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TITLE Mass Communication: Abstracts of DoctoralDissertations Published in "Dissertation AbstractsInternational," July through December 1985 (Vol. 46Nos. 1 through 6).

!NSTITUTION ERIC Clearinghouse on Reading and CommunicationSkills, Urbana, Ill.

PUB DATE 85NOTE 18p.; Pages may be marginally legible.PUB TYPE Reference Materials - Bibliographies (131)

EDRS PRICE MF01/PC01 Plus Postage.DESCRIPTORS Academic Achievement; *Advertising; Annotated

Bibliographies; *Audience Analysis; BehaviorPatterns; Content Analysis; *Doctoral Dissertations;Films; Foreign Countries; Imagery; Mass Media; MassMedia ifects; *Media Research; *News Media;Programing (Broadcast); Radio; *Television;Television Research

IDENTIFIERS Media Use; Uses and Gratifications Research

ABSTRACTThis collection of abstracts is part of a continuing

series providing information on recent doctoral dissertations. The 35titles deal with a variety of topics, including the following: (1)television and scholastic achievement; (2) press freedom and the newworld information order; (3) content analysis of Saturday morningchildren's television for food and nutrition information; (4) the"700 Club" as religion and as television; (5) alienal.ion,communication, and mass media behavior; (6) sound perspective inmotion picture dialogue sequences as a function of interpersonaldiegetic space; (7) news media choice and audience gratifications - -anapplication of the expectancy-value and lexicographic models; (8)visual complexity in television news; (9) foreign television programviewing and dependency; (10) imagery of family and workplace intelevision entertainment in the 1970s; (71) children's uses oftelevision related to the acculturation process; (12) politicaltelevision advertising objectives; (13) the definition of theaudience in the history of television audience re::earch; and (14) alegal and policy analysis of the deregulation of commercial radio.(HOD)

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Mass Communication:

Abstracts of Doctoral Dissertations Published in DissertationAbstracts International, July through December 19E13TVol. 46Nos. 1 through 6).

Compiled by the Staffof the

ERIC Clearinghouse on Reading and Communication Skills

"PERMISSION TO REPRODUCE THISMATERIAL HAS BEEN GRANTED BY

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TO THE EDUCATIONAL RESOURCESINFORMATION CENTER (ERIC)."

2

The dissertation titles contained here are published withpermission of the University Microfilms International,publishers of Dissertation Abstracts International (copy-right q) 1985 by University Microfilms IntiFEWEE5nal)and may not be reproduced without their proper permission.

This bibliography has been compiled as part of a continuing seriesdesigned to make information on relevant dissertations available tousers of the ERIC system. Monthly issues of Dissertation AbstractsInternational are reviewed in order to compile abstracts ofdissertations on related topics, which thus become accessible insearches of the ERIC database. Ordering information for dissertationsthemselves is included at the end of the bibliography.

Abstracts of the following dissertations are included in thiscollection:

Allen, Pamela JoDETERMINANTS OF INFORMATIONSOURCE SELECTION BY FARMFAMILIES IN TWO NORTH FLORIDACOUNTIES

Anderson, Janice WalkerA QUANTITATIVE AND QUALITATIVEANALYSIS OF MOBIL'S ADVOCACYADVERTISING IN THE NEW YORKTIMES

Berkovitz, Tobe LouisPOLITICAL TELEVISION ADVERTISINGOBJECTIVES: THE VIEWPOINTOF POLITICAL MEDIA CONSULTANTS

Birault, Mary Alice CollierCHILDREN'S TELEVISION EXPERIENCESVS ACADEMIC, CULTURAL AND SOCIALACTIVITIES: REPORTS FROM MULTI-CULTURED STUDENTS IN AMERICA

Brody, Alan M.DEVELOPMENT SUPPORT COMMUNICATIONROLES IN UNITED NATIONS PROGRAM-MING: A CRITICAL REVIEW ANDRECONCEPTUALIZATION

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Buzzard, Karen SueTHE DEFINITION OF THE AUDIENCEIN THE HISTORY OF TELEVISIONAUDIENCE RESEARCH

De-Goshie, JoeMASS MEDIA AND NATIONAL DEVELOP-MENT: A CONTENT ANALYSIS OF ANIGERIAN DEVELOPMENTAL TELE-VISION DRAMA SERIES--"COCK CROWAT DAWN"

Drale, Christina SuzanneTHE ELUSIVE PUBLIC INTEREST:MASS MEDIA AND THE DIALECTIC OFTHE COMMON GOOD

Driscoll, Paul D.DEREGULATION OF COMMERCIAL RADIO:A LEGAL AND POLICY ANALYSIS

Esmonde-White, PatrickMASS DEMONSTRATIONS AND MASSMEDIA. THE 1983 MARCH ONWASHINGTON: A CASE STUDY

Fish, Marjorie JaneA STUDY OF MASS COMMUNICATIONRESEARCH AND SCHOLARSHIP

Fowles, Joy CastronovoA RETROSPECTIVE SUMMARY ANDANALYSIS OF THE INTRODUCTIONOF A MEDIA ECOLOGY CURRICULUMTO DISADVANTAGED NINTH GRADESTUDENTS

Gaddy, Gary DouglasTELEVISION AND SCHOLASTICACHIEVEMENT: A STUDY OFAMERICAN HIGH SCHOOL STUDENTS

Gerstle, AlanA STUDY OF COGNITIVE AND AFFEC-TIVE EFFECTS OF EDUCATIONALTELEVISION'S SYMBOL SYSTEMS

Gitau, Edwin NdichuPRESS FREEDOM AND THE NEWWORLD INFORMATION ORDER: ADEVELOPMENTAL SCHEME

Goodman, Andrew Lewis AllenTELEVISION IMAGES OF THEFOREIGN POLICY PROCESS: ANANALYSIS OF HOW POLITICALEVENTS ARE SELECTED FORCOVERAGE BY TELEVISION BASEDON ABC'S COVERAGE OF FOREIGNPOLICY, 1972-1975

Herbold, Nancie HarveyCONTENT ANALYSIS OF SATURDAYMORNING CHILDREN'S TELEVISIONFOR FOOD AND NUTRITION INFOR-MATION

Hoover, Stewart MarkTHE 700 CLUB AS RELIGION ANDAS TELEVISION: A STUDY OFREASONS AND EFFECTS

James, Grady H.VIEWERS' PERCEPTIONS OF AUN.TVERSITY PUBLIC RELATIONSTELEVISION SERIES

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Kernisky, Ivan F.SOUND PERSPECTIVE IN MOTIONPICTURE DIALOGUE SEQUENCES ASA FUNCTION OF INTERPERSONALDIEGETIC SPACE: HEIGHTENEDPATHWAYS OF AWARENESS

Kim, Jeong-TakALIENATION, COMMUNICATION ANDMASS MEDIA BEHAVIOR

Kubey, Robert WilliamLEISURE, TELEVISION, AND SUB-JECTIVE EXPERIENCE

Kurzbard, GaryETHOS AND INDUSTRY: A CRITICALSTUDY OF OIL INDUSTRY ADVER-TISING FROM 1974-1984

Langlois,James TynanA USE OF SOME AREAS OF COM-MUNICATION THEORY IN THETEACHING OF FILM AS ART

Lin, Charles Tung-TaiNEWS MEDIA CHOICE AND AUDIENCEGRATIFICATIONS: AN APPLICA-TION OF THE EXPECTANCY-VALUEAND LEXIOCOGRAPHIC MODELS

Matovu, JacobIN SEARCH OF MASS COMMUNICATIONSTRATEGIES TO FACILITATENATIONAL UNITY IN PGANDA

Mott, Donald RayTHE EFFECTS OF WIDESCREENTELEVISION ON LOCAL ANDNATIONAL NEWSCASTER CREDIBILITY:AN EXPERIMENTAL STUDY

Paddon, Anna R.TELEVISION COVERAGE OF CRIMINALTRIALS WITH CAMERAS AND MICRO-PHONES: A LABORATORY EXPERI-MENT OF AUDIENCE EFFECTS

Rimmer, Anthony ThomasVISUAL COMPLEXITY IN TELEVISIONNEWS: A TIME SERIES ANALYSISOF AUDIENCE EVALUATIONS OF ANELECTRONICALLY ESTIMATED FORMCOMPLEXITY VARIABLE

Skinner, Ewart CourtneyFOREIGN TV PROGRAM VIEWING ANDDEPENDENCY: A CASE STUDY OFU.S. TELEVISION VIEWING INTRINIDAD AND TOBAGO

Taylor, Gabriela AmaliaALL IN THE WORK-FAMILY:IMAGERY OF FAMILY AND WORK-PLACE IN TELEVISION ENTERTAIN-MENT IN THE 1970S

Torres-Rodriguez, Jose E.THE IMPACT OF OVERT RESPONSEAND FEEDBACK ON LEARNINGDURING CHILDREN'S VIEWING OF"THE ELECTRIC COMPANY"

Wood, Stephen CarlTHE EFFECTS OF PRODUCTIONVARIABLES IN TELEVISION: ADEVELOPMENTAL THEORY

Zimmermann, Patricia RoddenREEL FAMILIES: A SOCIALHISTORY OF THE DISCOURSE ONAMATEUR FILM, 1897 - 1962

Zohoori, Ali RezaA COMPARATIVE EXAMINATION OFCHILDREN'S USES OF TELEVISIONRELATED TO THE ACCULTURATIONPROCESS

DETERMINANTS OF INFORMATION SOURCE SELECTION IIYFARM FAMILIES IN TWO NORTH FLORIDA COUNTIES

Order No. DA8513355

ALLEN, PAMELA Jo, PH.D. The Florida State University, 1985. 198pp.

