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ERIC Number: ED178960
Record Type: RIE
Publication Date: 1979-May
Pages: 32
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Media Coverage in a Community Controversy: Initial and Subsequent Effects.
Watt, James H., Jr.; van den Berg, Sjef
The choice of time lag between variables can affect surveys of public opinion and audience behavior, according to this report on the effects of media coverage of the controversy surrounding the operation of the supersonic transport Concorde out of Dulles Airport, near Washington, D.C. Five theories of media effects are outlined, including direct effects, indirect effects, reverse effects, agenda setting, reverse agenda setting, and reinforcement effects. Two major techniques for collection of media and audience data--multiple wave and continuous time measurement--are discussed and contrasted in this study of public reaction to a major controversy. Multiple wave data collection is described as taking place at a relatively small number of time points, usually separated by fairly long time periods; continuous time measurement is described as taking place over the duration of a study at a large number of time points. Results indicated that the multiple wave technique of data collection gives no indication of the effect that media has on public opinion or audience behavior, and that the continuous data collection technique reveals that the media had only an initial effect on public opinion. (AEA)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Media Effects
Note: Paper presented at the Annual Meeting of the Eastern Communication Association (Philadelphia, PA, May 5-7, 1979)