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ERIC Number: ED073507
Record Type: RIE
Publication Date: 1972
Pages: 192
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Impact of the Mass Media on Source Commitment.
Jaffe, David Lawrence
The author reports a study conducted to explore the role of mass media in creating source commitment, which he defines as a type of public commitment to content of a message produced under conditions in which a person encodes a message for others. The major hypothesis predicted that greater commitment would be produced within persons who encoded messages for transmission by the mass media. Subjects were first pretested to determine attitudes on twenty topics. Those selected as experimental subjects were asked to encode messages on two topics, consistent with their attitudes. After transmission of some of the messages, subjects were exposed to persuasive messages advocating counter positions, and then posttested on their attitudes. Those selected as control subjects also received the counterpersuasion and the posttests, but did not encode messages for mass transmission. Results showed that type of source commitment was not affected by the experience of developing and transmitting messages through mass media. (Author/RN)
University Microfilms, A Xerox Company, Dissertation Copies, Post Office Box 1764, Ann Arbor, Michigan 48106 (Order No. 72-26,697, MFilm $4.00, Xerography $10.00)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Ph.D. Dissertation, The University of Iowa