Mass Communication and Journalism
http://hdl.handle.net/10211.3/5675
2024-03-29T15:10:09ZTelevision and local elections: a descriptive study of selected 1970 Fresno County, California, campaigns
http://hdl.handle.net/10211.3/202369
Television and local elections: a descriptive study of selected 1970 Fresno County, California, campaigns
Ostroff, David H.
The purpose of the study was to describe the content of the television material used in the campaigns, the method of securing and scheduling television time, efforts to attract "free" news coverage, and overall campaign strategy, 'while empirical judgment of the effectiveness of the campaign or individual messages cannot be made, the opinions of candidates and their advisors are offered as indications of the effectiveness of the television campaigns. A review of previously published material relating to the study will be discussed in Chapter 2, as well as the extent of television use in 1970 California Assembly and State Senate general election campaigns. Subsequent chapters will deal with the methodology employed in gathering information for the study, and descriptions of, and conclusions about, television use in the selected campaigns. As a preface to this study, a brief examination of the development of American political broadcasting serves as a means of establishing the relationship between the electronic media and the political process.
1972-01-01T00:00:00ZCampaign spending and election success: an empirical investigation of access to communications during political campaigns
http://hdl.handle.net/10211.3/195704
Campaign spending and election success: an empirical investigation of access to communications during political campaigns
Wright, Donald K
Stated in terms of Lasswell's basic communications model, the problem at hand is how to determine the relative influence of sender, message and channel on receiver response, as the latter pertains to actions inside the voting booth. In this regard, one must consider various limitations which permeate prior research-analyses of message effectiveness and/or receiver persuasibility. But one is left at length with the existence of sender investigation as a necessary condition for receiver response.To put the matter in lay terms, it is necessary for a candidate to run for political office to be voted for by the public. Thus it would not be illogical to assume—as a hypothetico-deductive starting point —that politicians saying the most through the proper medium will be relatively successful, other things being equal. Such an assumption is a starting point as far as this study is concerned.
1971-01-01T00:00:00ZSuccess of junior college transfer students in the four-year journalism program at Fresno State College
http://hdl.handle.net/10211.3/195549
Success of junior college transfer students in the four-year journalism program at Fresno State College
Cox, Timothy C
The objective of this study was to find out whether or not journalism transfer graduates who did their lower division work at a junior college achieved as well academically at Fresno State College as did the native graduates, those students who attended the college all four years. Specifically: Is there a significant difference in the scholastic achievement of journalism transfer students as compared with that of native students when the following Grade Point Averages are used as measures of achievements?
1971-01-01T00:00:00ZDeterminants of motivational behavior in sub-compact car advertising
http://hdl.handle.net/10211.3/195523
Determinants of motivational behavior in sub-compact car advertising
Borton, Jerry W
This study has three distinct purposes. The first is to isolate and identify empirically derived factors—i.e., clusters of cognitive information or evidence gathered by investigation capable of being confirmed, verified or disproved by observation or experiment, characteristic of high motivational favorability to sub-compact car advertisements. The second is to determine the apparent success or failure of the advertisements used in this study; and the third is to determine whether emergent factors in the study maintained their own intersegmental qualities within the general consumer profile under consideration. The major values of this research, then, are to make available to advertising agencies empirically derived information that would be helpful in designing and directing advertising for a sub-compact car to a predetermined consumer prototype or market segment, as well as to indicate relative success or misdirection on the part of the agencies producing the advertisements used in this study. It should also be noted that this thesis provides a springboard for several other research studies.
1971-01-01T00:00:00Z