How We Got Where We Are Now: 20 Years of Research Into Online Mass Communication: An Annotation

Part Two, 1995-1999: Gaining Due Attention

By Thomas H.P. Gould, Aobo Dong and Jacob A. Mauslein

WJMCR 31, vol. 2 (April 2011)

1995 | 1996 | 1997 | 1998 | 1999

As we noted in the Part 1, interest in the new phenomena—the World Wide Web—attracted what might be best described as “splashing about” in the shallow end of the research pool. The research tended to be descriptive and essay in form. This rapidly changed in the second five years, as more researchers probed into the potential uses and outcomes of the web on mass communications.

While policy analysis continued to be a leading area of research methods, interpretive essays, content analysis and case studies all rose sharply. By 1999, all four areas were on par, with only model building, meta-analysis and experiments lacking any real attention. Again, as noted in Part One, this is to be expected. The early years of research examining a new phenomena tends to focus on description, only later moving into areas such as model building that invariably promises future experimental studies. In the area of theory, adoption/diffusion rose to eclipse policy analysis as the preferred approach.

Over the five years, the percentage of total articles devoted to research of online mass communication subjects rose five fold, to slightly over 5%. Two law journals—Communication Law and Policy and Communications and the Law—exceeded our “stalking horse,” Internet Research, as did Journalism & Mass Communication Quarterly. JMCQ, however, posted 7.5% of its articles on the subject only on the weight of two special issues in 1998 and 1999. This is of interest, given that the journal still saw the web at the end of the 1990s as a “special interest” topic, not as a mainstream, routine area of research.

Finally, as noted in an earlier examination of online research published in 2004,1 trends toward a more quantitative methods approach to research in this area rose between 1995 and 1999, though remained significantly behind qualitative methods (153 to 40). However, the last year of the study—1999— quantitative had reached almost a third of the research methods applied, a harbinger of what would occur in the new century.

Table 1: Research Articles by Journal, by Year

	1995	1995-All	1996	1996-All	1997	1997-All	1998	1998-All	1999	1999-All	Total All	%
Communication Law and Policy	NA	NA	3	22	4	27	4	31	4	24	104	14
Communication Quarterly	0	32	1	31	0	29	1	35	3	33	160	3.1
Communication Research	0	30	0	24	0	25	2	27	1	27	133	2.3
Communication Theory	0	29	0	21	0	22	1	19	0	19	110	0.9
Communications and the Law	0	19	1	15	2	15	3	15	2	19	83	9.6
Critical Studies in Media Communication	1	17	0	16	4	16	1	19	1	19	87	8
Human Communication Research	0	20	0	25	1	23	1	24	0	16	108	1.9
International Journal of Advertising	0	24	1	28	1	21	0	28	0	27	128	1.6
International Journal of Communications Law and Policy	NA	NA	NA	NA	NA	NA	5	20	8	19	39
Internet Research	2	23	1	36	3	37	3	43	3	34	173	6.9
Journal of Advertising	0	24	0	19	2	22	2	30	3	24	119	5.9
Journal of Advertising Research	0	30	2	35	12	40	6	26	3	22	153	15
Journal of Broadcasting & Electronic Media	0	28	2	28	0	30	3	34	2	31	151	4.6
Journal of Communication	1	34	2	42	0	26	2	32	0	32	166	3
Journal of Communication Inquiry	1	14	0	14	2	14	3	21	0	21	84	7.1
Journal of Consumer Affairs	0	35	0	27	1	33	0	20	1	18	133	1.5
Journal of Consumer Marketing	0	23	2	28	0	30	1	36	3	35	152	3.9
Journal of Consumer Psychology	0	16	0	35	0	46	0	26	0	34	157	0
Journal of Consumer Research	0	35	0	27	2	33	0	24	0	25	144	1.4
Journal of Current Issues & Research in Advertising	0	12	0	12	0	10	0	10	3	11	55	5.5
Journal of Public Relations Research	0	12	0	13	0	11	0	12	0	14	62	0
Journalism & Mass Communication Monographs	0	7	0	7	0	4	0	4	0	8	30	0
Journalism and Mass Comm Quarterly	0	49	0	62	0	46	10	49	7	21	227	7.5
Mass Communication & Society	NA	NA	NA	NA	NA	NA	0	21	0	21	42
Media Psychology	NA	NA	NA	NA	NA	NA	NA	NA	1	15	15
Media Studies Journal	2	83	3	49	1	39	0	75	11	49	295	5.8
Media, Culture and Society	0	33	1	32	0	28	1	29	1	37	159	1.9
Newspaper Research Journal	3	32	1	23	2	25	2	35	7	28	143	10
Public Opinion Quarterly	0	22	0	24	0	26	0	25	0	24	121	0
Public Relations Review	1	20	1	22	0	23	6	30	1	30	125	7.2
Visual Communication Quarterly	0	10	0	9	0	9	0	7	1	6	41	2.4
Web Journal of Mass Comm Research	NA	NA	NA	NA	0	1	0	4	0	4	9	0
	1995 (1.54%)	1996 (2.89%)	1997 (5.20%)	1998 (7.03%)	1999 (8.70%)	3708	5.2
Totals	11	713	21	726	37	711	57	811	66	747

Note: Some publications did not exist in some years of the study. These are noted by “NA.”

Table 2: Research Methods by Year 1995-1999

Research  Method                                        Year	1995	1996	1997	1998	1999	Total
Interpretive-Policy Analysis	0	5	6	16	17	44
Interpretive-Essay (including History)	6	11	19	15	19	70
Survey-Content Analysis	1	3	4	13	10	31
Survey-Interview/Case Study	4	1	9	7	18	39
Meta-Analysis	0	0	0	0	0	0
Model Building	0	0	4	1	2	7
Experiment	0	0	0	2	0	2
Total	11	20	42	54	66	193

Table 3: Theories by Year, 1995-1999

Theory                                                       Year	1995	1996	1997	1998	1999	Total
Access	0	0	2	0	3	5
Adoption/Diffusion	7	10	16	15	25	73
Agenda Building/Setting	0	0	0	1	0	1
Policy Analysis	3	7	10	21	22	63
Information Processing/Uses and Gratification	1	1	11	10	12	34
Social Interaction	0	2	3	7	4	16
Total	11	20	42	54	66	193

1995

Milton Mueller, “Why Communications Policy Is Passing ‘Mass Communication’ By: Political Economy as the Missing Link,” Critical Studies in Mass Communication, 12.4 (December 1995): 457-472 
Key Words: N/A
Abstract: A brief narrative description of the journal article, document, or resource. Argues that communications scholarship has had no significant impact on public policy. Argues that classical political economy offers an intellectual tradition with which the field ought to connect, and shows how certain problems can be approached in an integrated manner. Criticizes the field’s failure to recognize multiple versions of critical theory. Calls for reconceptualizing the field.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

David D. Thornburg, “Welcome to the Communication Age,” Internet Research, 5.1 (1995): 64 – 70
Key Words: N/A
Abstract: The passing of the information age is announced and explained, and we are welcomed to its successor and paradigm for the immediate future, the communication age. The vital importance of the communication age to K-12 education is outlined. Special notice is made of the emerging wide-bandwidth Internet technology, which allows transmission of “libraries per second”, and which forces changes on both education and business. Will education remain misengaged with attempts to come to grips with the information age, or will it move ahead with the challenges and freedom available through the communication age, with the Internet an integral part of the curriculum?
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion1995 – 1999 Annotation

S. Mary P. Benbow, “Getting Close from Far Away: Zoos on the Internet,” Internet Research, 5.3 (1995): 32-36
Key Words: N/A
Abstract: This article provides a guide to the increasing number of zoos and associated sites now using the Internet. It investigates the multiple roles of the Internet for zoos, their staff and visitors, in helping them to communicate science and provide a cultural service to the public, in addition to serving as a means of marketing and publicity.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

John E. Newhagen, John W. Cordes and Mark R. Levy, “Nightly @ nbc.com: Audience Scope and the Perception of Interactivity in Viewer Mail on the Internet,” Journal of Communication, 45.3 (Summer 1995): 164-175). 
Key Words: N/A
Abstract: A content analysis looked at 650 Internet mail messages sent to NBC Nightly News in response to an invitation during a series dealing with the impact of new technologies. Message indexes were created to reflect the scope of the audience they addressed. Macro-scopic messages were formal, dealt with political issues, and either did not mention technology or mentioned mass media. These messages resembled a letter to a newspaper editor. Mezzo-scopic message were positive and avoided political issues. They congratulated NBC as a team for their work on the technology series and tended to mention computers. Micro-scopic messages stood out for their authors’ high perception of interactivity. These messages mentioned computer technology more than any other group and appear similar to face-to-face communication in many ways. Results are discussed in terms of how the relationship between media users’ perceptive sense of interactivity and the scope of the audience they address are related to message style and content.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Mark Tushnet, “A Critical Perspective on the Law of Speech and Communication,” Journal of Communication Inquiry, 19.2 (Summer 1995): 5-15.
Key Words: N/A
Abstract: the author suggests a different kind of critical perspective. It takes a view of the political economy, but that view is almost entirely backward looking. The author argues the status quo distribution of power, exerts a strong influence over the way in which most lawyer and-many non-lawyers-think about questions of the legal regulation of expression. That way of thinking obscures more basic questions about the distribution of expressive and social power. This essay is an effort to clear some ground, to bring those more basic questions into direct view in the law of free expression itself. 
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Sara B. Ivry, “Town Hall Online,” Media Studies Journal, 9.3 (Summer 1995): 169-171.
Key Words: N/A
Abstract: Ivry believes that fears that online media will render obsolete traditional forms of communication are unrealistic, online services could enable a greater realization of principles like equal access to information and freedom of expression, both of which are commonly associated with a sound democracy.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Andrew C. Gordon, “Journalism and the Internet,” Media Studies Journal 9.3 (Summer 1995): 172-176 
Key Words: N/A
Abstract: Gordon argues that the Internet does not threaten American journalism, and rather than dismissing new media as interlopers, journalists should seize the opportunities they provide to enrich and to extend the best of journalistic practice.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Rebekah V. Bromley and Dorothy Bowles, “Impact of Internet on Use of Traditional News Media,” Newspaper Research Journal 16.2 (Spring 1995): 14-27.
Keyword: N/A
Abstract: A study shows that during the startup period for Internet use, use of traditional media remained the same. The impact of Internet use on the use of traditional news media is discussed
Method: Survey-Interview/Case Study
Theory: Adoption/Diffusion

