Reviews

Bruce M. Owen and Steven S. Wildman. Video Economics. Cambridge, Mass.: Harvard University Press, 1992. 364 pages.

Carol Smith and Carolyn Stewart Dyer. “Taking Stock, Placing Orders: A Historiographic Essay on the Business History of the Newspaper.” Journalism Monographs No. 132 (April 1992). 56 pages.

Albert N. Greco. Advertising Management and the Business Publishing Industry: Marketing Notes and Cases. New York: New York University Press, 1991. 301 pages.     

Advertising images among Hong Kong Chinese: Use of individual modernity and western orientation clusters in determining market segmentation∗

Advertising is a highly visible force in Hong Kong society. Within this diverse environment, media organizations and marketers attempt to define target markets (market segmentation) composed of persons who are most likely to be influenced by their marketing and advertising efforts. This research, based on a 1,019 sample face‐to‐face intercept survey, segments the market based on measures of self‐ascribed individual modernity and individual traditionalism and Chinese and Western value orientation. The scales are statistically analysed by cluster analysis, to place each respondent into clusters. The segmentation scheme viability is analysed in relation to media consumption and attitudes about specific advertising issues in six areas: 1. consumer benefits and economic force; 2. credibility; 3. entertainment value; 4. social force; 5. manipulation and motivation; and 6. repetition. The segmentation of individual modernity/traditionalism and Chinese/Western orientation provides greater differentiation than age, gender, income, education or place of residence.     

Advancing communication as a science: Research opportunities from the federal sector

The centrality of communication in health promotion is described in Healthy People 2010: Objectives for Improving Health, which noted that "health communication can contribute to all aspects of disease prevention and health promotion." In this paper we build on this argument by suggesting that communication science can be advanced by pursuing a "big-science" strategy where important and challenging questions about the role of communication in modern life are studied through rigorous research designs and research findings are applied to addressing significant social issues and problems. A significant dimension of a "big-science" strategy is the pursuit of programs of research using longitudinal designs and large samples with adequate controls. Given that such large-scale studies necessarily involve funding, we review some major funding initiatives and programs in different agencies of the federal governmental.     

Promoting gun trigger-lock use: insights and implications from a radio-based health communication intervention

A radio public service announcement (PSA) focusing on the danger to children from an unlocked and loaded gun was designed and aired 340 times on three radio stations in one Michigan county. At the end of the message, individuals were given a toll-free number to call to receive a free gun trigger-lock. Three surveys were used to assess the effectiveness of this intervention: a general population telephone survey, an automated telephone survey, and a follow-up mail survey. Approximately 20 percent of individuals in the general population heard the PSA. There was a significant increase in uncued knowledge of the locking-related gun-safety practices in the treatment county between time one and time two. Further, individuals in both counties had very high levels of self-efficacy and response efficacy, moderate levels of perceived severity, and very low levels of perceived susceptibility at both points in time. Seven-hundred and ninety-nine individuals called the toll-free number to receive a free gun trigger-lock; or approximately 17 percent of gun-owning households exposed to the message. The majority of callers were males who owned guns primarily for hunting purposes and who planned to use the lock themselves. Follow-up survey results indicated that individuals were using the gun trigger-locks, and that they believed using gun trigger-locks was an easy and effective way to prevent gun injuries. Insights and practical implications of these findings are discussed.     

Reconceptualizing the School Administrator's Role: Socialization at Mid‐Career

School reform strategies involving restructuring require that administrators redefine their roles. Most of the research in this area has emphasized new rather than veteran administrators. However, if these reform strategies are to be implemented, school administrators at mid‐career stages will need to change their conceptions of the role.

This article identifies and examines literature concerning the major issues of socialization to a role conception, including definitions, sources, and socialization mechanisms for changing conceptions of the role. The article also presents a research agenda based on this theoretical examination that delineates research questions, relevant variables, and possible findings regarding changing role conceptions. The research agenda focuses on two major strategies of educational reform: shared decision making and schools of choice.     

Sensing the realities of English middle-class education: James Bryce and the Schools Inquiry Commission, 1865–1868

This paper explores the contribution of James Bryce as an Assistant Commissioner to the Taunton Commission from 1965 to 1868. It highlights his criticisms of the English middle class and of middle-class education represented in the endowed grammar schools of Lancashire, England. These criticisms were based partly on finely detailed observation of the buildings of these schools in their local and geographical settings. They also drew on acutely developed responses of a sensory and emotive nature relating to a broad sensory register of sight, sound, taste, touch and smell. The paper therefore helps to develop the potential value of sensory history in the history of education well as to provide a detailed examination of middle-class education in England in the 1860s. It also suggests that the realism characteristic of mid-Victorian writing and art may help to shed further light on the nature and experience of schooling in this period.     

Boys and Girls Together: A Case for Creating Gender-Friendly Middle School Classrooms

In many states, the rapidly increasing number of English language learners (ELLs) presents new challenges for undergraduate education programs. In addition, because areas with the most rapid growth generally have little history of educating the ELL population, there may be a corresponding lack of understanding of and empathy for ELLs. The author describes a language shock class that develops empathy for ELLs among preservice teachers, develops strategies for teaching ELLs, and promotes understanding of second language acquisition. Analysis of preservice teachers' reactions to the shock class helped them brainstorm strategies for working effectively with ELLs.