ERIC Number: ED245267
Record Type: RIE
Publication Date: 1984-Aug-6
Reference Count: 0
Toward a Better Understanding of Internal Audiences: A Study of Group Phenomena among Readers of a Company-Wide Newspaper for Employees.
Quate, Shirley B.
Data were collected from 734 respondents, employees of a large Midwestern utility organization, to a survey questionnaire which attempted to examine the employees' reactions to the company newspaper. Specifically, the study sought to compare group phenomena among readers with respect to their inclinations to read the newspaper and their perceptions of the newspaper as a credible source of information. A concomitant purpose of the study was to determine whether certain work-related variables (job level, years of service, work location) that have been found to interfere with effective communication between individuals in organizational settings would also appear to operate in the context of mass communications transactions. Among the findings were that (1) veteran employees (particularly those with 20 or more years of service) were more faithful readers of the newspaper than employees with less company tenure, but this group was not found to differ significantly from those with fewer years of service in their perceptions of the newspaper as a credible source of information; (2) persons classified as management read more of the newspaper and had a greater confidence in the newspaper's honesty and accuracy than did non-management employees; and (3) employees working in the city where the company's headquarters was located (and where the newspaper was produced) were substantially more inclined to perceive the newspaper as a credible source of information than were employees working at other locations throughout the state. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Awareness; Company Newspapers
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).