Wee Professor. John K. Mayo

This study investigates existent agricultural communicationchannel used by an increasingly differentiated farm pi:I.:dation. Thepurpose was (1) to examine which sources and channels of farmproduction information are utilized by the farm husbands and/Or farm%lain the two county district, (2) to determine if small and large-scale operators use the same sources of farm production information,and (3) to determine if farmers use different sources for livestockproduction than for crop production.

WAS regarding the development of diffusion research in the U.S.are addressed. Shortcomings of the diffusion research tradition in theU.S. and LDCs are also discussed. A qualitative appoach was used in=Junction with a quantitative data analysis to describe the existentcommunication sources and charnels used by the 60 farmerscomprising the study sample.

The review of literature indicates that farm husbands and wivesmay be considered joint decision makers, but may cc- stitute differentfarm sub-groups. It was found that a greater proportion of farm wivesuse interpersonal information sources, such as family, friends, andneighbors, whereas a greater proportion of farm husbands useinte'Personal extension, research-based personnel information931111:61.

A QUANTITATIVE AND QUALITATIVE ANALYSIS OFMOCII. '3 ADVOCACY ADVERTISING IN THE NEW YORKTIMES Order No. DA8506585ANDERSON, JAN= WALKER, PH.D. The Pennsylvania State University,1984. 305pp. Adviser: Richard B. Gregg

This study described the argumentative methods in Mobil'sfourteenyear advertising campaign on the op-ed page of The NewYork Times. Both quantitative and qualitative message analysistechniques were employed to analyze 642 ads spanning the timeperiod from 1970 through 1983. Mobil's rhetorical tactics wereexamined from two perspectives by answering the followingquestions: (1) What rhetorical tactics did Mobil use throughout itscampaign in attempting to accomplish Irngterm objectives such asinfluencing the attitudes of opinion leaders toward the companycritics? (2) what rhetorical tactics did Mobil use in each year of itsadvertising in attempting to accomplish short-term objectives such asinfluencing legislation pending before Congress?

The first stage of analysis employed quantitative techniques toanalyze the campaign as a whole. A content analysis was performedin order to determine what issues were addressed with whatfrequency. This information provided the basis for inferring the long-

range objectives of the campaign. The second stags of analysisemployed qualitative analysis techniques to analyze each year of thecampaign. A rhetorical analysis of each year of ads was performed inorder to consider the ads in relation to the political context they weredesigned to influence.

The first stage of analysis indicated that the long-range objectivesof the campaign were not unusual. Mobil attempted to demonstrate itssocial responsibility, to establish its energy priorities, and to reinforcethe values of free enterprise. The second stage of analysis illustratedhow the campaign moved from a concentration on long-termobjectives to a focus on short-term concerns such as undermining thepolitical opposition. Mobil's campaign was unique because of itstendency to rely on negative stereotypes. The campaign's reputationfor aggressive and negative portrayals lingered long after the ads hadmoved to less strident tactics. The study concluded by consideringthe inherent problems in employing a rhetorical strategy featuringnegative portrayals. It also illustratal the advantages of employing amethodology that combined qualitative and quantitative messageanalysis techniques.

POUTICAL TELEVISION ADVERTISING OBJECTIVFS: THEVIEWPOINT OF POLITICAL MEDIA CONSULTANTS

Order No. DA851412nBERKOVITZ, TOSE LOUIE, PH.D. Wayne State University, 1985. 203pp.Adviser: John Spalding

Despite large expenditure for political television advertising,relatively little is known about how voters are influenced by paidmedia. This study identifies the advertising objectives for politicaltelevision advertising according to political media consultant.Defined objectives for campaign advertising aid in the isolation ofcommunication variables which influence voter decision making,'yelping to separate the effects of advertising from other campaignfactors which have an impact on the voter.

Media consultants are responsible for the development andexecution of aovertising in election campaigns and are the primarysource of information on the objectives of television advertising forpolitical candidates. Five prominent media consultz.its; TonySchwartz, Robe Goodman, David Sawyer, Jill Buckley, and WilliamConnell were interviewed to determine their viewpoints on the goalsof political advertising. The interviews were based on the DAeMARmodel which was modified for application in political advertising.Asker and Myers' definition of operational objectives provided thecriteria for determining the political advertising objectives accordingto media consultants.

This study found that media consultants consider creating nameidentification for the candidate the first advertising objective in mostcamosigns. Polling provides a method of measuring the attainment ofthis goal. Developing voter comprehension of campaign issues wasrarely an advertisin.; objective according to the consultants.Projecting image qualities of the candidate was perceived to be amajor goal for television ads, was the use of negative and attackcommercials. Schwartz and Goodman believe attitudes can beinfluenced by advertising. Every consultant interviewed consideredaffecting the behavior of the voter to be the ultimate advertisingobjective for election campaigns, but in mast instances the results ofaccomplishing this goal were difficult to isolate and measure throughpolling. Election results are seen as the primary form of measurementwhen attempting to ascertain the impact of political advertising onvoting behavior. This study found that political media consultants arerelatively unconcerned about the nesd to operationalize advertisingobjectives for use in political campaigns.

CHILDREN'S TELEVISION 7X PERIENCES VS ACADEMIC,CULTURAL AND SOCIAL -4CTIVITIES: REPORTS FROMMULTICULTURED STUDENTS IN AMERICA

Order No. DA8503773BIRAULT, MARY ALICE COLLIER, PH.D. Claremont Graduate School,

1985. 165pp.

Empirical test results from young multiethnic (Asian, Black,Hispanic and White) students in America, provided descriptive datareports, about their TV viewing experiences and learning fromprogram content, compared to their academic, cultural and socialactivities.

The national and international research included 3 studies (reportsfrom literature, professional authorities and pupil assessment).

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DEVELOPMENT SUPPORT COMMUNICATION ROLES INUNITED NATIONS PROGRAMMING: A CRITICAL REVIEWAND RECONCEPTUALIZATION Order No. DA8507924Snow, ALAN M., PH.D. The University of lowa,1984. 300pp.Supervisor. Joseph Ascrcift

For over 15 years, communication specialists in the United Nationssystem have criticized Third World development programming effortswhich ignore the central role of communication in innovation. But theU.N. agencies themselves have been slow to adopt proposedremedies of a "development support communication" (DSC)specialization. This study critically reviews proposals for DSC roles inthe U.N. system. These roles are examined in the context of 1970'scritiques of modernization theories and "top-down" developmentProgramming, and in the light of suosequent problems inimplementing new development approaches.

The study finds that while DSC professionals have in principleadopted participatory, "client-centered" approaches to development,proposals for DSC continue to be justified in terms of linear models ofcommunication that focus on source purposes. Such models provideinadequate guidance and an insufficient rationale for putting the newdevelopment e'proaches into practice. An alternative rece:ver-centered perspective on communication is found to complementthese models, providing insights for understanding processes ofinnovation, suggesting new criteria for assessing the appropriatenessof innovations promoted by development agencies, and offering aIx-Amato rationale for more client-centered approaches todevelopment

Both source- and receiver-centered perspectives, useful forunderstanding communication processes at the individual level ofanalysis, are found inadequate for understanding proposed DSC rolesand their interrelationships at higher system - levels: Concepts ofleedback in systems theory are applied to categorize this diversity ofDSC roles. One such group of support communication roles, utilizingsocial-marketing techniques, aims at enhancing the efficiency ofdevelopment projects to process goal-seeking feedback. A secondgroup of proposed support-communication roles, attempting tostrengthen client participation and representation in development,aims at enhancing the longer-term goal-seeking capacities ofdevelopment programming by agencies, by facilitating flows of goal-changing feedback among development programmers and theirCORMS. A third category of support-communication role is alsoidentified, directed to creation of new networks for development000Paration, through raising consciousness among potentialcooperants concerning shared goals, problems, and avenues ofmutual action.

THE DEFINITION OF THE AUDIENCE IN THE HISTORY OFTELEVISION AUDIENCE RESEARCH Order No. DA8507229BUZZARD, KAREN Sue, PH.D. The University of Wisconsin - Madison,1965. 481pp. Supervisor. Don R. LeDuc

This dissertation is a historical analysis of the television ratingsystem. In particular it examines the major forces which underpin thedevelopment and major shifts in television audience measurement. Inaddition, major rating services, their methods and conceptual toolsare examined in light of advertising, marketing, and competitiveconcerns. In general, the research posits a major shift in audienceresearch from an advertising focus on national markets and mass orundifferentiated audiences toward segmented audiences andmarkets. This dissertation examines and traces the major forcesbehind this shift.

