Public Communication and Behavior - 1st Edition - ISBN: 9780125319560, 9781483214214

Public Communication and Behavior

1st Edition

Volume 1

Editors: George Comstock
eBook ISBN: 9781483214214
Imprint: Academic Press
Published Date: 28th January 1986
Page Count: 328
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Public Communication and Behavior, Volume I is devoted to the study of communicatory behavior that has a public or social character. The book discusses an evaluation of the models used to evaluate television series; a synthesis of 1043 effects of television on social behavior; and TV news, priming, and public evaluations of the president. The text also describes the myth of massive media impact: savagings and salvaging, and a technique for assessing the impact of mass media violence on real-world aggressive behavior. Psychologists, sociologists, educators, journalists, and people involved in the study of child development will find the book invaluable.

Table of Contents


An Evaluation of the Models Used to Evaluate Television Series

I. Introduction

II. Sesame Street's Accomplishments

III. Formative Evaluation and the CTW Production Model

IV. Evaluating Models of Summative Evaluation

V. Evaluation Results


A Synthesis of 1043 Effects of Television on Social Behavior

I. Introduction

II. Methods

III. Results

IV. Summary and Discussion


Additional References: Studies Coded for the Meta-Analysis

More Than Meets the Eye: TV News, Priming, and Public Evaluations of the President

I. Introduction

II. A Theory of Priming

III. Method

IV. Experimental Tests of Priming

V. Priming and Presidential Responsibility

VI. Priming in Presidential Elections

VII. Summary and Conclusions

Technical Appendix


The Myth of Massive Media Impact: Savagings and Salvagings

I. Origins and Nature of the Myth

II. Evidence Regarding Intended Mass Media Effects

III. Evidence Regarding Unintended Mass Media Effects

IV. Salvaging the Myth of Media Effectiveness

V. Concluding Judgments


The Found Experiment: A New Technique for Assessing the Impact of Mass Media Violence on Real-World Aggressive Behavior

I. Introduction

II. Comparison of the Found Experiment with Laboratory and Field Experiments

III. A Paradigm for Investigating the Real-World Impact of Mass Media Stories

IV. Eleven Found Experiments on the Impact of Antisocial Behavior Publicized by the Mass Media

V. Summary of Results

VI. Methodological Strengths

VII. Methodological Limitations

VIII. Summary of Methodological Strengths and Limitations

IX. Future Research




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© Academic Press 1986
Academic Press
eBook ISBN:

About the Editor

George Comstock

George Comstock earned his Ph.D. at Stanford University. He currently is the S.I. Newhouse Professor at the School of Public Communication, Syracuse University in the Television-Radio-Film Department. He is the author of Television and the American Child and was the senior author of the original Television and Human Behavior.Professor Comstock is a social psychologist and expert on the social effects of mass media. He is former science advisor and senior research coordinator of U.S. Surgeon General's Scientific Advisory Committee on Television and Social Behavior. Professor Comstock teaches classes insocial effects of television and communication research methods.

Affiliations and Expertise

Syracuse University, New York, U.S.A.

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