Bruce Garrison, “Online Services as Reporting Tools: Daily Newspaper Use of Commercial Databases in 1994,” Newspaper Research Journal, 16:4 (Fall 1995): 74-86.
Keyword: N/A
Abstract: A national mail survey on the uses of computer-assisted reporting and online news research was conducted between Dec 1993 and Mar 1994. The findings indicate that the use of online services is increasing with larger newspapers making greater use of them.
Method: Survey-Interview/Case Study
Theory: Adoption/Diffusion

David Morrissey, “Federal Government Data: on Line, but Off Limits,” Newspaper Research Journal, 16:4 (Fall 1995): 103-113.
Keyword: N/A
Abstract: The congressional and presidential actions of the first two years of the Clinton administration don’t appear to have significantly changed federal information policy regarding the release of electronic information request under the FOIA. Both the president and Congress appear to want this change. The increasingly rapid computerization of Washington suggests change in some form is needed. The president and Congress need to outline more clearly the policies they seek if they expect those policies to be implemented by the federal information bureaucracy.
Method: Survey-Interview/Case Study
Theory: Policy Analysis

Steven R. Thomsen, “Using Online Databases in Corporate Issues Management,” Public Relations Review, 21.2 (Summer 1995): 103-122
Key Words: N/A
Abstract: Because of the breadth of information that they can obtain and the speed at which they can deliver it to end users, commercial online database and information services present corporate public relations practitioners with an issues-monitoring and tracking tool capable of significantly impacting the efficiency and effectiveness of their issues-management activities. The purpose of this qualitative study was to explore how online database and information services are being used by corporate public relations professionals and to explicate how these practitioners perceive the technology’s impact on the issues management process and their own involvement with dominant coalitions. Focused, semistructured interviews were conducted with 17 practitioner/informants in 12 U.S.-based corporations. Analysis of the interviews indicates that the practitioners felt they were able to intercept issues earlier in the “issue cycle” and thus enable their organizations to develop more “proactionary” or “catalytic” issues management response strategies. Because of this, these practitioners, who suggested that they had acquired a significant amount of autonomy in developing and implementing their own search strategies and issues agendas, were more likely to describe the technology as facilitating what would be a managerial, rather than a technical, role for themselves in their organizations.
Method: Survey-Interview/Case Study 
Theory: Adoption/Diffusion

1996

Patricia Bastian, “Constitutional Considerations of the Escrowed Encryption Standard,” Communication Law and Policy, 1.1 (Winter 1996): 43-63.
Key Words: N/A
Abstract: In the physical world, spaces are tangibly defined to secure privacy. The cyberspace equivalent of sealed envelopes and locked doors is encryption. Encryption uses hardware and/or software to ensure that electronic communication is not intercepted by unwelcome and unintended parties. The technology allows communicators transmitting across telephone lines to encode conversations or data. Sophisticated encryption technology protects legitimate privacy, but it may also cloak illegal activities by obstructing electronic surveillance by law enforcement agencies. The Escrowed Encryption Standard is a federal plan to protect telephone and computer communication from illegal interception and allow government access to these communications for surveillance. This article examines the plan’s possibly adverse impacts on constitutional rights, with specific attention to the First, Fourth and Fifth amendments.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

David R. Friedman, “Alachua Free-Net: Looking for the First Amendment at One Outpost on the Information Highway,” Communication Law and Policy, 1.3 (Summer 1996): 437-467.
Key Words: N/A
Abstract: Many communities are developing civic computer networks to provide citizens with free access to local information resources and the Internet. However, most networks restrict both commercial speech and any language deemed “objectionable.” Whether such broad discretionary power violates the First Amendment depends on whether the networks are state actors. An examination of one such network, Alachua Free-Net, reveals a close symbiotic relationship between the network and several local government entities Symbiotic relationships between the state and a private party in other contexts have been held by the courts to constitute state action. Thus, Alachua Free-Net appears to be a state actor and must conform its speech restrictions to the requirements of the First Amendment. Moreover, whether state actors or not, civic computer networks such as Alachua Free-Net should commit themselves to providing full First Amendment freedoms to their users.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Shannon Martin and Kathleen A. Hansen, “Examining the ‘Virtual’ Publication as a ‘Newspaper of Record’,” Communication Law and Policy, 1.4 (Autumn 1996): 578-594.  
Key Words: N/A
Abstract: Newspapers as a record of the day’s events and chronicle for public business have been part of the United States’ unofficial governing system for several hundred years. The expression “newspaper of record” has specific meaning and import for librarians, historians and lawyers. This article compares the statutory characteristics of “newspapers of record” with the qualities of modern electronic newspapers delivered by on-line delivery services. The article concludes that the definitions of “newspapers of record” used by librarians, historians and statutes may not be met yet by electronic editions of newspapers. Thus, on-line newspapers may not be able to carry legal notices.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Thomas W. Benson, “Rhetoric, Civility, and Community: Political Debate on Computer Bulletin Board,” Communication Quarterly, 44.3 (Summer 1996): 359-378
Key Words: N/A
Abstract: Does political debate on the Internet contribute to the development of civility, a democratic community, and the public sphere? Examination of debate on Usenet/Netnews bulletin boards on the Internet provides a mixed reply. On the one hand, debates are often characterized by aggressiveness, certainty, angry assertion, insult, ideological abstraction, and the attempt to humiliate opponent. On the other hand, the debates might, even admitting these faults, be characterized as displaying a high degree formal regularity, as robust exercises in free speech, as closely attentive (if unsympathetic) to opposing arguments, as performing virtuosity in argument and language, and as a rare opportunity for free participation in a political forum where one may meet widely divergent views.
Method: Survey-Content Analysis
Theory: Policy Analysis

Elizabeth Atwood Gailey, “Who Owns Digital Rights? Examining the Scope of Copyright Protection for Electronically Distributed Works,” Communications and the Law, 18.1 (March 1996): 3-27.
Key Words: N/A
Abstract: In the early decades of the 20th century, courts wrestled with the question of whether rights to short stories and novels included motion picture rights. The arrival of television, cable, satellite, and home video has also ushered in an era of unprecedented copyright difficulties. Over time, however, case law has fashioned a presumption that rights granted for one use do not necessarily apply to use in a new medium – particularly in the absence of an express contract relinquishing additional rights. The introduction of new media forms continuously upsets society’s cultural, political, and economic equilibrium. Judges must continually strive to balance the rights of authors with those of users, publishers, and other information and media industries.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Pierre Berthon, Leyland Pitta and Richard T. Watson, “Re-Surfing W3: Research Perspectives on Marketing Communication and Buyer Behavior Communication on the Worldwide Web,” International Journal of Advertising, 15.4 (November 1996): 287-301. 
Key Words: N/A
Abstract: The Worldwide Web (W3 or WWW), the multimedia part of the Internet, has recently gained the attention of academic and practicing marketers. As firms of all sizes scramble to establish Web sites, there is much speculation as to the Web’s role in marketing communication specifically and in marketing generally, and how it will affect buyer (surfer) behavior. What research has been done so far has been mainly descriptive, perhaps in the absence of a more formal agenda. This study briefly describes the Web in non-technical terms, and then attempts to integrate it into well-established models of buyer behavior and marketing communication. From this basis, areas for further re-surfing (i.e. researching) are identified from three perspectives: the buyer’s, the seller’s and the theorist’s.
Method: Interpretive-Policy Analysis
Theory: Adoption/Diffusion

Gordon Wills, “Embracing Electronic Publishing,” Internet Research, 6.4 (1996): 77-90.
Key Words: N/A
Abstract: This paper describes how MCB University Press has started to come to terms with the metamorphosis which electronic publishing offers. A future is seen where interactive multimedia products and services are the norm and are quite differently distributed, based on new alliances from within but also from outside the traditional players. It explores how MCB’s strengths might be used to succeed in the new frameworks and concludes that double-loop action learning is the only viable way ahead. Authors will be a constant point of reference and networked desktop PCs and networked homes will open vast new markets to those who can represent knowledge and information to gain and hold their attention.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Robert H. Ducoffe, “Advertising Value and Advertising on the Web,” Journal of Advertising Research, 36.5 (Sep/Oct 1996,) 21-35, 
Key Words: N/A
Abstract: The growth of advertising on the World Wide Web requires research on users’ general perceptions since these affect attitudes toward individual advertisements. This article presents results of an intercept survey focusing on the perceived value of Web advertising, an approach developed by the author for assessing advertising in the general media. Both the hypothesized model of advertising value and its role as an antecedent of overall audience attitudes are confirmed. The author maintains that advertising value is a useful measurement criterion for evaluating advertising effects generally, and particularly in the case of the Web.
Method: Survey-Interview/Case Study 
Theory: Adoption/Diffusion

Edward B. Keller and W. Bradford Fay, “How Many Are Really on the Electronic Superhighway? an Analysis of the Effects of Survey Methodologies,” Journal of Advertising Research, 36.6 (Nov/Dec 1996): 2-8.
Key Words: N/A
Abstract: There are wide discrepancies in estimates of Internet and online users. For instance, Louis Harris and Assoc. placed the number of Internet/World Wide Web users at 15% of American adults as of Apr. 1996, the Nielsen survey at 11%, and the Roper Starch Worldwide at only 8% as of Jan. 1996. Variations in estimates may be due to the different definitions of ‘user’ employed by the surveys. However, it is proposed that a more important source of discrepancy is the survey methodology used. It is suggested that telephone surveys yield higher Internet and computer ownership numbers than the door-to-door methodology. This may be because of the fact that telephone surveys tend to over-represent college graduates who, in turn, are likely to make overstatements. While there are indications that survey methodology impacts estimates of market size, it is not know whether it affects estimates of market characteristics.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Suzanne Pingree, Robert P. Hawkins, Robert P. Gustafson, David H. Boberg, Eric Bricker, Meg Wise, Haile Berhe and Elsa Hsu “Will the Disadvantaged Ride the Information Highway? Hopeful Answers from a Computer-Based Health Crisis System,” Journal of Broadcasting & Electronic Media, 40.3 (Summer 1996): 331 – 353.
Key Words: N/A
Abstract: It is clear that computer-mediated system does not present a bar to groups usually on the low end of knowledge gaps. Even though these groups traditionally use information media less and are believed to be less interested in information generally, they were as likely, and often more likely, to use a computer based system for their health information and decision support needs. However, that since average educational attainment was rather high in this sample (some college — matching that of the HIV/AIDS population in the states), with fewer than a quarter having high school or less, it is not clear from the present data whether use of this heavily print- dependent medium would remain heavy at truly low levels of formal education.
Method: Interpretive-Policy Analysis 
Theory: Information Processing/Uses and Gratification

