical or agal issue'rather than a moral questian: -72882. The Study found that the magazines offered a ROSCOE DUNJEE AND THE OKLAHOMA,CITY BLACK DISPATCH accurate' stereotype of women term- , inating pregnancies. William S. Sullins, M.S. - - Kansas State_ University, 1972 A drastic increase in abortion cover- , / Advisek: .Robert Bontrager age in the magazines from 1965 to 1970 corresponded to the heightened public Roscoe Dunjee, the son of a runaway _debate on this issue in the same time Negro slave, established the Oklahoma City Period. the ,editors seem to be ddaling with Black Dispatch in 1915, when racism was -this delicate subject with more courage than rampant among the state's white population. ever before. A civil rights activist, Dunjee operated the newspaper for 40 years, during which t time he crusaded for equality for black's -287- not unlike the manner in which the famous COMMUNICATING CONCERN FOR WILDLIFE Frederick Douglass had pleaded the-cause. CONSERVATION,TO AN APATHETIC PUBLIC for Negroes in the previous century. Thomas Hale Stubbsf, M.A.J.C. As a. .reporter and editorial writer, Dunjee was 'university of Florida, 1973 constantly on the firing line, calling Adviser: ,Harry H. Griggs .attention to man's inhumanity to man. He AO Man's exploding population spreadsto fought for the xight of blacks to serve on -cover an increasing perbentage of theearth's-. juries, for school and residential desegre- lands, wilderness areas and their inhabitants gation, and for assistanceto the poor. are being subjected to severe stresses which, Dunjee entered the newspaper business unless<,eased, may cause the extinction of after he noted while traveling Oklahoma for .many kindeafwildlife. But how can- con- a Negro fraternal organizatio,that share- cern for wildlife conservation be most ef- croppers and other poor blacks Vere,beieg fectively communicated to the public? treated as second-class citizens and that no One hundred and thirty letterswere sent one was pleading their cause. He began his to scientists, professional conservationists, venture with 4500,.borrowing it to buy some 4 and anihiopologists, to gather opinions from broken down job printing, equipment the best minds associated with wildlife.con- Dunjee, perhaps more than any other servation efforts. This thesis is an orderly person, was responsible for the integration synthesis of the-ideas presentedby the re- of Oklahoma's universities and colleges. As spondents. founder of the Oklahoma Conference of Almost all Responses emphasized the im- brAnches of the National Association for the 201 2u3 Advancemert of Colored People, he spear- back;, and a car to drive, Dunjee was saris- ,: headed several legal battles that reached fied with a meager income. He died a pauper the U.S. Supreme COurt, mpst of which in 1965 at the age of 81. resulted in relief for black people. As president ythe Oklahoma Conference Without a formal education, Dunjee of Branches and as a national directOr of was-ge1C-taught. He studied from his the NAACP, Dunjee developed many friend- . father's library and developed into a pro- ships with.national figures, including 'iific editorial writer. He traveledo Roy Wilkins and Thurgood Marshall. extensively,,reporting on various events, Marshall, former chief counsel for the involving black-white confrontations. NAACP, and now a member of the U.S. Supreme He even went to jail for prOtesting "elec- Court, attended a testimonial dinner for . t. 4 tArieeiing7 at a precinct voting booth in Dunjee in 1955 and theeditor's.funeral 1, ( Oklahoma, City. His campaign against the in11965. He-'Palled Dunjee one of the separate coach law-also attracted considr great black editors and leaders in American erable-attention. history.. Wilkins expressed similar,senii As were many black editors before him, ments. , Dunjee was interested in politics and the One portkii'?f this study involved ourts. A Republican, Dunjee switched in forntof content'analysis, in which,Dunjee's.- 1932 when he concluded that the GOP had editorial themes were tabulated to determine- . turned its back on Negroes; From that -his pre-occupations as an:editor. It was . . time until he retired, Dunjee voted mostly found that 40 percent of his editorials Demociatice-although he cautioned that dealt with equality for all people, a fact Negroes should not be tied' toany particu- which clearly illustrates that,4hrdee was lar political party. He was inter ested in totally dedicated to helping free,the 4 law because he.felt the future of blacks enslaved Negro. . lay in the nation's judiPial system, 'primarily among the higher courts. Dunjee. felt lower courtS were too pre3udiced -289 - to render fair.decisionsHe had A A Q1ANALySIS'OF NEWSMEN AND t - brilliant legal mind;-and often directed PUBLIC-ATTITUDES TOWARD AGNEW:' 'OBSERVATIONS ABOUT OE NEWS MEDIA the course oflawsuit'S' brought by the NAACP. , - Frederick E.