ERIC Number: ED212031
Record Type: RIE
Publication Date: 1981-Nov
Reference Count: 0
Community Integration, Media Use and Political Activity.
A study examined data from 1,828 adults in 17 cities in the United States to test a model of how community integration (sense of community) and use of media affected voting and other political participation. The portion of the model dealing with mass media included the new concept "quasi-mass media," which involves more personalized types of communication that still maintain standardized forms of content and distribution (such as public access cable television, trade magazines, professional journals, newsletters, church bulletins, and specialized newspapers). A linear structural relations (LISREL) analysis of the data revealed that (1) length of residence, education, use of print mass media, and use of quasi-mass media were positive predictors of voting; (2) use of electronic mass media was a negative predictor of voting; (3) use of print mass media, use of quasi-mass media, and community integration were positive predictors of political participation; and (4) length of residence and use of quasi-mass media were positive predictors of community integration, while use of electronic mass media was a negative predictor of community integration. Overall, the study illustrated the importance of specifying a process model of communication effects, and demonstrated the value of the concept of quasi-mass media. (RL)
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 Speech Communication Association (67th, Anaheim, CA, November 12-15, 1981).