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ERIC Number: ED416521
Record Type: Non-Journal
Publication Date: 1997-Nov
Pages: 27
Abstractor: N/A
Reference Count: N/A
The Use of University-Based & Local Media: Models of Community Attachment Involving Two Communities.
Mullen, Lawrence J.
A study of the relationship between two distinct, yet intertwined populations (a university community and its surrounding community), their media use, and the ties they have to their respective communities moves research in this area forward both theoretically and methodologically. The study examined three university mass media: newspaper, television, and radio; and also considered other mass media forms, including posters and the campus Internet. The study investigated the way these two populations use the media and the effect the media have on the community attachment students have toward the university community and the community attachment residents have toward their local community. The campus media serve about 20,000 students at this southwestern university, where most are continuing students and only 1,078 live on campus. A random sampling of local residents (n=135) was chosen as respondents, and student respondents (n=164) were also chosen randomly. Questionnaires asked a series of questions to both groups about media use and results were compared. Comparisons revealed that students tend to use television and newspapers less than local residents, but students use their own university-based newspaper more than residents. A methodological goal accomplished was the modeling of media use and community attachment. The 10 models analyzing the impact of the types of media use on student and resident communities not only helped to support prominent ideas of communication and community, but also made some advancement, such as including a larger number of media forms in the analysis of community attachment. (Contains 25 references and 2 tables of data.) (NKA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A