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2 psychol'al factors are proposed as a partial theoretical structure which accommodates typical behavior of MM audiences. The first is 'reluctance to cope with the other.' Successful interaction with 'the other' emerges late in the developmental pattern of humans. Examples from the work of J. Piaget are cited. The media, by presenting only symbols, promote the illusion of interaction together with immunity from the give & take of reality. The rewarding pattern of infant egocentrism in which the outside is populated with ephemera is thus reinstated by the media. The second factor is resistance to soc'ization. A typology of 3 kinds of messages is discussed: directive (requiring intellectual effort by the receiver), maintenance (amplifying, updating one's world view at the achieved level of sophistication) & restorative (providing token rebellion against prescribed norms). These 2 factors are interrelated & discussed with reference to media treatment of interracial conflict in the US. AA.

Using five examples from the Times of faulty treatment of stories dealing with polls and opinion research, the author of this essay pleads for a better understanding of the subject by newspaper editors.

A hypothesis is proposed to aid in explaining the dynamics of creativity. Drawing on the summary of res on creativity by Stein Heinze, it is argued that `The mystery...is not that creativity sometimes occurs; the mystery is rather what keeps the new insight from occurring.' 2 hyp's are presented: (1) The frequent appearance of creative insights in the disguise of symbolic form indicates that the creative process in these instances is in some measure guilt-laden. (2) The guilt is aroused by the audacity involved in declaring things to be diff from what is `known' to be true. As one strives toward proficiency in a given sci or art & derives self-esteem from his expertness, his ego-investment crystallizes &, so to speak, sanctifies the distortions & blind spots along with the truths & insights in his field. Creative insights are inhibited by excessive ego-investment in not having them. AA.

Address before the Conference on public opinion research, Washington, D.C., May, 1957.

Greatest progress toward sci'fic stature in PO res is in those studies where crucial behavior is fungible; that is, where one R's behavior is interchangeable with that of any other R. Examples are exchanging money for goods, or making election ballots. The concepts of Rebound & Reception are proposed as basic to the study of PO power which has its impact in nonfungible form. Rebound includes the issue, the public perceptions of it & the influential behaviors expressing these perceptions. Reception is the disposition of decision makers toward these public reactions. Peer group psychol is basic to the dynamics of Reception. The impact of PO on policy, when opinion registers in non-fungible terms, is Rebound + or minus Reception. AA.

Both radio and television newscasts have a bright future and a deepening obligation to society, according to Dr. Wiebe, CBS-Radio research psychologist, who describes such feasible equipment advances as ear-phone radios, video tape recorders handling color, and world-wide TV transmission.