Leo Jeffres and David Atkin, “Predicting Use of Technologies for Communication and Consumer Needs,” Journal of Broadcasting a Electronic Media, 40.3 (Summer 1996): 813-330
Key Words: N/A
Abstract: This paper revisits some of the earlier work on technology adoption, in the context of the broader domain of communication needs fulfilled by technology use. In particular, we argue that researchers need to shift the focus toward communication variables and away from technological hardware. While assessing predictors of interest in ISDN services, we focus on wire-based applications for sending and receiving information, along with uses of technologies for consumer purpose. 
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Margaret L. Mclaughlin, “The Art Site on the World Wide Web,” Journal of Communication, 46.1 (Winter 1996): 51-79. 
Key Words: N/A
Abstract: In his memoir on the beginnings of digital computer art in the United States, Noll (1994) reports on some of his early experiments with computer animation, holography, and three- dimensional force-feedback devices while a researcher at Bell Labs in the 1960s. Noll describes conflicting impulses within the organization which on the one hand encouraged such experiments because they provided a means of demonstrating the potential of digital computers to the artistic community, and on the other hand discouraged them out of concern that such projects would be perceived as frivolous and lead to a decline in funding for the work of the Laboratory (1994, p. 41). Such doubts on the part of technocrats about the value of artistic endeavors are equaled, if not exceeded, by the art establishment’s suspicions about computer technology. Noll notes that today, thirty years after his early efforts, few museums take any significant interest in computer art. Indeed, even those museums which make a portion of their collection available online have tended to display reproductions of artworks created with traditional media rather than developing new exhibits to showcase original electronic art, although there are significant exceptions (cf. the “Video Spaces” and “Mutant Materials” exhibits from the Museum of Modern Art). Nowhere is the online presence of artists and their work more significant than on the Internet. Artists are represented in every arena of network activity: electronic mailing lists (for example, the Chat list at Art on the Net (chat@art.net), the VR-Art list (vr-art@mailbase.ac.uk), and the Fine Arts Computing Group and Arts Policy Discussion lists (listserv@gwuvm.gwu.edu, listserv@vmd.cso.uiuc.edu), USENET newsgroups (such as alt.art.marketplace, alt.binaries.pictures.art.bodyart, and rec arts.fine), gopher (for instance, the Smithsonian and the Princeton University Art Museum gopher servers), Internet Relay Chat (the several OTIS collaborative projects) and, to a greater extent each day, the World Wide Web. Groups concerned with policy issues and arts advocacy have also set up shop on the network. The American Arts Alliance uses its WWW site as a springboard for soliciting support for more pro-arts policies in Washington (American Arts Alliance, 1995). The Getty Museum, recently embarked upon the Museum Educational Site Licensing Project, which is examining issues related to the delivery of museum images over computer networks (Getty Trust, 1994), maintains both gopher and Web sites. The rapidly accelerating network presence of museum professionals, arts spokespersons, and artists has profound implications for art and its audiences as well as for communication technology and its consumers.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Malcolm R. Parks and Kory Floyd, “Making Friends in Cyberspace,” Journal of Communication, 46.1 (Winter 1996): 80-97.
Key Words: N/A
Abstract: The purpose of this study was to examine the relational world actually being created through internet discussion groups (usually called newsgroup). Because the development of personal relationships is a pivotal issue in the larger debate about human relations in cyberspace, this study explores four basic questions: How often do personal relationships from in Internet newsgroups, who has them, become relationships started on line which migrate to other settings?
Method: Survey-Content Analysis
Theory: Social Interaction

Thomas L. Ainscough and Michael G. Luckett, “The Internet for the Rest of us: Marketing on the World Wide Web,” Journal of Consumer Marketing, 13.2 (1996): 36-47.
Key Words: N/A
Abstract: the Internet is perhaps the first genuinely new marketing medium for a generation and perhaps the first major change in advertising media since the advent of commercial television. Whether it will have the same colossal impact that television has on advertising and marketing remains to be seen but Ainscough and Luckett present a helpful guide to marketing on Internet- one that will add to the huge volume of writing on the subject by providing a more analytical and considered approach.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Pallab Paul, “Marketing on the Internet,” Journal of Consumer Marketing, 13.4 (1996): 27-39.
Key Words: N/A
Abstract: Internet has many risks associated with its use, but it also has many benefits that may outweigh the threats. Companies who do not use it will left out in the cold. An analyst from the Gartner Group summarizes this issue with the following: “fire up your Internet engines and ease into traffic- but drive slowly and don’t carry any valuables.”
Method: Interpretive Essay (including History)
Theory: Adoption/Diffusion

H. Sawhney, “Information Superhighway: Metaphors as Midwives,” Media, Culture, and Society, 18.2 (199): 291-314.
Key Words: N/A
Abstract : Sawhney argues that the ways in which people think about the future of technologies are influenced by knowledge of similar existing arrangements and have an effect on the outcomes of technical change. The malleability of networks and the influence of metaphors based on old technologies on the emerging ones are discussed, along with the implications of the use of “information superhighway” metaphor in the case of the National Information Infrastructure.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Graeme Browning, “New Media, Old Messages,” Media Studies Journal, 10.1 (Winter 1996): 67.
Key Words: N/A
Abstract: Despite advances in the Internet, most members of Congress do not have a clue about how to employ the Internet to their advantage. Most politicians are using the new technology to convey an old message.
Method:  Interpretive Essay (including History)
Theory: Adoption/Diffusion

Thomas C. Leonard, “Unexpected Consequences-New Media and Congress,” Media Studies Journal, 10.1 (Winter 1996): 126-134.
Key Words: N/A
Abstract: Historically speaking, communications revolutions have had mixed results for the accountability of Congress, the empowerment of citizens and the legitimacy of government.
Method: Interpretive Essay (including History)
Theory: Adoption/Diffusion

Jerry Michalski, “Are Your Intentions Honorable?” Media Studies Journal, 10.2-3 (Spring 1996): 126-130.
Key Words: N/A
Abstract: As media giants test the waters of new media, the key thing to do is watch their intent because it’s the best way to understand where specific media companies are headed. These companies’ current frenzy to ally, joint-venture, acquire or just announce something is partly a desperate gamble to gain market share, partly an effort to reconfigure companies so they end up owning high-margin slices of the future food chain.
Method: Interpretive Essay (including History)
Theory: Policy Analysis

Christopher Harper, “Online Newspapers: Going Somewhere or Going Nowhere?” Newspaper Research Journal, 17.3/4 (Summer/Fall 1996): 2-13.
Keyword: N/A
Abstract: A 1996 survey of newspapers found that online newspapers have no systematic scheme for making money, most online newspapers are seeking ways to produce revenue.
Method: Survey-Interview/Case Study
Theory: Adoption/Diffusion

Steven R. Thomsen, “@Work in Cyberspace”: Exploring Practitioner Use of the PR Forum,” Public Relations Review, 22.2 (Summer 1996) 115 -131.
Key Words: N/A
Abstract: This study explores the impact of PR Forum, a subscription-based newsgroup on the Internet, on the public relations community by examining the nature, function, and content of the online communicative exchanges and by probing the Uses and Gratification associated with participation. A descriptive content analysis of 292 postings to the group during a 15-day period found that although a broad range of topics are discussed, nearly half of messages posted to the newsgroup focus on the Internet and its applications of the field. A small nucleus of senior practitioners contributed nearly one in every five of these messages to the group, often dominating many of the diverse conversation threads. A survey of participants indicated that the forum is used for three primary functions: to facilitate the exchange of information and advice, to create a forum to debate issues affecting the profession, and to cultivate and foster a sense of self-validation and enhanced efficacy both at a personal and professional level.
Method: Survey-Content Analysis
Theory: Social Interaction

1997

Jan H. >Samoriski, John L. Huffman and Denise Trauth, “The V-Chip and Cyber Cops: Technology vs. Regulation,” Communication Law and Policy, 2.1 (Winter 1997): 143-164.
Key Words: N/A
Abstract: This article explores the interests involved in regulating television violence and indecency on the Internet, and how those interests might be better served by receiver-based filtering technology rather than the traditional content-based sender control. Receiver-based control technologies represent a promising opportunity to remedy an outdated system that relies on restrictions on expression at their source to regulate media content. Traditional source-based content restrictions, while they served a purpose in the earlier days of broadcasting, are no longer the least restrictive means of protecting society from material that is offensive or inappropriate for some. Government speech restrictions are not only constitutionally disfavored, but may soon come under increased scrutiny by the courts, especially when the technological means are available to tailor program content to individual needs.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Richard Labunski, “The First Amendment at the Crossroads: Free Expression and New Media Technology,” Communication Law and Policy, 2.2 (Spring1997): 168-213.
Key Words: N/A
Abstract: A century and a half after it became part of the Constitution, the First Amendment finally began to fulfill its promise of protecting freedom of speech and press. Only in recent decades have courts extended that protection to a broad range of expressive activity. In an era of emerging media technology, courts will be called on to establish new constitutional principles to deal with the changing communications landscape. Once unleashed, the “new” First Amendment standards will be available to change the legacy of landmark cases that some consider to be overly-solicitous of freedom of speech and press. Protecting the First Amendment in the cyberspace era is best accomplished not by creating new standards, but by applying and thus preserving established First Amendment principles.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Robert M. O’Neil, “Encryption and the First Amendment,” Communication Law and Policy, 2.4 (Autumn 1997): 417-440.
Key Words: N/A
Abstract: Recently, only secret government agencies were concerned about cryptography. It now is an important matter for many individuals and businesses who use the Internet. That has led to an intense effort on the part of several governmental agencies to control cryptography. This article provides an explanation of the evolution of cryptography, a synopsis of the evolving cryptography debate, an examination of the different interests represented with in the debate and a frame work for analyzing the first amendment issues that are involved. The paper applies the framework to the Clinton administration’s initiatives and finds them unconstitutional.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Heather E. Barrett and Marianne Barrett, “Cable Television and Telephony in the Telecommunications Act of 1996: Economics, Law, Regulation and Politics,” Communication Law and Policy, 2.4 (Autumn1997): 477-525.
Key Words: N/A
Abstract: Though reasonable people may argue about whether cable television and local telephone services are natural monopolies in theory, historically they have developed with infrastructures that make them more likely to have important declining cost characteristics in reality. Additionally, common carriage issues, especially for telephones, may necessitate regulatory oversight. Though touted as deregulation, and certainly eliminating many cross-industry barriers, the Telecommunications Act of 1996 is better understood as reregulation. The act maintains a common carriage philosophy while attempting to promote competition. However, evidence indicates it is unlikely that the new regulatory regime will result in efficient prices or true competition Instead, duopoly in cable and oligopoly in telephony are probably the best that can be achieved under the act. 
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Ashley Packard and Ann Brill, “Silencing Scientology’s Critics on the Internet: A Mission Impossible?” Communications and the Law, 19.4 (Dec 1997): 1-22.
Key Words: N/A
Abstract: Presents information on a signing of an open letter by celebrities to the German Chancellor on the issue of government persecution of the Church of Scientology. Information on the Nazi persecution of Jews, Examination of these issues, Details on the religious belief system.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Shannon E. Martin, “Online Newspapers and Public Notice Laws,” Communications and the Law, 19.4 (Dec 1997): 45-61.
Key Words: N/A
Abstract: States that the United States government needs to be well informed of decisions within the system with the use of online newspapers and public notice laws. Detailed information on these regulations, Evaluation of states-level model distribution, Examination of state statutory history in relation to this topic.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

