Bradley S. Greenberg

Bradley S. Greenberg
Michigan State University | MSU · Department of Communication

Ph.D. in Mass Communications, University of Wisconsin

About

145
Publications
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Publications

Publications (145)
Article
Full-text available
Regrettably, we announce the sudden death of Prof. Dr. Hannes Haas (aged 57), after a brief illness on March 20th, 2014. Hannes Haas, Editor-in-Chief of Media and Communication, was a Professor at the Institute of Communication Research at the University of Vienna and, alongside a throng of other roles, he served as head of the Institute from 2006–...
Article
Full-text available
Indeed, there are some three dozen English-language journals now that deal with one or another or multiple aspects of the field of media and (mass) communication. Would another journal not be redundant? We think not. Media and Communication, henceforth shortened to MaC, will possess a specific combination of attributes that are not replicated elsew...
Article
Full-text available
Abstract As the movement to capitalize on unique affordances of video games for learning continues to grow, relatively, little research in that area has examined how formal features, such as genre and game mechanics, draw and hold children's attention. This study examines which genres children prefer and the reasons why children prefer those genres...
Article
With few exceptions, United States television stations had completed a mandatory transition from analogue to digital broadcasting by the statutory deadline of 12 June 2009. To limit the disruption to viewers who had been receiving their television over the-air (OTA) during a period leading up to the switchover, broadcasters and govern-ment official...
Article
Children's perceptions of reality in television are examined as an intervening variable between exposure to the medium and the effect of TV messages. Findings from previous work and data from schoolchildren in grades 3–6 indicate that: (a) perceptions of the reality of TV increase as the specificity of content increases, (b) interpersonal communica...
Article
Full-text available
Questionnaires were completed by 5th-, 8th-, and 11th-grade public schools students in rural and suburban school districts and by undergraduates at two universities in the United States (n = 1,242). They were asked about their orientation to video games—the amount of time they played, their motives for doing so, and the game types they preferred—to...
Article
Full-text available
This study examines the content and presentation of food and drink on fictional, commercial television. It provides the first comparison of food and drink consumption across different television program genres designated for different age groups. Data originated with a random sample of 50 taped episodes of children's shows, 50 episodes of "tween" p...
Article
The following article is one of the first fruits of a million dollars’ worth of research by some two dozen investigators that was sponsored by the Surgeon General's Scientific Advisory Committee in an attempt to examine the possible links between the mass media and violence. The research upon which this particular publication is based was performed...
Chapter
Theoretical Approaches to Media EffectsPortrayals of Race and Ethnicity in the MediaChildren's Media Use and IdentificationMedia EffectsDiscussion and Research AgendaConclusion References
Article
B. S. Greenberg and L. Collette (1997) analyzed 26 years of fall preview editions of TV Guide to examine how minorities and women are represented on television's new shows. This study adopts the same methods as that study and extends it for 12 more years, from Fall 1993 through Fall 2004. This study describes how the new faces on television reflect...
Article
This research utilized a content analysis of 64 hours of reality dating shows and a survey of 197 young adults to determine the extent to which the content on these shows was related to actual dating attitudes, preferred date characteristics, and dating behaviors of viewers of that genre. Results show that male viewers, those who perceived higher r...
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Full-text available
Telephone surveys of single and married mothers of teenagers in public schools, mothers of teenagers in religious schools, and mothers of homeschooled teenagers examined the influence that parenting styles and level of Internet access in the home have on parenting mediation of online content and time spent on the Internet (N =520). Specifically, ho...
Article
Small but significant and possibly critical differences favor two-way system of in-service training program for city firefighters.
Article
This study investigated the consequences of increased levels of expressed message intensity on receivers' subsequent evaluations of the source and topic of the message, in addition to their perceptions of the message itself. A basic message was prepared in which a previously neutral source attacked a relatively low-salience topic. The intensity wit...
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This study examined the effects of variations in message assertion intensity on the accuracy of congruity principle predictions of attitude change. Subjects read either high intensity or low intensity message assertions which negatively linked favored sources with favored concepts. Comparisons were made between obtained persuasion and change predic...
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Content analysis shows alcohol as the only drug used more than twice per hour; intimate sex is presented or talked about nearly twice per hour, seldom between married partners.
