Communication Research: [ S ]

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# Author, Title
258Salcedo, Rodolfo N. A Communication Model of Modernization. 1968.
This study discusses the question, "what leads to modernization?" It tests Lerner's 1958 model of modernization and extends the model by the inclusion of more variables in the predictor equation.
259Salcedo, Rodolfo N. A Communication Model of Modernization (Revised Version).
260Salmon, Charles T., Mrja, Ellen, & Carroll, Polly. Communication in Surveys: Examining Cognitive Effects in Survey Research.
261Samuelson, Merrill, Carter, Richard F., & Ruggels, Lee. Education, Available Time, and Use of Mass Media. 1963.
This paper shows that a positive correlatioin exists between level of education and mass media exposure, especially radio and television, which contrasts with the theory that the more educated an individual becomes, the more he uses the print media and decreases the use of the broadcast media.
262Sanders, Luther W. "Sonny", Rollberg, Jeanne Norton, & Rutherford, Bill. Gary Hart and the Character Issue: How the Television Networks Reported It.
263Sargent, Leslie W. Communication Image and News Reception.
264Saxena, Anant P. System Variables and Individual Innovativeness in Indian Villages. 1968.
This paper presents the results of a study designed to test the existence of system effects in a society widely different from the U.S. in culture and level of economic development, and attempts to predict, based on the mean level of innovativeness in an individual's village or community, their agricultural innovativeness.
265Schachter, Stanley. Deviation, Rejection, and Communication.
266Schein, Edgar H. The Chinese Indoctrination Program for Prisoners of War: A Study of Attempted "Brainwashing". 1956.
This paper presents an account of the typical experiences of United Nations prisoners of war from the time of capture until the time of repatriation, and interprets these experiences in a social-psychological framework.
267Schramm, Wilbur. Mass Communication. 1962.
This paper deals with the social psychology of mass communication and gives various research findings and explanations concerning recent theories of mass communication.
268Schweitzer, John C. The Problem of Pay in Mass Communications.
269Scruggs, Kermit Joseph, & Tan, Alexis S. Comic Book Violence and Aggression in Children. 1975.
This paper attempts to refute the theory that reading violent comic books leads to greater aggression among children. Data are included to support the claims.
270Seibert, Warren F. The WBAA Rural Audience: A Four Year Follow Up. 1955.
This report describes a study to determine the status of program listenership in the WBAA rural audience, and to determine the composition of the audience in terms of age, sex, educational background, etc. as well as program preferences; an effort was made to determine the effects of the television invasion of the WBAA audience area upon program popularity and upon audience composition, size and program preference by comparing the data of the present study to that of an identical previous study by Horton in 1951.
272Sharp, Lauriston. Steel Axes for Stone Age Australians. 1952.
This classic article is an account of the Yir Yoront tribe of aboriginal Australians, and the impact upon their culutre of the introduction of the steel axe by missionaries in the 1930's. The upheaval and disintegration of the authority structure of the tribe, the interpersonal relationships within the family, and the socio-economic system are described in vivid detail.
273Shatzer, Nancy. The Effect of Television in Developing Countries.
274Shoemaker, F. Floyd. Personality Dimensions of Innovativeness. 1966.
This paper discusses the concept of personality as a socio-psychological variable, briefly outlines the theory of diffusion, and reviews the literautre relating to both concepts; an attempt is made to formulate a theoretical framework that may suggest a new approach toward the adoption of innovations within a social system.
275Singleton, Loy. Mass Media and Future Technologies.
276Smith, Edward J., & Fowler, Gilbert L. Newspaper Headlines: How Much Information Do They Convey to Readers? 1980.
This paper measures the amount of accurate information conveyed by headlines to readers. A comparison is made between the readers' personal evaluation of the role and effectiveness of headlines with the headline's measured effectiveness in conveying information, and draws conclusions.
277Smith, Mike. The Analysis of Television Audiences in Five Major Cities in the United States.
278Social Sciences. (Bobbs-Merrill Reprint).
279Solo, R. A. Capital, and the Transfer Process. 1966.
This paper examines and challenges a conception of "capital" as a component of the process of transferring or transforming technology, a conception that prevails in economics and that is reflected in Professor Strassman's paper. (See International Transfer of Technology in Construction and Manufacturing: A Comparison, by Paul Strassman.)
280Solo, R. A. Sociologists and Economists. 1967.
This paper deals with the sociologist's and the economist's views of the universe of social phenomena, why they stand where they do, and how what they are seeing fits together.
281Solo, Robert A. Technology Transfer: A Universal Process. 1968.
Gives a redefinition of technology transfer as the "organized capability of a social group to perform purposeful activity" and shows how this relates to its transfer to other societies.
282Solo, Robert A. The University in Functional Social Systems.
This paper examines the role of the university in a system of technical advances in a general setting.
283Solo, Robert A. Why Simulate? 1967.
A response which challenges the viability of Martin Pfaff's general schemata for social analysis, suggests a reformulation of his diffusion model, and questions the value of simulation as a mode of analysis in the social sciences. (See Martin Pfaff's Simulation of Cross-Cultural Transferences.)
284Sonquist, John A. Finding Variables That Work. 1967.
This paper outlines a model-building strategy aimed at the solution of finding a function (y=f(x1, x2,...xn)) which will express the relationship between a set of antecedent or predictor variables and a single dependent variable.
292Southwest Education Council for Journalism (SWECJ). Studies in Journalism and Mass Communication.
285Spence, Kenneth W. The Nature of Theory Construction in Contemporary Psychology.
257Stanfield, David, Maamary, Samir, & Rogers, Everett M. IBM Card Code for the Colombian (Narino) Communities of La Canada and Nazate.
286Stanfield, J. David, Lin, Nan, & Rogers, Everett M. Computer Simulation of Innovation Diffusion in a Peasant Village. 1966.
This paper reviews briefly past research on the simulation of innovation diffusion and presents the results of SINDI, a computer simulation program which attempts to capture the reality of diffusion in a peasant community.
287Stanfield, J. David, Clark, James A., Lin, Nan, & Rogers, Everett M. Computer Simulation of Innovation Diffusion: An Illustration from a Latin American Village.
288Steinfatt, Tom. The Formal Organization as a Source: The University as an Example.
289Stocking, S. Holly. Public Relations Efforts and News-Value Characteristics of Organizations: An Exploratory Study of Their Relative Influence on Media Visibility.
290Strassman, W. Paul. The International Transfer of Technology in Construction and Manufacturing: A Comparison. 1967.
This paper represents an economist's appraisal of the problems involved in the tranferral of technologies to less developed nations of the world in the manufacturing and construction industries. (Includes critical response by B. E. Davis.)
291Sub-Council on Advertising and Promotion of the National Business Council for Consumer Affairs. What Does Advertising Do for the Consumer?
293Surgeon General's Scientific Advisory Committee on Television and Social Behavior. Television and Growing Up: The Impact of Televised Violence.
294Surlin, Stuart H, & Cooper, Charles F. "The Jeffersons" and Their Racially Integrated Neighbors: Who Watches and Who is Offended? 1976.
This study gives the results of an investigation of an hypothesis that blacks will view "The Jeffersons" more than whites, will rate it as being more entertaining than whites, and will perceive the program as projecting reality more than whites will.

Thanks to a donation from an alumnus, the Special Collections at ACU's Center for Restoration Studies now houses two Ethiopian religious texts dating back to the turn of the 19th century.

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