-"Falbot, A slightly-built man, Dunjee had un- University of South - Carolina,` 1973 bounded energy. He never held a drudge, and . - AdviSer: Kenneth Starck often said he.didn'thate the white man, . just his ways. Dunjee managed to keep.his The researcher sought attitude` clusters ,newspaper solvent, although on occasion he responding to 77 statements Agnew issued con- 0 borrowed against it -to support a black cerning the-news Media. The statements were cauSe He never compromilied with white gathered from a collection of Agnew speeche6 merchants, which undoubtedly cost him and a news magazine interview. advertising mbney. As long as he could pay Seven public social economic and two bills, meet the payroll, have clothes on his press groups were represented by a total of 202 2u9 36 respondents. Each respondent was asked to -wd.th Arkansas newsmen and state officials. sort the statements Oh an 11'- point Likert Material in the files-of the Arkansas scale from "most agree" to "most disagree." Attorney General and the Arkansas Supreme , Quapal analysis revealed five attitude Court was also examined. types erfaotors,ranging from a admittedly Arkansas passed itp_first access law in conservative two -74Member grotipThighly criti- 1947. It was amended in 1949. In 1953 a cal of the news media to a majority - liberal new, broader freedom of information law was r 1,3-. member group reflecting' praise for the passed; but, due to lack of use by thepress 4 . media. and -Attorneys. - General rulings, itwas The research also revealed a cleavage' gradually rendered-ineffective. A new among media participants. Ihree'clustered in freedom of information bill was enacted in, a factor critical of the media, while the re,- gebruary, 1967. The new law has been inter- maining'five-clustered in a group More posi-. 1Preted by the,Arkansas Eupreme Court and the tiVe and praiseworthy 'Of the media. Arkansas :Attorneys General in such 'a way .as 'Statements gathered fro the attitude tb strengthen its 4ti-secrecy provisions. study'ran§ed from praise to ridiculeof the ';--ghe new Jaw has helped to open up all levels news media. One question arising from the of Arkansas government both to the press and . research 'is the possibility that the Agnew the public. press izsuewas not presented in perspective. Arkansas' 196/ Freedom of Information Act.does not include,theliCopholes which are in many other state acceS -290-. statutes and which have been used by cgencies,, boards, and cam- ARKANSAL,' FREEDOM (5F INFORMATIONACT: .- A LANDAAPK IN AMERICAN oissions to defeat the spirit of those laws. ACCESS LEGISLATION s Tommy G. Thomason, M.A. Eait Texas State UniverSIty,1972 -291 - Adviser: N. J. Bell EFFECTS OF CONSUMER FOOD INFORMATION ON SHOPPING ATTITUDES AND PREFERENCE Arkansas'. 1967 Freedom of Information James Philip Thompson, M.S. ,Act has been hailed as one of the broadest University of Illinois, 1972 and strongest-iecesof stateaccess legisla- o Advisor: Arnold M. Barban tion. Purpose of this study was to_doeument the history of the Arkansas Act andassess `Consumer food infOrmationtis fragmen4d is present effectgleness. The study reviews among the women's section of newspapers and earlier Arkansas access legislation, some home service magazines/but no single . conditions which caused'ArkansasjournalistA magazineofiers.this informationas Its ma7 to push for a new"freedom of information law, jor editorial purpose:, The objectilWof and the events surrounding the passage of = this study was todevelop a consumer,.food'. o that law. bulletin, "Metro ShopperisGuide,m using Information was obtained fromnews news releases from the U. S. Department of accounts on the Treedom of Information Act in Agriculture, Consumer and Marketing. Se, both 'Little Reck dailies and from interviews' and other sources, to survey some -Shopping 203 attitudes and nutritionknowledge before mail- ing the publicatiOn,'arirsurvey some-of the -292- same attitudes after distributing the bulle- .SOURCE AND SUBJECT EVALUATION tF THE "DAILY. REVEILLE NEWS STORMS, AND PICTURES` tin. ,Elmer Fayette Tombkin's,-Jr., A random sample of housewives, in suburbs LOuisiaha State University, 1972 of Atlanta, Ga., was selected from thtele-e -Adviser: R. H. Wiggins phone directory:. Ninety-six women completed Intense critidism Of thecommercial- 'theflrst telephone -suiveyreceived four is- . press and' the collegiate' prebs from various sues of the bulletin mailed between-June and quarters prompted the