THE SOCIAL USES OF TELEVISION

Building from the social constructivist view, this paper provides evidence that audience members create specific and sometimes elaborate practical actions involving television in order to gratify particular needs in the context of family viewing. The ethnography of mass communication is recommended as a methodological framework suitable for discovering and documenting these behaviors. Based on findings from systematic participant observation research, and from the pertinent uses and gratifications literature, a typology of the social uses of television, with emphasis on their communicative value, is presented. Mass media are found to be valuable social resources, not unlike language or the occasions for talk, which are particularly useful to the imaginative social member for the construction and maintenance of desired relations at home.     

THE ICA COMMUNICATION AUDIT AND PERCEIVED COMMUNICATION EFFECTIVENESS CHANGES IN 16 AUDITED ORGANIZATIONS

This study brings to light evidence on the benefits of a methodology for evaluation of organizational communication processes and outcomes—the ICA Communication Audit. The audit procedure was developed and tested by ICA (International Communication Association) Division IV, between 1974–1974. Sixteen field tests of the audit have been conducted from 1974–1977. This study undertook an “after” survey of the 16 audited organizations to determine the degree to which the audit was perceived to improve organizational communication effectiveness as well as overall organizational effectiveness. The findings confirmed the ICA Communication Audit as a valid diagnostic methodology and organization development intervention technique which improved both communication awareness and processes in a majority of audited organizations.     

Some New Ideas on Employability Counseling

The article discusses common disadvantages of most current Employability Development Plans (EDPs) and suggests specific remedies that organize the decision-making thrust of employability counseling. The authors present a theory-based, developmental model for assessment and EDP systems, and review general problems in implementing this model.     

THE EFFECTS OF COMMUNICATION APPREHENSION ON INTERPERSONAL ATTRACTION

Two studies are reported which indicate that high communication apprehensives are perceived as less interpersonally attractive than low communication apprehensives by members of the opposite sex. Effects of physical appearance and attitude similarity on interpersonal attraction, consistent with previous research, were also observed. It was also found that, in general, the more communication apprehensive the subject the less the subject was attracted to other people.