Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment

This study is an extension of earlier uses and gratifications research that identified normative images of mass media. The article considers how well 12 different mass and interpersonal communication channels fill 11 communication needs. A sample of 649 adults completed self-administered questionnaires, the responses of which were submitted to cluster analysis, which identified five channel clusters: Video, Interpersonal, Print, Computer, and Audio. In general, the Interpersonal cluster (conversation and telephone) was rated the most useful at filling various needs, with Computer rated the least useful. Consistent with previous research, clusters that were most useful at filling personal needs were rated highest in social presence. The discussion relates this study's findings to previous research and notes implications for research on the newer communication technologies.     

Program Context,Sensation Seeking,and Attention to Televised Anti-Drug Public Service Announcements

This study examined effects of message and program sensation value, sensation seeking, and drug use on visual attention to televised anti-drug public service announcements (PSAs) among 318 18–22-year-olds, who were placed individually in a simulated home environment with the opportunity to read from print media selections and/or watch a half-hour TV program including two presentations of the test PSA. The TV program was high or low in sensation value. High sensation seekers paid greater attention to high sensation value programming and to PSA embedded in such programming, whereas low sensation seekers paid greater attention to PSA embedded in low sensation value programs. Ongoing attention to a program may help to sustain attention to a subsequent PSA. The findings relate to an activation model of information exposure and indicate that program sensation value and sensation seeking are important factors to be considered in the placement oftelevised drug abuse prevention messages.     

Item Desirability Effects in Compliance-Gaining Research Seven Studies Documenting Artifacts in the Strategy Selection Procedure

A popular method for assessing compliance-gaming behavior involves having people rate lists of preformulated message strategies for likelihood of use. This “selection procedure” has been employed much more frequently than the alternative “construction procedure,” a method that requires people to generate their own message strategies. The present article argues that the selection procedure is much less sensitive than the construction procedure to the effects of situational and individual-difference variables on compliance-gaining behavior. The article further suggests that the insensitivity of the selection procedure is due to a type of social desirability bias known as the item desirability effect. Seven studies were carried out testing the Marwell and Schmitt (1967) and Wiseman and Schenk-Hamlin (1 981) strategy checklists for the item desirability effect. These studies found that (a) the likelihood of use ratings prouided for the strategies on both checklists could be accurately predicted by the rated social appropriateness of the strategies, (b) likelihood of use ratingsfor preforrnulated strategies haue relatively poor reliability, and (c) the construction procedure is much less susceptible to social desirability biases than the selection procedure. On the basis of these and related findings, it is recommended that researchers eschew the use of strategy checklists in future research.     

Reflection on Religiousness and Mental Health

A short clinical vignette is discussed in terms of the theoretical concepts of intrinsic and extrinsic religious orientations (G.W. Allport & J.M. Ross, 1967) faith development (J.W. Fowler, 1981), and transcendence (W. James, 1936). The author discusses the therapeutic value of a client's religious orientation, faith development, and transcendence in helping to promote constructive change.