researcheF to undertake-. December 1970, and 80 women completed the a_study of The Daily Reveille, the Louisiana post telephone survey. State UniVersity,etudent newspaper, in the Results suggested, that the food informs- . spring of '1571. P lion affected buying preferences for. certain Nineteen hypotheses were set-f6 4h-for low*Friced'substftutes such asTowdered milk - testing evaluations of news stories and pic-, and store brands slightly, but had apprecia- tures'in 12 randomly-selected issues. Null ble effect on the shOpping attitudes and hypotheses-were-subjected.tochi-square knowledge surveyed. In'the post-test only 4% sis with .05 ch$Rsen-as the. level of signifi- more women reported bhying powdered milk reg- cance. The data yielded significant chr-!. ularli-and only 9.% more were. buying store .. - square findings, 16 to the .001 level-and 1 . brands. Twenty-nine percent 'more women knew 1. to the .02 leyel. that hamburger has about the same nutritional Questionnaires and clippings were mailed value as steak, 22% more knew.that hamburger to news story sources and subjects, who were contains more nutrition'than hot dogs, and- asked-to evaluate stories for general 'accura- 1-58- more knew the ,correct annual percentage cy, efforts, to mislead readers, inaccurate on 'rate charged on-credit cards-than in the pre7 -faulty information received at the source,, 'test. For4attitude i.temSr 22% bore believed use of pxess, release rewrites, subjective and there was little difference in national and' non-subjectikre-errors, headlinb`and picture ,storebrands,--14% more reported reading news- usage, story locations and story lengths. 'pAPek food advertisements before shopping for Respondents. indicated the stories are groceries, and 22% more reported,:shopping'.17 gener4lly accurate, ,the stories"dti-notcom- round" at several'stores to buy Clothing. It -. prise-attempts toomislead rea4rs and nO141,z, mutbe noted that many other variables af- \, ..;;- .0 subjectiv,e errors exceed subjectiVeerrdtsin fect consumer - attitudes and preferenOeS, such .- number of.perceptions,. t as family income, produbt experience, ethnic Other. favorable evaluations concerned 1,4, customs, andprioes; no attempt was algae to . - headline, and 'picture usage, locations of , hold other factors constant in this study.. stories, and lengths of stpries. 'The researcher concluded that, certain . . , ,eIemdpts of vanity and pragmatism4nd pro-, 'Press campus attitudes Could haiie shaded re-. sponses. 204' . - . American media, senior news media executives, =293- journalism and communications school addiri= THE DEVELOPINGoROLE AND SCOPE OF PUBLIC RELATIONS IN HEALTH CARE_CENrERS istrators, and international communication latricia Anne Trubow, scholars/,protessors. University of Florida, 1972 The questions sought information re Adviser: Glenn Butler garding the importance of international coM- munication education-for mass communicators, Administrators of health care centers -the various purposes of such education, the' have come to realize that those institutions value of international communication re- -Which serve their home communitymost effec- seatch, the recognition accorded scholars in tively and efficiently are those in' which ' the field, end the perceived problems of the policy decisions are reached in coordinatiOn - field. , with public opinion. Because of this, the 6 The Pindingb of this exploratory survey public relations professional is becomingan bear out certain criticisms found throughout important member of the healthcare center the literature and point to a need'for ManagemeAt team. greater emkhasis on 4pernationalcommunica- . This.study.endeavorsto identify and -. .., 4 tion-education in schools of journalism and create'a basic prograM for a healthcare communications,'for greater cooperation center. The program takes into account the between the scholars and the media practi- areas- of groWilig--concern as identified by20 tioners of international communication, for hospital public relations directors in C'3 more substantial and usefulresearcii across Florida andllas as its basis a case study national boundarieS, and to a need for the Community Relations Division at,Baptist greEd-r-selfrawareness and articulation of Medidal Centers in Birmingham, Alabama. Findings-indicate. that the role of pub- lic relations in heailth care centers. is widening ahit,lits functions gaining in iMper- -295- tanca. LOG,IC.AND ILLOGIC IN THE PERCEPTION OF'POLITICAL ADVERTISEMENTS -294- - Shuya Ueda, M.A. fNTERNATIONAL COMMUNICATION-EDUCATION University of Wisconsin.