The Search for Reliable Generalizations About Messages A Comparison of Research Strategies

Two ways of conducting the search for generalizations about messages are considered: Morley's (this volume) proposal that single-message research designs be used, with subsequent meta-analytic summaries, and Jackson and Jacobs's (1983) proposal that multiple-message designs be used, with messages treated as a random factor in the statistical analysis. Jackson and Jacobs's approach is shown to provide a more dependable, efficient, and practical means for gathering the requisite evidence for dependable generalizations. The charge that multiple-message designs suffer from irreparable problems of experimenter bias is refuted. The treatment of messages as a random factor is defended as statistically appropriate and as clearly preferable to the statistical alternatives.     

Changing Conceptions of “Message Effects” A 24-Year Overview

Jackson and Jacobs (1983) argued for three changes in the conduct of message effects research: inclusion of multiple message replications as instances of a treatment, recognition of message replications as a source of random variation in the estimation of treatment effects, and attention to issues of message sampling. This review updates their argument and examines 24 years of research published in Human Communication Research for evidence of attention to these recommendations. The review shows the following: the prevalence of studies failing to replicate has declined, replications are still rarely recognized as random factors, and researchers who use replications appear to do so for purposes of generalizability and control over confounding but without carefully analyzing the burden of proof associated with those purposes. An explicit framework for discussion of treatment effects in communication is proposed as an advance over the original reasoning of Jackson and Jacobs.     

Oskar Schindler and Moral Theory

ABSTRACT Imagine Oskar Schindler before the bar of moral theory. Schindler, a minor industrialist, sheltered more than 1000 Jews during the Holocaust. This would seem to be a record of virtue. Or is it? The dominant consensus in moral theory stresses a rationality and universality of judgement and action that Oskar did not even consider. Efforts to interpret Schindler in universal terms by reference to human rights or to the tenet that ought implies can are entertained and denied. If Schindler's deeds are moral reality, the consensus in contemporary moral theory is the poorer for being unable to recognise them. Schindler's virtue is noteworthy in its own right and also as a limiting case for the mainline of contemporary moral theory.     

Honesty in Marketing

ABSTRACT To what extent is honesty or truthfulness morally obligatory in trade and advertising practices? It is argued here what while we have a general right, in business as elsewhere, not to be lied to, we have no general right, either in our business or other pursuits, not to be deliberately deceived. Certain restrictions on deceptive practices in trade and advertising, even unintentionally deceptive practices, are, even so, morally defensible: viz. where the practice would mislead reasonable people to a material degree or where it would mislead especially vulnerable people who are predictably unreasonable. It is suggested that a code of practice for trade and advertising which exaggerates the degree of truthfulness which is morally obligatory may actually be corrupting in effect.