Is the Medium the Message? A Study of the Effects of Media,Communicator, and Message Characteristics on Attitude Change1

The present study examined the interactive effects of type of media, communicator, and position of message on persuasiveness of the communication. Subjects received a communication over television, radio (audio tape), or written medium, which either agreed with a position they held or strongly disagreed with it. The communicator was either a newscaster or a candidate for political office. The results indicated that subjects felt the newscaster to be more trustworthy than the candidate. In line with previous research, there was no main effect of media on persuasiveness. However, media interacted with the other variables so that when the communication disagreed with the audience, television was the most persuasive medium with the newscaster but the least persuasive with the untrusted candidate. There was no effect for media when the message agreed with the audience. Further, the candidate taking a position congruent with the audience's was rated as more attractive but less trustworthy than a candidate taking the opposite position. It was suggested that television may be the most involving medium and that either a counterargument theory or reactance theory could explain why it was not effective with the candidate.     

A test of the Zucherman heterosexual scales

Summary: Female and male undergraduate students enrolled in the introductory psychology course were administered the Zuckerman heterosexual scale as part of a larger battery of tests. The ordering of items for males was very similar to Zuckerman's with two minor exceptions. Female subjects, on the other hand, reported more sexual experiences of all kinds than did Zuckerman's sample, and two major differences in ordering Were noted. The coefficients of reproducibility for males and females were .928 and .954 respectively which were almost identical to those of Zuckerman. The rank-order correlation between the ranking of the items in the male and female scales was .958.     

Some developments in multivariate generalizability

This article is concerned with estimation of components of maximum generalizability in multifacet experimental designs involving multiple dependent measures. Within a Type II multivariate analysis of variance framework, components of maximum generalizability are defined as those composites of the dependent measures that maximize universe score variance for persons relative to observed score variance. The coefficient of maximum generalizability, expressed as a function of variance component matrices, is shown to equal the squared canonical correlation between true and observed scores. Emphasis is placed on estimation of variance component matrices, on the distinction between generalizability- and decision-studies, and on extension to multifacet designs involving crossed and nested facets. An example of a two-facet partially nested design is provided.Appreciation is expressed to the Office of Research in Medical Education, University of Texas Medical Branch, for permitting use of their data.     

THE IMPACT OF AUDITION ON THE DEVELOPMENT OF VISUAL ATTENTION

Interactions between audition and vision were investigated in two experiments In the first experiment, school-age hearing children, deaf children with cochlear implants, and deaf children without implants participated in a task in which they were to respond to some visual signals and not others This task did not involve sound at all Deaf children without implants performed much more poorly than hearing children Deaf children with cochlear implants performed considerably better than deaf children without implants The second experiment employed a longitudinal design and showed that the rate of development in visual selective attention was faster for deaf children with cochlear implants than deaf children without implants Moreover, the gams were rapid–occurring within 2 years post-implant surgery The results suggest that a history of experience with sounds matters in the development of visual attention The results are discussed in terms of multimodal developmental processes     

Depression and decision-making among intravenous drug users

Two short scales, the TCU Depression Scale and the TCU Decision-making Scale, were psychometrically evaluated in a sample of 145 intravenous drug users. Coefficient alpha reliabilities were .78 for the 6-item TCU Depression Scale and .77 for the 9-item TCU Decision-making Scale. Concurrent validity of the former scale was assessed by correlating scores with those on the Beck Depression Inventory, r = .75. Based on the Beck Depression Inventory Clinical cutoff scores, 83% of the sample showed some depression, with 23% severely depressed, 39% moderately depressed, and 21% mildly depressed. Individuals scoring higher on depression on both tests tended to score lower on decision-making. Significant demographic associations of age, gender, education, and race-ethnicity were found for the depression and decision-making scales. More depression was noted for women, those younger, white, and having less education. Older and more educated intravenous drug users tended to score higher on decision-making. Validity for the depression and decision-making scales was assessed by examining correlations with behaviors. Significant positive correlations were found between depression scores and intravenous use of cocaine only, heroin and cocaine combined, and heroin only. Also, intravenous use of cocaine only and of cocaine and heroin combined were negatively related to decision-making. AIDS sex-risky behavior was positively correlated with depression and negatively correlated with decision-making.     

Conflicting codes: Professional, ethical, and legal obligations in archaeology

Archaeologists employed in governmental positions often deal with issues that produce conflicts between their professional duties to their employer, their ethical responsibilities to the resource, and their obligations as established by legislation. The paper examines some of the conflicts imposed on governmental archaeologists by each of these systems but focuses on the conflicts imposed by federal legislation and regulations on governmental archaeologists, using “Kennewick Man” as an example. This is a revised edition of a paper written for the symposium: “Ethics in Science: Special Problems in Anthropology and Archaeology,” organized by Merrilee Salmon; 1998 Annual Meeting of the American Association for the Advancement of Science (Philadelphia, February 15, 1998). The original paper was in a more conversational style as befitting a discussion atmosphere. Revisions, comments, and opinions are entirely the author’s. Joe Watkins is the Anadarko Agency Archaeologist at the Bureau of Indian Affairs and is a Research Associate in the Department of Anthropology, Indiana University.     

Psychometric properties of the Beck Depression Inventory-II in low-income, African American suicide attempters

Cross-cultural examinations of the validity and reliability of the Beck Depression Inventory-II (Beck, Steer, Ball, & Ranieri, 1996) is essential for its use in assessment and monitoring of the effectiveness of suicide interventions across racial groups. We tested the fit of a second-order, two-factor model and the internal reliability of the BDI-II in a sample of 133 African Americans with a recent history of suicide attempts. Additionally, we examined the convergent validity with the Hamilton Rating Scale for Depression (Reynolds & Koback, 1995). The results indicate that the BDI-II is a reliable and valid measure of depressive symptoms for African American suicide attempters.