Public Communication and Behavior

Public Communication and Behavior

Volume 1

1st Edition - January 28, 1986

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  • Editor: George Comstock
  • eBook ISBN: 9781483214214

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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

  • Preface

    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



Product details

  • No. of pages: 328
  • Language: English
  • Copyright: © Academic Press 1986
  • Published: January 28, 1986
  • Imprint: Academic Press
  • eBook ISBN: 9781483214214

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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