Archives for January 2012

History Division

The Poor Man’s Guardian: Radicalism as a Precursor to Marxism • Eugenie P. Almeida, Fayetteville State University • In this paper, the five year publication of the Poor Man’s Guardian, a radical and illegal newspaper of the 1830’s, is described. Excerpts from the newspaper are used to illustrate four points: (1) the Poor Man’s Guardian’s general strategy of establishing reader identification with its chosen audience; (2) the strategies by which it differentiated itself from the establishment press and other competing unstamped newspapers; (3) its attempts to foster “working class” consciousness in its readership.

Price Competition Editorial Vigor and Community-Ism: Edwin Aldrich and the Promotion of McNary Dam • Jon Arakaki, Oregon • This paper examines the editorial promotion of the Umatilla Rapids Project (later, McNary Dam) by East Oregonian editor/publisher Edwin Aldrich from 1929-1933. The dam, situated on the Columbia River between Oregon and Washington State, is one in a series of large federal projects that transformed the economic, physical, and political nature of the Pacific Northwest. An examination of Aldrich’s arguments is provided to determine if the rhetorical patterns correspond with historical events.

Not A Hoax: New Evidence in The New York Journal’s Rescue of Evangelina Cisneros • W. Joseph Campbell, American • This paper offers new evidence about the New York Journal’s rescue in 1897 of Evangelina Cossio y Cisneros, a nineteen-year-old Cuban jailed in Havana during the rebellion against Spanish colonial rule. For the Journal, the rescue represented a triumph over Spain’s harsh efforts to quell the insurrection, which in 1898 gave rise to the Spanish-American War.

Ridicule and Reason: Editorial Analysis of a Nearby Black Weekly’s Fight to Avenge a Southern Lynching • Kenneth Campbell, South Carolina • This research examines what both the black press and the white press said in editorials in response to the 1926 triple lynching in Aiken, S.C. The paper finds that the black press responded with both reasoned editorials and ridicule of the concept of white superiority, and that on some issues it was in agreement with the white press.

The Black Press and Coverage of the Negro Leagues before And After Integration: When To Stop the Cheering? • Brian Carroll, North Carolina at Chapel Hill • The signing of Jackie Robinson cleaved baseball history into eras “before” and “after.” The cleaving is reflected in black press coverage, which rapidly and comprehensively shifted to the major leagues with Robinson’s arrival in Brooklyn. This paper analyzes that fundamental shift in coverage by examining the multidimensional relationship the press had with the Negro leagues, including its officials, team owners, and fans.

Letting the Marketplace Decide: Children’s Television in the 1980s • Naeemah Clark, Kent State University • Mark Fowler chaired the Federal Communications Commission from 1981 and 1987. Fowler, a Reagan appointee, led the FCC under the philosophy “Let the Marketplace Decide.” This philosophy meant that broadcasters had the freedom to program their stations in ways to get the largest audience and increase profits. This article uses primary sources such as oral history and television schedules and various secondary sources to address what Fowler’s philosophy meant to educational children’s television and its advocates during his reign.

Democratic Morality and the Freedom Academy Debate: The Dialectic Over Propaganda Use in America, 1954-1968 • Stacey Cone, Iowa • Debate in government during three administrations over the “Freedom Academy” — a proposed propaganda training institution — has been an important but undocumented aspect of media history. This paper describes and analyzes how and why enthusiasts of the bill sought to institutionalize propaganda through the Freedom Academy, and how and why their critics labored to prevent it. The Freedom Academy story is an intellectual history tracing the idea of propaganda in America.

Building Resentment: How the Alabama Press Prepared the Ground for New York Times v. Sullivan • Doug Cumming, North Carolina at Chapel Hill • New York Times v. Sullivan (1964), which gave the American press vital protections against libel suits from public officials, was the Supreme Court’s reaction to the extreme punishment that an Alabama judge and jury laid upon the Times. This paper looks at the way the Alabama press helped build resentment against the kind of attention the Times was bringing to racial tensions in the late fifties and in 1960, when the Sullivan suit was brought.

Class Awareness in the Formation of British Journalists, 1886 To the Present • Anthony Delano, London College of Printing • Preparation for journalism in Britain has been retarded by class awareness. Position of journalists at the beginning of the twentieth century contained seeds of present-day considerations of status, occupational hegemony and organizational preference. Rival outlooks continue to dominate the controversy over whether journalism can best be taught in the classroom or learned in the newsroom. Questionable contention that for journalism to be effective its product needs to be delivered by people of the same background as those who receive it attracts some support from scholars.

The Fracturing of FM: Coverage of the 1944-1945 Frequency Allocation Debate • Christaan Eayrs, Bowling Green State University • A 1945 FCC decision to shift the operating frequencies for FM radio ended a contentious battle that raged for nearly a year. While scholars have discussed the social, political, and economic factors that influenced the decision, this paper’s analysis of the coverage in Broadcasting from 1944 to 1945 illustrates the highly technical focus of the proceedings. The FCC’s wish to center discussion on technical grounds through the exclusion of other issues framed both the nature and subsequent coverage of the debate.

Two Steps Forward and One Step Back: Coverage of Women Journalists in Editor & Publisher, 1978 to 1988 • Cindy Elmore, North Carolina at Chapel Hill • The 1970s were full of turmoil and change for women and the press. Women students were filling journalism schools, women journalists were filing complaints of sex discrimination, and women were securing “firsts” all over the journalism profession. So by the late 1970s, the momentum was strong for the continued advancement of women and women’s issues in the media. This study examined the coverage of women journalists during the decade following the settlement of The New York Times sex discrimination case in Editor & Publisher magazine.

The Adventures of Cuff, Massa Grub, and Dinah Snowball: Race, Ethnicity, and Gender in Frederick Douglass’ Hometown Newspapers, 1847 • Frank E. Fee Jr., North Carolina at Chapel Hill • This research examines the content of three daily newspapers published in Rochester, New York, the city where anti-slavery orator Frederick Douglass began publishing The North Star in December 1847. The purpose of the study of each daily in the last four months of 1847 was to identify the ways these mainstream papers referred to race, ethnicity, and gender on the eve of Douglass taking up residency in the community.

William Brennan’s Century: How a Justice Changed His Mind About Obscenity • John M. Harris, Western Washington University • William J. Brennan, Jr., was considered one of the finest Justices to serve on the U.S. Supreme Court in the twentieth century — some say he was the best. His imprint is especially evident in cases concerning freedom of speech and freedom of the press. Yet in 1957, during his first term on the Court, Brennan declared in Roth v. U.S. that obscenity wasn’t protected by the Constitution.

An Old Familiar Story of Using “New” Technology • Louise W. Hermanson, South Alabama • This paper provides an overview of how thousands of youngsters began using new printing technology to put out their own publications from 1866 to 1890. It outlines the variety in size, shape, philosophy and content of the publications and looks at how the young editors and publishers organized themselves into local, state, regional and national organizations to critique each other’s works and improve the reputation of publishing.

Adjusting Frames/Choosing Sides: British Journalists and the Cold War, 1944-1950 • John Jenks, Dominican University • Major diplomatic revolutions have wide-ranging effects on journalism, as was the case in Britain’s shift in relations with the Soviet Union — from alliance to hostility — in the mid-1940s. Left-wing journalists whose views had been acceptable during the wartime alliance now found themselves suspect and out in the cold. Some were fired, some quit, and some defected, while conservative and moderate journalists who had willingly reported from a pro-Soviet conceptual frame in the interest of allied unity shifted their vision and began reporting other facts.

Overcoming Asymmetric Information: The Rise of Chicago as a Center of Information, 1850-1865 • Richard Junger, Western Michigan University • Urban and mass communications historians have concentrated on the role of boosters when describing the press of nineteenth-century American frontier cities such as Chicago. Unfortunately, boosters specialized in asymmetric or unequal information, deliberately misleading perspective settlers, investors, out-of-town journalists and others about the prospects and even reality of their settlements. This paper seeks to redress the prevailing image that antebellum Chicagoans only provided booster-type asymmetric information.

Human Sexuality and the U.S. Newspaper Editor Coverage of the “Kinsey Reports” in Six Newspapers, 1948 and 1953 • Susan Keith, Arizona State University • Coverage of Alfred C. Kinsey’s research into human sexuality changed markedly in six U.S. daily newspapers between the 1948 publication of Sexual Behavior in the Human Male and the 1953 publication of Sexual Behavior in the Human Female. Three factors appear to have been responsible for the change. First, the frank treatment of the male book by magazines opened the way for newspapers to discuss the female report frankly. Second, editors benefited from hindsight.

Literature to Form a More Perfect Union: An Examination of the Anti-Saloon League of America’s Early Messages and Methods Through a Framework of Public Relations History • Margot Opdycke Lamme, Florida • The Anti-Saloon League of America (ASLA) was a church-based social reform movement whose work for National Prohibition became nationally prominent during the 1910s and through the repeal of Prohibition in 1933. Although scholars have examined its work as a political pressure group and in the broader context of the Progressive Movement, the League’s communications have not been studied to determine whether they reflected what Robert Wiebe called the Movement’s increasing use of “moral suasion to excellent effect.”

Journalism’s Role in Society: Ethics Codes Framework of Responsibility • Jane S. McConnell, Minnesota State University • Journalism ethics codes written during the nineteenth century and first decades of the twentieth century reveal a dramatic evolution in the concept of press responsibility. At the turn of the century ethics codes provided little more than directives concerning reporters’ personal behavior. Within a decade the focus had moved to the importance of the newspaper as a business. In 1922 the South Dakota press association became the first to produce a code of ethics that distinctly articulated journalism’s societal role.

“The Whole Affair is to Put Us on the Defensive”: Know-Nothingism, Rutherford B. Hayes, and The Weekly Press of Northwest Ohio • Michael T. McGill, Jr., Bowling Green State University • During presidential campaigning in late 1876, Republican and Democratic political organizers, candidates, and supporters waged a bitter battle within the columns of the American press. This paper analyzes one of the many political accusations utilized by Democrats through the Democratic press: that Republican candidate Rutherford B. Hayes had direct associations with an American anti-foreigner organization.

Suppression of an Enemy Language During World War II Prohibition of the Japanese Language in Japanese American Assembly Camps • Takeya Mizuno, Bunkyo University • This article investigates in detail how the United States government prohibited the use of the Japanese “enemy” language at Japanese American “assembly centers” during World War II. Drawing on the archival documents of governmental agencies concerned, this study demonstrates that assembly camp officials strictly barred the evacuees’ from using their native language and thereby curtailed their First Amendment rights of speech and self-expression.

“Only a Brave Man Would Have Dared to Put It in a Book” Using More Communications Theory to Teach and Frame Media History • Alf Pratte, Brigham Young University • This survey suggests strategies to exploit theory in media history. In addition to nationalist, romantic, developmental, cultural, progressive and consensus interpretations, it encourages “grand theories” such as advertising, economic, feminist, functional, frontier, mass society, propaganda, social roles and technological determinism to frame presentations, raise questions and provoke interest and ways of knowing inside and outside the classroom.

Conjunction Junction, What Was Your Function? The Use of Schoolhouse Rock to Quiet Critics of Children’s Television • David S. Silverman, Missouri-Columbia • This paper examines the debate surrounding advertising and the purpose of children’s television in the early 1970s, focusing upon the “series-as-commercial” Schoolhouse Rock. Through examination of both the governmental-records, as well as the recollections of those involved in the production of Schoolhouse Rock, I found a duality in the motives of the those responsible for airing Schoolhouse Rock, ultimately questioning the educational value of what was deemed a “win-win” situation for children’s educational television.

