See W. Schramm, Responsibility in mass communication (New York : Harper, 1957).
2.
P.F. Lazarsfeld and R.K. Merton, Mass communication, popular taste and organized social action, in W. Schramm (Ed.), Alass communications (Urbana University of Illinois Press, 1949), p. 473.
3.
C.I. Hovland, Effects of mass media of communication, in G. Lindzey (Ed.), Handbook of social psychology, Vol. II. (Cambridge, Mass: Addison-Wesley, 1954), p. 1093.
4.
J.T. Klapper , What we know about the effects of mass communication: the brink of hope, Public Opinion Quarterly, 1957-58, 21, 453-474.
5.
R.B. Meyersohn, Social research in television, in B. Rosenberg and D. M. White (Eds.), Mass culture: the popular arts in America ( Glencoe, III. : Free Press, 1957 ), p. 353.
6.
Klapper, op. cit.
7.
M. Lerner, America as a civilization (New York: Simon and Schuster, 1957), pp. 754, 767.
8.
G.D. Wiebe, Mass communications, in E. L. Hartley and R. E. Hartley (Eds.), Fundamentals of social psychology (New York: Knopf, 1955), pp. 185-187.
9.
Schramm, op. cit., p. 57.
10.
F.S. Siebert , T. Peterson, and W. Schramm, Four theories of the press ( Urbana: University of Illinois Press, 1956), p. 74.
11.
Your newspaper: tool for thinkers, Christian Science Monitor, Dec. 3, 1957.
12.
News story in State Journal, Lansing, Michigan, May 14, 1959.
13.
M.S. Maclean , Jr., and L. Pinna, Distance and news interest: Scarperia, Italy, Journalism Quarterly, 1958, 35, 36-48.
14.
APME red book 1958 (New York: Associated Press, 1958), pp. 87-97.
15.
CBS Television Network, Is American journalism meeting its responsibilities? Transcript of broadcast March 29, 1959.
16.
Editor & Publisher, April 18, 1959, p. 98.
17.
IPI Report (International Press Institute, Zurich), August, 1957, pp. 12-16.
18.
Quoted in editorial in Chicago Daily News, May 5, 1959.
19.
Editor & Publisher, Dec. 13, 1958, p. 52.
20.
See G.W. Allport, The historical background of modern social psychology, in G. Lindzey (Ed.), Handbook of social psychology , Vol. I. (Cambridge, Mass. : Addison-Wesley, 1954), p. 45; M.B. Smith, J.S. Bruner, and R.W. White, Opinions and personality ( New York: Wiley, 1956), p. 33; H.H. Remmers, Introduction to opinion and attitude measurement (New York : Harper, 1954), P. 3.
21.
E.R. Carlson , Attitude change through modification of attitude structure, Journal of Abnormal and Social Psychology, 1956, 52, 256-261.
22.
W. Schramm, Why adults read, In N. B. Henry (Ed.), Adult reading, Part II, Chicago: University of Chicago Press, 1956), pp. 57-88.
23.
P.J. Deutschmann , The relationship between interest and perception of headline-type stimuli (unpublished doctoral dissertation, Stanford University, 1956).
24.
J.S. Chall , Readability: an appraisal of research and application (Columbus: Ohio State University , 1958), p. 148; C.E. Swanson, Readability and readership: a controlled experiment, Journalism Quarterly, 1948, 25, 339-343.
25.
W. Schramm, How communication works, in W. Schramm (Ed.), The process and effects of mass communication ( Urbana: University of Illinois Press, 1955), p. 19.
26.
H.H. Hyman and P.B. Sheatsley, Some reasons why information campaigns fail, Public Opinion Quarterly, 1947, II, 412—423.
27.
L. Bogart, Magazines since the rise of television, Journalism Quarterly , 1956, 33, 153-166.
28.
Editor & Publisher International Year Book, 1952 and 1959 editions.