ERIC Number: ED193667
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Mass Media Use by Activist and Non-Activist Publics.
Larson, Mark A.; And Others
A study was conducted to determine if environmental activists differed from nonactivists in their use of the various media; specifically in their use of the media to obtain information on environmental issues. Based on a review of environmental literature, it was hypothesized that activists (1) would spend more time using newspapers and less time with radio and television, (2) would express more interest in newspaper content about politics and public affairs, (3) would more frequently watch television news shows and special programs concerning news events, and (4) would want to find out more about important environmental issues than would nonactivists. Questionnaires were completed by a random sample of 544 adults in Wisconsin and a select sample of 169 environmental activists in Madison, Wisconsin. On the basis of their responses to questionnaire items, the random sample subjects were divided into groups of activists and nonactivists. The results from the random sample showed that activists were similar to nonactivists in their media use, except for a greater use of magazines. The activists also wanted to find out more about important environmental issues than did nonactivists. The results from the select sample supported the hypotheses. (Author/FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Use
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 10-13, 1980).