The New York Times Perpetuates a Madman Stereotype of Charles Guiteau: A Qualitative Content Analysis • Don Sneed, Florida International University and Elizabeth Sneed, Boyd Anderson High School, Florida • This study deals with press performance by The New York Times before and during the trial of President James A. Garfield’s assassin, Charles J. Guiteau. The study focuses on how The New York Times – in news stories, headlines and editorials – covered the event during this emotionally charged time in American history.

Murrow Squares Off Against McCarthy: Not Many Brickbats or Bouquets • Brian Thornton, Northern Illinois University • The legend portrays the struggle between two men as the equivalent of a televised heavyweight title match. The fight took place March 9, 1954. Surprisingly, it has been reported that the smaller man, a former high school cheerleader named Egbert, won by a knockout. One historian said the stakes were nothing less than the future of democracy in the United States of America. The victor, Edward R. Murrow, was a highly respected broadcast reporter.

Darkness and Light: Shifting Visual Depictions of Cuba in a Time of Crisis • Christopher A. Vaughan, Rutgers University • Seldom has the United States witnessed so sharp a turnabout in the dominant images used to portray a foreign entity as Cuba’s iconic fall from fair-skinned maiden to racialized caricature in the pictorial world of 1898. Illustrative of the significance of images of race and gender in the construction of an imperial order resonant with popular prejudices, Cuba’s passage from attractive white womanhood to darkened and infantilized object of rejection had many authors, but the links between political power and popular iconography were not entirely diffuse.

Repositioning Radio: NBC & the “Kitchen Radio Campaign” of 1953 • Glenda C. Williams, Alabama • The “Kitchen Radio Campaign” was a major Christmas promotion campaign designed to rebuild the daily “Housewife” audience. Using clever jingles set to Christmas carols, the spots urged families to buy a radio for Mom to use while she did her chores. Using letters, memos, and scripts from the NBC archives at the University of Wisconsin – Madison, this paper examines NBC’s Kitchen Radio Campaign and its attempt to reposition radio’s place in the American culture.

<< 2002 Abstracts

Cultural and Critical Studies Division

Change Your Life!: Confession And Conversion In Telemundo’s Cambia Tu Vida • Carolina Acosta-Alzuru, Georgia • In recent years no television genre has generated more discussion and public outcry in the United States than talk shows. The talk show genre also creates strong feelings in the academic world. Scholarly literature shows polarization between those who believe that the shows are damaging and scholars who argue that talk shows can be empowering for under represented societal sectors. These discussions, however, have not included talk shows broadcast in the Spanish-speaking networks Telemundo and Univision.

Global/National, Visual, And the Subjects of State-Run Television in India • Sanjay Asthana, Institute for Global Studies • This paper examines themes of globalization and nation on state-run television in India during the fiftieth independence anniversary in 1997. Representations of nation get complicated as commercial and corporate interests, such as celebration of capital in the name of globalization, begin to frame images of nation. A broader definition of nation will be outlined to explain the discourse of nation in the globalization context on state-run television in India.

The Grocer and the Chief: A Parable of Alterity or Otherness Discourse in the Modernization Paradigm of Development Communication Studies • Umara Bah, Morgan State University • This paper employs a proposed alterity framework of analysis to argue that the Grocer and the Chief — the genesis of the model on which the modernization paradigm of development communication is based exemplifies alterity or otherness discourse, one that misrepresents the Other and reflects and valorizes the Self. The paper concludes that precisely because of this discourse, the paradigm is viable, contrary to assertions by many scholars that it has passed away.

Ghost-Hunting as Transcendent Storytelling: Narrative Tradition and Innovation on the Internet • Warren Bareiss, Austin College • This paper examines ghost-hunting websites as a form of ritual. Ghosthunting rhetoric uses traditional narrative motifs to challenge day-to-day notions of reality. Also, ghost hunters use communication technology as an enabling factor through which reality is deconstructed and left “open.” This process results in a new mapping of communal space, re-signifying certain places as sites of paranormal activity, while elevating storytellers to the status of quasi-scientific experts.

If A Problem Cannot Be Solved, Enlarge It: An Ideological Critique Of The Other In Pearl Harbor And September 11 New York Times Coverage • Bonnie Brennen and Margaret Duffy, Missouri • This study uses the theoretical approach of cultural materialism and compares the rhetorical strategies used to frame Japanese Americans in the first four months following Pearl Harbor with those used to describe Muslim and Arab-Americans following September 11. It suggests that strategies used to frame these groups as the Other, encourage the emergence of a specific ideological vision in the news coverage.

Political Drama and News Narratives: Presidential Summits on Chinese and U.S. National Television • Tsan-Kuo Chang, Minnesota-Twin Cities • Presidential summit carries an imprint of personal involvement, public expectations and potential cross-national consequences. Against the backdrop of news as narratives, the purpose of this comparative study is to determine, within Edward Said’s perspective of “communities of interpretation,” the form and content of two presidential summits — Chinese President Jiang’s U.S. visit in 1997 and President Clinton’s China visit in 1998 — on the “ABC World News Report” and “China Central Television Network News.”

Media, Sexuality, And Identity Among “New Ethnic” Youth In A Midwestern Community • Meenakshi Gigi Durham, Iowa • This paper posits that adolescence, as experienced by girls of immigrant diaspora groups, is complicated by issues of race, culture and nation that intersect with discourses of sex and gender. In this study, a series of focus groups were conducted with South Asian American girls in order to uncover the role of media in their sexual identity constructions. The focus group data revealed radical rearticulations of sexual identity from an “interstitial” audience position that involved oppositional readings of various media texts.

Joseph Conrad’s Hearts of Darkness and The New York Times Narrative of HIV/AIDS in Africa: A Continuum of “Ideologeme of Imperial Contagion,” or A co – incidence? • Chinedu Eke, Penn State University • I critically argue in this paper based on the evidence of published materials that the style of reporting done by The New York Times on the issue of HIV/AIDS in Africa between 1985 and 1990 reflected an ongoing literary style in the West in general that can be attributed to Conrad’s Heart of Darkness. Within this construct, the centuries-old process of cross-cultural transmission of disease appears as the most recent site of struggle between nations of the West and those of the Third World.

Community Property: Digital Music and the Competing Economic Imperatives of Transmission and Ritual Modes of Communication • Mark Giese, Houston • Using the evolution of the digital music-sharing phenomenon as a springboard, this article explores the economic imperatives inherent in two different but not mutually exclusive theoretic constructs of communication advanced by James Carey. The first construct is the transmission mode of communication, which theorizes that communication is the transmission of information from one point to another. The second, and more novel construct is the ritual mode of communication that theorizes forms of communication whose primary purpose is to strengthen communal bonds by sharing communication/communal experiences rather than the transmission of instrumental information.

Complicating Communication: Revisiting And Revising Production/Consumption • James Hamilton and Tonya Couch, Georgia • This essay addresses the core assumption made in communication research of the division of the communication process into producers and consumers. It argues that the uncritical acceptance of “producers” and “consumers” as empirical, decontextualized descriptions of roles in a linear relationship disables efforts to theorize and explore more nuanced and ultimately more incisive accounts of communication in society.

Writing in the Wind: Recreating Oral Culture in an Online Community • Chuck Hays, Iowa • This study examines storytelling within a Usenet newsgroup for Harley-Davidson enthusiasts, arguing that the functions served by the posting of extensively detailed stories about membersÕ travels in this text-based group replicate the functions of storytelling within an oral culture: the inculcation and regulation of proper behavior in group members.

From Civil Rights to Environmental Rights: Constructions of Race, Community, and Identity In Three African-American Newspapers’ Coverage of the Environmental Justice Movement • Teresa Heinz, Indiana University • Environmental racism refers to the placement of health-threatening structures such as landfills in areas where the poor and ethnic minorities live. These issues are frequently ignored by the mainstream, largely white and middle-class, environmental movement. In response, environmental justice activists position disadvantaged communities against dominant socio-political groups. To examine how the environmental justice movement emphasizes community, identity, and race in its activism, this paper examines the coverage of environmental justice in three predominantly African-American newspapers.

Inequality of Resources: The Crisis of Media Conglomeration and the Case for Reform • Brian Houston, Oklahoma • When the media is owned and operated by corporate conglomerates the public is deprived of a diversity of viewpoints, and individual journalists feel pressured to conform to a corporate line. Attempts to reform the current trend in the American media originate most often from two theoretical camps: libertarianism and public journalism. This paper finds that neither of these approaches poses a satisfactory response to media conglomeration, and offers Ronald Dworkin’s “equality of resources” as a model of economic reform capable of rectifying the current situation.

Reframing Frame Analysis: Gaps and Opportunities in Framing Research • Sonora Jha-Nambiar, Louisiana State University • This paper examines how research into framing in the media remains largely one-sided by attributing the construction of the frame to the media. Current research views the audience merely through the lens of media effects and audience interpretation, thus limiting the growth of this valuable theory. By re-exploring Erving Goffman’s work and how it relates to the narrative element of stories and schema theory, this essay suggests links that would broaden the theoretical understanding of framing.

The Site of Coverage: The Impact of Internet-Mounted Social Movement Protests on JournalistÕs Coverage Decisions • Sonora Jha-Nambiar, Louisiana State University • Situated within the critical paradigm, this study uses quantitative and qualitative techniques to examine (a) the use of the Internet as a journalistic tool and (b) the impact of such use on journalists’ decisions in their coverage of social movement protests. This study analyzes these dynamics through in the context of the recent anti-globalization protests in U.S. cities and abroad, which are generally regarded as major success-stories in reference to the role of the Internet in their organization and propagation.

Race and Class in 1980s Hollywood • Chris Jordan, Penn State University • The strikingly different budgets and creative latitudes afforded Sylvester Stallone and Spike Lee illustrates how 1980s Hollywood’s agenda of reducing risk while maintaining volume resulted in a “bifurcated” industry that has since only become more polarized. Biracial buddy blockbusters such as “Rocky III” that trivialized race and class frictions proliferated at the most visible and lucrative level of moviemaking during the 1980s while low-budget specialty works such as “Do the Right Thing” (1989) that provoked reflection struggled to achieve minimal public visibility.

Goddess Worship: Commodifed Feminism and Spirituality on NIKEgoddess.com • Tara M. Kachgal, North Carolina at Chapel Hill • NIKEgoddess.com was textually analyzed to examine whether the website’s discursive strategies constitute a form of commodity feminism. Findings concur with analyses of earlier Nike marketing messages in that the potentially disruptive ideological challenges posed by feminism are constrained by a focus on individual consumption; self-objectification and heterosexuality; immediate gratification; and apoliticism. NIKEgoddess.com differs in its infusion of spiritual themes, which, it is argued, further defuses the feminist traces and, also, constitutes a form of commodity spirituality.

Listeners on Wheels: Automotive Radio, Mobility, and Suburbia • Matthew A. Killmeier, Iowa • This essay develops a cultural historical approach to the development of automotive radio and its widespread application in 1950s America. Drawing upon the theoretical conceptualization of mobile privatization and flow, the essay interprets automotive radio, changes in the political economy of 1950s radio, and suburban growth as mutually constitutive (Williams 1974). Furthermore, it argues shifts in quotidian forms of living in terms of mobility are bound up with mobile media and mobile content.

“Mourning in America”: Ritual, Redemption, and Recovery in News Narrative after September 11th • Carolyn Kitch, Temple University • This paper analyzes the construction of “the story of September 11th” in American newsmagazines. Drawing on anthropological as well as narrative theory, it argues that news coverage contained the elements of a funeral ritual, providing a forum for national mourning and creating a cohesive story in which vulnerability and fear became heroism and patriotic pride. It further contends that journalism plays a central role in American civil religion and in the articulation of national identity.