David J. Gunkel and Ann Hetzel Gunkel, “Virtual Geographies: The New Worlds of Cyberspace,” Critical Studies in Media Communication, 14.2 (June 1997): 123-137.
Key Words: N/A
Abstract: This article embarks on an exploration of what recent technical and popular discourses have called “the new world of cyberspace.” Employing a cultural studies approach, it investigates the legacy, logic, and consequences of this appellation that appear to connect cyberspace to the Columbian voyages of discovery and the larger network of European expansionism. It therefore engages in a critical investigation of the colonial logic implied by this seemingly innocent taxonomy, examines its deployment in and significance for current research, and inquires about its position in the future of discourses written in and about cyberspace.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Ronald V. Bettig, “The Enclosure of Cyberspace,” Critical Studies in Media Communication, .2 (June 1997): 138-157.
Key Words: N/A
Abstract: This essay takes a radical political economy approach to investigate the evolving National Information Infrastructure (NII). The first section explores the growing concentration of ownership and control over the NII, with specific focus on interactive digital television. The second section looks at efforts of copyright owners to extend their control over information and cultural products into new media markets. The final section concerns the commercialization of the NII as information service providers have begun to use the system to advertise and sell commodities. Concentration, commodification, and commercialization are all seen as tendencies undermining the democratic potential of new communications systems.
Method: Interpretive-Essay (including History) 
Theory: Access

Ananda Mitra, “Diasporic Web Sites: Ingroup and Outgroup Discourse,” Critical Studies in Media Communication, 14.2 (June 1997): 158-181.
 Key Words: N/A
Abstract: With the increasing presence of Indian Immigrants in the West, there is a tendency among the diasporic people to use the World Wide Web (WWW) to create a cyber community. One of these pages is used as a starting point to examine critically the ways in which the WWW text speaks simultaneously to an interpretive community of “ingroup” members who have the interpretive history and strategies to make sense of the pages as well as the “outgroup” members who happen to surf into the India-related pages. Several textual strategies are identified that create this ingroup/outgroup tension, including modes of formatting, use of language, specific selections of images and multimedia elements, and the specific links provided by the pages. These combine to produce the multi-accentuated stylistic of the page that assists in speaking simultaneously to the two groups.
Method: Survey-Content Analysis 
Theory: Social Interaction

Greg Elmer, “Spaces of Surveillance: Indexicality and Solicitation on the Internet,” Critical Studies in Media Communication, 14.2 (1997): 182-191.
Key Words: N/A
Abstract: This article investigates the significance of the index in the process of, first, mapping and formatting the sites, spaces and words on the Internet and, second, diagnosing, tracking and soliciting users. Unlike the back-of-book or even hypertextual index that points to or references information to be found in a larger text, the author argues that some of the Internet’s indexes actually facilitate a movement through space to other sites and pages. It is further argued that this process of jumping into other spaces’ increasingly commercial domains, facilitated by indexical technologies known as robots or spiders, often leads to the solicitation of users’ demographic and psychographic information. Lastly, it is noted that such indexical technologies are increasingly being called upon by commercial interests to automate the process of solicitation whereby the mere entry or “jump” into a site on the Internet triggers the accumulation of a user’s demographic and psychographic data.
Method: Interpretive-Essay (including History) 
Theory: Policy Analysis

E. Seanrintel and Jeffery Pittam, “Strangers in a Strange Land: Interaction Management on Internet Relay Chat,” Human Communication Research, 23. 4 (June 1997): 507–534.
Key Words: N/A
Abstract: This article examines a set of interactions (logs) taken from the form of computer-mediated communication known as Internet Relay Chat (IRC). The authors were particularly concerned with the interaction management strategies adopted by the participants in the logs during the opening and closing phases of the interactions to develop interpersonal relationships and communicate socioemotional content, as illustrated by their attempts to initiate and/or close interactions with others using the medium. The article compares these strategies and their structure with those proposed for face-to-face (FTP) interactions and proposes an explanatory framework for the interaction management of opening and closing phases on IRC. It is suggested that interaction management in these phases of IRC logs is similar to that in casual group FTP interaction in terms of the general functions of the strategies used, but that the content, structure and ordering of the strategies are subject to adaptation.
Method: Survey-Content Analysis
Theory: Social Interaction

W. Wossen Kassaye, “The Effect of the World Wide Web on Agency—Advertiser Relationship: Towards a Strategic Framework,” International Journal of Advertising, 16.2 (May 1997): 85-103.
Key Words: N/A
Abstract: Buffeted by the fragmentation of media and markets, the World Wide Web has started transforming the competitive landscape in the advertising industry. Increasingly, advertising agencies are forced to compete with in-house CIS/MIS departments, public relations agencies and computer graphic studios and boutiques for Web-related accounts. Vis–à–vis the immediacy of the challenge, agencies are forced to either broaden their business horizon to include all aspects of communications or to stay focused on their core business-making advertisements for traditional media. This article examines the possible effects of the World Wide Web on the blurring of boundaries in advertiser-agency performed promotional activities, analyses the similarities in the strategies adopted in the transition from radio to television, and appraises the options which agencies face in adopting the Web.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

László Lukács, “The Information Society and the Church,” Internet Research , 7.1 (1997): 16-26.
Key Words: N/A
Abstract: This paper discusses the (primarily Catholic) Church in the “information society,” and explores the nature of communications in this context, and specifically the Internet. It is suggested that the Church must embrace today’s communications media and leverage its position as social and ethical advisor and counselor within the primarily capitalist social systems within which it operates. 
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Abby Day, “A Model for Monitoring Web Site Effectiveness,” Internet Research, 7.2 (1997): 109-115.
Key Words: N/A
Abstract: With the speedy growth of information quantity, people need a mechanism to discover automatically the information that interests them. Such a mechanism is called selective dissemination of information (SDI). This paper describes the design and implementation of an SDI system with the ability of delivering real-time, personalized news articles. In addition to delivering English news, it delivers Chinese articles also. Focuses on the problems that other researches seldom address. First, it discusses how to store and delete news articles efficiently, then describes the user model to let users specify their interests. Finally, the paper presents an efficient method to embed the ability to deliver Chinese as well as English news articles in the system.
Method: Model Building
Theory: Access

Da-Wei Chang, Ing-Chou, Chen, Hai-Ren, Ke and Ruei-Chuan, Chang, Ruei-Chuan, “RPC-News: A Real-Time, Personalized, Chinese News System,” Internet Research, 7.4 (1997): 320-328.
Key Words: N/A
Abstract: With the speedy growth of information quantity, people need a mechanism to discover automatically the information that interests them. Such a mechanism is called selective dissemination of information (SDI). This paper describes the design and implementation of an SDI system with the ability of delivering real-time, personalized news articles. In addition to delivering English news, it delivers Chinese articles also. Focuses on the problems that other researches seldom address. First, it discusses how to store and delete news articles efficiently, then describes the user model to let users specify their interests. Finally, the paper presents an efficient method to embed the ability to deliver Chinese as well as English news articles in the system.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Kim Bartel Sheehan and Mariea Grubbs Hoy, “Flaming, Complaining, Abstaining: How Online Users Respond to Privacy Concern,” Journal of Advertising, 26.3 (Fall 1997): 37-51. 
Key Words: N/A
Abstract: Using a national sample of individuals with personal e-mail accounts, a study examines online consumers’ response to privacy concerns. Respondents’ concerns with a series of situations which affect privacy online were assessed. This overall level of concern was subsequently correlated with the frequency that respondents adopted seven different online behaviors. Analysis demonstrates that the frequency of adopting five of the seven behaviors increased as respondents’ privacy concern increased. Specifically, as privacy concern increased, respondents reported that they were more likely to provide incomplete information to Web sites, to notify Internet Service Providers about unsolicited e-mail, to request removal from mailing lists, and to send a “flame” to online entities sending unsolicited e-mail. Additionally, as privacy concern increased, respondents reported that they were less likely to register for Web sites requesting information. Implications for online advertisers are provided.
Method: Survey-Content Analysis
Theory: Adoption