- Madison, 1972 IN AMERICAN SCHOOLS OF JOURNALISM AND COMMUNICATIONS Adviser:, Ivan L. Preston Marilyn Little Tubb, M.A.J.C. Eighty college students examined politi- University of Florida, 1972 cal-advertisements and were asked whether Adviser: Kenneth A. Christiansen - . I , statements on an accompanying sheet were The purpose of this study was tO explore accurate or inaccurate restatements of the current practices in, and opinions oft, inter- content of the ads., One of the five state- , national communication education in American ments for each ad was the "logically invalid" schools of journalism and communications. statement which was: 1) likely to enhance Four different groups were sent a mail quds- the desirability of the advertised 'Candi- tionnairet Foreign-editors of selected date, and 2) not included nOr validly ." . , 205 212 plied in the ad, but 3) ;likely toemis- In the present study, linguistic data takenly equated with something stated in were gathered from a sample of 37 children - the ad.. orthe Parisian-area, -aged 9 to 13, and The purpose oE the study was to examine. -, analyzed according to criteria similar ' the eitent to which the subjects agreed to -those_of Hawkins. Thefindings indicates. that the "logically invalid" statement was that Bernstein's.theory has at least Some an"aceurate restatement, then to compete the universal value and clearly applies to -, P . - amount of such illogical behavior to Erench children. The study added a concern commercial Ads, which had been observed in a- for, the. possibility of an iiMportanidiff- . " 4, study by Ivan L. Pkeston (1967). erence between 'the working and the lower The illogical response to.political ads class. As hypothesized, the language of . _ - .occurred 62.3 Per cent of the time, not sig- the lower` class child was found' to be much ,nificantly different from the.Preston result lesjoexplicit than that of the working class ,concerning-commerci.al ads--;69.3 per cent. child, while the latter's explicitness Was The:conclusion is that political ads and cop- seldom significantly le'ss than that of the ,. mercial.ads may be similar as fat as their middle class child. Other findings are.less illogic - eliciting power is concerned. clear-cut but opal-knew paths for future. research: first, the use of some imprecise explicit items was also found to be greater -296 - A FIRST ATTEMPT Td TESTBERNSTEIN'5 in the lower than in the middle class. . SOCIOLINGUISTIC THEO Y AMONG FRENCH CHILDREN OF THRE IFFER EN T Further,, narrative and descriptive style, SOCIAL CLASSES * level. of difficulty and codability of tasks Marie-Fr nce Vidal, PA. lead to a slight but consistant-style University of Wide risin, Madiden, 1972 differentiation.only.among middle class sub- Advieet: Gordon C. Whiting _ 9 jects; omissues more subtle than explicit - 4 This study is an expanded replication of ness,the performance of theyorking class P.R. Hawkin's study (1969), adjusted to was, closer to that of the lower crass. characteristics of the French language. Finally, lower claSs children were found to Hawkins, at the time a member of Basil be most verbose, as expected, followed by Bernstein's research team, tested and found middle class, 'followed by working class. 'support for the latter's'theory adeording to children. which language codes are distributed accord- . ing to Social class. Greater or lessetex- plicitness i a main characteristic of elaborated versu restricted codes. .A STUDY OF MEDIA USE OF AIR FORCE - HOME TOWN NEWS RELEASES Hawkins devised a new nstrument to measure' Donald S. Wakefield,-M.A. 'the level of explicitness. he chiefly University of Missouri, 1972 measured.explicit items referng either Advigor: Ernest C. Morgan backwards or forwarq,and unexpli it items referring-outwardS In speech samples e icited A survel( was made of 500 media .to vet by pictures. user opinions of routine military-news re--. 206 - leases. Findings, apply equally to the Army programs being operateorin the United. and Navy News Centers althoughthe study, is States. The researcher employed theques- based on tite Air Force operation -. It aldo tionnaire survey method to achieve-quan- contains a complete detcription of Air force titative and qulitative results. processing of more than two million routine The thirty newspapers wexe queried news releases annually. 'A high,response rate about heir-NIC, programs." Thesethirty of 56 percent assuredreliability. Some of were reported to have the largest VIC., the more important findings are:' (1) News programs by the American Newspaper Pub- media generally approve of theuse of public lishees Atsociation (ANPA), whichcoor- funds 'by the gilitary to provide the service dinates the NIC programson the national --journalist; onpapers bY90 percent and*or level. radio stations by 78 percent. They also see The findings can be summarizedas.. waste in the program. Smaller papers and follqws: radiostations receive many' releaseson indi- 1. The majority of thenewspapers viduile outside circulation of listening placed a..strongvemphasison the educa- .. Areas. Because bf competition for _ news.space, tionalrole of tHeir-programs. 