Chapter One states the above hypothesis about the nature oftelevision rating emphasis, reviews major historians in the area ofaudience research, and provides an explanation of the methodologyemployed. Chapter Two examines the development of theCooperative Analysis of Broadcaagng, Hooperstings, and A. C.Nielsen, Inc. during the years 19264960. During this period, these

services competed to develop better methods to measure the maasaudiences and national markets characteristic of radio networks andto provide basic measures of household circu . Chapter Threeinvestigates a shift of emphasis in rating service focus from a concernwith national to boat markets as a proliferation of TV measurementfirms compete in the period 1950.1960 to measure local TV markets.Key research firms during the period include Nielsen, AmericanResearch Bureau (ARB), Pulse, Videodex, and Trendex. Chapter Fourexamines an oligopolistic period, 1960-1975, during which Nielsenand ARB dominate the national and local measurement fields,respectively. This period witnessed a shift from former grossmeasurement dimensions to a focus on demographic and geographictargeting. Chapter Five examines the present and future directions dTV audience measurement.

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Mr SS MEDIA AND NATIONAL DEVELOPMENT: A CONTENTANALYSIS OF A NIGERIAN DEVELOPMENTAL TELEVISIONDRAMA SERIES--"COCK CROW AT DAWN"

Order No. DA8505903DE-GOSHIE, Joe, PH.D. Ohio University,1985. 253pp. Director ofDissertation: Dr. Drew 0. McDaniel

Working on the assertion that mass media, particularlybroadcasting, in developing countries are pro-development, this studyexamines the content of an indigenous developmental televisiondrama series--Cock Crow at Dawn--designed and initiated to supportNigeria's agricultural development program, the Green Revolution.The study attempts to describe and measure the type and amount ofdevelopment themes contained in the series and to determine howrelevant these themes are to the audience's developmental needssuch as food, water, shelter, and clothing (primary needs); health,education, employment, rural and urban development (secondaryneeds); and amusement and entertainment (tertiary needs).

A random sample of ten episodes of thirty minutes duration eachwas drawn from a total of seventyeignt episodes in the series at thetime of sampling in June 1983. These sampled episodes were thencontent-analyzed using themes as the coding units and scenes as thecontext units. A total of twenty-four themes, classified under elevencontent categories, were devised for the study.

In spite of the declared objectives of both the government and themedia authorities, the results showed that the series contained morenon-agricultural than agricultural themes. Among the eieven contentcategories, themes relating to agriculture ranked third whileurban/social and rural development themes ranked first and secondrespectively. Themes relating to health and cultdral/traditionalactivities tied for the fourth place. Education ranked the lowest.

An important practical implication of this study is that creating adevelopmental communication program without appropriateorganizational structure can greatly hamper the attainment ofprogram objectives. Thus, where direct clear guidelines from thegovernment to media authorities on the content of the intendeddevelopment communication programs are lacking, or where peopleare assigned to ;-.. oluce a program for which they are not trainedand/or fail to employ the necessary external input. or where frequentevaluation of the program is nonexistent, the result is not likely to bewhat was intended.

THE ELUSIVE PUBLIC INTEREST: MASS MEDIA AND THEDIALECTIC OF THE COMMON GOOD Order No. DA8517898DAMS, °mirror* SUZANNE, PN.D. University of California, San Diego,1985. 274pp. Co-Chairs: Hugh Mehn, Michael Scnudson

The object of this dissertation project is to explore and analyse thesocial functioru of the term "public interest" within mass mediaIndustries. Many current issues in mass media researcn such associal responsibility, regulation, first amendment rights, ownershiprestrictions, etc. can be better understood in terms of the variousdefinitions of public interest to which media workers, owners,government officials and consumers hold.

The dissertation proceeds in three steps. Fast is an historicalanalysis of the concept of public interest or its equivalents in politicalphilosophy from Plato to Marx. This historical sumer/ illustrates thediventity of definitions as well as offering a possible set of categoriesor dichotomies. Second is an analysis of the application of publicinterest definitions in the mass media in order to determine if there areany prevailing trends. The last step is a case study of the cabletelevision industry as an "in process" construction of a public interestdefinition. The main reason for choosing cable television for a casestudy iwthat the cable industry makes a specific claim about servingthe public interest and this claim implies a change Porn the status quoand traditional broadcasting models.

DEREGULATION OF COMMERCIAL RADIO: A LEGAL ANDPOLICY ANALYSIS Order Nc. DA8518835Dmecou., PAUL D., PH.D. Indiana University, 1985. 158pp. Chairman:Herbert A. Terry

Since the mid-1970's there has been a strong shift in nationalpolicy away from government regulation of American business. Acentral effort of this regulatory reform is focused on the elimination ormodification of existing government regulations thought to beunnecessarily burdensome. This dissertation is an analysis of theFederal Communication Commission's decision in 1981 to partiallyderegulate the commerical radio industry.

A number of contradictory predictions about the possible impactof rack deregulation forms the basis of testable hypotheses aboutbroadcasters' performance under deregulation. The FCC posited amarketelace model, claiming that news and public affairsprogramming would continue under deregulation, and that the

mW11411Place would limit the amount of commercial advertising.Opponents of radio-deregulation predicted decreases innonentertainment programming and contended that advertisingwould become excessive. The impact of deregulation on smallmarketradio stations was of special concern.

Using audio tapes, a content analysis of daytime radioprogramming was conducted on a sample of Illinois smallmarketradio stations and on a sample of morning drive time programming onChicago-market radio stations. Telephone interviews were conductedwith the surveyed stations' general managers to assess the impact ofderegulation on station operations and to obtain their perspective onderegulation.

The results show that commercial radio broadcasters continue toprovide significant amounts of nonentertainment programming. Onaverage, 21.7 percent of smallmarket stations' daytime programminiand 14.7 percent of Chicago morning drive time programming wasdevoted to nonentertainrnent fare, primarily news. The averageamount of commercisi advertising is relatively small and well withinthe FCC's previous guidelines. Radio braodcasters continue to keepprogram logs for business purposes, and while little formalcommunity ascertainment was found at smallmarkets stations,Chicago market stations continue to conduct formal ascertainment,especially of community leader*. The evidence also suggsAs thatradio broadcasters are unsure of the legal implications ofderegulation and are reluctant to change station policies in order totake advantage of deregulation. It it Concluded that Congressionalaction is needed to eerily broadcalt deregulation policy.

MASS DEMONSTRATIONS AND MASS MEDIA. THE 1983MARCH ON WASHINGTON: A CASE STUDY

Order No. 0A8518390ESMONDEWHITE, PATRICK, PH.D. Union for Experimenting Colleges/U.Without Walls and Union Grad. Sch., 1985. 272pp.

The twentieth anniversary of the Great March on Washington wasmarked by a second, and less successful event. Many conditions hadchanged, making direct comparisons difficult. The leadership of thecivil rights movement was in transition. The coalition had grown toinclude the woman's movement, peace activists, environmentalists,and others. America seemed to be moving to the right, yet localpoliticians were all supporters of the March.

This study is based on the premise that mass demonstrations areprimarily media events which in turn use various techniques ofcommunication in the creation of the larger event. As a form ofpolitical communication, these events are used almost exclusively bypeople who are politically powerless, in a culture where politics isdominated by communications technology. The planning promos formess demonstrations nevertheless tends to relegate communisationstc a secondary position, demonstrating a lack of awareness of howthe I edie function, and how such crowd events may effectively reachWired objectives.

To understand the interaction between the live and media events,four discrete approaches are employed: a detailed chronology of themates plans from the March, from the perspective of participant°Waver, a discussion of the nature of crowds; an analysis of thedemographics and beliefs of the crowd, using an opinion poll; and acontent analysis of print and television coverage. From these factors,It is possible to identify specific factors and conditions that cancontribute to successful mass demonstrations, and to conclude thatthe use of alternate, democratic forms of the electronic media isessential If access to the marketplace of ideas is to be open to thepowerless.

A STUDY OF MASS COMMUNICATION RESEARCH ANDSCHOLARSHIP Order No. 0A8508287FISH, MARJORIE JANE, PH.D. The University of Texas at Austin, 1984.274pp. Supervisor. Rita A. Atwood

Main characteristics, challenges, current practices and futuredirections of mass communication research are examined fromasociology of science perspectil e to determine the influence of theory,method and utility to govemrr tint and industry decision makerson thedevelopment of future directiuns of research activity in this field.

Intellectual underpinnings for theory, method and utility formasscommunication research activity are traced through the moreestablished social sciences which from the 1930s through the 4980swere based on fairly stable pragmatist and behavioral assumptions.However, by the 1970s when anticipated theories and procedures ofthis orientation had not gone unchallenged alternate philosophiesand research approaches with new perspectives on thepurposes ofscud! science research began to receive greater attention from NorthAmerican scholars.

Mass communication, distinctly American social science whichreveloped during the era of stability, had by the 1970s alsoexperienced the repercussions of challenge and disaffection with apositivist, behavioral research orientation. The degree to whichchallenges have affected mainstream research activity by the 1980s isexamined from the perspective of the influence of funding,sponsorship arrangements and university setting.

Nine hypotheses concerning the impact of institutional structureson research activity and researcher perspectives on the field aretested through survey techniques. Nominal data was gathered relativeto the recent past, present, and planned future research activity ofmass communication researchers affiliated with major and minorAmerican universities. Statistical analysis using ChiSquare providedpartial confirm ekon for the research hypotheses which posit adisassociation between the primary research activity of scholars andwhat they perceive as the most relevant approaches and areas forresearch innovation in the field.