Nervous Women and Noble Savages: The Romanticized Other in Nineteenth-Century U.S. Patent Medicine Advertising • Jane Marcellus, Oregon • This paper compares images of women and Native Americans in nineteenth-century patent medicine advertising. Combining historical research and textual analysis, I explore the context in which these ads flourished. I argue that these two groups were exoticized and romanticized in ways that were similar to each other but different from other groups-not surprising since their lives became increasingly restricted during the course of the nineteenth century.

UPS Strike Coverage and the Future of Labor in the Corporate News • Christopher R. Martin, Northern Iowa • The United Parcel Service strike of August 1997 is now commonly cited as labor’s greatest success of the 1990s, where 185,000 Teamster workers brought the nation’s largest parcel delivery service to a standstill and won most of their demands, despite the fact that millions of consumers were touched by inconveniences. The strike was one of the top stories of 1997, with 77 USA Today reports, 139 New York Times stories, and 70 network news packages (ABC, CBS, NBC) during July-August 1997. This case study is based on a critical analysis of those reports.

But Where Are The Clothes? The Pornographic Stereotype in Mainstream American Fashion Advertising • Debra Merskin, Oregon • NO ABSTRACT

Representing Micro Radio: Newspaper Coverage of the Micro Radio Issue 1998-2000 • Andy Opel • Florida State University • This study examines newspaper coverage of the struggle over micro radio (low power FM) for the three years 1998-2000. This was a period of increased action for the micro radio issue, with activity taking place at the grassroots, institutional, academic and governmental levels. The newspaper coverage reveals a pattern of cultural acceptance for the activistsÕ discourse and the evolution of the cognitive space created by an emerging media reform movement.

Grappling with Gendered Modernity: The Spectacle of Miss World in the News • Radhika E. Parameswaran, Indiana • Hailed as a symbol of India’s enthusiasm for globalization, the 1996 Miss World beauty contest that was held in the city of Bangalore soon became the subject of intense controversy when right-wing political parties, feminist activists, and farmer’s groups launched public protests. Examining the intersections among discourses of gender, class mobility, tradition and modernity that were woven into Indian mediaÕs news narratives on Miss World, this paper brings to the foreground the ordering and framing practices of the Times of India, one of the nationÕs most reputable newspapers.

Viva Women: Dialogue between the lived Experience of Past Struggle and Present Hopes • Bongsoo Park • Minnesota • I argue that popular culture provides a site of struggle between a dominant and competing ideology by exposing — consciously or unconsciously — contradictions and ambiguities of Korean womanhood. Popular culture also embodies repressed ambitions that are far ahead of the social structure’s capacity to realize the dreams of feminism or reform. This paper looked at how symbolic fulfillment of repressed wish is realized in an example of popular culture, a television show, viva Women, in Korea.

Giving Labor the Business? Business and Labor Reporting from 1980-2000 • David J. Park and Larry M. Wright, Wisconsin-Madison • Academic research suggests there has been an increase in business and economic reporting at the expense of labor reporting. This paper examines the literature’s conclusions through a database content analysis of headlines from The New York Times, Washington Post, United Press International (UPI) and Associated Press (AP) during a twenty-year period. The results confirm a dramatic increase in business reporting and suggest labor reporting has experienced a subtle decrease.

Hands-on Communication: The Rituals Limitations of Web Publishing in the Alternative Zine Community • Jennifer Rauch, Indiana University • The Internet seems to promise independent producers of idiosyncratic and ephemeral “zines” an irresistible alternative to the medium of print. But this study finds that zine editors resisted migrating to the Web and that those publishing online remain ambivalent toward this technology. It argues, based on interviews, that interactivity is a mental and social characteristic of ritual communication. For these self-publishers, paper and xerography work better to achieve participation in an alternative cultural community.

Western Media Reporting of the Bombings of U.S. Embassies In East Africa: Coverage in The New York Times, A Case Study • Elizabeth Lester Roushanzamir, Georgia-Athens and Melinda B. Robins, Emerson College • This textual analysis of media coverage of the 1998 bombings of two US. embassies in East Africa questions the meaning of international news discourse within the present period of capital consolidation. It explores how the news stands for a hegemonic political economic order, and how tropes for Us and Other promote both stereotypes and products.

Natural Famine or Political Famine? Ideological Coverage of the North Korea Disaster in the New York Times and the Washington Post, 1995-2001 • Hoon Shim and Won-sik Hong, Texas at Austin • This study examined how the coverage of the New York Times and the Washington Post ideologically depicted the North Korea famine in 1995. Grounded in political economic theory, this study hypothesized that a natural disaster in a communist nation antagonistic toward the U.S. would be covered in a highly political way and focus on securing capitalistic ideology. Using content and textual analysis, the study investigated the famine coverage through three perspectives — representation, portrayal and ideological discourse.

“Deviance” & Discourse: How Readers Respond to One Man’s Editorial A Framing Analysis of E-Mails following the September 11th Attacks • Laura K. Smith, Texas at Austin • Following the September 11th attacks, critics came under fire for voicing concerns about U.S. foreign policy. In this paper, the author analyzes e-mail responses to one manÕs editorial – comparing the discourse of those who read his opinions in alternative news websites versus the mainstream media. Relying on rhetorical and media framing theory, this qualitative study finds, whether or incensed or supportive, e-mailers take similar rhetorical approaches in their response to critical views.

Buying Love: Sex on Television, Consumption, and Advanced Capitalism • Laramie Taylor, Michigan • Traditionally, Marxists have seen capitalist ideology as promoting monogamous, marital sexual relations in order to maintain a stable work force. Findings from a number of quantitative content analyses and critical viewings of a number of portrayals of sex on television reveal a system of messages that instead promotes individual sexual self-indulgence. It is speculated that this self-indulgence may generalize beyond the sexual to economic domains, serving to promote increased consumption, thereby serving the demands of advanced capitalism.

Shifting Identities, Creating New Paradigms: Analyzing the Narratives of Women Online Journalists • Shayla Thiel, Iowa • This study illustrates how in the shift from traditional journalism to online journalism, women online journalists’ identities have shifted and become renegotiated as women locate themselves both organizationally and culturally within this new journalistic paradigm. Using narrative analysis, this paper demonstrates how various patterns have emerged from the womenÕs stories and suggests that identity negotiation as a gendered process may shape and color the emerging field of online journalism in profound ways.

Rebel Mystic: An Aesthetic and Philosophical Exploration of Roots Reggae and Dub • James Tracy, Iowa • This paper examines some of the sociocultural dynamics and philosophical bearings of roots reggae and dub’s development in Jamaica in the 1970s through the interpretive analysis of musical and discursive form and insights of the music’s most seminal creators and innovators. This is an initial foray toward a more complex theorization of the 20th century’s authentic “rebel music” and its deeper meaning and representation the music suggests for the global postcolonial human social condition.

The Commander of Bodies: A Semiotic Analysis of Media Discourse about The Korean Female Body • Tae-Il Yoon, Missouri-Columbia • Looking at a controversy about Lee Young-Ja, a Korean female comedian who had dramatically lost weight in a suspicious manner, this study investigates how media discourse constructs the female human body by using a method of semiotic analysis within the constructivist framework. The result of the syntagmatic analysis suggested that a female body could be constructed as heroin, villain, and victim according to media framing.

She’s Gotta Have It But He Already Got It: Spike Lee and the Residual Masquerading as the Emergent • Bill Yousman, Massachusetts-Amherst • She’s Gotta Have It (1986) is analyzed through a close reading of how language, images, and sounds create a text that is structured by binary oppositions. These oppositions reinforce particular ideological positions on gender relations, sexuality, and feminism. Popular discourse revolved around a discussion of the radical or innovative aspects of the film, framing it as ideologically emergent. This paper suggests that frequent moments of patriarchal residualism overwhelm whatever progressive value the film might possess.

Transferring Media Professionalism: Transculturation, Semicolonialism, and Journalism Education in China, 1910s-1930s • Yong Zhang, Minnesota • Media professionalism was introduced from the United States into China through journalism education in the Republican period from the 1910s to the 1930s. While other third world countries imported the ideology of media professionalism through formal apparatuses of colonial administration, China’s introduction was largely through private non-official channels since it lacked a formalized institutional infrastructure under its unique semicolonial condition.

<< 2002 Abstracts

Communication Theory and Methodology Division

Television and our Children: A Meta-Analysis of Television’s Impact on Special Populations • Robert Abelman, Carolyn A. Lin and David J. Atkin, Cleveland State University • NO ABSTRACT

Perceived Credibility and Attitudinal Distance in Estimating Third-Person Effect and Affect • Julie L. Andsager, Washington State University and H. Allen White, Murray State University • Messages deemed undesirable often produce a third-person effect, while the converse first-person effect is true for desirable messages. We sought to examine the message content-receiver interpretation interaction of evaluating a persuasive message using the construct of perceived credibility. Credibility was unrelated to the degree of estimated effect on self and others, but it was significantly related to perceived positive/negative affect. Attitudinal social distance was an important predictor of third-person effects, though credibility mitigated its impact.

Evaluation of American Legacy Foundation/Washington State Department of Health Media Literacy Pilot Study • Erica Weintraub Austin, Bruce E. Pinkleton, Stacey J.T. Hust and Marilyn Cogen, Washington State University • A pretest/posttest experiment with a control group was used to evaluate a pilot test of a media literacy curriculum implemented during summer 2001 in the state of Washington. It was expected media literacy training would reduce youthÕs beliefs and behaviors relevant to tobacco use and would increase the extent they would participate in advocacy activities. The results indicate media literacy is a promising avenue for tobacco prevention efforts.

Beyond the Cognitive Mediation Model: Diversion, Interaction and Action Motives Trump the Surveillance Motive • Christopher E. Beaudoin, Indiana University-Bloomington and Esther Thorson, Missouri-Columbia • With data from a 2000 telephone survey of a Midwestern community, the current study retests and reevaluates the cognitive mediation model (Eveland, 2001). In a first step, it expands testing of the model to a different community and measures media use in terms of reliance on five news media for political information. Two well-fitting structural equation models offer strong support for the cognitive mediation model in this context.

Second Level Agenda Seffing and Political Discourse: A Longitudinal Analysis of Campaign Reform in 1999 • Shannon L. Bichard, Texas Tech University • This study investigates second level agenda setting for the campaign reform issue in 1999. Content analysis was used to obtain the agendas of the media, public, and Congress. Cross-correlations were then established using ARIMA time series models to examine relationships. Results suggest that the public agenda as well as congressional framing attributes have a compelling affect on the media. These findings support the need for an expanded approach to agenda setting research.

How Television Shapes Our View of the World: A Cognitive Neuroscience Approach • Samuel D. Bradley, Indiana University • Research known as cultivation analysis has shown that heavy television viewers make social judgments more aligned with the reality shown on TV than the actual world to a greater degree than light TV viewers. Several studies have shown that certain cognitive processes can mediate this effect. A cognitive neuroscience perspective is used here to try to outline brain structures involved in the cultivation effect and account for the mediating effects.

Saying “May Cause Internal Bleeding” with a Smile: A Multi-Year Analysis and Comparison of Prescription Drug Advertising • Samuel D. Bradley, Yongkuk, Leah M. Haverhals, Annie Lang, Indiana University • Since restrictions were eased for broadcast prescription drug advertisements in 1997, there has been a dramatic spending increase on direct-to-consumer advertising. This paper addresses direct-to-consumer advertising by conducting two content analyses of 120 hours of television programming in 2000 and 2002, providing a description of frequency, production features, and emotional tone of information presented in health advertising. The results will be used to construct the stimuli for future experiments investigating how consumers process such information.

Are Computers And Traditional Media Functionally Equivalent? • Xiaomei Cai, Delaware • This study examined the time displacement effects of computers on traditional media in light of the functional equivalence principle. Subjects were asked to give up using computers (except for schoolwork) and television respectively for a day. The results showed that giving up computer use did not increase time allotted to other media. On the contrary, giving up viewing television increased time spent with other traditional media, but not with computers. The implication for the functional equivalence principle was discussed.

