MEASURING THE PROCESS OF COMMUNICATIONS EFFECT

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 26, Heft 3, S. 411-416

Abstract

A discussion of the uses of the Active Response Scale (ARS) developed by the author to measure the effects of COMM Is. This scale is based on the following 5 propositions: (1) 'COMM'M can & often do affect individuals' actions directly,' (2) `effect occurs as a broad psychol'al process, rather than on an eitheror simple learning basis,' (3) 'effect is not necessarily equally distributed among all recipients of a given COMM,' (4) 'the dynamic through which the effect process occurs is cumulative within the individual, going from a rather rudimentary psychol'al brush with the COMM to actually being activated by it,' & (5) 'if effect represents a uni-dimensional process that operates via a cumulative dynamic, it can be measured by Guttman techniques.' The ARS distinguishes 3 types of response to a COMM: rudimentary, emotional, & active. 'Thus far, the reproducibility scores for COMM's tested with the AR technique have been well over the 90% established as a minimum standard for a Guttman scale.' The ability of the ARS 'to offer relative measurement as well as to pinpoint contributory factors to effect suggests that the scale can be used simultaneously both diagnostically & metrically.' Res using the ARS has shown that 'the same individuals can & do react diff'ly to diff COMM's & that diff individuals can & do react similarly to the same COMM's.' I. Taviss.