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This article presents an epistemological view of levels of analysis. According to this view, four types of relationships need to be differentiated: macro-macro, macro-micro, micro-micro, and micro-macro. The two within-level relationships are linked by the two cross-level relationships that, in turn, are explicated by various theories of organizational, institutional, and social processes. Mass communication is thus conceived of as a process from production to consumption that occurs at both micro-individual and macro-social levels. The contributions of this multilevel view of mass communications to theoretical development in the field is illustrated by analyzing three prominent theories in our field: the knowledge gap, cultivation, and the spiral of silence. Finally, the article discusses the available research techniques and strategies for dealing with multilevel research questions.

This study adopts a broad approach to problems associated with confusion in the literature on media orientations and political processes. Three different dependent variables representing cognition, attitude and behavior are examined in relation to multiple measures of media dependence: time spent, reliance, exposure to content, level of attention and gratifications sought. Results suggest complex relationships between media use and the dependent variables and again confirm an integrative role for television that is often hidden in analyses based on simple exposure time.

Both perceived vote outcomes & actual vote behaviors are used in an investigation of the spiral of silence theory advanced by Elisabeth Noelle-Neuman (see SA 25:4/77I7781), according to which proponents of opinions perceived as losing ground tend to remain silent & thus contribute to the loss of ground. Telephone interviews regarding the 1980 presidential elections were conducted in Sept, Oct, & after the Nov election with eligible voters in Dane County, Wisc (N = 98 in Sept & 465 in the latter two panels). Support was found for the hypothesis that those who see their position as gaining support will be more likely to discuss that position than those who see their position as losing support; partial support was also found for the hypothesis that those individuals perceiving support for a candidate are more likely to express preference for the candidate. The distinction between the resistant hardcore & other types of citizens was also found valid, as was the relative independence of perception of opinion judgments from own preferences. 3 Tables, 8 References. Modified HA.