Effects of Salience Dimensions of Informational Utility on Selective Exposure to Online News • Silvia Knobloch, Dresden University of Technology, Francesca Dillman Carpentier and Dolf Zillmann, Alabama • Informational Utility is conceptualized as consisting of three dimensions: magnitude of a threat or opportunity, likelihood of the materialization of the threat or opportunity, and proximity in time of the occurrence of the threat or opportunity. It is hypothesized that readers will selectively expose themselves increasingly more to stories high in these three dimensions as opposed to stories low in these dimensions. To test this proposal, respondents chose to read selections from an experimental Internet-style online newspaper.

Analyzing the Effect of “Impactive” Visual Stimuli on Ad and Product Perceptions Using a Computerized Experiment • Fiona Chew and Maya Chandrasekaran, Syracuse University • Three “impactive” visual stimuli proposed as eliciting eye fixations or orienting responses were constructed, tested and analyzed for basic advertising and product perceptions among 85 young adults. A computer program was developed to set up the experimental materials for display on computer terminals in a computer laboratory. Specifically it rotated the treatment and control conditions as well as the order of the visuals, logged the time subjects spent on each visual, displayed the questions and registered the responses.

The Deep Audit as an Epistemology for the Watchdog: Computer-Assisted Analysis and Investigative Journalism • Ira Chinoy and John E. Newhagen, Maryland • Computer assisted data analysis, sometimes called computer-assisted reporting, has emerged as an innovative form of investigative journalism during the past 35 years, especially in the 1980s and 1990s. Its legitimacy has been validated by prizes and awards, but it has failed to become fully integrated into the journalistic routine. That fact is evidenced both by the ambiguous location that practitioners of computer analysis occupy on newsroom organizational charts.

Processing Anti-Drug Public Service Announcements The Role of Perceived Self-Relevance • T. Makana Chock, Mija Shin, Yongkuk Chung, Suengwhan Lee and Annie Lang, Indiana University • This study applied the Limited Capacity Model of media processing to investigate the role of reported self-relevance of Public Service Announcements (PSAs) in the processing of the information contained in those messages. The impact of the arousing content and production pacing of anti-drug and tobacco PSAs on adolescent and college age viewersÕ perceived self-relevance was examined. The impact of self-relevance upon the attention given to a PSA and subsequent memory of that message was also assessed.

A Life Cycle Model of Media Development: The Internet as Case Study • Nava Cohen-Avigdor and Sam Lehmun-Wilzig, Bar-Ilan University, Israel • Based on several earlier, preliminary theories and models of the life cycle development of mass media (taken from such fields as mass media history, technology diffusion, and even marketing), this paper puts forward an overarching, universally applicable, interactive, life cycle model involving five stages: 0- technical invention; 1- market penetration/growth; 2- maturation; 3- defensive resistance; 4a- adaptation/change, or 4b- obsolescence/disappearance. The Internet is employed as a case study to amplify the modelÕs various factors and elements.

A “Mix of Attributes” Approach to the Study of Media Effects and New Communication Technologies • William P. Eveland, The Ohio State University • The purpose of this paper is to discuss the media effects approach broadly, point out the limitations the traditional approach imposes on the field, and to discuss a “mix of attributes” approach with a focus on the study of “new” technologies for the dissemination of news that would better serve to advance both theory and empirical research not only in the area of new media technologies, but also for more traditional media effects research.

Influence of Story Structure and Reader Partisanship on Perceived Story Bias and News Organization Credibility • Frederick Fico, John D. Richardson and Steven Edwards • A 3 (story structure) x 3 (partisanship), full-factorial experiment was conducted to illuminate the joint effects on four dependent variables: perceived story bias, perceived story quality, news organization credibility and persuasiveness. Participants’ prior opinion on each of three issues (capital punishment, flat income tax rate and drinking age) was measured as pro, con, or neutral. Mock newspaper stories were systematically manipulated to be balanced or imbalanced. Imbalanced stories favored either the pro or the con side on each issue.

Effects of Text and Animated Graphics in Television News Stories on Viewer Evaluations, Arousal, Attention, and Memory • Julia R. Fox, Yongkuk Chung, Seungwhan Lee, Nancy Schwartz, Leah Haverhals, Zheng Wang, Annie Lang, Indiana University and Deborah Potter, NewsLab • This study examines effects of text and animated graphics in television news stories. Text and animated graphics aided recognition for stories participants rated harder to understand, but made no difference for easier stories. Delayed cued recall was best for stories with animated graphics and worst for stories with no graphics. Participants paid less attention to text graphics than to animated graphics or the no-graphics condition. Arousal and evaluations of the news stories are also examined.

Is Psychopathology The Key To Understanding Why Some Children’s Behavior Becomes “Aggressive” When They Are Exposed To Violent Television Programming? • Tom Grimes, Kathy Nichols, Eric Vernberg, Lori Bergen, Kansas State University • Children who have no diagnosed psychopathology did not behave aggressively after seeing a series of violent movie excerpts. On the other hand, children with the most common undiagnosed form of psychopathology — Disruptive Behavior Disorders — behaved aggressively after exposure. This paper explains why there is a difference in behavior between the two groups and suggests that normal children are probably not harmed by violent TV programming in terms of viewing induced psychopathologies.

Theory Of Communication Outlets And Free Expression: A Humanocentric Exploration • Shelton A. Gunaratne, Minnesota State University • This essay combines the yin-yang complements of Chinese philosophy and the dialectic of Western philosophy to derive a humanocentric theory of communication outlets and free expression. It argues that the system of communication-outlets in most nation-states is situated between the extremes of libertarianism and authoritarianism. The meeting or clash of these two complements or antinomies at a particular point of time and space results in creating various shades of social responsibility.

The Intermediary Role of News Media in the 2000 Presidential Campaigns: A Mediator, Moderator, or Political Agent? • Sungtae Ha, Texas at Austin • This study examines the intermediary role of news media between the candidates and the public in the agenda-setting process in the context of the 2000 U.S. Presidential election. Do the media really control the whole process of agenda setting defining the campaign agendas? Special attention is paid to the media’s role at the two different levels of agenda setting: issues and attributes. The New York Times played the role of both the moderator and political agent rather than a mediator.

Fear of Isolation and the Climate of Opinion: Moderating the Spiral of Silence? • Andrew F. Hayes and Carroll J. Glynn, The Ohio State University; James Shanahan and Dietram Scheufele, Cornell University; Patricia Moy, David Domke, and Keith Stamm, Washington • According to spiral of silence theory, silence spirals can develop when fear of social isolation drives members of a minority to silence their own opinion expression. In a secondary analysis of several existing published studies, we tested a prediction directly derived from spiral of silence theory that fear of social isolation and support for one’s opinions would interact in predicting opinion expression. But never did we find an interaction between fear of isolation and perceived support for one’s opinion.

Framing Effects in Homogeneous and Heterogeneous Media Environments: The Cases of the on Taiwan Controversy and the Fourth Nuclear Power Plant Dispute • Huiping Huang, National Taiwan Normal University • This study examined the nature of issues and the media environments the issues created in the operation of framing effects. It conducted media content analyses and audience survey to compare media frames and audience frames in different media environments. The cases under study were the On Taiwan controversy and the Fourth Nuclear Power Plant dispute in Taiwan. Results showed that, the media environments the two cases created differed on the dimension of frame homogeneity and heterogeneity.

Cosmopoliteness, Cultivation and Media Use • Leo W. Jeffres, Cheryl Campanella Bracken, Kimberly Neuendorf, and Jennifer Kopfman, Cleveland State University • The constructs of “cosmopoliteness,” cultivation, and media use were examined in a general population CATI survey of a metropolitan area in October and November of 2001. Eight dimensions of cosmopoliteness were identified, and they were in general found to be strongly and positively related to non-broadcast media use (e.g., newspaper readership) but not strongly related to broadcast media exposure. Cosmopoliteness dimensions were found to relate to cultivated views of the world as a “mean and scary place,” although such relationships were diminished somewhat after controls for social categories.

Motivations to Form Opinions Based on Reference Group or Generalized Others’ Opinions • Irkwon Jeong and Carroll J. Glynn, The Ohio State • This paper explores motivational reasons for forming oneÕs own opinion based on the opinions of certain group opinions. Specifically, this study examines the importance of these motivations in determining whether or not individuals rely more on reference group opinions or on the opinions of “generalized others” when forming their own opinions. In addition, we explore the determinants of these motivations. Data were collected using a nation wide telephone survey (n= 596).

Download Speed and Physiological Arousal: The Role of Motion, Suspense, and Content Characteristics • Sriram Kalyanaraman and S. Shyam Sundar, Penn State University • Prior research has shown that download speed of Web images affects users’ physiological arousal. Using a three-condition experiment (N= 39) that exposed participants to either a fast, slow-blur (GIF), or slow-frame (JPEG) version of a high-arousal, non-sexual image, this study investigates (1) the role of image characteristics (particularly content arousability) in determining which speed (fast or slow?) is more arousing; and (2) whether motion and/or suspense effects mediate the relationship between speed and arousal.

Entertainment Television Use and Life Satisfaction: Constructed Reality and the Social Comparison Effects of Drama and Sitcom • Heejo Keum and Jaeho Cho, Wisconsin-Madison • This research explores the influence of different types of televised entertainment programming on peopleÕs judgment of life satisfaction. This paper attempts to connect content-based assertions of the cultivation theory with the social comparison arguments positing that audiences compare their real lives with television’s constructed social reality and this comparison results in viewers’ life satisfaction or dissatisfaction. To explore this possibility, we combined content analysis and survey research.

Priming Effects Revisited: Use and Disuse of Contextual Primes in Dynamic News Environments • Young Mie Kim, Illinois at Urbana-Champaign • This study reexamines priming effects in the case of the 1991 Persian Gulf War. As an alternative approach to traditional priming research, this study suggests an attitude structure model of priming based on an associative network model to assess peopleÕs use and disuse of the contextual prime (i.e., the air war) in dynamic news environments. With a short-term quasi-experimental approach considering the air war as a prime stimulus, the path analysis of the attitude structure model suggests robust evidences of the short-term accessibility effects of priming.

Theoretical Applications to Florida Law Enforcement Records Custodians’ Decision-Making Behaviors • Michele Bush Kimball, South Alabama • The goal of this study was to understand how and why records custodians grant or deny access to government information. Four theories, two legal and two social science, were applied to data collected through legal and qualitative research methods to evaluate whether those theories were relevant. Those theories were used to help explain records custodians behavior and to provide recommendations for changing the way custodians respond to FloridaÕs Public Records Law.

Identifying Dimensions of Media Salience: A Factor Analysis of Media Coverage during the 2000 Presidential Election • Spiro Kiousis, Iowa State • Media salience — the key independent variable in agenda-setting research — has traditionally been explicated as a singular construct. Nevertheless, scholars have defined it and measured it using a number of different conceptualizations and empirical indicators. To address this limitation in research, this study builds a conceptual model of media salience suggesting it is a multidimensional construct consisting of three core elements: attention, prominence, and valence.

A Structural Equation Model of the Uses and Gratifications Theory: Ritualized and Instrumental Internet Usage • Hanjun Ko, Florida • In this study, the uses and gratifications theory was applied to investigate whether motivations for using the Internet could explain one of the key aspects of Internet usage: visiting certain types of Web sites. The proposed latent variable path model identified some of the causal relationships between the motivational factors and the types of Web sites visited by Internet users.