0* large newspap ,prs see,many of the reledges as 2., All recognize that through their unnewsworthy. (2) JournaAgts are generally provrams they are helping to builda more satisfied with style and content, andsay the informed citizenship for the future. . A - . . releases are exceptionally accurate and stir- 3.,,Zach newspaper furnishes the prisingly freeof military jargon. (I) The participating NIC teachersith mater- journalists agree that the releases do create- ials which can be used to"inform the . Odd will for the service, but reached no con- teacher about the workings of the daily -sensus on helping enlistments/xeenlistments, newspaper in order to make her jobmore or on telling what a serviceman does.,or what effective in Bing thenewspaper with- ' military life -is like. Mostrespondents See her students:-' the releases valuable as a means of individu- 4. A majority of:the newspapers make al recognition, and think that moire feature' summer workshops and training sessions 0. stories are needed to do -the public relations .available to teachers to train them in the 'job the military hopes for the home town news use, of the newspaper as a supplemental program. teaching tool. \ 5. The programs' are being usedby, -298 - . schools in the newspaper's circulation area,. A STUDY, OF THIRTY NEWSPAPERS - .because the-programs queried are generally IN THE CLASSROOM PROGRAMS more than one year old. Shirley-(Malinda) Warrick, North Texas.State University;1973 t Adyiser:rReginald C. Westmoreland This study looked at thirty of the largest Newspaper in the-Classroom(NIC . 207 newspapers published, there was never a -299-' mention of the extraterrestrial hypothesis-7 PRESS COVERAGE -OF UFOs 19471966 the possibility that UFOs are vehicles of William A. Weathers, M.A. "little men" from outer space. No humor MurrayState pgiversity,1972 , was present'in any of the articles. The 'AdViscir:.=-D. J. Hoktin Associated Press wire service was.the'source for-68 percent of the articles. The subject of Unidentified Flying The writer feels that all three news- Ob3eqs(UF0s)is a controvereial one:The ono papers were conservative in their handling ranks ofiaelievere and nonbelievdrs are- . of UFO. articles, and that_the ne*e'policies - clearly divided, However, the: purpose of of the three-neWepapers Used in this study this study was.to'examine the relationship were representative'of the majority of the between the press and the subject of UFOs to top ranked aewspapers.across the nation. see what type and how" much coverage had been . - devoted to the subject. Another purpose was -300-. to compare the coverage devoted to the UFO .ATTITUDES OF 198 ADVERTISING - subject by three major newspapers. .AGENCY MANAGERS TOWARD , ADVERTISING EDUCATION IN.1972 A historical analysis.of literature Max C. Wilson, M.A. about UFOs revealed that the reading public Brigham Young University, 1973 had 'not recelvede trueepactgre of the UFO . Advisor: George S. Barrus issue during the' period from 19'47' to 1966. -This wasdue in a large part to the fact that The objective of this thesis was to ob- . -.;, the Air Force had most of the information. tain current data from advertising agency . on the subject, and was reluctant to release managers concerning the teaching of advertis- it to the public, or to the press. inqin colleges and universities, and to Al- The press . was responsible for the ap llation. "flying icit their views of the current Brigham saucers," used to desAib .certain unidenti- Young University advertising sequence. fied flying objects. ,The term had a huMorous An analysis of the mail questionnaires . . connotation that hindered serious scientific 14 used to collect the data indicated that ad- . investigatiolbof the phenomeha. vertising agency management generally felt a The second part of this study compared college degree was helpful but that actual ' - the coverage by the New:York Times, the experience was mast desireable for new people - *- St.Louis,Post-Dispatch', andthe Louisville rw entering the industry. Courier-Journal of 20 selected UFO.sightings Amodel advertising curriculum, occurring during ihe period'from 1949 to oped from the input, displayed the advertis- 1966. ing courses agency managers thought were The newspapers rated very much the same fupdamental to an advertising education pro- on all the criteria used to compare them. gram. Their -Choices varied by agency size The majority (12) of the 20 sighting events' and location but the overall selection was selected for use,in this study received no- very similar in both content and emphasis coverage from the three newspapers. In the to the Brigham Young University 'advertising combined total number of article& that the sequ'ence'. 