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ERIC Number: ED123682
Record Type: RIE
Publication Date: 1976
Pages: 36
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Differential Patterns of Information Acquisition from the Mass Media: The Effects of Interest.
Genova, B.K.L.
The purpose of this study was to compare subjects' degree of interest with educational level to determine the better predictor of knowledge acquired from the mass media. Interest in and knowledge about two topics (impeachment and the National Football League strike) were determined from a 1974 survey of 253 adults. Knowledge was measured in terms of two components (factual and structural) and interest was studied in terms of salience to self and salience to social milieu. Social interest, especially when combined with anticipated interpersonal communication, proved to be a better predictor of knowledge overall. Further, greater interest was found to correlate with use of more than one mass medium and a resulting higher level of knowledge. Some sex differences are noted. (Author/KS)
Publication Type: Speeches/Meeting Papers
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 International Communication Association (Portland, Oregon, April 1976)