The Impact of Website Campaigning on Traditional News Media and PublicÕs Information Processing • Gyotae Ku, Michael Pfau and Lynda Lee Kaid, Oklahoma • The present study was designed to examine the impact of website campaigning as new media on the traditional news media agenda and the public opinion during the 2000 presidential election campaigning. Based on an intermedia agenda-setting approach, this study demonstrated the direction of influence among three media in terms of the flow of information. Further, an agenda-setting impact of website campaigning on the public were also identified.

Agenda Setting, Media Framing, News Priming And Status Conferral: A Theoretical Synthesis • Dominic Lasorsa, Texas at Austin • Among mass communication theories that relate to the effects of news coverage on public opinion are agenda setting, media framing, news priming, second-level agenda setting and status conferral. In an effort to clarify the extent to which these five theories are alike and different, consideration is given to their independent and dependent variables, and to the psychological processes that intervene between exposure and effect.

Constructing Theory for Complex Systems • Dominic Lasorsa, Texas at Austin • A strategy is proposed for building theory relating four or more variables. The approach extends to such complex systems-strategies promoted by Hage, Lazarsfeld and Tankard. The paper discusses reasons for exploring multivariate relationships, forms for expressing four-variable theoretical statements, ways to visualize multivariate relationships, ordering multiple variables in time, analyzing causal paths among multiple variables; specifying non-linear relationships and non-additive effects, and useful modifications to the linear, curvilinear and power relationships.

Reconsidering the Effects of News Media Use on Political Learning: Individual and Socio-Structural Implications in Newspaper Reading and Television Watching • Eunjung Lee, Cornell University • This study argued that the effects of news media use on political learning should be assessed by accounting for individual media use patterns (attention vs. exposure) and the sociostructural factors that are embedded in the act of media use as well. The results showed that the effects of news media use are reflecting socio-structural constraints imposed on the acts of newspaper reading and television watching. Especially, the findings shed new light on television’s informational effect.

Its an Arousing, Fast Paced Kind of World: The Effects of Age and Sensation Seeking on the Information Processing of Substance Abuse PSAs • Seungwhan Lee, Yongkuk Chung, Mija Shin, and Annie Lang, Indiana University • This paper investigates how Sensation Seeking and production features alter how adolescents and college students process PSAs. Subjects viewed 30 public service announcements which varied in terms of arousing content and production pacing. Dependent variables included physiological responses, recognition, sensation seeking, and substance use. Results show that high sensation seekers prefer all messages, remember more, and exhibit lower arousal compared to low sensation seekers. Adolescents are more aroused and remember more information.

Cost-Benefit Analysis of the Internet as a Survey Tool: Compare Results across Telephone and Internet Surveys • Jack C. C. Li, National Chung Cheng University, Taiwan • This study compared the results from a random digit dialing telephone interview to those from a paralleling Web-based survey, and evaluated the viability of using the Internet as a survey tool for the study of Internet user behavior from a cost-benefit perspective. The traditional telephone survey suffered from a very low response rate and the cost per interview was extremely high compared to the Web-based survey.

Media Influences On Normative Expectations Of Citizen Efficacy And Effects On Political Participation • Michael R. McCluskey, Sameer Deshpande, Hye Lim Yoo, Dhavan V. Shah and Doug M. McLeod, Wisconsin-Madison • The mass media may encourage a sense that citizens both can and should be able to influence politics and public policy and engage in self-governance, yet this normative value of political efficacy (the “should” evaluation) has been subsumed by a research emphasis on peopleÕs evaluation of their actual effectiveness (the “can” evaluation). Using data from an RDD community survey, this research demonstrates that normative efficacy is conceptually different from evaluative efficacy.

Advertising Agenda Setting and Its Electoral Consequences in the 2000 Presidential Campaign • Young Min • This study investigates the agenda setting function of political ads and its electoral consequences in the 2000 presidential campaign. Overall, it appears that candidate ads had significant effects on the voters’ perception of issue importance, and which issue was most prominent in oneÕs minds substantially influenced her or his candidate evaluation and vote choice. Specifically, the public was more susceptive to the issue emphases in positive ads than to those in negative ads, while partisan voters’ issue priorities reflected the composite ad agenda, rather than their own partisan agenda.

Framing Science: The Stem Cell Controversy in an Age of Press-Politics • Matthew C. Nisbet, Dominique Brossard and Adrianne Kroepsch, Cornell University • Applying the theories of agenda-building, frame-building, and previous work related to the shared negotiations between sources and journalists in constructing news dramas, this paper examines the role of the mass media in the development of the stem cell controversy. How does a scientific issue gain, maintain, or lose political and media attention? What forces combine to emphasize certain dimensions of an issue over others?

An Effective Approach to Conducting a Media-Use Survey in a School-Based Environment • Carol J. Pardun, Kelly L. L’Engle and Jane D. Brown, North Carolina at Chapel Hill • This paper describes a protocol that was effective in collecting media-use pattern data from young adolescents. Using a 34-page mailed survey, extensive media-use pattern data were gathered from 3,255 7th and 8th graders after students were recruited in schools and parents mailed back consent forms. The sample included responses from a large number of African-American teens (1,330), a sub-group that has been particularly difficult for mass communication researchers to access in the past.

Of Leaders, Laggards and Losers: An Examination of Postcommunist Models of Media Transition • Maria Raicheva, Southern Illinois University at Carbondale • This exploratory study aims to examine how viable the existing models of Postcommunist media transition are. As a starting point, the study tries to provide a general definition of transition. Then, it addresses critically the prevailing discussions of the transitional model in mass communication science as well as its alternatives. The final part of this study presents an evaluation of the models of transition and offers suggestions with regard to their utility.

This Just In …. How National TV News Handled the Breaking “Live” Coverage of Sept. 11th • Amy Reynolds, Indiana University and Brooke Barnett, Elon University • This article proposes an adapted theoretical model to explain how content produced in a breaking news situation on television changes journalistic practice and tests this model through a content analysis of national breaking news coverage of the September 11th attacks. The way that these journalists covered the attacks is one example of a model by which scholars can study how the common practice of carrying breaking news live has affected and transformed broadcast news.

Third-Person Perceptions Of Fear During The War On Terrorism: Perceptions Of Online News Users • Michael B. Salwen, Paul D. Driscoll, Bruce Garrison, Rasha Abdulla, Kristin Campbell, and Denise Casey, Miami • This study examined public fear in the aftermath of the U.S.-led War on Terrorism. A representative national telephone survey of 619 respondents confirmed that the third-person effect manifests itself with affective media influence. Non-Web users estimated significantly greater fear effects on those who read online news about the War on Terrorism than Web users. It is possible that non-Web users have ideas, based on stereotypes, about the amount, content and context of news reports available online that explain the findings.

Simplifying The Measurement of Cognitive Complexity • Mike Schmierbach, Cory L. Armstrong and Mark Heather, Wisconsin-Madison • Measurement of cognitive complexity has been methodologically varied, as have the relationships of measures to other variables. This paper presents a closed-ended method of measuring complexity using attitudinal measures from a random telephone survey (n = 657). Complexity is positively related to media use, interpersonal discussion, reflection and political participation. These results parallel findings using an open-ended measure from a previous survey. The authors argue for exploration of cognitive complexity and propose that measures similar to the one employed in this paper may be useful for such research.

The “Trap” Effect Of Television And Its Competitors: The Function Of Audience Interest For The Impact Of Political Information • Klaus Schoenbach and Edmund Lauf, University of Amsterdam • The “trap” effect is the alleged ability of television (1) to disseminate political information to those who are not interested in politics and (2) to influence them more strongly than other channels of information, such as newspapers, can. These ideas are tested in twelve European countries for the campaign of the European elections in 1999: Was television really more powerful than newspapers among the many citizens that did not care about that election?

Interaction Between Personal Frame and Issue Frame: Testing the Interaction Assumption of Framing effects Literature • Mihye Seo and Thomas E. Nelson, Ohio State University • The present study shows how individual audience members will vary in the• responsiveness to frames, depending on their own political perspectives, which we term “personal frames.” Indeed, we found that, absent a harmonious personal frame, issue framing hardly made a difference in peopleÕs opinions. This finding is important in terms of testing an oft-stated assumption of framing effects – framing is an interactive process between communicator and audience, as well as for illuminating the framing effect process.

The Effect of Cognitive Load on Perceived Reality • Michael A. Shapiro, Feng Shen and Laura Weisbein, Cornell University • Two models of judgments about perceived reality are compared. One claims people accept narratives as real and then consider whether a narrative might be unreal. A second maintains that when a message has many reality enhancing cues, anything that interferes with processing those cues makes the story seem less real. But, if a message has many cues the message is unreal, then failing to process those cues makes the story seem more real. This study suggests that limiting thought has different effects on different topics.

Deviance as The Nature of News: A Concept Explication and Its Implications for International News Coverage • Jae C. Shim, Wisconsin-Madison • This study investigates how Korean newspapers cover international events, especially those occurring in the First and Third worlds. It also examines whether Shoemaker, Chang, and Brendlinger’s deviant model of newsworthiness applied to the new industrialized countries like South Korea and tests these hypotheses: 1) The more deviant the international news is, the more Korean newspapers cover it prominently, 2) the more socially significant the international news is, the more Korean newspapers cover it prominently.

Advertising Appeals and Culture: The Difference Between Culturally Congruent and Culturally Deviant Individuals in Korea • Sung Wook Shim, Florida • The purpose of this study is to determine how culturally relevant stimuli presented within an advertisement may be perceived by those who are culturally congruent and those who are culturally deviant among young Korean consumers. As expected, Korean culturally congruent subjects had a higher mean effectiveness score than Korean culturally deviant subjects, when presented with culturally relevant ad stimuli (collectivistic appeal). However, collectivistic appeals did not score higher on effectiveness in the entire sample of Korean youth.

Playing on the Internet • Stanley T. Wearden, Joseph M. Harper and Deborah L. Davis, Kent State University • In 1999, Wearden and Harper revisited Stephenson’s Play Theory, trying to put it in context with Uses and Gratifications Theory and Media Systems Dependency Theory. They developed indicators to measure motivations for play on the Internet and on Television. This study follows up on that work, looking exclusively at Internet play. It uses the same indicators in a confirmatory factor analysis, which extracts the same dimensions of Internet play as found in the Wearden and Harper study, although in different order and with some slightly different loadings.

Political Discussion Networks and Civic Participation: Reexamining the Effects of Interpersonal and Mass Communication • So-Hyang Yoon, Hernando Rojas, Seungahn Nah, Dhavan V. Shah and Douglas M. McLeod, Wisconsin-Madison • This paper examines factors related to political participation in the context of the Communication Mediation Model. Specifically, the analysis uses the size and heterogeneity of interpersonal discussion networks, the frequency of political talk, community and value orientations, and public affairs media use to predict political participation. Hypotheses were tested using data collected from 657 respondents to a random digit dialing survey conducted in a Midwestern County with more than 400,000 inhabitants.

Consonance And Disparity; Intervention And Negativity: News Topic Dynamics And Effects Of Media Events • Juyan Zhang and Glen T. Cameron, Missouri-Columbia • Through a content analysis, the research examined consonance and disparity of news topics in major U.S. press coverage of China. The newspapers were found to share a similar pattern in selecting negative topics, but were disparate in balancing different topic categories. Their coverage of China also appeared to have been affected by three important events in Sino-U.S. relations. The research improved measurement of topic category dynamics from nominal and ordinal scales to ratio scale.

<< 2002 Abstracts

Communication Technology and Policy Division

The Effect of Internet Usage on Social Capital • Raymond N. Ankney, Temple • This paper examines whether the Internet affects social capital. Internet users were more likely to participate in local politics than nonusers were. However, Internet users had fewer community ties than nonusers did. Internet users also were more liberal, libertarian and of higher socioeconomic status than nonusers. Internet users watch television news fewer days per week observe television fewer days per week and watch television fewer minutes per day than nonusers do.