Article
Full-text available
Considerable debate exists over the accuracy of self‐reported media use measures. This report compares two methodologies for studying Internet and traditional media use: online surveys and diaries. A study was conducted with undergraduate students from two universities. Participants were asked to (a) complete a survey and (b) keep a diary over the...
Article
Full-text available
This study examined the distribution and individual characteristics of body types on prime-time television. Five episodes of each of the 10 top-rated prime-time fictional programs on 6 broadcast networks during the 1999-2000 season were quantitatively analyzed. Of 1018 major television characters, 14% of females and 24% of males were overweight or...
Article
A one week sample of prime time television (8-11 p.m.) for ABC, CBS, Fox, and NBC tyas constructed to represent broadcast entertainment programming for 1996. In a systematic content analysis, the frequencies and attributes of ethnic minority and majority characters were documented, with particular attention to Latinos and their interactions with ot...
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In this article, we review previous conceptualizations of perceived reality judgments of television content. We argue that the perceived reality literature suffers from conceptual inconsistencies that have the potential to interfere with understanding the research taken as a whole and with the success of future studies. We analyze 3 major variants...
Article
Although much controversy exists about the value of television talk shows, there is an absence of empirical investigation into the nature of these shows. The goal of this research was to analyze the titles from six months of the eleven top‐rated television talk shows and corresponding content from one month of these shows. Results indicated that fa...
Article
This review identifies soap viewers, explains their primary motives for viewing, describes the sexual content of soaps, and reviews studies of viewer responses to soaps. Soap viewers are disproportionately female, ethnic minority, less educated, and lower income. Primary motives for adolescent viewers are escapism, habit, social learning, and socia...
Article
Adolescents and children in the US and Japan offer an increasingly desirable market segment for advertisers. Considerable advertising effort targets the youth market because children and adolescents have more disposable income than in the past and are believed to be more fashion and brand-conscious. This study looks at how Japanese and US youth com...
Article
Strident controversy over the often‐bizarre subject matter of daytime television talk shows motivated this content analysis of 11 shows with the highest Nielsen ratings in 1994–95. A sample of 10 episodes of each of the shows was videotaped and subjected to a systematic analysis of the shows’ guests, topics of discussion and interactions. Results i...
Article
Little research has investigated how variations in the electronic reporting of rape affects perceptions of listeners. The authors' experiment provides some insight into perceptions of college students who listened to simulated radio news reports of rape. They found the most significant differences in attitudes toward assailant and victim depended o...
Article
Prior investigations of television's demography often relied upon programs sampled across varying periods of time to describe character populations. Results are sometimes conflicting and it is difficult to generalize these independent findings to longitudinal trends. This study examines a census of 1,757 major characters added to broadcast network...
Article
El objetivo de este análisis es proporcionar información sobre las actitudes y preferencias que los jóvenes de los 90 tiene respecto a la amplia gama de medios de comunicación a los que hoy día tiene acceso en sus hogares, así como información sobre los usos que hacen de dichos medios. En este artículo se analizan las similitudes y las diferencias...
Article
Losing inhibitions in distance education During the Fall 1993 semester, students at Indiana University and Michigan State University participated in a joint distance-education venture. A graduate-level topical seminar, "The Diffusion of News and Information" was co-taught by professors in Bloomington and East Lansing. This particular distance educa...
Article
updates the current state of social research on minorities and the mass media, particularly as it relates to the media and television's particular potential for young people to acquire social information about minorities mass media content is analyzed to facilitate hypotheses about what may be learned from such programming, what may be believed,...
Article
A survey of students in Channel One and control schools showed that regular viewing of Channel One reinforces materialistic attitudes. Youngsters are bombarded daily with advertising from adolescent-oriented radio stations, magazines, and TV programs outside school. Channel One does provide educators with a excellent opportunity to educate youth in...
Article
The average age of first sexual intercourse, the high rate of teenage pregnancies, and the spread of sexually transmitted diseases indicate the extent to which sex and sexuality have created major threats to adolescent health. A crucial factor is the highly sexual content of the media. The authors examine factors that determine selection of and rea...
Article
This experimental study tested the impact of exposure to television programs about AIDS on adolescents. We expected exposure to increase knowledge about the disease, heighten its salience, and reduce the discomfort associated with communicating about it. Subjects were high school and university students from two midwestern states. Those in the expe...
