Suchergebnisse

Examines audience beliefs related to social conflict as presented in the mass media, considering variances in these beliefs according to type of media & level of personal involvement. Survey data from 385 people, ages 19-30, in university & shopping settings in three mid-Atlantic & New England states reveal that beliefs about social conflict can be attributed to TV & newspaper coverage. Further, sets of beliefs varied according to type of media dependency & level of personal involvement. Results are consistent with Isaac Ajzen & Martin Fishbein's (1975) theory of reasoned action, ie, that people adhere to distinctive beliefs about social conflict, which themselves are shaped by past experiences with the media, & these beliefs influence their choice of information goals. 3 Tables, 1 Appendix. D. Ryfe

In this study the author compares the perceptions of undergraduates and working professionals about media jobs. Students overestimated the amount of reward they would gain from their work and underestimated the amount of clerical work they would have to do each day.

Television campaign advertising; particularly the emergence of "negative attack" spots. Content structure, use of presidents in spots, and style and format; includes discussion of approaches used by incumbents and regional variation.