Public interest programming: Taxation by regulation |
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| Authors: | Michael O Wirth James A Wollert |
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| Institution: | 1. Assistant Professor in the Department of Mass Communications , University of Denver;2. Assistant Professor in the School of Journalism , University of Iowa |
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| Abstract: | This study examined the relationships among viewers’ family communication patterns, sex and pregnancy experience, music video viewing motivations, and viewers’ cognitive processing of a music video about teenage pregnancy. Respondents were high school students, who watched a music video and filled out questionnaires on two occasions. Results of a path analysis demonstrated different paths for girls and boys: For girls, family communication patterns and sexual/pregnancy experience were directly related to the activity with which they processed the video; for boys, family communication patterns had a direct path to activity, but also had a path through observational goals. Results suggest that family communication patterns may operate as enduring general cognitive structures that predict viewer activity. |
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