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ERIC Number: ED084582
Record Type: RIE
Publication Date: 1973-Nov
Pages: 12
Abstractor: N/A
Reference Count: 0
New Directions in Mass Communications Research: Physiological Measurement.
Fletcher, James E.
Psychophysiological research into the effects of mass media, specifically the music of the masses, promises increased insight into the control the media exert on all their consumers. Attention and retention of mass media messages can be tested by measuring the receiver's electrodernal activity, pupil dilation, peripheral vasodilation, and heart rate. These measurements give some indication of the communicative effectiveness of a media message, but, in the case of mass music, attention and retention are low among its users despite the high popularity of the music. The cognitive processes that come into action in response to music do not display traditional patterns of inductive logic but rather can be called "subtractive induction" since attention and retention do not increase with the repetition of the stimuli. (CH)
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 Annual Meeting of the Western Speech Communication Assn. (Albuquerque, November, 1973)