Technology-Induced Stressors, Job Satisfaction and Work-Place Exhaustion Among Journalism and Mass Communication Faculty • Randal A. Beam and Eunseong Kim, Indiana-Bloomington • For professors across a variety of disciplines, keeping up with technology has increasingly become a source of stress. This paper, based on results of a national study on the use of technology in U.S. journalism and mass-communication programs, finds that technology-induced stress can contribute to lower job satisfaction and a greater sense of job exhaustion for teachers in these fields. Suggestions are offered on how college administrators might improve the work environment for faculty to lower the level of technology-induced stress.

The E-mail is Down! Using a 1940s Method to Analyze a 21st Century Problem • Clyde H. Bentley and Brooke Fisher, Missouri • When the electronic mail system at a university crashed, researchers turned to a methodology developed more than 50 years earlier to examine the impact. Bernard Berelson used a survey questionnaire and field researchers to collect qualitative comments on what “missing the newspaper” meant to readers during a newspaper strike. That same questionnaire was modestly rewritten for this study. Like the original, the study found extensive anxiety over the loss of the information source, plus a high degree of habituation and dependence on the new medium.

Ensuring the End-to-End Network: A Policy Initiative for Broadband Open Access • Justin Brown, Florida • This paper reviews the FCC’s examination of broadband open access and offers a solution to ensure the preservation of the end-to-end network and free expression qualities of the next generation of the Internet. The proposed policy initiative enables individuals to retain the ability to create their own communication environments and fosters further content and application creativity.

Offering Help Creating “The Daily Me”: A Content Analysis of the Credibility and Editorial Policy Statements of Online News Sites • William P. Cassidy, Oregon • To address the credibility concerns regarding Internet information, some critics have called for online journalism sites to publish a credibility statement. This exploratory study analyzes 175 online news sites for the presence of such a statement, which should ideally contain information about standards, values, and corporate relationships. Webonly news sites were more likely than newspaper sites to publish credibility statements and to satisfy more of the criteria necessary for an ideal statement.

Internet Business Models for Broadcasters: How Television Stations Perceive and Integrate the Internet • Sylvia Chan-Olmsted, Florida and Louisa Ha, Bowling Green State University • This study examines the Internet business strategy as it applies in the broadcast television industry by proposing a framework of Internet business models for the television broadcasters and, drawing on this framework, assessing the broadcasters’ current Internet operation patterns. We found that the television stations have focused their online activities on building audience relationships, rather than generating online ad sales. The Internet is used as a “support” to complement the off-line core products.

From Grassroots to Active Citizens: Bridging Civic Deliberative Participation Online and Offline • Taeksoo Choo and Seung-Ahn Nah, Wisconsin-Madison • Primary goal for this study is to examine how online civic deliberation is constructed via the electronic bulletin boards, and in turn, to the what degree, online civic deliberation meets the necessary conditions for online civic deliberation. Secondary is to explore how online civic deliberative participation affects the offline civic activities.

To Be Or Not To Be Emotional: Impression Formation Effects of Emoticons in Moderated Chatrooms • Corina Constantin, Siram Kalyanaraman, Carmen Stavrositu, and Nathan Wagoner, The Pennsylvania State University • Rapid advances in technology have contributed to the ubiquitous use of emoticons in Computer Mediated Communication (CMC). However, little empirical evidence exists to document psychological effects of emoticons. This paper examines impression formation effects of emoticons in a moderated chatroom scenario. Fifty-eight (N=58) participants in a 2 (moderator’s use of emoticons) X 2 (chattersÕ use of emoticons) factorial design experiment were exposed to a chat transcript and then asked to rate their perceptions of the moderator.

Digital En Espanol: The Rise of Spanish-Language Television and the Transition to Digital • Humberto Delgado, and Lorna Veraldi, Florida International University • As U.S. television makes the transition to digital, Spanish-language television is coming of age. Multicasting multilingual broadcasts could generate substantial additional advertising revenue. However, a survey of station managers in Top Ten Hispanic Markets reveals only limited interest in Spanish multicasts among managers of English-language stations and no interest at all in English multicasts among managers of Spanish-language stations.

Modeling Social Support in On-Line Discussion Groups • Matthew S. Eastin, The Ohio State University and Robert LaRose, Michigan State University • While there is mounting evidence that people use the Internet to expand their social networks and receive social support, little is known about how they do so and with what effect the Internet has on overall levels of social support. Using 241 on-line support seekers, this study explored social cognitive mechanism as predictors of support activity, importance of on-line support and support network size. Further, the relationship between network size and perceptions of real-life social support was examined.

Current Status of the Direct Broadcast Satellite Industry: Is DBS a True Alternative to Cable • Ju-Yong Ha, Southern Illinois University-Carbondale • The DBS industry has been anxious to establish itself as a choice of multichannel television service in the U.S. This study reviews the recent changes in the DBS industry and examines the DBS industry’s performance in the competitive multichannel television programming market. The paper also explores recent regulatory changes and cable industry’s reaction to the competition from DBS. This examination provides a partial answer to the question whether the goal of the 1996 Telecommunication Act is being achieved. It suggests the rapid progress of the DBS systems may provide a possible solution to the cableÕs market dominance.

Comparative Evaluation of Virtual and Face-to-Face Interaction for Teamwork: Implications for Technology Adoption in Education • Anne M. Hoag, Krishna P. Jayakar and Kimberly Erickson, The Pennsylvania State University • With the rising popularity of the Internet, communication technologies have become an attractive means of delivering a host of services including education. The effectiveness of these technologies is premised on their ability to facilitate collaboration, teamwork and communicativeness. To assess how the team experience is affected by the technological mode of interaction, a quasi-experiment was conducted in a telecommunications management class.

Imagery Effects on the Selective Reading of Internet Newsmagazines: A Cross-Cultural Examination • Silvia Knobloch and Matthias R. Hastall, Dresden University of Technology and Dolf Zillmann, Alabama and Coy Callison, Texas Tech University • In an experimental internet newsmagazine, imagery of some articles was manipulated. Both front page and reports proper either presented no images, text-related innocuous images, or text-related agonistic images. During a fixed time span, readers read as much of the articles as they pleased. Their selective exposure behavior was unobtrusively recorded. Data were collected in two media cultures. Agonistic images fostered article choices and reading times of the associated texts. Innocuous images had more moderate effects.

Cross-Cultural Differences in Perceived Risk of Online Shopping • Hanjun Ko, SungWook Shim, Jaemin Jung and JooYoung Kim, Florida • This study investigates the perceived risk that can affect consumers’ purchase decisions during online shopping. Specifically, this study identifies the differences in perceived risk between online shoppers and non-online shoppers, as well as between American and Korean Internet users. It shows that the perceived risk is higher for inexperienced online shoppers. It also shows that both American and Korean Internet users had a similar degree of perceived risk toward online shopping.

A Multiplicity of Problems in Digital Must-Carry • Daphne Eilein Landers, Florida • This paper focuses on the implications that multiple signals/services inherent in digital television broadcasting introduce into cable carriage of local commercial television stations. It raises two main research questions: (1) What are the implications of multiple signals on the must-carry rules? (2) What do these implications reveal about the constitutionality of digital must-carry rules? Three main issues are addressed: capacity issues, duplicative programming, and primary signal/program-relatedness.

Small Dailies’ Websites: The Current Status and Strategies in an Economic Slowdown • Byung Lee, Elon University • NO ABSTRACT

Copyright Policy in the Digital Age: Policy Considerations for the Use of Circumvention Technologies • Seung Eun Lee, Florida • This paper examines how the fair use, as an exception to the right of copyright owners, can apply in digital environment. For this purpose, this study examines how the courts have interpreted fair use exemption for the last ten years, in analogue as well as in digital age. This paper especially focuses on the question of what public policy motivations shaped the court opinion in the cases involving fair use exception to the copyright holder’s right.

An Analysis of the Characteristics of Early Internet Adopters • Tien-tsung Lee, Linda Li-Shuan Wang and Paul Bolls, Washington State University • A large number of studies have utilized and tested the Diffusion of Innovations theory. However, few literature exits concerning the characteristics of early adopters of the Internet. Using a large national data set collected in 1997, the present study investigates predictors of Internet adoption, which indirectly created a profile of early adopters of the Internet. Our findings mostly confirm the characteristics of innovators and early adopters as proposed by Everett Rogers, but provide more depth and breadth in the understanding of early users of the Internet.

Orientations of Web News Use and Audience Activity • Mei Lu, Michigan • This study seeks to understand which forces can originate people’s use of Web news and how different orientations affect the ways people select and process information. The use orientation is modeled as instrumental, ritualized, addictive, shared, and situated use. Audience activity is conceptualized as involvement and selectivity. Instrumental use predicts higher levels of involvement and selectivity. Addictive and shared use are associated with increased level of cognitive, behavioral and affective involvement.

Governance, Discourse and Social Actors: A Constructivist Approach to the Global Rule-Making Process • Sanghyun Moon, The Ohio State University • As e-commerce has led to profound changes in the way economic transactions are made and has spurred the rapid integration of global markets, governance of e-commerce has emerged as an important policy agenda around the globe. Given the broader social and economic implications of e-commerce, it is of no surprise that the rule-making process for global e-commerce has increasingly captured the attention of scholars. Despite the substantial contributions to understanding this process, a review of the literature reveals some weaknesses in the study of emerging forms of governance in global e-commerce.

Television Station Ownership Characteristics and Commitment to Public Service: An Analysis of Public Affairs Programming • Phillip Napoli, Fordham University • This study examines whether television station ownership characteristics are related to station commitment to public service, through an analysis of public affairs programming. The results suggest that, in terms of local public affairs programming, there is no significant relationship between ownership characteristics and programming. However, when public affairs programming is defined more broadly (to include locally and non-locally produced programming), there is a significant positive relationship between local ownership and quantity of public affairs programming.

The Chilling Effect of Internet Privacy Concerns • Jay Newell, Michigan State University • The transition from paper-based to digitally-distributed information has the potential to provide governments with the ability to strip away the anonymity of readers. In legal literature, surveillance of speech is often assumed to trigger a “chilling effect,” in which individuals avoid engaging in legal speech in order to avoid the chance of legal entanglement. Yet while there are frequent mentions of potential “chilling effects” in legal rulings, there is scant attention to the subject in the social sciences.

Credibility of Online Newspapers • Yoshiko Nozato, Ohio University • This research examined the credibility of online newspapers. There were strong relationships between credibility and respondents’ experiences with the Internet, online newspapers, and familiarity with printed newspapers. Timeliness, depth, reputation, and accuracy of online newspapers appeared to be important to respondents. The findings suggest that respondents perceived the content of online newspapers to be the same as printed newspapers.Online newspapers’ credibility was evaluated as being high.

State Theory and Telecommunications Surveillance Policy: The Example of the U.S. State’s Clipper Chip Initiative • Vandana Pednekar-Magal, Grand Valley State University and Peter Shields, Bowling Green State University • U.S. law enforcement and national security agencies have claimed that the proliferation of strong private sector encryption is eroding their ability to monitor the electronic communications of terrorists, drug traffickers, and the like. In response, the “Clipper Chip” initiative was launched. The aim of the initiative was to guarantee law enforcement access to a set of “spare keys” that could be used to “unlock” encrypted electronic messages. Efforts were also made to internationalize Clipper Chip.

CNN’s Emphasis on Change and Difference in Web Reporting of its Daily Tracking Poll During the 2000 U.S. Presidential Campaign • Matthew M. Reavy, Scranton • This study examines CNNÕs emphasis of change and difference in Web reports of the daily tracking poll it co-sponsored during the 2000 U.S. presidential election. The study finds that the network consistently over-represented change between polls, as well as differences between the two top candidates. The source of the problem was the networkÕs failure to properly account for sampling error when reporting poll results.

