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A study to provide a systematic analysis of attitude shift toward both concept & source of a communication as a function of the original att's of the recipient of a communication toward both these elements. 2 hypo's: (1) for susceptibility, the amount of att change toward an object is inverses proportional to intensity of original attitude toward that object; & (2) concerning relationship, amount of att change toward concept in direction of assertion is directly proportional to degree of favorableness of original attitude toward source; & amount of attitude change toward source in favorable direction is directly proportional to the degree of favorableness of original att toward the concept when assertion is favorable, but inversely proportional when assertion is unfavorable. Through pretesting 36 sources & concepts 3 source concept combinations were selected. The pairs were Source: labor leaders, The Chicago Tribune, & Senator R. Taft. Concepts were legalized gambling, abstract art, &, accelerated Coil programs. 2 versions, favorable & unfavorable, of each set were written. C. E. Osgood's measurement of meaning in which meaning of a concept is regarded as its location in a multidimensional space, & an attitude toward that concept is its projection on the evaluative dimension of the test. Undergrad psychol S's (N=405) participated in 2 sections, in a before/after 3x3x3 factorial exp'al design where rows represent original attitude toward concept (favorable, unfavorable, neutral), columns represent attitude toward source, & blocks represent stories. Major findings, among others, were that susceptibility to change is inversely proportional to intensity of initial att; mere measurement of attitude before & after communication exposure on a gross basis, without regard for intervening variables may often be misleading. H. H. Smythe.

In one of the few experimental studies dealing with a bona fide telecast, changes in information and meanings were investigated in connection with the televising of a congressional sub-committee hearing. The author is research assistant professor in the Institute of Communications Research at Illinois

An index is considered to be a single stimulus element or part in a communication message which selectively sensitizes a particular reaction to the total message. Exp'al studies of diff types of indices - newspaper headlines, picture captions, color, music, etc - show that manipulation of the index produces significant effects on judgments of the total message. It is as yet impossible to describe the precise mechanism by which an index influences the probability of occurrence of a particular reaction, but it is the writer's contention that the mechanics of this process rest in the neuro-physiological system of the individual. K. Geiger. Adapted from the source document.

In an experimental study, it is demonstrated that the relative position of an item within the radio newscast has a significant effect on its probability of recall. Dr. Tannenbaum is Director of Research in TV and Communications at Michigan State College. This study was done while he was located at Illinois.

In an experiment conducted with groups of psychology students, the author tested how different headlines influence the total impression created by a news story. Mr. Tannenbaum is a member of the research staff of the Institute of Communications Research at the University of Illinois.

This experimental study focused on the encoding behavior of news photographers. Significant agreement was found on such stylistic elements as number of lights, light contrast, print density, background tone and camera angle.