Suchergebnisse

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.

From a mailed questionnaire to 2,634 award recipients during the period 1949-1952 with 2,211 replying, it is concluded that a 'general understanding may be the most signif result of intercultural contacts,..& the Fulbright experience affects the professional status of the participant & enriches his environment .. The program has indeed an effect in the desired direction.' L. P. Chall.

106 broadcasts monitored by the official Italian radio in the Spring of 1952 were analyzed. 35 of these broadcasts were transmitted by quasi-clandestine stations ('probably located in Prague, Leipzig, Budapest, but purporting to be native resistance radios'); 49 were transmitted by Radio Moscow; the rest from various Soviet satellites. The Soviet radio concentrated on general news, mostly international and cultural topics, and comments on news, while the quasi-clandestine stations dealt more with domestic Italian matters. 'The overall target of these broadcasts was the broad mass of the lower middle and laboring classes.' Five main objectives of the communist propaganda broadcast to Italy are given with pertinent broadcast excerpts: (1) to discredit the anti-communist block in Italy; (2) to promote fear and hatred of the West, particularly the US; (3) to promote sympathy for Communist policies; (4) to portray the USSR as the sole champion of world peace; & (5) to demonstrate the unity of communist groups in a common struggle. Certain more specific propaganda techniques utilized by the communist broadcasters are discussed, among them the black and white picture of the non-communist vs. the communist world, the 'pin-point' technique of giving detailed attention to events close to the listeners' experience, the exploitation of discontent, etc. A. Simmel.

A panel survey of decision-making by Ohio voters (N=605 from 1,966 R's) found differences between the 1972 & 1974 general election campaigns in terms of attributes the voters used to choose candidates, when they chose, & how difficult their choices were to make. Relations between those differences were explored & variations were found between the campaigns in voters' attention to & discussion of the campaigns, & in their uses of mass media. Difficulty of decision-making in particular, was highly associated with certain campaign information-seeking behaviors, suggesting that mass media & other political information sources may be used in specific ways by voters experiencing difficulty. 3 Tables. AA.