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ERIC Number: ED049600
Record Type: RIE
Publication Date: 1971
Pages: 44
Abstractor: N/A
Reference Count: 0
Interpersonal Communication as a Determinant of Mass Media Exposure Patterns.
Atkin, Charles K.
Evidence is presented that people select mass communication content on the basis of interpersonal contact they anticipate having. Examinations of the results from a variety of earlier field studies showed consistently positive relationships between amount of interpersonal discussion and exposure to relevant mass media messages. In a secondary analysis of news exposure data, the number of groups with which individuals discussed news events was associated with the amount of time they spent reading newspapers and magazines. Another secondary analysis yielded strong correlations between frequency of talking about a political campaign and level of exposure to campaign coverage in the electronic and print media. An experiment investigating news information seeking in a sample of high school students showed that students who expected to participate in an informal discussion with other students about national, local, or school problems tended to select a greater amount of the appropriate type of news (either national or local items) in the course of their normal mass media use, but they did not actively seek out additional media sources. (Author/JK)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the International Communication Association Annual Conference (Phoenix, Arizona, April 22-24, 1971)