The amount of punishment prescribed for an offender by low, middle, or high authoritarians was examined in a sample of 198 subjects (135 undergraduate psychology students and 63 church members). Subjects completed a forced-choice form of the F scale and read a case history of a juvenile offender who was described as either a middle-class white, a middle-class black, a lower-class white, or a lower-class black. Subjects were asked to recommend an amount of punishment for the offender on a punishment scale. Consistent with previous research on authoritarianism, the high authoritarians recommended more punishment for the offender than the low authoritarians. However, high authoritarians prescribed more punishment for the middle-class rather than the lower-class offender, and did so regardless of offenders' race.
Public service announcements (PSAs) aired by local radio or television stations may be useful to human service agencies as a mechanism to reach potential clients during periods of low service demand. To examine the usefulness of PSAs for this purpose, a series of PSAs were videotaped for three aging-service agencies and aired by a television station during a 6-week period. The three agencies recorded the incoming demand for services received each day before and during the intervention period. The data were tested by a multiple-group interrupted time-series analysis. The results of the analysis indicated that for all three agencies the PSAs were effective for increasing the number of service inquiries received from nonclients over the telephone numbers publicized in the PSAs. At one of the agencies, the number of new clients increased significantly when the PSAs were broadcasted.
Public service announcements (PSAs) aired by local radio or television stations may be useful to human service agencies as a mechanism to reach potential clients during periods of low service demand. To examine the usefulness of PSAs for this purpose, a series of PSAs were videotaped for three aging-service agencies and aired by a television station during a 6-week period. The three agencies recorded the incoming demand for services received each day before and during the intervention period. The data were tested by a multiple-group interrupted time-series analysis. The results of the analysis indicated that for all three agencies the PSAs were effective for increasing the number of service inquiries received from nonclients over the telephone numbers publicized in the PSAs. At one of the agencies, the number of new clients increased significantly when the PSAs were broadcasted.
Though the use of public service announcements (PSAs) in mass media campaigns has been criticized because they tend to receive limited audience exposure, due to few prime-time broadcasts, the "Feelings Just Are" PSAs reached a target audience of children without relying on frequent broadcasts during evening prime-time. The "Feelings Just Are" series of PSAs for school-age children was aired by 19 commercial, educational, and independent television stations in South Carolina. One of the commercial stations recorded the date and time of each PSA broadcast during the campaign's first year and provided its hourly audience ratings for children. Comparing the time of broadcast of the PSAs to the station's audience ratings revealed the amount of audience exposure the PSAs received. The results indicate that the 188 broadcasts from this station produced an estimated 7.4 million exposures among the station's total viewing audience, including 1.1 million exposures among school-age children. Nearly 80% of the 188 broadcasts occurred during heavy viewing hours for children, mostly during children's daytime viewing hours on weekdays and weekends. The results suggest that public service air time from local television stations may be a potentially valuable resource for mass-media based community interventions.
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