L. W. Turley and Scott W Kelley, “A Comparison of Advertising Content: Business to Business Versus Consumer Services,” Journal of Advertising, 26.4 (Winter 1997): 39-48.
Key Words: N/A
Abstract: Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. An article uses the content analysis method to investigate differences in several message elements in the context of the 2 types of services advertisements. In their sample of 186 advertisements, 91 ads were for business-to-business services and 95 were for consumer services. The specific message elements evaluated were message appeal, headline usage, price information, quality claims, and the inclusion of an Internet address. The findings indicate significant differences between business-to-business and consumer services advertisements in the types of message appeals used.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Denman I. Maroney “In Praise of Hypertext,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 7-9.
Key Words: N/A
Abstract: People say the World Wide Web will really amount to something when it can carry sounds and images as well as words, which they call plain text. Why can’t it amount to something just with words? What would it amount to without words? And who says text has to be plain?
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Bill Harvey, “The Expanded ARF Model: Bridge to the Accountable Advertising Future,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 11-20.
Key Words: N/A
Abstract: The Web is the first interactive medium presented to the advertiser. As such, it offers important opportunities for learning how to use interactivity within the advertising process to add to advertising effectiveness. Like any other new medium, the advertiser’s predictable initial concern is “how cost effective is this medium compared to those I use already?” This paper proposes how the ARF Model for Evaluating Media can be updated and predicts that the use of our version or a similar underlying agreed industry model will facilitate the growth of more accountable advertising opportunities into the next Millennium.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Scott C. McDonald, “The Once and Future Web: Scenarios for Advertisers,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 21-28.
Key Words: N/A
Abstract: The form and nature of content, including advertising content, on the Web has been constrained by the bandwidth limitations of the existing Internet “pipeline”–the telephone system. As competition from alternative pipelines accelerates in the coming years, content will adjust accordingly, evolving eventually into formats more akin to contemporary television. This article reviews the state of current competition to build broadband pipelines and concludes that, in the end, there will be multiple pipelines and continued fierce competition in the Internet access business. It also proposes several likely scenarios for near-term and longer-term future of ad-supported websites.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Craig Gugel, “The Interactive Telemedia Index: An Internet/ITV Impact Model,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 29-32.
Key Words: N/A
Abstract: The ITI measures the entire interactive electronic networked media environment which encompasses four principal market areas: content, customer premises equipment, transport, and public policy. The ITI was developed to assist practitioners in determining the viability of Internet and ITV services as potentially prominent commercial media. As 1997 progresses all signs point to accelerating growth in the interactive telemedia arena.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Rex Briggs and Nigel Holly, “Advertising on the Web: Is There Response Before Click-Through?” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 33-45. 
Key Words: N/A
Abstract: A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By using Millward Brown’s BrandDynamics™ system, along with other copytesting measures, the authors have documented increases in advertising awareness and in brand perceptions to Web banner ads for apparel as well as technology goods.
Method: Survey-Interview/Case Study 
Theory: Information Processing/Uses and Gratification

Lynda M. Maddox and Darshan Mehta, “The Role and Effect of Web Addresses in Advertising,” Journal of Advertising Research, 37.2 (Mar/Apr 1997: 47-59.
Key Words: N/A
Abstract: This research among users and nonusers of the Internet examines the effects of URLs (Uniform Resource Locators) in traditional mass media advertising. It measures recognition of Web addresses, the image of advertisers who use them, the likelihood and reasons consumers will access the Web page, and effect on brand name memorability. Various industries-including travel, financial, computer, home improvement, automotive, food, health, cosmetic and telecommunications-are evaluated.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Steve Coffey and Horst Stipp, “The Interactions Between Computer and Television Usage,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 61-67.
Key Words: N/A
Abstract: The discussion about the impact of the new digital media an the use of the traditional mass media has been dominated by predictions of a rapid decline in television viewing as a result of the increased popularity of the Internet and other computer-based activities. New data do not support such predictions, not even among regular PC users. Instead of replacement, the data show interactions between the media in which television often impacts PC activity and Internet use. The research suggests that speculations about the disappearance of television should be dismissed and that content providers and advertisers should further explore the evolving interactions between the media.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Joseph C. Philport and Joseph C. Arbittier, “Advertising: Brand Communications Styles in Established Media and the Internet,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 68-76.
Key Words: N/A
Abstract: This study examined communication styles among leading brands (defined by sales) and nonleading brands in three established media and the Internet. The commercial communication’s content of over 2,000 unique ads formed the foundation for the investigation. Results indicated that the average volume of unique brand creative messages vary significantly by category. Additionally, leading brands had significantly more unique creative messages within each medium. Based on composite profiles of each brand’s advertising, dominant commercial content themes were uncovered for each of the established media. However, no distinct themes were found for Internet banner advertising.
Method: Survey-Interview/Case Study 
Theory: Information Processing/Uses and Gratification

Xavier Dreze and Fred Zufryden, “Testing Web Site Design and Promotional Content,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 77-91.
Key Words: N/A
Abstract: The World Wide Web has grown at a spectacular rate as a medium for promoting and marketing products and services. At the same time, little is known about the effectiveness of advertising on the Internet. Yet, the Web offers unique, but so far largely unexplored, research opportunities. In this paper, we develop and apply a conjoint analysis-based methodology to evaluate the design and the effectiveness of promotional content on the Web.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Elaine P. English, “Avoiding Copyright and Other Legal Pitfalls in Setting Up Your Web Site,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 92-95.
Key Words: N/A
Abstract: The information highway, thus far, has not become the free-wheeling “public” frontier that many envisioned. This article cites numerous examples from recent cases where the courts appear to be applying traditional copyright and publishing law principles without difficulty to the new technologies. Practical advice is also provided in how to avoid these pitfalls when setting up a web site either for your own advertising firm or for your clients.
Method: Interpretive-Essay (including History) 
Theory: Policy Analysis

Erwin Ephron, “Or Is It an Elephant? Stretching Our Minds for a New Web Pricing Model,” Journal of Advertising Research, 37.2 (Mar/Apr 1997): 96-98.
Key Words: N/A
Abstract: There is an interactive pricing paradox. Web media want to be paid for interactivity but are unwilling to price on response. This paper argues the traditional ARF media exposure model is a poor fit for the new media and proposes an exposure-and-response measurement for interactive media pricing.
Method: Interpretive-Essay (including History) 
Theory: Policy Analysis

John Eighmey, “Profiling User Responses to Commercial Web Sites,” Journal of Advertising Research, 37.3 (May/Jun 1997): 59-66.
Key Words: N/A
Abstract: This article describes a method of examining user perceptions of commercial web sites on the World Wide Web. It explains the rationale and approach of the method and presents results from a pilot study and a field application. The results of both studies show how user perceptions are revealing of the strengths and weaknesses of commercial web sites as a means of providing consumers with information about companies and their products.
Method: Survey-Interview/Case Study 
Theory: Information Processing/Uses and Gratification

Mia Consalvo, “Cash Cows Hit the Web: Gender and Communications Technology,” Journal of Communication Inquiry, 21.1 (Spring 1997): 98-115
Key Words: N/A
Abstract: The World Wide Web offers women’s magazines a viable alternative to paint a more politically correct picture of Woman. Glamour magazine succeeds in breaking through with an on-line version but fails to recognize its potential. Despite minimal intervention from advertisers and unimaginable leeway with the content, the representation of Woman ironically becomes even more limited. As in print, technology reinforces the invisibility of Woman outside the vain consumer and love struck white middle class stereotypes.
Method: Survey-Interview/Case Study
Theory: Social Interaction

Isabelle Maignan and Bryan A. Lukas, “The Nature and Social Uses of the Internet: A Qualitative Investigation,” The Journal of Consumer Affairs, 31.2(Winter 1997): 346-371.
Key Words: N/A
Abstract: Despite the rapid growth of the Internet population, very little is known about consumers’ perceptions and uses of this new medium. As a result, much uncertainty remains regarding the nature of marketing activities most appropriate on the Internet. The present paper proposes to clarify these issues on the basis of in-depth interviews of Internet users. Findings highlight four main descriptions of the Internet which are associated with different social uses. Implications of these findings for both marketing practitioners and consumer researchers are outlined. (Reprinted by permission of the publisher.)
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Drazen Prelec, Birger Wernerfelt, and Florian Zettelmeyer, “The Role of Inference in Context Effects: Inferring What You Want from What Is Available,” Journal of Consumer Research, 24 (June 1997): 118-125.
Key Words: N/A
Abstract: It has recently been suggested that a number of experimental findings of context effects in choice settings can be explained by the ability of subjects to draw choice-relevant inferences from the stimuli. We aim to measure the importance of this explanation. To do so, inferences are assessed in an experiment using the basic context –effect design, supplemented by direct measures of inferred locations of available products on the price-quality Hotelling line. We use these measures to estimate a predicted context effect due to inference alone. For our stimuli, we find that the inference effect accounts for two-thirds of the average magnitude of the context effect and for about one-half of the cross-category context–effect variance.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Gita Venkataramani Johar, Kamel Jedidi and Jacob Jacoby, “A Varying-Parameter Averaging Model of On-line Brand Evaluations,” Journal of Consumer Research, 24 (September 1997): 232-247.
Key Words: N/A
Abstract: Consumer evaluations of new brands evolve over time as information is acquired. We conceptualized the extent to which evaluations are updated in terms of the weight given to new information during information integration. Based on information processing theory, we derive hypotheses regarding the weights given to new information under different processing ability conditions. We then develop a varying-parameter averaging model that captures the hypothesized moderating effects of processing ability (i.e. time pressure and knowledge) and also takes into account order effects. Scale values and weights for information items are derived by estimating the model using continuous evaluations obtained in a process-tracing experiment that allows subjects to access information that they desire in any order. Results from model estimation support the hypothesis that compared with prior evaluations new information plays a larger role in evaluations of high (vs. low) ability subjects. Estimating order effects on weights when order is endogenous, we find a recency effect such that information seen later is given a greater weight than information seen earlier. However, this recency effect is reduced as category knowledge increases. We discuss the theoretical and methodological contributions of this research.
Method: Model Building
Theory: Information Processing/Uses and Gratification

Eric S. Fredin, “Rethinking the News Story for the Internet: Hyperstory Prototypes and a Model of the User,” Journalism & Mass Communications Monographs, 161, (September 1997): 1-47.
Key Words: N/A
Abstract: This monograph proposes a number of basic forms of formats that hypermedia news stories with internal choices could take. Major concerns are how the story forms can manifest some of the central values of journalism and how the story forms can ameliorate some of the quandaries journalist chronically face in organizing and presenting news and information. Stories and story forms can not be developed, however, without a model of the audience member, partly because journalists draw frequently upon their own ideas of the audience member in crafting stories. A new model of the audience member is also needed because in hypermedia, more than any other medium, the user must be actively engaged, fundamentally because the user must make choices to keep the story moving. If television or radio must keep viewers or listeners transfixed for that they do not switch channels, the hyperstory must keep users in an active state of mind so that the choices they make keep building the story effectively. Further, a hyperstory is unlike a newspaper in that the choices they make keep building the story effectively. Further, a hyperstory is unlike a newspaper in that the choices the user makes are concerned with what to do next within a particular story, and are not limited to deciding whether to continue reading a story or what story to start reading next.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Elizabeth Weise, “Does the Internet Change News Reporting? Not Quite,” Media Studies Journal, 11.2 (Spring 1997): 159-163.
Key Words: N/A
Abstract: Weise argues that the Internet’s power lies within its immediacy, its reach and its ability to give voice to those with no access to mainstream channels of dissemination. Those who work with its weaknesses and strengths are better reporters.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Jane B. Singer, “Changes and Consistencies: Newspaper Journalists Contemplate Online Future,” Newspaper Research Journal, 18.1/2 (Winter/Spring 1997): 2-18.
Keyword: N/A
Abstract: A study examines the attitudes of metro reporters and editors at daily newspapers toward changes in the medium through which they provide information to readers.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Bruce Garrison, “Online Services, Internet in 1995 Newsrooms,” Newspaper Research Journal, 18.3/4 (Summer/Fall 1997): 79-93.
Keyword: N/A
Abstract: Garrison sought to determine how online services and the Internet were used in newsrooms to enhance newsgathering as well as differences in uses of online resources according to newspaper size.
Method: Survey-Interview/Case Study
Theory: Adoption/Diffusion

