2nd edn. Reading, MA: Clark University Press, pp. "The Structure and the Function of Communication in Society." 157-73. He believes that television portrayals, particularly violent ones, assign roles of authority, power, success, failure, dependence, and vulnerability in a manner that matches the real-life social hierarchy. Recruits may then think that, because they are making a commitment, they have a positive attitude toward the cult and its beliefs. The return of the 'critical' and the Challenge of radical Dissent: Critical Theory, Cultural Studies, and American Mass Communication Research." In addition to the works cited on cultural studies, the journal Critical Studies in Mass Communication is a major source for cultural studies of the media. Concern About Propaganda. 1988. In The Handbook of Social Psychology, ed. 1979. Through observation, people acquire symbolic representation of modeled activities that serve as guidelines for their own behavior. 1986. In Communication Yearbook 7, ed. Mass media, then, were considered to be a common denominator from which questions of behavioral and attitudinal change were to be studied. The best known of the consistency theories is Leon Festinger's "theory of cognitive dissonance.". In Centre for Contemporary Cultural Studies, On Ideology. J.P.Murray, E.A. Television in America. Persuasion: How Opinions and Attitudes are Changed. Although few television characters are seen smoking, there were no instances of anti-smoking sentiments expressed. There are two important determinants of intentions, however, that are related to attitudes. In addition, it was found that the better educated respondents were more favorably affected by the two-sided message, whereas the less well-educated were more responsive to the one-sided message. In 1933, the President's Research Committee on Recent Social Trends called the fields of research in propaganda analysis, public opinion analysis, social psychology, and marketing research "agencies of mass impression" (Czitrom, 1982, p. 126). Known as the "magic bullet" or "hypodermic needle theory" of direct influence effects, it was not as widely accepted by scholars as many books on mass communication indicate (Hardt, 1989; Lang 1989; Sproule, 1991). Public discussion regarding appropriate behavior at work and in school intensified, and in the process belief systems no doubt expanded and some values were clarified. New York: Knopf. Alcohol is shown or discussed in 80% of prime-time programs, not counting commercials. "A Technique for the Measurement of Attitudes." Response analysis revealed that the emphasis on the strength of the United States reinforced complacency of those who were already complacent, and, correlatively, references to enemy strength supported defeatism of those who were already defeatist (Merton, 1968). For example, what may be used as a pro-social stimulus for children as subjects in an experiment may be totally unrepresentative of a child's typical television diet. Concerns voiced about family by politicians, counsellors, and clergy has prompted research regarding both the portrayal of families on television as well as the effect of television on family and social interactions. New York. 1962. With regard to the focus of the book, it would be useful to have a catalogue of practices relevant to propaganda that produce effects, but it is not possible to develop such a catalogue. They should be commended however for putting propaganda on the map, even if the map lacks salient topographical details demanded by the traveler and adventurer. 1989. The semantic differential reveals the particular dimensions that people use to qualify their experience, the types of concepts that are regarded as similar or different in meaning, and the intensity of meaning given to a particular concept. This was followed in 1969 by the Surgeon General's Advisory Committee on Television and Social Behavior, which produced several volumes of studies conducted prior to and during the committee's duration. His other publications include, Movies as Mass Communication, Children and the Movies: Media Influence and the Payne Fund Studies, and Readings in Propaganda and Persuasion, co-edited with Victoria O'Donnell. This led to Lewin's conceptualization of a gatekeeper, someone who controls the flow of information. The person could say that "it's only a job," not think about the speech after it is given, or look for stronger reasons to support the commitment to the company. The most pertinent conclusion that one can draw after such a review of 75 years of research is that individual differences and contexts determine the nature of effects. "Effects of Mass Communication." Thus, television viewers may be hailed as conformists or sexists or patriots. A. Most needs can be fit into one of the reduced categories. The broadcasting industry regards research as vital to decision making. You will need this book if you are studying the history of propaganda or if you are studying media, its a great book, easy to read and easy to follow.