In Search of the Forest amid a Growing Number of Trees: Online Journalism Scholarship at the 10-Year Mark • Jane B. Singer and Sheryl Thiel, Iowa • The first decade of research about online journalism is marked by an emphasis on audience studies; a preponderance of methodologies borrowed from the study of traditional media forms, particularly in the leading scholarly journals; and an eclectic mix of conceptual approaches. Using a qualitative meta-analysis of research published in more than 40 journals, this study considers the past and offers suggestions about a potentially productive future for the study of journalism in this new medium.

Cyberspace and the United Arab Emirates: Searching for Tunes in the Air • Timothy N. Walters, Zayed University and Lynne Masel Walters, Texas A&M University • The United Arab Emirates is attempting to carve a piece of the future out its ancient desert by erecting Internet City on the main road connecting the Emirates of Dubai and Abu Dhabi. This effort is fraught with contradictions. The Emiratis are eager for the businesses and jobs that they expect to pull out of cyberspace. Yet, they are reluctant to make the social and cultural changes this will necessitate.

Dual Coding Theory and Multimedia Research: An Old Theory Offers a New Means for Measuring the Web’s Efficacy • David Weinstock, Central Michigan University • This paper examines the usefulness of Dual Coding Theory, a cognitive psychological theory dealing with memory creation employed extensively by educational disciplines as a means for evaluating multimedia classroom tools, as a means for guiding research — such as recall testing — aimed at measuring the effectiveness of online news content. Devised in the early 1970s, the theory has seen little use in mass media research to date.

<< 2002 Abstracts

Advertising Division

RESEARCH
Stripes and Stars and Selling Cars: An Analysis of Consumer Attitudes Toward Patriotic Themes in Advertising • Shannon L. Bichard, Texas Tech University • The use of patriotism in advertising has become increasingly popular. The current study specifically addresses consumer attitudes toward patriotic advertising in the wake of America’s war on terrorism. Multiple variables were statistically assessed for their relationship to consumer attitude formation and purchase intent. A telephone survey was conducted as a method to procure items for analysis. The findings suggest overall favorability toward the use of patriotic frames in advertising.

Contextual Effects of Advertising on the WWW • Chang-Hoan Cho, Florida • The current study was designed to understand task-induced contextual effects on congruent and incongruent banner ads embedded on two-task websites (information vs. entertainment). As predicted, it was found that a task-congruent banner ad was remembered better and yielded a more favorable attitude toward the ad and the brand, higher purchase intention and click-through, compared to a task-incongruent banner ad (H1). This task-congruency effect was the same for both information (H1.1) and entertainment situations (H1.2).

Reactions, Perceptions and Evaluations of Local Television Advertising • Ron Elcombe, Winona State University • Answers to three general research questions about viewers’ reactions to local retail television advertising were sought in this study: 1) What reactions do viewers have to centrally processed and peripherally processed cues within local retail television advertising? 2) How do consumers evaluate the information they perceive as being contained in local retail television advertising? and 3) What information is reported as missing and worthy of inclusion in local retail television advertising? A sample of local retail television commercials was shown to 18 subjects and qualitative data collected during in-depth, open-ended interviews.

Advertising Agency Web Sites: Presence of Branding Content & Capabilities • Daniel Marshall Haygood, North Carolina – Chapel Hill • Many large advertising agencies offer specialized services in brand development, creation, and stewardship to clients. This research looks at how agencies are presenting their branding capabilities on their web sites, the extent to which this is being done, and whether there are significant differences in presentations of branding capabilities between the larger and smaller agencies. The research shows that the presence of branding capabilities on web sites is high, particularly among larger advertising agencies.

The Use of Relationship Marketing in Media Advertising Sales • Karie Hollerbach • Southeast Missouri State University • Customer relationship marketing and management is a business strategy designed to assist in the development and maintenance of mutually satisfying relationships between an organization and its customer base. It differs markedly from earlier customer contact strategies in that it focuses on the share of customer mindset, rather than on the share of market mindset; it produces unique learning relationships that get more intelligent with every transaction; it utilizes these learning relationships as a barrier to entry by other competitors; and it advances the idea that the level of customer investment should correlate with the measure of customer worth to the organization. Relationship marketing is currently being practiced in both the business-to-consumer and business-to-business environments. The level of relationship marketing strategy integration in the media advertising sales function has been qualitatively examined, and an initial base of support and execution has been found to exist. However, there are unexploited opportunities for relationship marketing strategy growth, development, and deployment in this organizational sector.

Athlete Endorsements in Advertising: Effects of Celebrity Endorsement, Sponsorship and Ethnicity of Endorser • Kihan Kim, Texas at Austin and Jongmin Park, Pusan National University • This study investigates the effects of three advertising cues: 1) sponsorship, 2) celebrity endorsement, and 3) the endorser’s ethnicity. Through the use of a three-factor experimental design, attitude toward the brand, purchase intention and identification are measured as dependent variables. The results revealed that adding sponsorship and celebrity cues and using an endorser of the same ethnicity as the target market generated more positive attitude towards a brand.

A Content Analysis of Corporate Advertising Claims in Magazine Advertisements: A Longitudinal Approach • Jung-Gyo Lee, Jae-Jin Park and Fritz Cropp, Missouri-Columbia • This study documents advertisers’ application of corporate advertising in popular magazines over time. A content analysis of 773 corporate advertisements in Time magazine revealed that there were significant differences in the usage of corporate advertisements among different industry groups across four time periods. The results indicated that corporate advertisements appearing in Time magazine between 1970 and 2000 were overwhelmingly dominated by image advertisements rather than advocacy advertisements.

Business and Communication Programs’ Contribution to Advertising Education and Research: A Comparison • Tien-tsung Lee, Washington State University • The measurement of individual scholars’ productivity is a popular topic in all academic disciplines. Two recent influential studies on advertising researchers compare individual researchers’ employment backgrounds and publications in three leading research journals in advertising. They concluded that business professors produced more publications than communication educators. The present research expands the scope and examines three areas related to advertising education: whether business or communication scholars train more future advertising practitioners and publish more research articles, and whether business or communication students are more likely to win advertising competitions.

The Effects of Physical and Social Outcomes in Print Ads on Brand Attitude and Purchase Intention • Yulian Li, Minnesota • This experimental study, consists of two experiments on two different products, investigates the effects of vicariously experienced outcomes on consumers’ attitude toward brand and purchase intention. Applying the cardinal rule of operant conditioning that human behaviors are largely controlled by outcomes, this study finds that physical outcome is reliably effective changing subjects’ brand attitude and purchase intention. However, in certain product categories, social outcome is more influential.

Perception Theory and Interactive Advertising Brand Web Sites: Perceived versus Technical Interactivity • Wendy Macias, Georgia • This study explored the application of perceptual theory to interactive advertising brand Web sites to better understand how interactivity should be defined (technical versus perceived). Results indicate that there is a substantial difference in attitudinal responses depending on the definition of interactivity. Definitions of perceived interactivity more clearly showed attitudinal responses to high versus low interactivity Web sites, thus supporting the concept of perceived interactivity. Results also indicate a very important point — interactivity dramatically influenced persuasion.

Black Women’s Portrayals In Women’s Magazine Advertisements: The Decade Of The 1990s • Teresa Mastin, Alison Coe, Sheri Hamilton and Sheila Tarr, Middle Tennessee State • Advertisements operate as socialization forces in mainstream society. Therefore, Black women’s portrayals in women’s magazine advertisements were examined in an effort to determine how their media portrayals may influence their acceptance in society and their acceptance of themselves. This study examined Black women’s portrayals in several women’s magazines — Essence, Ladies Home Journal, and Working Woman during the last decade of the 1990s. Results indicate women’s magazine advertisements send forth more exclusive than inclusive messages regarding Black women.

The Message and the Mindset: Effects of Structural and Perceptual Factors on Attitude Toward the Web Site • Sally J. McMillan, Jang-Sun Hwang and Guiohk Lee, Tennessee • This study examined effects of structural and perceptual variables on attitude toward Web sites. Consumers reviewed four sites that had varying feature levels and differing creative strategies. Data were collected about attitude, involvement, and perceived interactivity from 311 respondents. In general, perceptual variables predicted attitude better than structural variables. In particular, involvement with the subject of a site and the sub-dimension of perceived interactivity that measured level of engagement were the best predictors of attitude.

The Integration of Account Planning in U.S. Advertising Agencies • Margaret Morrison, Tim Christy and Eric Haley, Tennessee • This article reports the results of a national survey of account planners that focuses on how account planning is integrated into U.S. advertising agencies. Findings indicate that account planning is more integrated into advertising related aspects of communications campaigns and is less than successfully integrated for areas such as the development of media, sales promotion and public relations strategies. The implications of the study are then discussed.

Is Culture Going Global? A Comparison of South Korean and U.S. Newspaper Ads in the New Millennium • Hye-Jin Paek, Michelle R. Nelson and Douglas M. McLeod, Wisconsin-Madison • This study content analyzed U.S and South Korean newspaper advertisements for the year 2000 to investigate whether previous findings about cultural differences manifested in Eastern and Western ads are still valid. While communication styles were found to be different and localized, it appears that cultural values of individualism/collectivism reflected in Eastern and Western ads might be less distinct and globalized. Findings are discussed in terms of theoretical, methodological and socio-economic considerations, along with globalization/localization implication.

The Geography of Cross-National Research in Advertising, 1990-2001 • Yorgo Pasadeos and Ignatius Fosu, Alabama • NO ABSTRACT

Anti-Drinking and Driving PSAs: Persuasive Appeals and Images • Kasie Mitchell Roberson, Purdue University and Roger C. Saathoff, Texas Tech University • Television public service announcements have been key in creating awareness for prevention of alcohol-impaired. This study analyzed behavioral influence strategies and images in PSAs. The most frequent appeals were informative/ educational, empathy, fear and social modeling. While one might think that an expert would be an ideal choice in educating the audience about the issue of drinking and driving, spokespersons were the images found most often.

Negativity Effect or Message Sidedness Effect? Which Explains the Effects of Online Customer Reviews? • Shelly Rodgers and Mira Lee, Minnesota • The purpose of this research was to examine the effects of online customer reviews in light of two competing theories of persuasion – negativity effect and message sidedness effect – to determine which theory best explains this new phenomenon. This was accomplished with a two-factor, between-subjects experimental study. The independent variables were customer review type and monitoring process, and the dependent variables were corporate credibility, belief strength of positively reviewed attributes, attitude toward the brand and purchase intent.

Prescription Drug Advertising: The Effectiveness of Pitching Directlyt to Consumers • Subir Sengupta, Marist College • This study examined the attitude of consumers toward prescription drug advertising (PDA), and effectiveness of PDA. Telephone survey of 877 adults showed that most consumers are exposed to PDA, and are able to recall specific brands of prescription drugs they had seen advertised. Consumers appear to have a positive attitude toward PDA, and they frequently request their physicians for specific brands of prescription drugs. When requests are made, the physicians honor them in most cases.

Chronic Accessibility and Individual Cognitions: Examining the Effect of Message Frames in Political Advertisements • Fuyuan Shen, Penn State University • This study examines the effect of media framing on voter cognitions, and how such effect can be moderated by voters’ chronically accessible schemas. Participants in an experiment were exposed to political ads that have been systemically framed as either issue oriented or character oriented. Results indicated that while message frames could indeed prime audiences and alter the criteria they used in political evaluations. These effects, however, varied among those with different political schemas.