1998

Randall P. Bezanson, “The Atomization of the Newspaper: Technology, Economics and the Coming Transformation of Editorial Judgments About News,” Communication Law and Policy, 3.2 (Spring 1998): 175-130. 
Key Words: N/A
Abstract: Journalism and editorial judgment concerning news rest, fundamentally, on a writer’s and editor’s independence from the owner of a newspaper and from its audience in making judgments about news, since such judgments consist in part of decisions about what people need to know, not simply what people want to know. This article argues that the focus of journalism has too long been fixed on separating the editor from the will of the owner. With dramatic changes since mid-century in the economies of scale in the newspaper business, with rapid changes in the technology of information acquisition and distribution and with increasing fragmentation of audiences and markets, today’s paradigm should not be the power of owners over content, but the reverse: the excessive power of audiences over the content of what they read. Journalism’s task, then, is to establish mechanisms for separating the writer and editor from the audience and its surrogate, the advertiser, lest editorial judgment be eroded from the bottom up–from the reader, the niche market and ultimately from the capacity of technology to place increasing content control in the hands of the audience.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Margaret A. Blanchard, “Reclaiming Freedom of the Press: A Hutchins Commission Dream or Nightmare?” Communication Law and Policy, 3.3 (Summer 1998): 371-387.
Key Words: N/A
Abstract: This article explores how and why the Hutchins Commission’s vision of a responsible press and an informed citizenry did not, and does not, realistically meet either the needs of the media industries or the public. Although it was the commission’s goal to create a healthier society, the new technologies of communication present old and new problems–problems that cannot be negotiated by the commission’s well-meaning but idealistic notions of press responsibility. The Internet demonstrates the old dilemma of elite access and concentrated ownership and a new dilemma of utility characterized by isolated users whose communication can be argued only superficially as socially healthy. Perhaps a more innovative and structurally significant approach, beyond the rhetoric of “press-responsibility,” is needed to create physical access to media that can achieve the kind of’ “publicness” the Hutchins Commission envisioned.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

T. Barton Carter, “Electronic Gatekeepers: Locking Out the Marketplace of Ideas,” Communication Law and Policy, 3.3 (Summer 1998): 389-408.
Key Words: N/A
Abstract: The Hutchins Commission was concerned that the small minority of the people controlling the press as an instrument of mass communication could misuse their gatekeeping power. Due to new communication technologies the abundance of media outlets has increased choices available to the public far beyond anything commission members could have envisioned. This, in turn, has led to the development of a second layer of electronic gatekeepers between information originators and the public. The effect these electronic gatekeepers will have on the evolution of the press will be as great as, if not greater than, that of the human gatekeepers who were the commission’s focus. This article suggests there will be an increasing equation of the public interest with what the public is interested in, a reduction in people’s knowledge of public affairs and a decrease in the exposure of individuals to new ideas or ideas that contradict their existing beliefs. The article concludes by questioning whether government regulation is capable of addressing these concerns.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Kaarl Nordenstreng, “Hutchins Goes Global,” Communication Law and Policy, 3.3 (Summer 1998): 419-438. 
Key Words: N/A
Abstract: Whatever the legacy (or lack of it) of the Hutchins Commission in the United States, it resonates well around the world. Cases of national, regional and international media philosophies show that essentially the same social responsibility theory of the press has won wide global recognition, with or without direct reference to the Commission. Its current variant is a paradigm whereby the citizen rather than the media or the journalist occupies a central place. The conclusions of the conference suggest further reflection on themes such as: media as vehicles of public interest vs. media as commodities, media diversity and concentration, the idea about a truthful, comprehensive and intelligent account of the world under contemporary conditions, the nature of democracy being advocated. Lee Bollinger’s proposal for a new Commission is endorsed–as a global exercise.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Lisa M. Flaherty, Kevin J Pearce and Rebecca B. Rubin, “Internet and Face-to Face Communication: Not Functional Alternatives,” Communication Quarterly, 46.3 (Summer 1998): 250-268.
Key Words: N/A
Abstract: This study is a preliminary investigation of computer- mediated communication (CMC) as a functional alternative to face- to- face communication. We examined the relationship between motives for using the Internet as a CMC channel and motives for face-to-face interactions as well as the influence of locus of control and communication apprehension as antecedents of face-to-face and mediated interactions. We surveyed a sample (N=132) of Internet users and tested the hypothesis that no differences exist between CMC and interpersonal communication motive (i.e., that they would be functional alternatives) We also used MANOVA and ANOVA procedures to see of main and interaction effects existed for high and low locus of control and high and low CMC apprehension respondents on interpersonal and media motives. Results indicated CMC Apprehension main effect differences for communication motives, and that use of the Internet as a communication channel is not perceived as a functional alternative to face-to-face.
Method: Survey-Content Analysis
Theory: Social Interaction

Stephanie A. Skumanich and David P. Kintsfather, “Individual Media Dependency Relations, Within Television Shopping Programming: A Causal Model Reviewed and Revised,” Communication Research, 25.2 (April 1998): 200-219.
Key Words: N/A
Abstract: This study uses media system dependency theory to review and expand an individual media dependency (IMD) model for television home shopping. The model is extended to account for audience-viewer effects as measured by a newly developed Broadcast Teleparticipation Effects Scale. Viewer relationships with the medium, the genre within the medium, and the genre personae (via parasocial interaction and broadcast teleparticipation effects) are associated with viewing behavior and are highly predictive of purchasing behavior. The act of purchasing serves to reinforce dependencies with the programming, resulting in feedback effects of increasing intensity of personal relationships, exposure, and ultimately, future purchasing. A generic causal model for IMD is proposed, societal implications are discussed, and further investigations are suggested.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Deborah L. Wheeler, “Global Culture or Cultural Clash: New Information Technologies in the Islamic World-a View from Kuwait,” Communication Research, 25.4 (August 1998): 359-376. 
Key Words: N/A
Abstract: Theories about the impact of the information revolution on the developing world stress the inevitability of democratization and economic privatization. This article tests some of these predictions in light of ethnographic practice using Kuwait as a case study. By studying the development of an active Internet culture in Kuwait and the persistence of traditional political and economic practices, this article provides evidence of the ways in which countries chart unique paths toward the 21st century and subsequently respond to forces of globalization. The author concludes that local cultural frameworks play an important and underrecognized role in the kinds of practices that are enabled by networked communications and adaptations to the global economy.
Method: Survey-Interview/Case Study 
Theory: Adoption/Diffusion

John Monberg, “Making the Public Count: A Comparative Case Study of Emergent Information Technology-based Publics,” Communication Theory, 8.4 (November 1998):426-454.
Key Words: N/A
Abstract: This essay summarizes a case study of the formation of two specific information technology-based publics: Time Warner’s advanced interactive cable system and Internet web sites and the Capital Region Information Service of New York (CRISNY), a community freenet meant to serve the Albany metropolitan area. By using the public as a lens to analyze the social networks that constitute specific systems integral to the shaping of everyday life and attendant informal and formal political institutions, critical choices and alternatives can be identified by framing questions of communication in terms of political culture. Drawing upon approaches from science and technology studies, cultural studies, and communication studies, this project is a comparative analysis of publics situated in and emergent from advanced interactive computer-communication technologies.
Method: Survey-Content Analysis 
Theory: Policy Analysis

Ya-Ching Lee, “Toward a More Balanced Online Copyright Policy,” Communications and the Law, 20.1 (March 1998): 37-59. 
Key Words: N/A
Abstract: Aims to describe the background of copyright law and copyright infringement which highlighting the use of the information superhighway, officially known as the National Information Infrastructure (NII) for technological means. Identification of the technological means, Advantages of the NII, Discussion on the characteristics of the Internet, Examination of the conflicts between copyright owners and online service providers, Information on copyright regime.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

J. Robert Craig, “Reno v. ACLU: the First Amendment, Electronic Media, and the Internet Indecency Issue,” Communications and the Law, 20.2 (June 1998) 1-14. 
Key Words: N/A
Abstract: Presents information on the United States Congress’ passage of the Telecommunications Act of 1996, examining the United States Supreme Court’s ruling in the computer network case of Reno versus ACLU. Examination of communication laws governing the Internet computer network, Evaluation of the Communications Decency Act.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Nancy W. Guenther, “Good Samaritan to the Rescue: America Online Free from Publisher and Distributor Liability for Anonymously Posted Defamation,” Communications and the Law, 20.2 (June 1998): 35-95. 
Key Words: N/A
Abstract: Discusses the phenomenon of anonymous online communication defamation in the United States, examining how the Good Samaritan Provision has benefited online service providers. Complexities associated with defamation law, Assessment of cases in which the Good Samaritan Provision was applied, Reference to the development of the Internet computer network.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Barbara Warnick, “Appearance or Reality? Political Parody on the Web in Campaign ’96,” Critical Studies in Media Communication, 15.3 (September 1998): 306-324.
Key Words: N/A
Abstract: The World Wide Web and other forms of Internet communication provide a new venue for political discourse. The present study surveyed Web postings relevant to the 1996 presidential race between Bill Clinton and Bob Dole. It identified two types of sites. Nonparodic or serious sites emulated traditional news such as is found in newspapers, periodicals, and television news documentaries. Parodic sites sought to entertain rather than inform the reader and to hold reader attention. Parodic sites ostensibly exposed candidates’ questionable practices by way of allegation, innuendo, expose, parody, and slander. To expose deceptive practices, the authors of parodic Websites themselves engaged in deception. Political parodic Websites presented a postmodern communication environment where the identity of the author, the stability of the text, and the audience itself were all fragmented. Browsing these political Websites was a recursive activity where one could participate in pseudo polls, sign bogus petitions, and play political computer games. Such activities provided the illusion of political participation and did little to decrease public cynicism about politics or the political process.
Method: Survey-Content Analysis 
Theory: Policy Analysis

