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Communication Research | 1974

Another Look At the Agenda-Setting Function of the Press

Jack M. McLeod; Lee B. Becker; James E. Byrnes

The agenda-setting hypothesis asserts that the media have an effect indirectly by choosing certain issues for emphasis, thus making those issues more salient to the audiences. The hypothesis, stated in such general terms, presents formidable conceptual and methodological difficulties that are dealt with in this article. A controlled study of the audiences of two newspapers with differing content emphases was conducted during the 1972 presidential campaign. The results show only moderate support for the agenda-setting hypothesis; the honesty in government issues, given heavy play in one of the two newspapers, failed to generate much enthusiasm among readers of either paper. In addition the results suggest agenda setting is not a broad and unqualified media effect. Predicted differences mainly were restricted to the less involved and less motivated partisans who were heavily dependent on the newspapers for their political news. Finally, the importance of studying issue saliences apart from political attitudes was illustrated by the relatively strong relationship between such saliences and voter turnout and direction.


Communication Research | 1980

Effects of Media Dependencies Audience Assessment of Government

Lee B. Becker; D. Charles Whitney

A review of existing research shows some evidence that persons dependent on television news for public affairs information are more likely to have negative attitudes toward government and to be less well informed about that government than persons dependent on newspapers Such a relationship between dependency and evaluations and knowledge of government was replicated here, though only where local government was concerned The meaning of the dependency concept is explored and empirical evidence is offered that dependency is distinct from simple exposure to the media


Communication Research | 1979

Measurement of Gratifications

Lee B. Becker

Various operational problems confronting researchers working in the area of media gratifications are discussed. Strategies are delineated and difficulties inherent in each detailed Data from four studies are presented to provide solutions to some of these problems.


International Communication Gazette | 2007

An Evaluation of Press Freedom Indicators

Lee B. Becker; Tudor Vlad; Nancy Nusser

Despite uncertainties about the popular measures f media freedom, no systematic analyses have been undertaken of their development, of the assumptions that lie behind their different methodologies, of the reliability of the resultant measures, or of the consistency of conclusions across the different measures. This article examines four measures, by Freedom House, Reporters sans frontières, IREX and the Committee to Protect Journalists, and finds considerable consistency in the measurement. In addition, the Freedom House measure, which has been in existence for more than 20 years, varies in meaningful ways across time. The article examines the conceptual implications of these findings and offers suggestions for their use by researches in the future.


International Journal of Advertising | 2005

Direct-to-Consumer Prescription Drug Advertising: Understanding Its Consequences

Jisu Huh; Lee B. Becker

Direct-to-consumer (DTC) prescription drug advertising is one of the fastest-growing advertising categories in the USA and has generated a great deal of controversy among policy makers, physicians and consumer advocates. Previous studies have demonstrated that consumers are generally aware of DTC advertising and that DTC advertising influences consumer behaviours. However, a relatively unexplored area of research is the process of how DTC advertising influences consumer behaviours and how various consumer demographic and predispositional variables moderate the procedure. This study examined three types of consumer behaviours induced by DTC drug ad exposure, using the FDA’s 1999 national survey data. The study found that exposure to DTC drug advertising was strongly related to ‘drug information seeking’, ‘thinking about communication with doctors’ and ‘actual communication with doctors’. Other factors, including prescription drug use, health conditions, control over healthcare, and various demographic variables were found to influence the behavioural outcomes. The small amount of increase in explanatory power of these variables suggested they were more likely to indirectly affect key behavioural variables through DTC drug ad exposure.


Communication Research | 1977

Decline and Fall At the White House: A Longitudinal Analysis of Communication Effects

Jack M. McLeod; Jane Brown; Lee B. Becker; Dean A. Ziemke

To isolate the long-range effects of Watergate media exposure per se, regression analysis was used to control for the pre-Watergate levels of political effect variables and usual levels of communication behavior. Data were obtained from a longitudinal study of younger and older voters measured during the political campaigns of 1972 and 1974 and in the midst of the Senate Watergate (Ervin Committee) hearings in 1973. The results show little effect of the amount of attention to the broadcast hearings. In contrast, the reading of the accounts of these early hearings in the print media had substantial impact In addition, print exposure and discussion of the Senate hearings had more effect on the young voters, while usual levels of public affairs newspaper reading and the motivations for using the media appear to have had greater consequences for the older voters.


Journalism & Mass Communication Quarterly | 1999

Differential Employment Rates in the Journalism and Mass Communication Labor Force Based on Gender, Race, and Ethnicity: Exploring the Impact of Affirmative Action

Lee B. Becker; Edmund Lauf; Wilson Lowrey

This paper examines whether gender, race, and ethnicity are associated with employment in the journalism and mass communication labor market and—if discrepancies in employment exist—what explanations might he offered for them. The data show strong evidence that race and ethnicity are associated with lower levels of employment among journalism and mass communication graduates. These discrepancies in success in the job market are explainable in highly specified situations by factors normally associated with hiring, such as type of training, type of institution offering the training, or qualifications such as internship experience and level of performance in the classroom.


Journalism & Mass Communication Educator | 2005

Predictors of Convergence Curricula in Journalism and Mass Communication Programs

Wilson Lowrey; George L. Daniels; Lee B. Becker

This study is an attempt to understand the mechanism driving programs of journalism and mass communication to converge media sequences. The study also describes the extent and variation of these changes. Findings from a national survey show that a majority of programs are at least experimenting with convergence, though most are also maintaining specialized tracks in some form. Findings also suggest that faculty perceptions of industry changes explain movement away from a sole reliance on separate tracks, but small program size and lack of accreditation are more important in explaining the decision to merge sequences.


Journal of Broadcasting & Electronic Media | 1983

Cable's impact on use of other news media

Lee B. Becker; Sharon Dunwoody; Sheizaf Rafaeli

A motivational perspective on media use habits is used to examine the effects of cable television on use of other media. Evidence from the Columbus, Ohio, Qube market suggests that cable both replaces and supplements preexisting media habits.


Journal of Media Business Studies | 2009

Implications of Technological Change for Journalists' Tasks and Skills

Angela Phillips; Jane B. Singer; Tudor Vlad; Lee B. Becker

Abstract The authors explore how technology has altered the work processes and activities in news organizations. They show how story ideageneration, research, sourcing, processing, packaging, and repurposinghave changed and created needs for news skills and capabilities.

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Jisu Huh

University of Minnesota

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Aswin Punathambekar

Massachusetts Institute of Technology

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Jack M. McLeod

University of Wisconsin-Madison

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