208 0 V. ., When asked to list what they would do =301-. to create better student-institution..communlea- COMMUNICATION ON THE URBAN CAMPUS tion, students emphasized maximuMpergonal .Daniel B. Wolf,. M.A. . - contact with faculty, Staff Indiana University, 1973 and-administra- tors. Adviser: G. Clevelarid Wilhoit Urbah Universities face apajor problem in creating effective student- institution -302- . -o communication. To learn Something about this THE JOURNALISTIC WRITINGS OF HUGH'HENRY BRACKENRIDGE from the student point of view,a mail survey Jean Woods, M.A. 'was conducted' among undergraduateand gradu= ) University of South Carolina,J973 .ate students ofi give urban campuses of Indi- Adviser: Perry J. Ashley, ana,University. A stratified random sampling was drawn .on the basis of class standing. The paper concentrates on the journalis- t The results are based on the responSes ofa- tic efforts of Hugh Henry Brackenridge(1748- s about 1,800 students, an averagereturn rate 1826), a Pennsylvanian of Scottish birth who *7' of 50 percent. excelled in -the fidId of law. His colorful. 'Students were asked where they mould career spanned several varied professions; prefer to go if they wanted to communicate , however, throughout his life writing was his their views to the University ab O ut 24 infor- avocation. His journalistic writings enrich . mation areas tadmiSsions, disciplinary the American culture from the colonial period cies, grade change procedures, etc.). Then, .through the first decade, of the, Republic; .To students.indicated where they actually would Brackenridge journalighl.was an instrument of ), go if they wanted to be sure their ideas aucation. wouldhave the best chance of being actedup- . Brackenridge's first journalistic ef- on.. In 18 of the 24 areas, students selected forts were nurtured at Nassau Hallin the identical communication sources (such as fact. fugitive satices%of thbClio coterie; His be- ulty member, administrator, student newspaper, , lief in the concept of the "rising glory" of Dean of Students office,; an Ombudsman, etc.e) America would evolve into his inspiration of as preferred and actual. the American revolutionary ideals. As editor- In rating 13 channels of communication, of The United,States Magazine,Ape was in- respondents stated open door counseling was volved in the polemics of colonial debate, . most important, followed by an Ombudsman's gave insight into the 'political and social office. The potential importance of the atmosphere, and espoused freedom from Great schoorpaper as a communication channelmay Britaip. A propagandist organ of the Revolu-. be seen when students made their fourth tion, Brackenridge's magazine was the leading choice a Dean Of Students column inthe periodical of the time. . .school paper. A university-funded newspaper At the abandonment-of the-publication Was considered more important (9th) thana with the December 1779 issue, Brackenridge paper it:dependent of the university, finanr turned 'to law and in 1781 moved to thefron- 1 and dditOrially 413t8). tier village of Pittsburgh where-his 216 -' - tation grew rapidly and his talent as an at- As the founder and editor of The United ,- torney became unquestionable. He entered States-Magaiine,, thei4Uiding spirit and chief partisan politics and Pittsburgh became the .contributor to The Pittsburgh Gazette, and g launching padfor his political and legal the instigator of. The Tree of Liberty, as . . . career and his jouinalistic works mirror well as the author of many articles to the 'those aims. gazettes.of the perieg,.Brackenridge''s jour- In July, 1786, Brackenridge founded The nalistic memorabilia vividly show the'life of Pittsburgh Ga2ette, the first news,,,aper west the people during the founding of American 0 . . of the Allegheny Mountains which would ha,ie democracy. His writings are some of the a profourid.effect on the cultural and..liter- first original works to come from the United ary flowering of the riyerport town. His States and are a gestalt that'encompasdes contfibutions. to the paper with their raml7., fhe.elements of the era . . . the period of - fioations,into theOlogy, politics,And econ- .Revolutionary real, the frontier rusticities omics, as well .as their glimpses of frontier ;of a Western Pennsylvania town, and the yen- deMocrady arediscussed. The correlation of ture into;self-government. hig,politi.Cal-magibions.with his jdurnalis: 'ticyritings is Shown. His gazette pieces picture the nub off pioneer existence from Indian uprisings to the Whiskey Insurrection . . . from. the back-country bog-trotter to the Pittsburgh merchant. As a man ahead of . 