P. Bordia and R.L. Rosnow, “Rumor Rest Stops on the Information Highway Transmission Patterns in a Computer-Mediated Rumor Chain,” Human Communication Research, 25.2 (December 1998): 163-179.
Key Words: N/A
Abstract: Classic simulation studies of rumor transmission chains often have been characterized as lacking mundane realism. The present study spawned new insights on the basis of an analysis of the structure and composition of a naturalistic rumor chain that surfaced on the information highway. Content analyses of the individual messages during a six-day period revealed distinctive patterns in both content and level of individual participation. In general, the results were consistent with the idea of rumor mongering as a collective, problem-solving interaction that is sustained by a combination of anxiety, uncertainty, and credulity. The study extends the literature on temporal patterns in group computer-mediated communication (CMC) by showing that in a naturalistic setting, group development patterns of a CMC group were similar to those reported in the face-to-face (FtF) group literature.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Christian Koenig and Ernst Koenig, “Converging Communications, Diverging Regulators? Germany’s Constitutional Duplication in Internet Governance,” International Journal of Communications Law and Policy, 1.1 (1998): WebDoc1_1_1998.html.
Keyword: N/A
Abstract: The Internet is turning into the main carrier of new services in the sectors of telecommunications and electronic media. Yet these new services run the danger of suffering the inefficiencies and frictions of the German legal system, due to the vertical federal division of the power to legislate and administrate. On one side, there is the central government – the Bund – and on the other side, the sixteen regional governments – the lander. Both claim responsibility for establishing a legal framework for the Internet. The Bund considers Internet regulation to consist mainly of commerce and telecommunications, for which the Bund holds the power to legislate. The lander regards the Internet largely as a new means of broadcasting for which they hold the power to legislate. Therefore, Germany now has two parallel sets of rules governing services offered over the Internet. 
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Malcolm Webb and Martyn Taylor, “Light-handed Regulation of Telecommunications in New Zealand: Is Generic Competition Law Sufficient?” International Journal of Communications Law and Policy, 1.2 (1998): Web-Doc 6-2-1998 
Keyword: N/A
Abstract: China has the necessary tools to protect national security both under its domestic legislative regime and under Articles XIV and XIV bis of the GATS. A Chinese WTO commitment to a timetable for liberalization of the telecommunications industry would not preclude the maintenance of foreign ownership limits or requirements that operators use the public-switched voice telephone network and not bypass the network. As it embarks on further liberalization, one can confidently predict that China, like Malaysia, Thailand and Korea, will come to accept that increased level of foreign investment nee not compromise security.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Richard Janda, “Benchmarking a Chinese Offer on Telecommunications: Context and Comparisons,” International Journal of Communications Law and Policy, 1.2 (Winter 1998/1999): Web-Doc 6-2-1999.
Keyword :N/A
Abstract: A close analysis of the current state of Chinese telecommunications liberalization reveals that China should be in a position to make commitments under the Fourth Protocol similar in principle to those made by India and including a timetable for further commitments in the future. This paper has canvassed some of the strategies and techniques that might be used to achieve this result and has examined appropriate benchmarks for a Chinese offer. It ought not to be the case that telecommunications becomes a deal-breaker. There are indeed ways of accommodating China’s legitimate needs and concerns, which have to do with the current realities of the telecommunications sector, practical prospects for future reform, and national security. China is a developing country, but it is also the second largest telecommunications market in the world. A Chinese Schedule of commitments under the Fourth Protocol should strike a balance between those two realities.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Michael Koch, “Two Solitudes: Canadian Communications Regulation Applied To The Internet,” International Journal of Communications Law and Policy, 1.2 (Winter 1998/1999): Web-Doc 2-2-1999.
Keyword: N/A
Abstract: To the limited extent that the Internet has interacted with telecommunications and broadcasting regulation in Canada, the discussion has centered around fitting it into traditional categories of telecommunication and broadcasting services. This process is encouraged by two intersecting, but quite separate regularity regimes governing broadcasting and telecommunications.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Monroe E Price, “Public Television in America Project-Public Television and New Technologies,” International Journal of Communications Law and Policy , 1.2 (1998): Web-Doc 2-1-1998 . 
Keyword: N/A
Abstract: Ervin Duggan, head of PBS, is a leader who uses formal opportunities to try to build consensus or the appearance of consensus, gave an important view of the relationship between structure and technological development. In a June 1996 speech, instead of reflecting on fracture and dissent, an earlier theme, Duggan announced a “year of victory,” of “solidarity, unity and cohesion.” He wished to dispel concerns of local stations that PBS wished to become independent of them, rather than tied to their continued maintenance. “Let there be no ambiguity,” Duggan exhorted. “We know why we are here. PBS is here to serve you. We cannot reach our audience except through you.” In the speech, Duggan specifically addressed PBS efforts in the area of new technologies. Duggan pointed to the PBS World Wide Web site and the formation of the New Technologies Working Group originally charged with examining the prospects of HDTV, Advanced TV and DBS for programmers and stations.
Many of these are important steps. They will yield improvements in the workings of the public broadcasting services. They do so, however, within a structure that remains hobbled. The emphasis on structure in this chapter is based on the assumption that exploitation of technology in the public interest depends on a complex of political and structural forces. In a world in which there is intense reorganization so as to maximize the potential gains from technology shifts, the greatest danger to public television could be an inability to react adequately to opportunities provided. It is in this context that a number of suggestions have been made for moderate and radical change as precursors for the benefits of engineering advancement. Of course, ex ante, it is difficult to know what changes in structure will lead to particular social benefits.  It may well be that a highly decentralized and almost atomized system can be a greater goad for change than one that is more structured and controlled from above. The early results from the commercial sector are mixed. But it is clear that the investments, the flexibility and the speed necessary for change to take advantage of new technologies require structural change in public television. New technologies are, in a sense, like new playing cards dealt in a high-stakes game. They are opportunities to be sure, but they are deeply embedded in a pre-existing context and a complex competitive environment. Technologies create opportunities, but policymakers, legislators, managers and citizens provide the environment and structures in which those technologies manifest themselves. Technological determinism has its place in the discourse of history, but in the corner of public broadcasting, at this moment in time, it is implementation, not the technology itself, that must be viewed as decisive.
All this being said, technology and even the structural changes that will maximize the impact of new technologies will not turn America’s stepchild of public television into a new and glorious BBC. If anything, the future of the world’s public service entities will become more like the present of its American exemplar. The history of American public television – and the future of public service television around the world – is one of segmentation and narrowcasting and technology may not change that simple fact. It is important to examine demography and market share. Oddly, because PBS always was a sculpted minority, its audience share has remained more stable than that of many other public service broadcasters around the world. The problems PBS and America’s public television stations have traditionally faced will increasingly be found in its more protected equivalents around the world.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Amos P.N. Thapisa and Elizabeth Brabwa, “Mapping Africa’s Initiative at Building an Information and Communications Infrastructure,” Internet Research, 8.1 (1998):49-58.
Key Words: N/A
Abstract: This article explores Africa’s initiative at building a regional plan for the formulation and development of a National Information and Communication Infrastructure (NICIP) in every African state. The paper also examines the challenges and opportunities confronting Africa in its bid to launch itself into the information age. The role of information, communication and knowledge in accelerating African socio-economic development is emphasized. The paper makes a critical examination of the globalization of economies and argues that globalization appears to favor the rich and not so much the poor. It challenges the Organization for African Unity (OAU) to provide funding for the projet if it is to succeed. It eventually concludes by making the observation that Africa’s Information Society Initiative (AISI) should promote Africa.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

G. Reza Kiani, “Marketing Opportunities in the Digital World,” Internet Research, 8.2 (1998): 185-194
Key Words: Advertising, Business administration, Communications, Marketing, Online computing.
Abstract: With the birth of the World Wide Web, the current decade has witnessed tremendous evolution in the media environment, and indicates that electronic commerce, defined as the electronic exchange of information, goods, services, and payments, has finally come of age. Despite the fast-growing popularity of electronic commerce and presence of many companies on the virtual market, the opportunities offered by this new environment are still unknown. Many marketers still approach the Web based on the traditional mass communication model. The paper addresses the opportunities offered by the Web to marketers. Its approach considers the Web as a two-way communication model in which four different communication states can take place. The paper also suggests the necessity of new concepts and models for marketers to manage their Web sites, and then presents the opportunities supporting the marketers’ objectives in the new environment.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

David G. Schwartz, “Shared Semantics and the Use of Organizational Memories for e-mail Communications,” Internet Research: Electronic Networking Applications and Policy, 8.5 (1998): 434-441.
Key Words: Communications, E-mail, Languages, Learning organizations.
Abstract: Examines the use of shared semantics information to link concepts in an organizational memory to e-mail communications. E-mail is by far the dominant business application of the Internet, yet the use of e-mail relies on a number of assumptions regarding the effectiveness of interpersonal communications. One of these assumptions is that of common meaning or shared semantics. Assuming shared semantics in electronic communications can lead to a breakdown in communication, and the very managerial improvements that e-mail is intended to foster can be negated by the resultant lack of understanding. In this paper how shared semantics are created, maintained, and used to enhance e-mail communications is discussed. A framework for determining shared semantics based on organizational and personal user profiles is presented. How shared semantics are used by the HyperMail system to help link OM content to e-mail messages is illustrated.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

John D.Leckenby, and Jongpil Hong, “Using Reach/Frequency for Web Media Planning,” Journal of Advertising Research, 38.1 (Jan/Feb 1998): 7-20.
Key Words: N/A
Abstract: The potential usefulness and viability of the twin concepts of reach and frequency in traditional media planning are discussed and examined in this study. It is suggested reach/frequency estimation will become the next main issue once Web audience measurement issues are addressed. Results of testing standard/nonstandard reach/frequency estimation methods on a sample of 7,162 respondents show that for the six models studied all except the binomial estimate reach/frequency within acceptable limits of error. One of the oldest and simplest models, the Beta Binomial Distribution (a.k.a. the Metheringham Method), provided the greatest accuracy of estimation. This finding illustrates the simplicity of audience exposure patterns to the top 50 sites included in this study. Even at this early and unsettled stage in the development of audience exposure patterns for the Web, methods of reach/frequency estimation can provide accurate estimates of the audiences of media schedules containing this media type
Method: Survey-Interview/Case Study 
Theory: Social Interaction