Article
LAW OF INTERNATIONAL TELECOMMUNICATIONS IN THE UNITED KINGDOM: REGULATION OF ELECTRONIC MEDIA by Verena A.M. Wiedemann (Baden-Baden: Nomos Verlagsgesellschaft, 1989—about $40.00, ISBN 3-7890-1649-7, 336 pp.) KEEPING FAITH/ CHANNEL FOUR AND ITS AUDIENCE by David Docherty, David Morrison, and Michael Tracey (1988—$29.00, paper, ISBN 0-86196-158-7, 18...
Article
Proposed and tested is a causal process that could account for empirical relationships between television viewing and academic achievement. It is argued that television, when used as a secondary activity, interferes with performance on otherwise intellectually demanding tasks. Performance on seven different cognitive processing tests were examined...
Article
China's media development and journalism education have changed to meet new demands brought by the politicial and economic reforms. Predicting a need for 5,000 trained journalists per year in the 21 st century, dramatic developments in journalism education are occuring. This . paper describes and evaluates China's journalism education based on a fi...
Article
CABLEVIEWING edited by Carrie Heeter and Bradley S. Greenberg (Norwood, NJ: Ablex, 1988—price not given, ISBN 0-89391-466-5, with a paperback available) THE VCR AGE: HOME VIDEO AND MASS COMMUNICATION edited by Mark R. Levy (Newbury Park, CA: Sage, 1989—$35.00/16.95, ISBNs 0-8039-3299-5 hard and 0-8039-3300-2 soft) FAX: DIGITAL FACSIMILE TECHNOLOGY...
Article
Public andprivate ninth to twelfth grade high school students (n = 225) in San Juan were surveyed. The Spanish-language questionnaire assessed television behaviors, particularly those related to television commercials, in conjunction with food preferences, consumption, and buying behaviors. Amount of television viewing wasfound to be consistently c...
Article
Television and film viewing by many adolescents constitutes a substantial part of their leisure time. While no single factor can account wholly for the development of sexually-oriented attitudes, values, and behaviors, it is believed that media play at least a subtle role. The purpose of this study was to determine whether media viewing habits of p...
Book
(written when cable television, offering more than the broadcast network channel offerings, was a new thing.) This unique volume examines the process of cableviewing, the nature of cableviewers, and especially the viewing choice process. The concept of viewing style is introduced and individual differences in viewing style are examined. The researc...
Article
Journalists interviewed in Iceland, Israel and the US in the aftermath of the Palme assassination gave markedly different accounts of how they first heard of the tragedy. Radio was the predominant first source of diffusion in Iceland, personal contacts were most important in Israel, and in the US no first source predominated. Shock and astonishment...
Article
A sample of soap operas was recorded and references to sex abstracted and analyzed. Analysis indicated that the representation of sex on soap operas is more complex than previous studies have suggested. Talking about sex not only is far more prevalent than engaging in it, but the talk frequently consists of rejecting it, fantasizing about it, and d...
Article
Reports that across the sites studied and across the different types of news items newspapers varied markedly in their coverage of Mexican-Americans. (FL)
Article
This five-city survey of southwestern Mexican American youth focuses on media behaviors, functions and preferences, comparing media orientations of Hispanic boys and girls in the 5th and 10th grades. Both Spanish and English-language media orientations are assessed. Access to media, media use, and media content preferences for television, radio, re...
Article
This systematic content analysis compares local coverage of Hispanic‐American news across newspapers, radio and television in Southwest cities with substantial Hispanic populations. Story prominence, Hispanic representation and content are examined.
Article
Two CBS television programs containing basic sex information and related affective content were shown in a Michigan elementary school to determine what learning would occur. One program was created for boys and one for girls. Questionnaires completed by viewing and nonviewing youngsters contained verbal and visual items derived from each show's con...
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This two‐pronged study analyzed soap opera content, centering on demographics, problems, conversations and sex behaviors, and surveyed soap viewers to determine viewing motives, involvement, and possible effects of soap viewing.