41. his time - -a man at adds with his' environment --the writings portray Brackenridge'b*diverse views. d By 1800 when Brackenridge could nelong- er controltthe media of the town; he initia- ted The Tree of Liberty' to serve'as the mouth-, piece of the Jeffersonian Party.. Tpe new ri- val invoked a:paper war with The Pittsburgh Gazette%'which represented the views of the downtrodden/federalist's. The tete-a-tete be-1.- tween the-two Pittsburgh newspapers was spur- red by the cynical writings of Brackenridge. The final chapter of the paperis delloe- . edto evaluatin of Brackenridge's ournal- istic writings as they pertain to h s career, . their impact on the field'of journalism,.and thairanfluence on-society. His achievements . in the journalistic-field reYealhis ideas,' foresight, and Personality. . '210 21 SUBJECT' INDEX ADVERTISING - AUDIENCE ANALYSIS A Abstract Number 1 A realdersnipsurvey of . Philippine newspaper. 20 Purchase-consequences, personality and T - -consumer behavior, 17A descriptive profile of tliV,Kera "bews room" television audience among cities '52 f The relationship-betweenperception of the,Dallas urbanized area. fobelats0.-information anddemographic/ ....---benaVioral variables. 23Leisure and' "the' media:. A studrof ' 010 communications ehavior of partici- 9:3_ A comparative study ofspecialty adver- Tants in a major aa of leisure activi- tising -'in the- Lubbock market, 95 MiSanthropy, trust, and human variabili- 44'4' 33 Media use, academic performancejand.-:-., ty: Determinants of advertising effec- social-demographic background: "II study t tiVeness on printed advertisements. of Taiwanese children. 113 118 An experimental comparison of Exposure to and attituaeS.toward the radio ad- mass media of-students,at Sam'HOustOn vertising an&newspaper advertisingin AigbSchook. . state area markets. . . r56 122Advertising taxation in the-United A panel of,GainesvilieSun readers'. attitudes and knowledge-56Out.the juve- States, 1155- 1971:. An analysisof its ,history and legality: 'A nile court before and after unsolicited survey of its exposure to'a series of published arti- economic implications. 1 . cles: ' - . 131 A study of the-believabilityof adver- 160 A survey of science news consumers ina tisingin-four-media.. small Indpna city. 18'0 A histdry.of tobacco advertising with 225 Toward a socio-psycholdgical definition emphasis on-countering social taboosand health objection's. of-change: An analysis of communica- tion,and transition in Appalachie.. 181 Rural billboard advertising: An image 235 study. A descriptive analysik of known KBYU-FM . listeners.' 196 A Q -study of opinions toward outdoor 250 advertising designs. Media us e habits for the. community of Morgan :Hill. ' 197 . EMotional, rationaLAarimaryand second- 283 . A communication strategy based ary appeals in selectedproduct cate on atidi-- gorieS. ence analysis. . 205 See also Abstraets 11, 55,60., 104. How three creative- `directors in adver-, tising agencies lookmppn theoretical concepts of creativity. COMMUNICATIOa i NATIONAL DEVELOPMENT 6 Effects of'proximity,and ... advertising on . Coverage Of the ColumbiaPower Plant 1 issue. - CommunlationS and policy making in . ColoMbiah rural development: Asurvey and experiment.- - -- 240 .A survey of executiveopinions on six - .- of the issues relatingto advertising 14 Mass agencieS: One 1972. media information, social differ- entiation ipd"modernization: -A longitu- . dinal survey' of four"-Ceylonese yiilages. 25.7 Consbmer cycles to controlfalseadver- tising, 1865-1972-. - IV Educational reform and -the dilemfma of student aspirations: '271 'The case of El '!'he" current -status-ofre nearch in ad- Salvadoi. vertising agencies billingbetween one ,, and twenty-five millibn dollarsdandually: ' 60 A mail survey. Audience reactions toa rural instruc- -, tional television seriesinCentrit. Mexi- .295. Logic and illogic in co.... the peiception of , ' political adVertisementS, . A .61 ,A proposal for -a national,acriculturai . 'information seiVico in Afghanistan.' '300 At titudesof 198' advertising'agency Z-kv-e - manager6 toward advertising . ,education in 206 The communication role of specialistsin .- 1632. Alevelopment agencies. See also Abstracts 89; 19, .21:9,231, 237, Seealso Abstracts -77/3,-259. " 15,'24, 14,-48, 53, 101; 225. 0. <5 211 ,218 Abstract-- Abstract .;. Number . Numbei 1 -.. .. 