Audience Activity and Soap Opera Involvement A Uses and Effects Investigation

This investigation examined the role of motives, attitudes, and audience activity in explaining the affective, cognitive, and behavioral involvement of 328 daytime soap opera viewers. Because inter correlations were found among motives, attitudes, activities, and involvement variables, canonical correlation analysis was used. There were two multivariate patterns. First, except for viewing to pass time, more salient viewing motivations (especially exciting entertainment and social utility), perceived realism, viewing intention, and attention were related to parasocial interaction, post viewing cognition, and post viewing discussion. Second, viewing for social utility, but not for voyeurism, and the lack of realism were related to post viewing discussion, but not to parasocial interaction. These audience orientations and the role of involvement in media uses and effects were discussed.     

A CRITICAL ANALYSIS OF STUDIES COMPARING BEHAVIORALLY ANCHORED RATING SCALES (BARS) AND OTHER RATING FORMATS1

All published studies comparing behaviorally anchored rating scales (BARS) with other rating formats were reviewed. Results indicate that BARS and other formats appear to differ relatively little (if at all) with regard to psychometric characteristics (leniency, halo, interrater agreement, ratee discriminability, validity and “accuracy”). Other variables, such as degree of rater participation in scale construction and rater preferences for different rating scale formats, also exhibited relatively little differences between BARS and other formats. A close examination of the studies, however, reveals numerous methodological problems confounding interpretations of results, making conclusions about the superiority or inferiority of BARS quite tenuous. Suggestions are made for more appropriate research directions and questions which seem more appropriate for rating scale investigations.     

On Bridging the Communication Gap

While we endorse recent calls for greater collaboration between mass communication and interpersonal communication researchers, in this response we delineate four factors that account for the relative lack of integration of these two areas of communication inquiry. The social policy focus of mass communication research, the high level of public concern over media effects, a variety of methodological cleavages, and different cognate field referents are cited as forces that support segregation of the two research areas. The recent turn to cognitive explanations of communication in both of these domains may create the climate necessary for meaningful collaboration between researchers.     

INTERPERSONAL PERCEPTION BETWEEN INTIMATES An Integrative Review

Despite the considerable importance often attributed to interpersonal perception between married partners, family members, and other intimates, there have been few theoretical developments that address the distinctive factors affecting perception in these contexts. This article draws upon a broad literature review to suggest how interpersonal perception between intimates may be affected by such factors as familiarity, emotionality, behavioral interdependence, and ideological beliefs about intimacy. Particular attention is given to the role of perceptual bias in intimate conflict and relationship adjustment.