Developed as a service oriented field, mass communicationresearch appears to continue following the original directions forresearch activity. However, researchers also seem to be aware andconcerned about the limitations of the research agenda andsupportive of developing theories, procedures and structures formore actively pursuing alternate approaches to research activity.

A RETROSPECTIVE SUMMARY AND ANALYSIS OF THEINTRODUCTION OF A MEDIA ECOLOGY CURRICULUM TODISADVANTAGED NINTH GRADE STUDENTS

Order No. DA8505420Foenn, JOY CASTRONOVO, PH.D. New York University. 1984. 270pp.

'this dissertation provides a historical review of the development,implementation and evaluation of a media ecology curriculum forninth grade students during the years 1077 81. The study explainswhy there was a need for a media ecology curriculum fordisadvantaged high school students. The major assumption of thestudy is that this type of student needs to understand the messagesystem of the society, and that media ecology as an extension of thelanguage arts curriculum can be the tool used to explain thepsychology, as well as the sociology of the culture.

The study provides a historcal account of the development of themedia ecology curriculum, as well as the basis of its conceptualdesign. In the account of the implementation of the curriculum, thestrategies and methods are described. This chapter culminates withthe media ecology curriculum guide for ninth grade disadvantagedstudents.

Included in this dissertation is the evaluation of the media ecologycurriculum against a course for similar students. A statisticalcomparison of selected language arts and social indices is analyzed.The approaches. :strategies, and reasons for a media ecologycurriculum are compared to other curriculum projects in languagearts for disadvantaged high school students over the past twentyyears.

TELEVISION AND SCHOLASTIC ACHIEVEMENT: A STUDYOF AMERICAN HIGH SCHOOL STUDENTS

Order No. DAti.;18584GAO0Y, GARY DOUGLAS, PH.D. The University of North Carolina atChapel Hifi, 1984. 131pp. Director: Jane Delano Brown

This study of the reciprocal relationship between media use andacademic achievement among American high school studentsfocuses on the processes by which television influences achievementand achievement influences media use. Premised on negativedisplacement, it was hypothesized that TV influences achievementnegatively because it displaces other snore beneficial activities, andthus the negative effects of TV should be greater on those from richereducational environments since negative displacement would begreater for them. It was proposed that print use has a positive impact,and for both TV and print their impact would be greater on readingthan on math achievement.

It was theorized that media are used to maintain cognitiveequilibrium, and selected on the basis of achievement according toZipf 's principle of least effort. Thus, it was hypothesized thatachievement, particularly reading achievement, negatively influencesTv use and positively influences print use.

These hypotheses were examined 'iith data from the first twowaves (191110 and 1982) of the High Set root and Beyond project, usinglarge samples from the sophomore esnort. Using both multipleregression in a creme-lagged model and twostage least squares in areciprocal causal model, the relationships between media and

achievement were examined across samples of all students, blacks,females, and samples divided according to educational resources.

The evidence does not clearly support the hypothesis of negativeeffects of TV on achievement, or the processes of displacement or ofselection of TV according to achievement. Specifically, for allstudents TV's effects on achievement, and achievement's effects onTV, are relatively consistently, but not significantly, estimated as beingnegative. And the estimated effects are not more negative for those inhigh resource environments. For print use the evidence is stronger,suggesting print has positive effects, at least on reading achievement,and that print is selected by those with higher reading achievement.

Additionally, the evidence suggests that other hypotheses on theprocess of TV's effects are generally not well supported either.

A STUDY OF COGNITIVE AND AFFECTIVE EFFECTS OFEDUCATIONAL TELEVISION'S b1MBOL SYSTEMS

Order No. DA8510758Gerrene, ALAN, PH.D. Nev. York University, 1985. 179pp.Chairperson: Christine Nystrom

This study investigated the cognitive and affective effects ofeducational television's symbol systems by means of quasi.experimental design in which three groups of college students werepresented with the "same" declarative information via two mediatelevision and print and three formats that varied in the amount ofinformation carried in analogic (pictorial) symbols: (1) a televisiontreatment that made extensive use of pictorial symbols (conventionaltelevision treatment), (2) a television treatment that made minimal usecA pictorial symbols ("talking head" treatment), and '.3) a 20pagedtyped transcript that made no use of pictorial symbols. The material towhich the students were asked to respond was, for the conventionaltelevision treatment, a videotape of the program entitled "TheCompulsive Communicators," from the British BroadcastingCompany's series Lite on Earth; for the "talking head" treatment,videotape of an actor delivering the linguistic portion of the script ofthe same program, a lecture format; for the print treatment, a typedtranscript of the linguistic portion of the script for the same program.

The rationale for the study grew out of an attempt to empiricallytest theories concerning the properties of symbol systems and mediain which they are encoded, as well as to test whether assertions bymedia critics concerning the properties of television applied toconventional educational television programs.

Four major hypotheses were formulated with aupplementaryanalyses that predicted significantly different outcomes on cognitiveand affective effect measures as a result of exposure to any one of thethree treatments. Data on the subjects' responses to the material werecollected via instruments of three types, all devised and developed bythe researcher and subjected to appropriate tests for validity andreliability.

A majority of the hypotheses was rejected, and several werecontradicted. A review of several theoretical issues concerningmedia/user interaction suggested a complex set of confoundingvariables which may have contributed to the unforeseen results.Suggestions were mode for incorporating these variables intoresearch design. These included attitude toward media treatment, theabilities of the selected population, and the information processingstrategies used by different populations in different contexts.

PRESS FREEDOM AND THE NEW WORLD INFORMATIONORDER: A DEVELOPMENTAL SCHEME

Order No. DA8426041C Eowiti NOICHU, PH.D. State University of New York at Buffalo,1984. 234pp.

This critical study explored the concept of press freedom, primarilyas that concept is held by Western industrial nations and as it isinterpreted by Third World countries in demanding for a newworld informatics' order. Survey and analyses of pertinent literaturesconstituted the investigational method.

Chapters I and II briefly introduced the news flow controversygoing on in the United Nations, reviewed its history touching on theambIvalences and dilemmas of transnational communication.

In Chapter III, prIncipal themes of the controversy, namely:(1) press freedom, (2) the economics of information, and (3) culturalautonomy or hegemony were delineated. Here, a discussion of thesethemes revealed the extent to which informationas a commoditypermeates through all aspects of international relations, and howinformation data convey disproportionate power to tivose who controlit. It also provided a basis for examining latent attributes of the newworld information order.

Maptar IV examined communication freedoms es provided in theconstitutions of 25 countries in Africa. By isolating freedom ofcommunication involving media and that not involving media,differences were revealed between Third World's and the Western(non-Communist) nations' interpretations of the right to communicate.One major difference pertains to individual liberties versus societalrights. The present study emphasized that in Third World situations,individual recedes before the group to which he belongs. Individualrights that do not respect societal rights are therefore meaninglessparticularly in an African context.

Signvticantly, the study sought for an alternative to schism.Conssquently, three existing models or concepts of the press wereadopted and modified in putting together a developmental schemeprescribed in Chapter V.

Chapter VI discussed the implications and subsequentlyrecommended more self-reliant schemata for a new world infontationorder. In doing so, three models were critiqued. Dissociationfirstproposed by Dieter Senghaas, was found incompatible with thedemands of modern international relations. Likewise, integration wasrejected because it is nonparticipatory.

As an alternative, the study concluded by proposing an inter-independent approach based on the Association model.

TELEVISION IMAGES OF THE FOREIGN POLICY PROCESS:AN ANALYSIS OF HOW POLITICAL EVENTS ARE SELECTEDFOR COVERAGE BY TELEVISION BASED ON ABC'SCOVERAGE OF FOREIGN POLICY, 1972.1975

Order No. DA8511819GOODMAN, ANDREW LEWIS ALLEN, PH.D. Northwestern University, 1985.

diaSPP

Despite general consensus that television plays an important rotein American politics, scholarly research on this question is still in itsinitial stages. Perhaps the least researched aspect of television's roleconcerns the question of how political events are selected fortelevision news coverage. This study attempts to answer this questionby examining how ABC covered foreign policy from 1972 through1975. Four competing explanationsthe "mirror" metaphor,galsassping approach, organizational model, andpolltical/idoological interpretationare contrasted regarding theSelection of events for coverage, allocation of broadcast time, effects

11

of the governmental/electoral cycle, and portrayal of the foreignPolicy process. The research method involves replication of thebroadcast decision by comparing a systematic sample of eventsbroadcastcoded for actor, issue and actionwith a set of eventslikely to have been available for broadcast.