4* ,4: . . . * , , '':COMMUNICATION THEORY,-PROCESS i EFFECTS ,1 165 Understanding An ;., , empirical retest of ,the socio-psycholdgir . 0. ./.4 4 4 e t: C. cakAimensions of transitionalpeOplel, _ 2:' StructUre, language- amt perceptseiebr. :. , --. ti6m: _A- Study through4attribb4,analY- 168.* theoretical analysis of.visual film sis. , . editing. ( y, . '' ' .4.;. Communication and acculturation: A ease 169 Communicatiod,cpipequences of significa7 study of "kbrean ethnic.grouplin Los ... tion. ' tf.. . Angeles. 1 -_ See also Abstracts 1; '54 16,.r18, 19; 2:0::23, 7 Television use and word output. ,24, 33, 49: 5270, -88 ],07, 118, 131, ,- 133, -166, 159,-173,,188, 196, 206, 208, 4- ----9.-The,process 9f= -defining-reality-and tele- .0 213, 219., 225, 248, 263. :Vision Use,* ,..4 .222. -Factor-analyses-of-perCeived-Attribtifes -COMMUNLCA-TOICANAtfiTS of news headlines., , 26 The relative effectiveness of referent's 96 A study of persOns who write letters to of fear appeald in -pesticide safety the editor of-the Atlanta Constitution. 4 . . Communications. . . . 107 Socialization effects on the.beginning reporter. , f 30 Process of artunderstandiO: ,A form , approach to critical 'analysis. . .c 110 Peer.vs. Ileadek influences uppn student ',editor' ji.idghents and publication of 0 36 The interview newsstory:, A study of its relationship with the audience and tragic news photographs. 4:-.1. medium. ' .,.,, 286 Abortion coverage id women's magazines: . -. . 40 Information geeking style in Medidine. °1965` through 1970. .1.4 41 Dogmatism, perceived mass'mediatcongruity, 289 A Q-Analysis of newsmen'and 'putat' perceived reference gralp congruity, wo attitndes'toward Agnew, observations and communication, behavior of clergy in about the news media. . decision'making. See also Abstracts 87, 167, 205, 216. 48 Empirical test of the two-step f]ow hy- pothesis of communication for new agri- CM,1MUNITY JOURNALISM .iultuiii'informatibn ina-developing 163 Newspapers, Inc: Theimpact.o4corPo- 51 information seeking strategies fok deci- rate ownership on itsisommunity news-, - sion-hAking in a particulak kind of papers. s,,, choice situation. -.55Adolescent audience system reactions to mass media messages regarding drug.edu- CONTENT ANALYSIS. cation. 56 Communication effectiveness in univei.- 1 38 A content Analygis of:thccoverage given ditrexecutive management prograhs: the 1972 Demofratic primary for presi- field experiment. , dent in twentselected Ohio daily news- papers. 71 'Perception as categoriiation:' The inter-" mediate novelty trend and the category masking effect.' 64 A content ccegorizalion and thehatic Analysis of news magazine coverage of the Tonkin Gulf incident. 89 yelected information sources 4nd the of'a market innovation. 74 A content analysis otSWeaish issue s in selected AMerican newspapers in 1961. 119 The ckedibility on'anaymous news 1968 and 19.71. sources. 100 A sty listic comparison of written len- :4543Perception of bias in international t guage brAmerican and Japanese theologi- sources and its relation with the inter- cal students. pretation of messaged. 114 Readability of some English-aanguage 145A "construct" analysis of television translations of the bible. newscasts: 'A method and its application. . '138A comparidon of bias in news stories of 150V1eWing,behavior and interpretive strat- three-metropolitan newspapers relating egies of a photographic narrative as a to the Owen Lattimore case. function of Variation in story title and subject age. t ° 161' Marketingdecision behavior of Wisconsin livestockfarmers. 212. O 2 9 Abstract Number Abstract ' Number" 142 A,-controversial'personality, in the press:4 AdesCriptive study of the Milwaukee'. CROSS-NATIONAL, STUDIES Press'. treatment of gather James E. Groppi at the height of theopen housing demonstrations Afigust.28-September8, 35. The Danish - language press. in America. 1967: 102 Press attitude toward U.S. .rpcognition 174 A content analysis of editorialcartoons. . of Red China: A comparatiye" study of newspapers in the United States' and the 204- Image of MexicanjAmericaripAmSan Republic of China during the U.N. debate Antonio (Texas) newspapers: A content of October-November, 1971. analySis. 117 The-treatment of foreign nations-in 280 Vietnam retrospective: An analysis of American editorial cartoons: A study of the 1968* Tet offensive coveragein attefition, symbology and attitudes. P. three newspaperS. 186 Conflict arousal and resolution in-the heealso Abstracts 46, 116, 117, 124, 147, New York Times and The Asahi Shimbun:A 148j, 186, 187, 197, 198, 200, 210, 213, content analysis. 217-,..244, 292, 189 American influence in the Finnish:mass media.