Practical Guides

THE DESIGN OF ADVERTISING by Roy Paul Nelson (Dubuque, IA: Wm C. Brown, 1989—price not given, ISBN 0-697-04374-6)

EXPLORING COLOR PHOTOGRAPHY by Robert Hirsch (Dubuque, IA: Wm. C. Brown, 1989—$30.00, paper, ISBN 0-697-06132-9)

VIDEO HELD PRODUCTION by Ron Whittaker (Mayfield Publishing Co., 1240 Villa St., Mountain View, CA 94041—$34.95, ISBN 0-87484-836- 9)     

Public service television at the digital crossroads ‐the case of Austria

Abstract

The present article examines the impact of new digital technologies, services and markets on changes to television in Austria from a media‐economics perspective. This article started form the assumption that the process of transformation towards digital distribution modes would make questions about the role and legitimacy of public service television in Austria more prominent than ever before. Since the technical development of digitisation steps up competition in the programming, advertising and viewer markets, the continued existence of public service broadcasting in Austria is at risk. Already facing strong competition from private cross‐border analogue television, private digital services promise increased competition for the ORF, will take away advertising volume and accelerate the cost spiral for rights. The ORF will have to face these challenges as the regulator has assigned it the role of a chief enabler of digital television in the market segments for satellite and terrestrial transmission. This article argues that programme universality as leading principle for public service broadcasting faces a legitimacy crisis as digital competitors may better target minority demands in fragmented audience environments. It remains to be seen how far the ORF is able to being both distinctive and attractive to its target audiences, so to ensure its position into the next millennium. Affordability and reliability of technology comes as another critical success factor. For the time being, the continuous confusion about lasting, stable and interoperable receivers in viewer homes is the main cause for the poor development of digital TV in Austria. This is aggravated by excessive prices and the current difficulty in seeing any added value in new digital content. To conclude, much hope is put into the Digitale Plattform Austria, a working group of experts to produce a coherent and evaluable digitisation concept, that will take up these challenges in a competent way.     

Success in the Dutch Music Festival Market: The Role of Format and Content

Nowadays, music festivals are very important for generating revenue streams in the music industry. However, studies on what makes music festivals a success are scant. In this article, a conceptual model to explain the success of music festivals is introduced and tested. Such a model seems pressing now that competition in the music festival industry is increasing. Our conceptual model includes variables that are under the control of music festival organizers, namely format and content characteristics. The content features include scope of the audience, lineup, age, and having a theme or message. Budget, ticket price, location, and having a maximum visitor capacity make up the format features. The model is tested with data from 47 music festivals in the Netherlands. The results show that relatively newer festivals can achieve good growth in terms of visitor attendance, especially if they have a narrow scope (niche). Interestingly, this is true for both large and small festivals. Our findings are important with respect to music festival diversity and choice for audiences, which may be at risk due to increasing competition. The fact that several festivals have a capacity constraint seems to be beneficial for diversity as well. Interestingly, budgets (and star lineup and ticket price), theme, and location are largely nonsignificant predictors of success.     

The NHS Lanarkshire Intranet site (FirstPort) and its effectiveness as a knowledge management tool

The use of intranets as knowledge management tools in the NHS has been applied with varying success. This study set out to evaluate the effectiveness of the NHS Lanarkshire intranet site FirstPort as a knowledge management tool and to capture opinions on what would be required of a new FirstPort 2 site to be launched in the summer of 2012. The research was conducted in June 2011 by Paul Herbert as part of MSc in Health Informatics at the University of Sheffield, supervised by Nigel Ford. At the time of the study, Paul was working at NHS Lanarkshire and he was able to give his employers a useful set of recommendations. He moved to his present post with Healthcare Improvement Scotland in June 2012. This article is the first in the Dissertations into Practice series to investigate web‐based tools for information and communication inside the NHS, but there are more in the pipeline. AM     

Arousing News Characteristics in Dutch Television News 1990–2004: An Exploration of Competitive Strategies

This study investigates the processes by which competition in the television news market might promote the presence of arousing characteristics in television news. A total of 3,024 news stories from six Dutch television news programs over the period 1990 to 2004 were investigated through content analysis. The findings of the study show overall increases in all 6 arousing characteristics. The findings also show that commercial newcomers included more arousing characteristics in their news stories than the public service broadcasters, that commercial newcomers developed a news format that featured more arousing characteristics, and that existing programs reacted to newcomers by increasing the amount of arousing characteristics in their news stories.     

Preparing public librarians for consumer health information service: A nationwide study

A nationwide survey study was conducted to gain understanding as to how to prepare public librarians for consumer health information service. Findings indicate that the popular health information needs encountered by public librarians cover a wide variety of topics, including the human body, a medical/health condition, a disease, a medical concept, and fitness/diet/nutrition. The top two challenges faced by public librarians when providing consumer health information service are difficulty in interpreting patrons' questions and lack of knowledge about available and trusted/appropriate medical/health information sources. Public librarians wish to receive training on a number of topics that could help address the challenges they face, and the most favorable training format for them, among all the options provided in the survey, is the self-paced online tutorial. This study constitutes the basis for establishing training requirements and developing training programs to meet the needs of public librarians. Their mastery of the necessary skills, knowledge and competencies via training will lead to effective and efficient delivery of consumer health information service in public libraries, and ultimately generate optimal patron experiences.     

Majority/minority size and the evaluations of persuasive arguments

The present study examines the influence of relative minority size on perceptions of argument quality and attitude change. Strong and weak arguments for both cautious and risky positions were presented in conjunction with information describing the size of minority factions as either small or large. Results demonstrated that cautious argument quality influenced perceptions of argument quality only when the majority advocated a cautious position or when the minority faction was large. Results are discussed in light of their implications for normative and informational influences in group polarization.     

Measuring patients' communication apprehension about interacting with physicians: Instrument development

The purpose of these studies was to develop an instrument to measure patients' perceived communication apprehension in patient/physician interactions. In the first stydy, a five item Patients' Report of Communication Apprehension with Physicians (PRCAP) was developed. The scale appears to be a reliable, unidimensional scale which shows a moderate positive correlation with the Personal Report of Communication Apprehension (PRCA), a moderate negative correlation with willingness to communicate (WTC), and a moderate negative correlation with self‐perceived communication competence (SPCC). In the second study, designed to assess the predictive validity of the PRCAP, those who scored one standard deviation above the mean on the PRCAP reported being less satisfied with their interactions with physicians than those who scored one standard deviation below the mean on the PRCAP. It appears the PRCAP is a reliable and valid instrument that can be employed to pursue issues involving the role of CA in patient/physician interactions.