The research finc'ngs suggest that television portrays foreignpolicy primarily as a series of outputs on strategicregulatory issues,Produced by several executive branch actors. While there was notrend in the frequency with which foreign policy events appeared ontelevision, they tended to appear disproportionately often. Powerappeared to be the major determirunt of which actors, issues, andactions received coverage. The allocation of news time appeared tobe related to the number of event selected for coverage, but therewas no consistent pattern for actors, issues or actions. In terms or thegovernmental / electoral clcle, the election year appeared to have anadditive impact increasing coverage of inputs and strategic -regulatory issues, but there was no general impact on the patternofcoverage. The portrayal of relationships between actors, issues andactions within the process was distorted, but not in the mannerpredicted by the organizational model. The major conclusiori drawnwas that the gatekeeping metaphor was tine best explanatoryapproach, but it required modilication to be fully satisfactory. Anadditional conclusion was that the normal operation of "objective"journalists leads to distorted reporting of the foreign policy ;somebecause of the medium's technological constraints.

CONTENT ANALYSIS OF SATURDAY MORNING CHILDREN'STELEVISION FOR FOOD AND NUTRITION INFORMATION

Order No. DAS50891 0Ha solo, NANC1E HARVEY, Eo.D. BOSteM University, 1985. 97pp.Major Professor. Gaylen B. Kelley

The purpose of this study was to investigate the food and nutritionbehavior of main characters on the commercial and public tekivisionnetworks. This included: (1) the comparisonof nonconsumptivefood/nutrition behaviors of main characterson commercial networksod public television, (2) the type of food/nutrition associated withoverweight main characters on commercial network and publictelevision compared with average /underweight main characters,(3) the comparison of consumptive food behaviors of maincharacters on commercial network television and public television.

The sample consisted of 362 main characters appearing on twoSaturday mornings of children's television on the three majorcommercial networks, ABC, CBS, and NBC and one public network,PBS. All programs were videotaped to allow for careful datacollection. The basic design for this study was content analysis.

Az test of statistical difference between two means and theKruskalWallis one way analysis of variance were used to test thehypotheses.

It was predicted that the mean nutrientcalorie benefit ratios offood associated with, and eaten by main characters, on ommercialnetwork television would be lower than the mean nutrientcaloriebenefit ratio for main characters on public television. Thesehypotheses were not supported.

It was predicted overweight main characters on both commercialnetwork and public television would have a lower mean nutrient-calorie benefit ratio than average/underweignt main characters. Thishypothesis was not supported.

This commercial network sample of food associated with maincharacters was significantly more nutritious than that found inprevious studies.

The number of main characters who eat food on television is leesthan the number of main characters associated with nonconsumptivefood behavior.

The food eaten on television was a snack rather than a meal andthe mason for eating on public televison was most oftennotiphysiologic,a1while comme:tial network characters ate primarilyfor physiological reasons.

A profile of characters in this study would disclose a white, male,cartoon human whew character refeonship in the program was oneof friend.

This study revealed main characters on commercial networktelevision to be associated with and eating foods thatare morenutritious than thosefoods found on public television.

THE 700 CLUB AS RELIGION AND AS TELEVISION: ASTUDY OF REASONS AND EFFECTS Order No. DA8515389Hooves, STEWART te.knx, PH.D. University of Pennsylvania, 1985.408pp. Supervisor. Larry Gross

In an age when electronic mass media dominate the publicenvironment, the activities and sociecultural functions of a smaller,more specialized area of expression provide a valuable contrast topresumed activities on the societal level. The recentemergence ofsyndicated religious television programs, which have come to becalled the "Electronic Church," present the field of inquiry for thisstudy.

A merging of various research methods was possible, due to atenement major content analysis and national series of audiencesurveys intended to address this phenomenon in general terms.Starting with the basic finCings of that research, the present projectuesd intensive personal interviews with a sample of viewers of one ofthe most prominent "Electronic Church" programs, the 700 Club, toelaborate what is already known from largesample approaches.

Major findings of this study led both to a reconceptut lization of theproblem and to some general conclusions about it.

Respondents fell into two major classes: those who were"substantively" evangelical, and for whom the 700 Club seems toelaborate a woridview and theology comfortable to that type ofreligiosity; and those who have suffered some sort of striking"personal experience" of toss or crisis. For this latter group; theprogram and other activities seem to provide a context for weatheringthis experience.

Also found to be salient was the fact that for most respondents ofboth types, their religious viewing takes place in a much larger non-church or "perfect lurch" context, thus making previous researchconcentration on 'tor ad" reeglosity seem less predictive.

Other salient dimension here the classoriented consequences ofprogram viewing and contchnitant "pan - church" involvements;"evangelical" versus "modernist" dynamics within the program andrespondents' local cl.erches; and, to an extent, political and socialissues in the program.

The fact that the 700 Club came from "outside" their local framesof reference made a great deal of difference to respondents. as well.This dimension, "localism and translocatism," was considered in thecontext of the work of Victor Turner and Clifford Geertz in religiousPilgrimage. Specifically, some attention was given to the question ofwhetier this dimension reveals "pilgrimage-like" associations forrespondent%

VIEWERS' PERCEPTIO 4S OF A UNIVERSITY PUBLICRELATIONS TELEVISION SERIES Order No. DA8509296JANES, GRADY H., Eo.D. Temple University, 1984. 174pp. MajorAdviser: Minaruth Galey

The purpose of this study was to generate data concerning theeffects of a university public relations television series.

The University is Norfolk State Universityand the series is "NorfolkState Highlights." The investigation tested the long term effects of thefollowing hypotheses: (1) 'here will be no significant differencebetween the attitudes and opinions r' viewers and norviewent.(2) There will be no significant difference between the attitudes andopinions of white viewers and black viewers toward NSU. (3) Therewill be no significant difference between the attitudes and opinions ofalumni viewers and alumni nonviewers toward NSU. (4) There will beno significant difference between the supportive action of viewers andnon-viewers of "Norfolk State Highlights." (5) Therewill be ncsignificant difference between the supportive actions of NSU alumniviewers and NSU alumni non.viewers. (6) Therewill be no significentdifference in the attitudes and opinions toward NSU today of:(A) White viewers and white nonviewers; (B) Black viewers andblack non.viewers; (C) NSU alumni viewers and NSU alumni nonviewers. (7) There will be no significant difference in the opinions andattitudes of viewers when analyzed according to education, age, andincome. (8) There will be no significant relationship greater thanchance between the attitudes toward NSU of viewers of "NorfolkState Highlights" and the following variables: education, race, sex,age, income, occupation and alumni status.

A questionnaire was mailed to a random sample of 1,000 Norfolk,Virginia residents. 527 usable questionnaires were returned. Chi.wove, AMOVA and multiple regression analysis were used to analyzeth dada.

Findings. (1) Viewers, whether considered by race or alumnistatus had higher opinions and attitudes toward NSU. (2) In theperceptions of the viewers their opinions and attitudes toward NSUare more favorable today than they were ten years ago. (3) Viewerswere more apt to take supportive actions for NSU. (4) Alumni viewersand alumni non.viewers were more apt to take supportive actions forthe University than the general public. (5) No predictive power aboutviewer and non viewer opinions and attitudes toward NSU was foundamong age and education variables. Occupation, sex, and alumni.status did not enter the equation.

`SOUND PERSPECTIVE IN MOTION PICTURE DIALOGUESEQUENCES AS A FUNCTION OF INTERPERSONALDIEGET1C SPACE: HEIGHTENED PATHWAYS OFAWARENESS Order No, D A8504893KERNISKY, IVAN F., Pe.0. Wayne State University, 1984. 195pp.Adviser: John Spalding

The media practice of recording spee et disembodies the voiceform its original space. What we hear is a highly intelligible close-upsound that racks the perspective of its environment. Since distance issn important aspect in interpersonal communication; and since soundtransmitted over that distance reflects perspective, an examinationinto the absence of perspective 41 mediated speech and theexperimental inclusion of it Wes persued.

In order to quantify the effects of speech perspective, a nineminute dt ama was produced. The script was *o destined as to stagethree interpersonal communication proxemic zones (Interpersonal,Close Social, Far Social). Owing this production three audio trackssimultaneously recorded three different milting patterns (Omni,Direction, Cardiac!). From this production three distinct treatmentsvisually constant, but acoustically varied were produced (Intimate,Interpersonal, Intermedia). The audio treatments and instrument werevalidified in a pilot study.

12

Tea subject' (133) Wera randomly assigned a specific treatmentand meponded to Semantic Differential Scales measuring perceivedcredibility and realism. A One-Way ANOVA did not support a maineffect bit a Simple Effects Test indicated a preference for theIntimate Sound Treatment - -the convention. A 1 x 3 x 2 ANOVAdetermined a gender response rate difference, but significancebetween respective gender treatments using t-tests was not achieved.

It would appear that the test subjects did not have thediscriminatory audio skills to differentiate speech sound perspectiveapplication, or for that matter be affected by it. Female scoresweresignificantly higher than male scores suggesting that they were moreaffected by the treatments. Specific within gender treatmentdreninces did not materalize. What was demonstrated in this studywas a dependence on eremite Sound: the learned, conditioned, andreinforced perspective.

ALIENATION, COMMUNICATION AND MASS MEDIABEHAVIOR Order No. DA851 2226Kim, Jaotaci-Tax, PH.D. University of Missouri - Columbia, 1984.234pp. Supervisor. Won H. Chang

This dissertation de,al with the communication and eelscommunication behavior of the alienated people. To this end, Ipropose three hypotireser (1) alienation has 6 close relationshipwith communication such as conformity-oriented interection;(2) alienated people show a different mass media behavior, and(3) communication problem influence mass media behavicv.