Article
Presents multiple content analytic studies of TV portrayals of 4 social roles (sex, occupational, race, and age) and identifies consistent and persistent stereotypical attributes. Research on the impact of these portrayals is reviewed, and research on programming, critical viewing skills, and parental mediation strategies that may serve to countera...
Article
This study focused on the influence of mediated and unmediated models on the decision of adolescents to employ both pro- and antisocial modes of conflict resolution. Adolescents indicated how likely they would use four antisocial modes (verbal aggression, physical aggression, regression, and revenge) and one prosocial mode to resolve two conflicts....
Article
A 1977-1978 study revealed that intimate sexual acts on commercial prime time television occurred once or more per hour but that there was a distinct downward slope in the overall rate of occurrence from 1976 to 1978. The most prevalent sexual references were to intercourse among nonmarried partners. (GT)
Article
This study examines the parental disciplinary practices under which children's modeling of antisocial TV portrayals are minimized and maximized. Two types of enduring parental styles that influence children's moral development are induction and sensitization. Results from a field survey indicate that children of parents who are highly inductive and...
Article
This study investigated the effects of various programming strategies, commonly employed by the networks, on program popularity for children. Viewing data for prime time and Saturday morning programs were collected in the fall, winter, and spring of the ‘75-'76 season. Simple correlations supported the relationship between program popularity and th...
Article
This study assesses the frequency, attributes, and manifest social behaviors of the elderly on network fictional television series in 1975, 1976, and 1977. The content analysis shows that the aging represent a small and decreasing proportion of all television characters, with a decline from 4% to 2% across the three seasons studied. Elderly charact...
Article
The present study reports on a content analysis of the usage of alcohol, tobacco and illicit drugs during two recent television seasons. In each season a composite week of the three commercial networks' programming was videotaped, including one episode of each prime time and Saturday morning fictional series. Analyses showed that alcohol predominat...
Article
This study focused on the use of modes of conflict resolution by adolescent males and females and the perceived use by their favorite television characters. A significant interaction was found between sex and modes of conflict resolution. Females were significantly more likely to use verbal aggression, prosocial modes, and revenge than other modes....
Article
Although prior evidence identified socioeconomic status as a key factor in the consumption of public affairs news information, equivalent evidence suggests that individual interests in news events are related to media consumption and information acquisition. Here, the comparative strengths of these two propositions are analyzed in the context of th...
Article
An analysis of the top ten prime time fictional series from the 1979-80 television season indicate a near complete absence of smoking and illicit drug incidents. By contrast, the offering and consumption of alcoholic beverages is markedly larger than found in prior studies which did not separate out top-rated programs from lesser viewed shows. The...
Article
Several research studies that have compared the effects of television viewing on economically disadvantaged black children with its effects on white children indicate that the black children tend to allocate more time to television, are less selective in choosing content, and are more likely to accept fictional stories as reality. In addition, the...
Article
This study explores the cognitive dimensions used by children in differentiating among television characters. By linking content-free judgments of the differences among television characters with content attributes suggested by prior research, a four-dimensional mapping is identified. This cognitive mapping is virtually identical for children at th...
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This study examined the effects of variation in language intensity on the perceived aggressiveness of sentences representing five empirically established levels of verbal aggression. Subjects read and rated the aggressiveness of replicated sentences in which the level of verbal aggression and language intensity had been systematically varied. Tests...
Article
Is the frequency of watching television programs with recurrent violent themes positively related to aggressive attitudes among young people? This study of a sample of British school children yields findings very similar to U.S. data, in terms of both direction and magnitude of the relationship. It also examines the influence of program type and de...
Article
Within the scarce literature concerning verbal aggression, there is some indication that verbal and physical aggression may have similar inhibitions conditioned to each. Two experiments were carried out to explore this possible relationship. In the first, middle and lower socioeconomic status (SES) adolescent boys were exposed to televised physical...
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Diffusion studies following major and minor papal encyclicals suggest that the relevance and salience of the information is more predictive of diffusion than is “news value.”
Article
The abstract for this document is available on CSA Illumina.To view the Abstract, click the Abstract button above the document title.
Article
The purpose of this document is to review the growing body of literature focusing on poverty and communication, assess it, and posit directions for future work. In all, some 4000 different studies are examined to develop an overview of the communication environment of the urban poor. No more than 200 had some relevance to poverty-communication; onl...

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