Accession Number : AD0711338

Title :   MASS MEDIA AND SOCIAL CHANGE

Descriptive Note : Technical rept.

Corporate Author : HUNTER COLL NEW YORK

Personal Author(s) : Weiss, Walter

PDF Url : AD0711338

Report Date : AUG 1970

Pagination or Media Count : 32

Abstract : The relationships between mass media of communication and social change are discussed, and the significance and roles of the mass media in developing and modernized countries are summarized. On the assumption that the contents of the mass media mirror as well as affect the perspectives and values of their readers, a content analysis of the advertisements in a major Negro national magazine was undertaken. The object was twofold: to provide some data on a particular type of content, contained in a black vehicle of mass communication, that often is finalized on the basis of market research and pretests of effectiveness; and to examine changes over time in such content, as they may reflect and illuminate the changes in black social and economic mobility. acceptability and pride that have been occurring in the U. S.

Descriptors :   *SOCIOMETRICS, GROUP DYNAMICS, PATTERN RECOGNITION, PUBLIC RELATIONS, PERIODICALS, TRANSFORMATIONS, FACTOR ANALYSIS, SOCIAL PSYCHOLOGY.

Subject Categories : Sociology and Law
      Non-radio Communications

Distribution Statement : APPROVED FOR PUBLIC RELEASE