The analysis for test of hypotheses is1-..ided into two sections. Forbe first section I divided respondents int three groups according toMae of alienation-socially alienate i group, self-alienated group andnon-alienated group-by using 0-factor analysis. Then, by controllingthe pattern of alienation I compare mass media behavior and varioussocio-demographic variables. The results show that the relationshipbetween use of the media for escape and socio-anographicvariables is signffic_,It for the self-alienated group and sociallyalienated group, while the relationship between use of media forcognition and sockedemegraphic variables is not different among thegroups. This analysis gives an Interpretation that the alienated peopleheavily depend upon mesas media for their cognition and escape

purposes, while the non-alienated people respond selectively themessage of mass 'wee for their cognition purposes.

Multiple regression and pee analysis are used for the secondsection. To conduct path analysis mass media behavior Is assumed asthe dependent variable end communication and alienation as tireifidePsndenr ve,',ables. Mass media behavior is measured by threetypes of audience's media use-surveillance, diversion and personalidentity; alienation Is measured by Seeman's five scales-powerlessness, meaninglessness, norrniessness, isolation and self.estrangement, and communication is by conformity-orientedinteraction and non-interaction. This analysts accepts all threehypotheses. For the first hypothesis, the results show that conformity-oriented communication may be functional alternative behavior to getcompensatinn from an alienated situation. For the second hypothesis,the results also show that diversion and personal identity-oriented useprovide compensation for tly.1 alienated people to escape fromalienated feelings. 7-or the third hypothesis, the noninteractionoriented people uss mass media for surveillance, ettile theconform ity-oriented people use mass media for cognition.

LEISURE, TELEVISION, AND SUBJECTIVE EX PErtiSICEOrder DA8508028

KUBEY, ROBERT WILLIAM, PH.D. University of California, Irvine, 1984.32f3pp.

One hundred seven adult writers' subjective experiences werestudied via the Experience Sampling Method (ESM). RespondenNwere supplied with radio controlled paging devices and signalled toreport experiential states at random times over the course of a normalweek. Radio signals were emitted according to a predeterminedrandom stnedule from a transmitting tower with a 50-mile effectivetransmission radius. On average, each volunteer was s;gnalleci eighttimes each day for a full week. In response to each signal, therespondents filled out a self-report form, reporting what time of day itwas, ere they were, what they were doing, what they were thinkingabout, who they were with, whether they wanted to be whatthey core doing, features of their cognitive state, and their mood andptvsical state on 13 semantic differential scales.

The research sought a more complete and balancedunderstanding of the immediate gratifications of leisure and televisionexperience, the interplay of these gratification with other life activities,and their role in personal adaptation.

Television viewing was found to be an unchallenet-g but freelychosen, Icy involvement activity distinguished by feelings ofrelaxation and minimal mental investment. Respondents reportedslightly lower relaxation are mood shortly after viewing than they didbefore they began to view. As time spent in a session of viewingincreased, viewing became less rewarding, concentration droppedfurther, and it simultaneously became more dufficult to concentrate. Itwas concluded that viewing TV is less than completely fulfillingAscause it is generally a passive and uncreative deversion that offers

few opportunities for a sense of personal control or efficacy.Respondents reported significantly lower affect before a heavy

night of TV viewing than before a light night. Few differences werediscernible the d w atter. Thus, negative affect predicted far betterthat TV would be viewed than that TV had been viewed. For subjectswith fewer social and economic resources available for coping,television was frequently used as a parasocial substitute and to fillunstructured time. Rather than concluding that TV viewing is asignificant cause of alienation, this research has shown that TVviewing is more properly understood as ar 'cape from undesirableexperience.

ETHOS AND INDUSTRY: A CRITICAL STUDY OF OILINDUSTRY ADVERTISING FROM 1974.1984

Order No. DA8507710KURZBARO, GARY, PH.D. Purdue University, 1984. 241pp. MajorProfessor: David M. Berg

This study examirve the advocacy advertising of the oil industry ingeneral, and Mobil and Exxon Corporations in particular, during theyears 1974.1984. The prospects of divestiture and nationalization ofthe industry, as a result of both gasoline shortages ^,nd exponentialincreases in profits Meth begin in the early seventies', created a

profound concern by the "majors" that increetire public disaffectionmight result in legislation Inimical to the ind 'istry.

Mobil and Exxon's advertising attempted to provide a justificationnot only for their own operations, but for the entire American socio-economic system. The industry's value system was clearly reflected inits efforts to convince the public that its motives grew from an abidingcommitment to the nation's well being.

The ideational underpinnings of oil industry discourse are tracedthrough a rhetorical explvaeon of specific advertising campaigns.The study maintains that the weltanschauung of "Big Oil" is bothdirectly and indirectly manifest in its adVertiting.

An overall dissonant of oil industry advertising is provided withina Burirean framework to treat of the textural elements of Its discourse.

A USE OF SOML AREAS OF COMMUNICATION THEORY INTett TEACHING OF FILM AS ART Order No. DA851 0 SOLANDLONI, JAMES TYNAN, Eo.D. Columbia University Teachers College,1985. 94pp. Sponsor: Louis Forsdale

In the face of the great number of potential approaches to thestudy of film and a lack ck theorise that create orderly structures outof theas approaches, some film teachers are likely to make choicesthat will deny them and their students the richnoss and coherencethat their study should have. To counter this danger the thesis isproposed that within some areas of communication study there arealready developed theoretical structures which can be applied to thestudy of elm as art to create approaches for the film educator thatoffer both the richness provided by different points of view and thecoherence provided by an orderly body of theory.

The procedure used to demonstrate this thesis is illustrative. Theexample of information theory is used to develop a process that, it isassumed, can then be used to relate other areas of communicationtheory to film. First, the concepts of novelty and redundancy and Metvalue of information are explained. Then, following somepsychological aestheticiane, these concepts are applied to aestheticemotion, aesthetic meaning, and the control of aesthetic richness.

Beginning with the fundamental formal characteristic of sequencethat is shared by deformation theory and film, the general aestheticapplications of information theory are then applied specifically to feleThe interplay of novelty and redundancy are used to show how Cmei JUNO and resolves aesthetic emotions, how learning refined thatprocess of arousal and resoletion, how that process leads toconcepts of aesthetic mewling, and how it helps to order and controlthe aesthetic richness that (tows from film.

It turns out the' this procedure did not yield the simple and easilyapplied tool for the film teacher that the thesis had presumed as anoutcome. However, it did produce a model of a process that, withconsiderable time and effort, when replied to other areas ofcommunication theory, can yield rich and coherent insights into theall diem.

N1V/S MEDIA CHOICE AND AUDIENCE GRATIFICATIONS:AN APPLICATIOti OF THE EXPECTANCYVALUE ANDLEXICOGRAPHIC MODELS Order No. 0A8518981Lw, CHARLES Twee,* , PH.D. The Ohio State University, 1985. 231pp.Adviser: John ',

Tee, data sets labeled 1984 and 1985 studies were collected underthe same research objectives and were analyzed by the sameurocedures. The sampi sizes for each study were 351 and 254,respectively. Four Laws media were examined and three choice-behavior models were employed to investigate the relationshipbetween perceived gratifications and subsequent news media choice.The four daily news media were television, newspapers, cable TV, andradio. Two among the three choice models were compensatorymodelsthe unweighted expectancy model and the weightedexpectancy-value model, and one noncompensatory lexicographicmodel.

Two need attributes for news, informativecognitive andstimulativeaffective dimensions, were retained from SAS factoranalyeis for further analyses. Both the 1984 and 1985 studies showedconsistent result patterns. The expectancy model performed as wellre the expectancy-value model in predicting audience members'tinder:kis to choose television for later use. Both compensatorymodels correctly predicted television choosers at the level of about75%. The lexicographic model performed even better thancompensatory models in classifying television choosers' tendenciestouted television 90% of the time. For newspaper choosers, theexpectancy-value model performed better than the other two models.Demographic analyses showed that newspaper choosers were moreeducator, than television choosers.

ewes interpreted to mean that newspaper choosers tended tohell more cognitive capabNities than television choosers indiscriminating news attributes and in weighing salient attributes forttseaukeileuent AVM media choice. The present study, therefore,'40 sivetirtcalee and theerellselly the yea and gretilicalionssiterseet chola dad*, media solutions, and demosrfiphice esvel

IN SEARCH OF MASS COMMUNICATION STRATEGIES TOFACILITATE NATIONAL UNITY IN UGANDA

Order No. DA8507961MATOYU, JACOB, PH.D. The University of Iowa, 1984. 173pp.Supervisor. Joseph R. Ascroft

Various strategies have been tried to foster national unity andharmony among Uganda's numerous ethnic societies though to litrAeavail. Mess communication could promote national unity butUganda's mass media systems are biased towards the urbanized andeducated elites. The systems hardly weer to the rural and semliterate people who form the majority of Uganda's population.

The present study, a historical and cultural library research, is acritique of Uganda's modem mass media and analyzes the functionsof some African indigenous systems of communication. The studyfocuses on radio broadcasting and the talking drums. Abstracted fromthe indigenous systems are insights which could be the basis of amesa communication system appealing to a greater proportion of thepopulation. sy:,,em could facilitate the evolution of a commonculture in Uganda with national unity as the central element.