We Like It, We’re Going That Way, But Who’s at the Wheel?: An Exploratory Study of Integrated Marketing Communication • William N. Swain, Louisiana at Lafayette • The literature on integrated marketing communication (IMC) in the latter half of the 1990s offers evidence that a debate over the definition, acceptance, and leadership of the IMC remains unresolved. A survey was conducted to investigate perceptions of who should assume the leadership role in planning and implementing IMC, and whether there is consensus on those factors among samples of six groups with ties to marketing communication: advertising agency executives, public relations agency executives, corporate marketing executives, corporate public relations executives, advertising and marketing academics, and public relations academics.

The Effects of Third-Party Endorsements on Online Purchasing • Alex Wang, Texas at Austin • Do consumers process the third-party endorsement differently when it is presented in the form of news clip versus customer testimonial? This study investigated how consumers make their purchase decisions by integrating and examining two types of third-party endorsements, customer testimonial and news clip. The laboratory experiment tested several hypotheses on the determinants of a consumer’s purchase intention. The findings suggested that consumers evaluated the third-party endorsements by focusing on the believability and trust toward the news clip and customer testimonial to draw conclusion of their purchase intentions.

Use of Interactive Entertainment in Commercial Web Sites • Seounmi Youn and Heather Larson, North Dakota • Although marketers have incorporated interactive content into their web site as promotional tools, little academic research has been conducted on how marketers use these promotional tactics on the Internet. Using content analysis, this study examined how the top 100 megabrands utilize advergames, sweepstakes, and contests, and analyzed whether or not the use of online promotional tactics vary by product categories.

Effects of Advertising Images on Social Comparison: Do Societies Matter? • Shuhua Zhou, Peiqin Zhou and Fei Xue, Alabama • This paper investigated the effects of advertising images on social comparison variables. Participants from US and China took part in the three-group experiment. Affordable products and unaffordable products, as well as control images, were presented to participants. Subjects’ self-esteem and life-satisfaction were measured using a battery of scales. Results indicated affordable product images did not affect any dependent variables. However, exposure to unaffordable products produced mixed results.

SPECIAL TOPICS
Subversive Tactics in Early Nike Women’s Advertising • Jean Grow von Dorn, Marquette University • This analysis of early Nike women’s advertising suggests that the everyday lives of the creatives who worked on this account dramatically influenced the work produced. The author employed in-depth interviews with textual analysis. This study suggests that the creatives, through subversive tactics, challenged the gender bound paradigms that exist in advertising. Further, the author argues that their subversive reactions were driven by past experiences, as well as by their experiences while working on the Nike account.

Readers’ Perspective on Advertising’s Influence in Women’s Magazines: Thought on Two Common Practices • Eric Haley, Tennessee and Anne Cunningham, Louisiana State University • This study explores how consumers react to advertisers’ attempts to influence editorial content of media. Two practices are explored: complementary editorial (magazines giving editorial mentions to advertisers’ products or services) and attempts at content censorship. Specifically, the study looks at how women readers of women’s magazines make sense of the two aforementioned practices. Findings indicate that women feel that editorial mentions of advertisers’ products and services can be useful.

A Critical Application of Hofstede’s Masculinity/Femininity Continuum to the Gender Role Study: A Cross-cultural Comparison of Gender Portrayal in TV Commercials • Jongbae Hong, Southern Illinois University-Carbondale and Jaejin Lee, Hanyang University • This crosscultural advertising study compared gender role portrayals between Korean and U.S. TV commercials by analyzing a total of 2545 TV commercials including 5037 characters. Based on Hofstede’s masculinity/femininity intercultural value dimension and the interconnection of gender, culture, and media, gender role portrayals in two countries’ TV commercials were compared in terms of six categories such as frequencies, roles, settings, product types, relationships, and occupations.

Unpaid Advertising: A Case of Wilson the Volleyball in Cast Away • Michael L. Maynard and Megan Scala, Temple University • This study explores how Wilson the Volleyball’s non-purposive placement in Cast Away ironically resulted in a profitable advertising buy. After briefly discussing product placement in films, and how Wilson’s case is radically different, a cost efficiency calculus of how much advertising dollars were saved is offered. The effect of the unpaid placement is considered from the Elaboration Likelihood Model (ELM), leading to a qualitative analysis of the effect of Wilson’s exposure.

PF&R Advertising in the Islamic World: The Portrayal of Women in Egyptian Television Commercials • Jami A. Fullerton and Azza Ahmad, Oklahoma State University • This study examines the portrayal of men and women in Egyptian television commercials and provides insight about advertising content in the Islamic world. It attempts to examine how the content of Egyptian television commercials reflect Egyptian culture and compares the findings to content studies from the U.S. and other countries. A pool of 306 commercials and 337 primary characters were examined from 18 hours of Egyptian prime time programming.

Longitudinal Content Analysis of Gender Imprints Left by Primetime Network Television Commercials: How Advertisers Portray The Gender of their Prospects • Dennis J. Ganahl and Kwangok Kim, Southern Illinois University • Advertisers must target their commercials to their prospects, which means the prospects must be able to see how the products fit into their lives. This research was designed to see how advertisers use gender images to target their prospects. This research was designed as a 3-year longitudinal study of prime time commercials for the same major networks during the same time period each year to insure comparable samplings and reliable coding.

Advertising and the First Amendment: The Central Hudson Analysis and the Impact of Lorillard Tobacco Co. v. Reilly • Michael Hoefges, Tennessee • Since 1980, the Supreme Court has used a complex form of intermediate constitutional scrutiny – the Central Hudson analysis – as a litmus test for government regulations of commercial speech. In Lorillard Tobacco Co. v. Reilly (2001), the Court used this analysis for the first time to test the constitutionality of state restrictions on tobacco advertising. This paper reviews the Court’s commercial speech doctrine through the Lorillard Tobacco decision and determines the legal impact of that case.

A Proper Prescription for Commercial Speech? A Study of the Food and Drug Administration Warning Letters Regulating Direct-to-Consumer Prescription Drug Advertising • Annisa Lee North Carolina-Chapel Hill • This paper explores the criteria the Food and Drug Administration (FDA) uses to regulate Direct-to-consumer prescription drug advertising. Analysis of 108 warning letters issued by the FDA to pharmaceutical companies shows signs of subjective, vague and immaterial regulations used to discontinue drug ads on a regular basis. Such evidence, demanding the need for more First Amendment protection for commercial speech, gives way to the purposeful expansive system of the FDA regulation.

TEACHING
The Decision to Major in Advertising: Gender Differences and Other Factors • Jami A. Fullerton, Oklahoma State and Don Umphrey, Southern Methodist • This study surveyed 275 advertising majors from two southwestern universities to determine the factors influencing their selection of their major. Many of the students reported being attracted to advertising because of its creative aspects. Reflecting this, more than one-third of the students expressed a desire to work as art directors or graphic designers after graduation. When asked about sources of information about aspects of their advertising major, most frequently cited were television, movies and ads in the media.

E-Business in the Marketing Communication Curriculum: Integrate, Don’t Isolate • Jim Pokrywczynski, Marquette • Although discussion of e-business in the curriculum usually has roots in the marketing or computer science areas, implications are also extensive for the communication industry and deserve some consideration. This paper outlines the influence that e-business has on communication areas like advertising and public relations, broadcasting and journalism. The paper posits the argument that changes in the curriculum should be integrated across most or all existing courses, rather that creating a rash of independent new courses to address this issue.

Multimedia for Mortals: Rationale, Resources, and Tips for Integrating Visuals, Audio, and Video into Lectures for Advertising Courses • James Hamilton, Georgia • Developments in desktop computing, digital encoding, digital delivery systems, and the integration of these with the practice of marketing and advertising have progressed to the point where producing multimedia presentations for courses in advertising is a practical possibility for people who have no other specialized, technical knowledge than a reasonable familiarity with using personal computers. This essay presents a rationale, resources, and tips for using multimedia presentations in advertising courses.

The Development of Distance Learning Courses: A Training Camp • Robyn Blakeman and Ralph Hanson, West Virginia • More colleges and universities across the country are implementing online distance learning courses as alternatives to traditional classroom instruction. Students who consider participating in online courses are as diverse as the courses themselves. Online courses must encourage student interaction and recognize and adapt to, individual student learning styles. This paper will examine how to develop an online course, retain student interest, develop course content as well as how to encourage interaction through these many venues.

STUDENT PAPERS
Environmental Determinants of Foreign Entry Mode Choice of U. S. Based Transnational Advertising Agencies • Jaemin Jung, Florida • This paper investigated the impact of host country environmental factors on the entry mode choice of U.S. advertising agencies. The hypotheses were derived by using the theories on the determinants of foreign direct investment in the manufacturing firms and service industries. The three hypotheses depicted U. S. advertising agencies empirically tested and revealed significant results. Joint ventures are preferred to acquisitions when the cultural distance between the host country and the U.S. is more distant.

The Roles of Emotion and Cognition in Attitude Formation from a Product Trial Under Different Purchase Decision Involvement Conditions • JooYoung Kim and SungWook Shim, Florida • Affective and cognitive responses to a product trial are examined in an experiment containing four cells representing two product types (hedonic and functional) and two involvement situations (low and high purchase decision involvement). The stimulus products were a computer game and grammar-checking software, and one hundred twenty five college students were sampled for the experiment. The specific affective responses studied were pleasure, arousal, and dominance; product cognitions are represented as the expectancy value from the product attributes (sum of (product beliefs x attribute evaluations)).

Web Context Effects on Perceptions of Product Attributes • Jung-Gyo Lee, Missouri-Columbia • This research reports how product attributes primed by contextual Web pages affect consumers’ judgments of products presented in subsequent Web pages in terms of product quality. It also looks at the moderating effects of individuals’ own levels of product involvement on assimilation and contrast processes. As expected, extremity of the context and ambiguity of the target brand were found to exert significant influences on judgment of product information.

Truth in Advertising: Progressive Era Reform and the New Professionals • Robert A Rabe, Wisconsin- Madison • This paper examines changes generated in the advertising industry in the years between 1900 and 1914 to “clean up” advertising and establish the newly professional industry as “progressive.” After discussing the historical interpretations of the progressive era and advertising history, it argues that, given an accurate interpretation of “progressive,” these efforts should place the advertising reformers within the bounds of the larger progressive movement of the early 20th century.

Anti-smoking Advertisements: The Effects of Corporate Credibility on Ad Credibility • Jennifer A. Robinson, Angela M. Adema, Lucian Dinu, Ignatius Fosu, Alabama • This paper examined the relationship between corporate credibility and antismoking ad credibility when source identification occurs at the end of the ad. Cigarette companies were perceived as less credible than both nonprofit agencies and the government. After exposure to ads attributed to them, the cigarette companies’ credibility increased. Source identification did not impact ad credibility. A model relating corporate (source) credibility, attitude toward the ad, ad credibility, and issue involvement was proposed and partially supported.

Website Structures And Audience Flow: A Network Approach • Dongyoung Sohn, Texas at Austin • What makes the Web a unique advertising medium? On which objective standards can we valuate each vehicle and compare it with others? Existing standards for audience measurement and vehicle valuation on the Web are heavily dependent on the traffic information of a separate site at a certain point or interval in time. As a result, the structures of interconnections between sites, which are unique to the Web, have not been carefully examined.

Materialism, Social Image and Self-Esteem in China: A Model of Advertising’s Social Effects from the Perspective of Social Comparison Theory • Peiqin Zhou, Alabama • The exploratory study tested the model examining the social effects of advertising in China from the perspective of social comparison theory. The study was designed within a broader context including materialism, global attitude toward advertising, self-esteem and life-satisfaction. The study found that using advertising images as the social standard improves self-esteem of Chinese college students, which is opposite of most previous research. It was argued that future-orientation employed by Chinese college students may help to understand the striking findings.

<< 2002 Abstracts