NEW TECHNOLOGIES

THE COMMUNITY MEDIUM, edited by Nancy Jesuale with Ralph Lee Smith (182 pages)

A GUIDE FOR LOCAL POLICY, edited by Nancy Jesuale with Richard M. Neustadt and Nicholas P. Miller (131 pages)

Jane Wilson, “New Information Technologies for the Nonprofit Sector,” (The Foundation Center, 888 Seventh Ave., New York, N.Y. 10106---$4.95, paper)

1982 CABLE ADVERTISING DIRECTORY (Nations Cable Television Association, 1724 Massachuse Avenue, N.W., Washington, D.C. 20036---$30. paper)

THE INTERACTIVE CABLE TV HANDBOOK (Phillips Publishing , 7315 Wisconsin Avenue, Suite 1200 N, Bethesda, MD 20814---$49.00, paper)

COUNTDOWN: DIRECT-TO-HOME SATELLITE BROADCASTING IN THE EIGHTIES (65 pages---$75.00, paper)

VIDEODISC: BOOM OR BUST? THE STORY OF THE VIDEODISC IN 1981 FROM THE PAGES OF TELEVISION DIGEST (75 pages, $75.00, paper)     

The Emergence of Mobile Virtual Network Operators (MVNOs): An Examination of the Business Strategy in the Global MVNO Market

Abstract

To assess the strategy adopted by the mobile virtual network operators (MVNOs) and the factors that affect the development of this mobile market, this study analyzes the MNVO sector from 2 perspectives: the exogenous factors including the consumer, industry, regulation, and technology characteristics; and the generic strategies that have been adopted by successful MVNOs in various Organization for Economic Cooperation and Development markets. Although cost leadership was found to be most prevalent initially, as the mobile market begins to be infused by high-capacity networks and value-added services, MVNOs are more inclined to apply multiple generic strategies and non-price competition. The strategies of differentiation and focus are practiced in addition to, not in place of, the cost leadership strategy. This study also found that countries with higher third-generation (3G) license fees tend to have higher levels of MVNO development, suggesting that the economic pressure created by the high 3G license fee might contribute to the deployment of MVNOs in a country.     

The Interplay Between Media Use and Interpersonal Communication in the Context of Healthy Lifestyle Behaviors: Reinforcing or Substituting?

This study aims to explore how media use for health information and interpersonal health communication interact in the context of healthy lifestyle behaviors. This study hypothesizes that media use for health information and interpersonal health communication will serve as substitutes for one another. To test this hypothesis, this study uses a nationally representative survey of 2,107 civilian, noninstitutionalized adults in the United States. The results show that the associations between television use and Internet use and healthy lifestyle behaviors are enhanced among those who talk about health issues with their family and friends less frequently, which supports the substitution model. The implications that these findings have for future research are discussed.     

Does Online News Reading and Sharing Shape Perceptions of the Internet as a Place for Public Deliberations?

With the rapid development of interactive communication technology, the Internet is a major source of news and also plays an important role in connecting individual members of society. However, Internet users may have different perspectives on whether the Internet positively functions as a medium for public deliberation. Based on the assumption that being exposed to information on public affairs is a crucial step for one's civic engagement, this study explores how individuals’ motives related to news consumption, elaborative online news reading, and online news sharing influence their perceptions of online deliberation using structural equation modeling method (N = 998). The study finds significant relationships between news consumption motives and elaborative news reading and sharing behaviors, but only elaborative reading behavior had a significant effect on one's perceptions of online deliberation. The implications of these findings are discussed.     

Communication apprehension and the type‐a personality

Do Type‐A individuals experience communication apprehension? Consistent with theoretical expectations, the data at hand suggest the answer is a qualified “no.” Individuals evidencing a Type‐A personality reported significantly less CA than their Type‐B counterparts. This pattern of findings was strongest for apprehension about communicating in “collective” contexts (e.g., public, group, meeting) but diminished for CA in more “intimate” circumstances (e.g., interpersonal).     

Compliance‐gaining strategies and communicator role: An analysis of strategy choices and persuasive efficacy

This study investigated not only those compliance‐gaining strategies senders are likely to use but also those strategies to which receivers are likely to respond. Results indicated that persuasive efficacy is maximized when explanation, direct request, and ingratiation are employed, while more punishing strategies such as threat and guilt are mutually perceived as ineffective. The interaction effect of size of request with communicator role proved to be minimal.     

A Longitudinal Analysis of Foreign Program Imports on South Korean Television, 1978–2002: A Case of Rising Indigenous Capacity in Program Supply

A time-series analysis using the 25-year longitudinal data shows that the proportion of foreign imports aired on the Korean terrestrial broadcasters decreased between 1978 and 2002. The findings indicate that Korea's competitiveness in producing television content has risen over the period, as Korea's economy and television advertising market grew consistently and rapidly in spite of the short-term drop in the late 1990s. The rise of domestic television programming output was particularly evident in drama series. The Korean case defies the crude form of Americanization of television in developing countries. However, it also shows that it will take time and resources for a country to enter into the phase of increasing indigenous television content.     

Judging people in the news — unconsciously: Effect of camera angle and bodily activity

The emergence of hermeneutic perspectives which see humans as actors in a continuous effort of reality construction positions scholars as agents of their claims, fully responsible for their contribution to the reality they study.