In conclusion, the present author proposes that radiobrordcasting's capacity to transmit an infinite range of messagescould be fused with the talking drums' convocative capacity to callpeople together for communal decisiormaking processes. Thiswould require several community radio broadcasting stations. Asmany member s of the respective communities as possible would becalled, over the radio, to meet and discuss pertinent issues. Thediscussions could be broadcast live to enable community memberswho could not attend the meetings to listen to the proceedings andidentify with the decisions made. The exchange of views about thosedecisions would continue in market places and in other places and sodynamite the efficacious African bush telegraph.

Linked into a national network, the community radio stations couldregularly switch to the network for national and international news.Some of the news might require local discussions and reactions,which could be reported back to the national broadcasting networe.Then at the network level, the feedbacks from the various communitystations could be synthesized and broadcast nationwide.

THE EFFECTS OF WIDESCREEN TELEVISION ON LOCALAND NATIONAL NEWSCASTER CREDIBILITY: ANEXPERIMENTAL STUDY Order No. DA851 175.Mow, DONALD RAY, PH.D. The Louisiana State University andAgricukural and Mechanical Col., 1984. 172pp. Director: Ron Garay

The purpose of this study was to determine if there were anyperceived differences in credibility between the widescreen televisiontreatment, standard screen treatment and national and localneescuters. The data revealed no significant differences as a resultof the widescreen television treatment. In addition. no significant maineffects were observed between the newscaster treatments, "local"and "national," suggesting that as a group, viewers do not appear tohave any predispositional attitudes dependent uoon specific criteriatoward the credibility of either type of newscaster.

The design of the experiment was a classic 2 x 2 factorial design.The stimulus was a simulated newscast employing a professionalnewscaster in a major metropolitan market unknown to the testsubjects. The final simulated tape also contained two actualities from

-24 broadcast taped October 12,1983 at 5:30 PM. CST. Thewaster treatment was administered verbally to subjects before

t e tape was shown. Test groups *1 and *2 were told that the tapewe sent by CBS and was a< demonstration tape of a newscasterrecently hired by its news department. Groups *3 and *4 were toldthee were going to see a local newscaster in a major metropolitanmerkce rest subjects were asked to rate only the anchorman seen inthe newscast and not any of the other news persons (correspondents)ln de broadcast. Groups *2 and *4 viewed the newscast on a41.fed *awn') widescreen television protection wawa manulestured* the IIONY Corporadon. Groups *1 and *3 viewed the simulatedIleedellet an a cernentionsi, tubetfite RCA color 1111/081011 satfir

41

Because of the experimental nature of this research, a reliabletesting instrument was developed in a pilot study. The urns simulatednewscast described above was used. All pre-test subjects saw thesimulated newscast on a conventional tube-type 25" (diagooai)television set. The test subjects responded to the twenty-five itemsemantic differential instrument developed by McCroskey and Jensonin 1975. Eighteen scales pissed the McCroskey and Jenson criterionfor inclusion in the final testing instrument.

TELEVISION COVERAGE OF CRIMINAL TRIALS WITHCAMERAS AND MICROPHONES: A LABORATORYEXPERIMENT OF AUDIENCE EFFECTS Order No. DA851 1397

PAOCION, ANNA R., PH.D. The University of Tonnessee,1985. 128pp.Major Professor: M. Mark Miller

The controversy about news cameras in the cow room has pittedreporters, print and broadcast. against judges and others in the legalprofession since at least 1937. In that year Canon 35 of The AmericanBar Association's Canon of Professional Ethics barred photographingand broadcasting proceedings. Therefore, television depended oncourtroom artists to make sketches. During the early twenties judicialrules began to change, and states began allowing cameras andelectronic equipment in their courtrooms. Building on informationprocessing theory, this study investigated news producers'asernption that photographic video and live sound from criminaltrials is more interesting and informative than the sketches with voice-over zed presentation by a talking head. Or, as feared by some jurists,will photographic coverage negatively affect audience members, whowe potential jurors and witnesses? Subjects were randomly assignedto one of four treatment conditions: courtroom videotape actuality,sketch and voice over, talking head, and noncourtroom (pitcebo)news segment Subjects watched a complete half-hour nem -ma withcommercials and then Plied out a questionnaire to determineaudience information-seeking behavior, aided recall of material,spout attitudes toward the justice system and media coverage of it.willingness to testify in a criminal case or serve on a jury, andperceptions of defendants' guilt.

The study found: (1) The television viewers' aided recall of factualinformation about the criminal case was significantly higher withvideotape actuality coverage than with sketches or a talking head.(2) The television viewers' information-seeking behavior and appealof presentation were enhanced with videotape but not to a statisticallysignificant degree. (3) Cue viewing of a videotaped report of criminaltrial had no appreciable effect on the attitudes of the audience towardthe justice system and the media coverage of it. (4) The presence ofcameras in the courtroom and the viewing of a videotape actualitysuggest no influence on an individual's willingness to testify in acriminal case or serve on a jury or on perceptions of defendants' guilt.

The results indicate that cameras in the courtroom enhanceviewers' information about the ial but show no attitude changes thatwould imperil justice.

VISUAL COMPLEXITY IN TELEVISION NEWS: A TIMESERIES ANALYSIS OF AUDIENCE EVALUATIONS OF ANELECTRONICALLY ESTIMATED FORM COMPLEXITYVARIABLE Order No. DA8508336Rams, ANTHONY THOMAS, PH.D. The University of Texas at Austin,1984. 295pp. Supervisor. James W. Tankard, Jr.

The object of this study was to develop a content-free, formcomplexity measure of TV news based on pixel light intensity, and toteat audience reactions over time to this measure using a theoreticalorientation derived from consistency theory. The form complexityvariable, static Caripiedb, constituted the independent violable. Thedependent vMiabie, dynamism, which Is defined as the aNectissseining which audiences derive from IV news mslertal, wasobtained from 1108'60as using Weber, adloothisi scabs.

Two hypotheses were tested using regression techniques. Thefirst ni'Fathsta-IProposed that subject ratings of TV news would showa curvilinear relationship with the static complexity of the newscastimage. This hypothesis, tested in cross-sectional form only, was notsupported. The second hypothesis proposed that static complexitywould have a cumulative effect on subject responses, such that alagged form would offer a better description of the relationshipbetween the two variables than w^Irld the cross-sectionalform. A

autoregressive model improved the variance accounted for inthe subject responses from six percent to 31 percent.

Further analysis of the data revealed support for an anticipationeffect. Subjects showed significant variation in their responses to thenewscast material up to 120 seconds in advance of associatedchanges in static complexity. The directions of change in subjectresponses appeared to be more in line with a consistency theoryperspective than that of activation theory.

The results of this study may have implications for research in TVnews which confines Itself to conter.'based variables at theexpenseof form variables, and which assumes only a cross-sectionalrelationship between newscast material and audience rmtpcmass. It issupported that both form variables and time shot be considered inthe study of audience reactions to TV news.

FOREIGN TV PROGRAM VIEWING AND DEPENDENCY: ACASE STUDY OF U.S. TELEVISION VIEWING IN TRINIDADAND TOBAGO Order No. DA8507539SKINNER, EWART COURTNEY, PH.D. Michigan State University, 1984.

MVP-This research is a case study of the impcct of U.S. television

program viewing on national allegiances in Trinidad and Tobago. Itfocuses on social and psychological dependency. The centralproblem was to legitimate the depervii.ncy concept, explore itsimportance in internationel media research and document itsrelationship to foreign media consumption.

Consideration of this topic lid to, (1) the challenge ofoperationaUzing dependency and (2) a discussion of twocontroversial topics: (1) rights of smaller nations to internationalinformation equality and (2) the critical versus empirical researchdeems. This is, therefore, a cultural-media imperialism study.

Two research methods were employed: critical methods for thetheoretical framework, and statistical methods for the empiricalsection of the study. An inventory of television programming inTrinidad and Tobago was taken. Constructs were then developedfrom both critical-dependency and traditional literature to measureU.B. values, U.S. appeal, U.S. appreciation, U.S. dependency andconsumption of U.S. gooey. Analysis focused on these as well asrespondents' income, education and proportion of television viewingtime devoted to U.S. programming. Analysis of Variance andstructural equation modeling techniques were used in the analysis.An islandwide, cross-sectional random sample survey of 401 adultsin TV.owning households in North, Central and South Trinidad wascarried out in October 1982.

Results showed that U.S. television programs accounted for 87%,local programs 25% and British programs 7% of total programmingtime. However, an average of 75% of the Trinidadian's viewing timewas devoted to U.S. shows. Subsequent analysis revealed that U.S.television viewing was positively correlated with U.S. values, U.Sappeal, U.S. appreciation and U.S. dependency. U.S. program viewingwan negatively related to Trinidad appeal and Trinidad appreciation.

In sum, the structural model was found to be adequate. But thehypothesis that U.S. television viewing is a direct cause of U.S.dependency was found not to hold. However, strong effects from U.S.TV viewing to U.S. appeal, appreciation and values were observed.The latter set was related to U.S. dm andency and U.S. cossumplIon.

