Literaturnachweis - Detailanzeige
| Autor/in | Johnson, J. David |
|---|---|
| Titel | A Model of International Communication Media Appraisal: Phase IV, Generalizing the Model to Film. |
| Quelle | (1985), (31 Seiten)
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| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Audience Analysis; Developing Nations; Evaluation Criteria; Films; Information Utilization; Mass Media; Media Research; Models; Perception; Periodicals; Philippines |
| Abstract | A study tested a causal model of international communication media appraisal using audience evaluations of tests of two films conducted in the Philippines. It was the fourth in a series of tests of the model in both developed and developing countries. In general the model posited determinative relationships between three exogenous variables (editorial tone, communication potential, and utility) and appraisal. The two films were documentaries distributed worldwide by the United States Information Agency and intended for showing in informal audience settings and on television. One film was designed to impart the American values of cooperation and teamwork, while the other stressed the mutual interests of all nations. Both films were intended for primarily older, educated male elites. Results showed the following: (1) a good overall fit of the model to the observed system of intercorrelations; (2) a positive relationship between communication potential and appraisal; (3) a positive relationship between utility and appraisal; and (4) positive interrelationships between the variables of editorial tone, communication potential, and utility. As opposed to findings in the other tests of the model, negative rather than positive relationships were found between editorial tone and appraisal. It was concluded that the model, which was previously supported with research on magazines, could be generalized to other media as well. (HOD) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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