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Thesis (M.S.)--Kutztown University of Pennsylvania, 2009. / Source: Masters Abstracts International, Volume: 47-05, page: 2446. Advisers: David Kintsfather; Joseph Chuk. Includes bibliographical references (p. 58-60)

Thesis (M.A.) - Carleton University, 2009. / Includes bibliographical references (p. 131-141). Also available in electronic format on the Internet.

Thesis (Ph. D.)--Florida State University, 2004. / Advisor: Dr. Jonathan Grant, Florida State University, College of Arts and Sciences, Dept. of History. Title and description from dissertation home page (viewed June 16, 2004). Includes bibliographical references.

Thesis (Ph. D.)--University of Wisconsin--Madison, 2003. / Includes bibliographical references (p. 202-217). Also available on the Internet.

Thesis (M.B.A.)--University of Hong Kong, 1981.

This research suggests that, because media choice is integral to the effectiveness of an advertising message, there is a need to compare the effects related to media choice. This paper establishes the need for a new way to evaluate comparative media effectiveness. Specifically, it provides a perspective regarding how media effectiveness is currently evaluated and indicates why the transformation of mass media requires a new model. A new conceptual model, The Advertising Receptivity Model, is proposed for this purpose. The results establish a relationship between the context of the media usage, the perception of advertising value, and receptivity to the advertising message. / text

In the area of mass communications and media sociology, connections between theoretical claims and empirical evidence have often been tenuous. Using American national Election Study data gathered by the Center for Political Studies, this dissertation tests a series of hypotheses about the political impact of the mass media. The work profiles the news audience, and examines the public's reliance upon television and newspapers as sources of political information. Next, evidence is brought to bear upon the set of pessimistic assumptions that television news personnel hold about the tastes and capacities of the news audience. Finally, a crucial test is developed in order to evaluate five competing and contradictory hypotheses, all attempting to explain the relationships between the consumption of political materials through the mass media, political interest, and political participation. Of the previously untested claims assessed in the thesis, few were supported by the evidence gathered in research.

”The modern library in the network society” A study of cultural politicians and librarians opinions about libraries' use of social media Social media is becoming more and more interacted in our daily lives and Carlsson (2013) argues that today's libraries have undergone major challenges in the digital information technology's entry in the library arena. The new technology has led to sum up in one question: how a library should relate to the digital information technology, the issue has applied in particular the social communications media, such as Facebook, Twitter and more. The purpose of this paper is to examine the culture of politicians and librarians 'perceptions of public libraries' use of social media linked to the libraries and their democracy promotion efforts. This is analyzed from Castells theories about the network society and the digital divide. In summary, the study concluded that the majority of the culture politicians and librarians believe that social media is a part of the future of the library. But they have different views on how to get there, cultural politicians describe the ideas for the library and the use of social media more visionary, while the librarians descriptions are more closely with the business. The possibility of dual communication instead of one-way communication took many respondents as an important part of the library's presence on social media. The importance of the library's democracy promotion efforts to reach out to everyone even those as defined by or at risk of falling into the digital divide is also discussed in the study.

This study examines the effects of cross–media advertising on audience attitudes. An experiment was created that simulated every day media encounters: reading a magazine, watching television, and listening to the radio. A test advertisement was inserted into the experiment. After completion, participants were questioned on their recall, attitude toward the advertisement, attitude toward the brand, and purchase intention. In total, 1848 individuals were surveyed. From this, inferences about multiple media sequencing effects and repetition were made. The findings have value to researchers and practitioners.