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,ALL IN THE `WORKFAMILY: IMAGERY OF FAMILY AND

WORKPLACE IN TELEVISION ENTERTAINMENT IN THE1970S Order No. DA8517057

TAYLOR, GABRIEL/ AMAUA, PH.D. Brandeis University, 1985. 219pp.

This dissertation undertakes an interpretive analysis of changingimavary of family and professionalism in prime time televisionentertainment during the 1970s. Its wider purpose is to enrich thecultural history of a particuler peric.d by appropriating massmediatedpopular culture as a source of knowledge about socialconsciousness, as well as to participate in the effort to develop theconcepts and methods of an interpretive sociology.

Prime time television was chosen because its accessibility andaudience size make it ideal for the study of widely-disseminatedpopular meanings, and because its characteristic genrein the 1970's,the episodic series, is entrenched in the family and workplace settingsthat frame the central themes of this research.

Series were selected for analysis on the basis of ratings success,successful runs in syndication, or because they modified the genre insignificant ways. At least ten episodes of each series were analysedfor changing family and workplace imagery, as well as generalcategories of plot and character, conflict, and narrative progression.The language of the television text was grounded in an account of the

Itszational and culto al conditions of its production andreception.e imagery of the episodic series, both home and workplace

take on the primary intensity of family, but wnere the domestic spherebecomes a repository of conflict and anxiety about thefracturing offamily life and the corrosive effects of modernity on community, theworkplace assumes the warm solidarity of an "ideal" family, replacingthe domestic sphere as a source of primary identity. Taken together.the television family and workplace map out a social field, recastingthe boundaries between private and publics vest. The emergence

of an ethic of "people's professionalism" res on substantiverather than formal skills and commitment, set , es a critique 4,if

corporate power and an alternative vision of public authority. Therecurring themes of the television narrative both resonatewithcultural histories of the period, and enrich them by exploring culturalexpressions of subjective moonse to pressing socialproblems.

THE IMPACT OF OVERT RESPONSE AND FEEDBACK ONLEARNING DURING CHILDREN'S VIEWING OF "THEELECTRIC COMPANY" Order No. 0A8502943Toemes-Roomouez, Jose E., PH.D. The University of Micolgan, 1984.108pp. Chairman: Robert B. Kozma

The purpose of this study was to investigate the effect of wortresponse and feedback on learning of elementary school childrenwhile viewing segments of "The Electric Company." The mainhypothesis of the study was that learning and retention are greater ifprovisions for an overt response and feedback are presented in anetwoe, educational television program. It was also hypothesized thatthese two factors can enhance visual attention to the prooram leadingto greater learning.

Eighty-six firstgrade children between the ages 6% to 8 years oldwere randomly assigned to one of six treatment groups; overt-feedback, overtno feedback, naturalfeedback, naturalno feedback,no response-feedback and no responseno feedback.

Learning and retention were measured by an immediate anddelayed test. The test consisted of 20 items requiring the subject toread a set of words.

The data were analyzed using analysis of variance and covariancewith response mode and feedback level as independent variables andpm-test scores as a coverlets. The poet- and retentiontest scoreswere the dependent variables. Correlational analysis was used to testsome of the hypotheses.

The major finding of this study was that, when invited viaproduction techniques, children do make oral responses toeducational television presentations and such responding improveschildren's learning. Significantly greater post-test scores were foundfor those children who were directed to make overt responses whilewatching the experimental program, F(1,53) = 4.72. P < 0.05. Asignificant positive correlation was found between responses and,post-test scores for those children in the natural group (r a 0.41, elf a25, P < 0.01).

Learning and retention were not affected by feedback. There was,howevee, a significant main effect on attention for feedback levelfavoring the feedback group, F(1,54) a 7.31, P = 0.01. A significantresponse mode x feedback level interaction was also obtained.F(1,54) a 4.40, P < 0.05. Attention was greater when either overtresponse or feedback or both were present. Sit the absence of bothof these strategies depressed attention.

A path analysis was used to specify a causal relationship betweenlearning, response, feedback and attention, such that greater learningis the rest.it of response and feedback. In addition, response andfeedback have an indirect effect increasing attention and in turnlearning. . . . ( Author's abstract exceeds stipulated maximum length.Discontinued here with permission of author.) UMI

THE EFFECTS OF PRODUCTION VARIABLES IN TELEVISION:A DEVELOPMENTAL THEORY Order No. DA85085157W000, STEPHEN CARL, PH.D. University of Maryland, 1984. 236pp.Director: Thomas J. Aylward

This dissertation offers a theory of the effects of productiontechniques on viewer perception of televised messages. Chapter 1establishes the phenomenal nature of television production andidentifies the approach taken by the author in theory building.Chapter 2 reviews the research that seeks to empirically measure theeffects of production variables. Also, chapter 2 defines productionvariables for study in a fourfold taxorony: (1) background andfigure /ground, (2) editing, (3) lighting, and (4) movement. A reviewof the literature reveals that no governing theory has been generatedby past studies. Further, problems with the conceptualization andoperationalization of variables confound our ability to deduce soundtheoretical conclusions from existing studies.

Utilizing Rogers notion of metatheory, Chapters 3.5 identify thetheoretical u nibs and establish their interrelationships. Chapter 3develops the prime theoretical unit, the corhetor axiom. Thistheoretical unit states that television production variables function co-rhetorically in conjunction with the source being broadcast.Conceiving the television medium as a co-rhetor elevates productionvariables to a new theoretical level. Chapter 4 develops fourtheoretical units related to the co-rhetor axiom: television as aninterpersonal medium, viewer perception of figure/groundconfigurations, and the integration of visual and aural messages intelevision.

Chapter 5 presents the corhelor axiom and four related postulatesalong with supportive propositions and hypotheses. Additionally, thefaults of past studies are detailed as cautions for future researchdesigns. Finally, the utility of the coMetor theory for researchers,directors, and viewers Is discussed.

,

REEL FAMIUES: A SOCIAL HISTORY OF THE DISCOURSEON AMATEUR FILM, 1897 1982 Order No. DA8500714UMERMANN, PATRICIA RODDEN, PH.D. The University of Wisconsin -

Madison, 1984. 457pp. Supervisor: Tino Ballo

This dissertation argues that the popular definition of amateur filmshills within different historical periods. These varying socialconcepts of amateur film negotiated larger cultural notions aboutmirk and leisure time. Its definitions, positions, and functions as asocial idea transformed as a result of changes in the structuralreisdonships between discourses on technology, aesthetics, socialuse, and political needs.

On the most simple level, amateur film can be identified as aleisure time commodity that promoted professional filmmakingPractices, equipment, and ideology. However, its relationship toprofessional filmneking reveals a much more complex process ofhistorical change. ThRir relationship shifts significantly over thesethree historical periods analyzed in this dissertation. From 1897 to1923. amateur film was characterized by technology, withNesiendard film gauges' labeled amateur by major manufacturersholding patents on 35mm formats and processes. From 1923 to 1960,this relatiorchip was articulated in the popular discourse on properitesthetic form, with deviations from Hollywood style consideredIIMMillt. By the 1950's the relationship between amateur andprofessional ent revolved on socialization mechanisms: the familyacquired the social attributes of professionalismskill, expertise,controlin their private life through home moviemaking. AmateurNW relatior.ship to professional film demonstrates a movementtowards increased isolation within leisure time activities. As thisreastionsh%e pro1iressed historically, popular and photographicrugs:three increasingly presented the cultural functions of amateurfilm as a social activity for the family unit.

.4 COMPARATIVE EXAMINATION OF CHILDREN'S USES OFTELEVISION RELATED TO THE ACCULTURATION PROCESS

Order No. DA8506146Z,wooai, Au REZA, PH.D. Indiana University, 1984. 178pp.

In an attempt to link the theories of acculturation to the uses ofmass media, this study: (1) compared uses of American television bynative and non-native American children; (2) assessed the impact ofnon-native ,,onerican children's acculturation on their uses ofAmerican television; and (3) ascertained the impact of interactionwith American i.eers on non-native American children's uses ofAmerican television. Uses of American television was defined in termsf motivations for television viewing, preferences for television

Programs, . attems of exposure to television, identification withtelevision characters, and perceived reality of television charactersand events.

A cross-sectional survey technique was utilized. Eighty-three non-nativo American children and 276 American children participated inthis study.

Compared with native American children, non-native American

chadmn: (a) used American television MOM for learning aboutthemselves and others as well as for social interaction purposes;(b) were more interested in watching television programs, particularlyeducational and adventure programs; (c) identified more frequentlywith television characters; and (d) expressed strongerbelief in the

reellty of television.Woad acculturation had limited influence on nonnative

American children's motivations for watchingtelevision and their

inNrest h American television programs. Usesof American televisionby these children were not influenced by the extent to which theyinterested with their American peers.

This Judy successfully linked theories of acculturation to Me uses

of television by children. It illustrated the functionality of television inthe scalluration proms. It also suggested that a new set ofaccuburation measures pertaining to children need to be developed.

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University Microfilms InternationalDissertation CopiesPost Office Box 1764Ann Arbor, Michigan 48106

or by telephoning (toll-free) 1-800-521-3042

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