Leslie Wood, “Internet Ad Buys-What Reach and Frequency Do They Deliver? ” Journal of Advertising Research, 38.1 (Jan/Feb 1998): 21-28.
Key Words: N/A
Abstract: This paper discusses a new study of the reach and frequency of advertising delivered on Internet sites. The underlying philosophy of the formulas for estimating reach and the resulting findings on how the Internet delivers reach are detailed. Below you will find a description of a reach and frequency estimation technique unlike any other. It is not based on Beta Binomial distributions, nor on regressed curves. It is not Metheringham or random. It is a set of mathematical formulas that produce extremely good estimates and that have internal integrity. The values in the formulas all make sense and, for the most part, are numbers that are available from other sources. The results as they pertain to the Internet are very accurate.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Elaine K. F. Leong, Xueill Huang and Paul-John Stanners, “Comparing the Effectiveness of the Web Site with Traditional Media,” Journal of Advertising Research, 38.1 (Sep/Oct 1998): 44-51.
Key Words: N/A
Abstract: The Web is emerging as a new advertising medium vying strongly with the more traditional media. Despite the Web’s capability of becoming a potentially powerful medium, there is little empirical research into the effectiveness of the Web compared with other advertising media. Using correspondence analysis and cluster-analysis techniques, this paper explores how Web managers perceive the Web site in relation to eight traditional media on ten key media attributes. Findings delineate the effective features of the Web site vis-a-vis traditional media. Managerial implications of the findings are discussed.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Alan J. Bush, Victoria Bush and Sharon Harris, “Advertiser Perceptions of the Internet as a Marketing Communications Tool,” Journal of Advertising Research, 38.2 (Mar/Apr 1998): 17-27.
Key Words: N/A
Abstract: While a growing number of companies are interested in developing an Internet presence, there is still a great deal of confusion about it and what this new medium has to offer to the advertising community. The purpose of this study is to gain preliminary insights into advertisers’ perceptions of the Internet and, hopefully, assist companies in understanding and using the Internet more effectively. This paper presents the results of a national sample of advertisers concerning perceptions of the Internet as a marketing tool. It is hoped that this first look can clarify some of the uncertainties advertisers are facing during the infancy of this new medium.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Dou Ghose Wenyu Sanjoy, “Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites,” Journal of Advertising Research, 38.2 (March-April 1998): 29-43.
Key Words: N/A
Abstract: Internet Presence Sites (IPS) are becoming important mechanisms for marketing communication. Therefore it is vital to understand what affects the attractiveness of a firm’s IPS. In this research, we focus on the multidimensional factor of interactivity. We use statistical models such as Logit to evaluate the effects of interactivity on IPS appeal. We find that the greater the degree of interactivity, the more likely it is for the IPS to be considered as a top site. Additionally we find that the ‘customer support’ component of interactivity has a significant positive impact on the likelihood of an IPS being included in a list of high-quality Web sites. The findings are discussed in terms of their implications for design of corporate Web sites.
Method: Survey-Content Analysis 
Theory: Information Processing/Uses and Gratification

Xavier Drèze and Fred Zufryden, “Is Internet Advertising Ready for Prime Time?” Journal of Advertising Research, 38.3 (May/Jun 1998): 7-18.
Key Words: N/A
Abstract: Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, because current measures of advertising effectiveness on the Web are not standardized and incorporate significant measurement errors. In this study, we investigate issues relating to the accurate measurement of advertising GRPs, Reach and Frequency on the Internet. Moreover, we suggest critical measurement issues that need to be resolved before Internet advertising can be considered as an integral part of a company’s media mix.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Thomas R. Lindlof and Milton J. Shatzer, “Media Ethnography in Virtual Space: Strategies, Limits, and Possibilities, “Journal of Broadcasting & Electronic Media, 42.2 (Spring 1998): 170-189.
Key Words: N/A
Abstract: The Internet encompasses an array of settings in which symbolic culture is performed and in which participants mean to express something coherent. The global, yet perceptibly intimate, nature of these settings and the social affiliations they spawn has attracted interest from interpretive analysts. Certainly, the culture of networked computing is a prime example of the challenges that a mobile world economy poses to ethnographers, who are far more accustomed to single- site studies of a community or a stable subjectivity. This article assesses some of the conditions, strategies, and limits in conduction ethnography in the virtual spaces created by computer networks. Several key issues of CMC and methodology are discussed, including community, social presence, and the social strategies and technical utilities for studying Internet communication. Our intent is to suggest a set of possibilities for research in a new cultural arena, not to preclude any that we do not consider here.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Louisa Ha and E. Lincoln James, “Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites,” Journal of Broadcasting & Electronic Media 42.4 (Fall 1998): 457-474.
Key Words: N/A
Abstract: The present study first attempts to deconstruct the meaning of interactivity and then reports the results of a content analysis which examined the interactivity levels of business web sites. Business web sites are chosen for study over other web sites to assess interactivity because these sites are the most common. They are most likely to benefit from interactivity and possess financial resources that drive the technological development of the web.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

David J. Atkin, Leo W. Jeffers and Kimberly A. Neuendorf, “Understanding Internet Adoption as Telecommunications Behavior,” Journal of Broadcasting & Electronic Media, 42.4 (Fall 1998 ): 475-490.
Key Words: N/A
Abstract: The present study profiles internet adopters in terms of social locators, media use habits, and their orientation toward adopting new technologies. Finding, in terms of demographics and technology uses, offer some support for the early adopter profiles derived from diffusion theory. Although results fail to confirm our expectation that attitudinal variables of those served by online technology are more explanatory than demographics, we were able to identify technology and media use orientations that differentiate those with and without Internet access.
Method:  SI
Theory: Adoption/Diffusion

Sameer Singh, Tamàs Domonkos Gedeon and Youngju Rho, “Enhancing Comprehension of Web Information for Users with Special Linguistic Needs,” Journal of Communication, 48.2 (1998):86-108.
Key Words: N/A
Abstract: In this essay we review the special Linguistic needs of language- disordered users who are potential users of the world wide web hypertext system. For the web to be a true information highway, there must be facilities to enhance the comprehension of those users who have special requirements, and who will benefit enormously from appropriately aided access to the web. We provide aome guidelines for the development of such facilities.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Linda Cooper Berdayes and Vicente Berdayes, “The Information Highway in Contemporary Magazine Narrative ,” Journal of Communication, 48.2 (1998):109-124.
Key Words: N/A
Abstract: Narrative is important in constructing social reality. It defines a coherent world within which social action occurs. Narrative analysis is a powerful technique for revealing assumptions that define social settings. This study employed narrative analysis to examine a maximum variation sample of magazine articles about the information highway directed at demographically and ethnically diverse audiences. Given the information highway metaphor, our purpose was to reveal the worldviews within which communication infrastructures develop. Regardless of the intended audience, a sense of powerlessness pervades narratives about the information highway. Although slight resistance is depicted, the world is portrayed as autonomous economic forces toward which individuals must adjust their actions. We argue that the narrative impoverishment of discourse that employs the information highway metaphor closes off alternate possibilities for social development. We discuss criteria for narratives that present communication technologies in a socially responsive manner.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Mark Giese, “Construction a Virtual Geography: Narratives of Space in a Text-Based Environment,” Journal of Communication Inquiry, 22.2 (April 1998): 152-176.
Key Words: N/A
Abstract: Many scholars have documented the effects of new communication technologies on societies. The birth of computer- mediated communication (CMC) has provided scholars with an opportunity of examining social uses of this new discovery. Many studies suggest that CMC is used in an organizational setting to facilitate the business of the organization. However, they have failed to acknowledge the social impact it has had on societies. The idea of Usenet newsgroups as communities is explored
Method: Interpretive-Essay (including History)
Theory: Social Interaction

Sheryl N. Hamilton< “Incomplete Determinism: A Discourse Analysis of Cybernetic Futurology in Early Cyberculture,” Journal of Communication Inquiry, 22.2 (April 1998): 177-204. 
Key Words: N/A
Abstract: This article examines the work of cyber in culture, the author analyzes cyber as a discursive formation to diagnose – to render visible – some of the power effects that are reproduced in how we talk and think about ourselves and our technologies.
Method: Interpretive-Essay (including History)
Theory: Social Interaction

Beate Gersch, “Gender at the Crossroads: the Internet as Cultural Text,” Journal of Communication Inquiry, 22.3 (July 1998): 306-321.
Key Words: N/A
Abstract: The Links between Culture, Political Economy and technology should be examined to determine the interrelation between the internet and gender identity. A feminist methodology, with its acknowledgement of power imbalances in relationships, can provide analysis of alienation and empowerment and the impact of fluid gender identities made possible by internet communication format.
Method : Interpretive-Essay (including History) 
Theory: Social Interaction

Craig S. Breitenbach and Doris C. Van Doren, “Value-Added Marketing in the Digital Domain: Enhancing the Utility of the Internet,” Journal of Consumer Marketing, 15.6 (1998): 558-575.
Key Words: N/A
Abstract: The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. These techniques capitalize on the advantages afforded by the Internet itself, and help to address directly the needs and wants of increasingly demanding Web site visitors. As competition for the Internet audience continues to increase, specific techniques must be utilized that best exploit the inherent advantages and opportunities afforded by marketing in the digital domain.
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Mitchell Stephens, “Which Communications Revolution Is It, Anyway?” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998): 9-13.
Key Words: N/A
Abstract: Today’s “communications revolution” is compared to two previous “communications revolutions”: the invention and development of writing and the invention and development of the letter press. Their histories can provide a number of lessons from which we can better understand our age of television, computers, and the Internet.
Method: Interpretive-Essay (including History) 
Theory: Policy Analysis

David Abrahamson, “The Visible Hand: Money, Markets and Media Evolution,” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998): 14-18.
Key Words: N/A
Abstract: While the precise future evolution of the Internet remains uncertain, the historical development of other media, e.g. magazines in the twentieth century and broadcasting since World War II, may offer useful parallels. Itding and fractionation, less governmental regulation and oversight, and considerable is argued that significant analogous developments in the Internet’s future are likely to include pervasive commercialization, niche-building and fractionation, less governmental regulation and oversight, and considerable economic concentration. 
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Hazel Dicken-Garcia, “The Internet and Continuing Historical Discourse,” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998): 19-27.
Key Words: N/A
Abstract: Emphasizing that the “culture in which the Internet is used ” permeates “discourse on the Internet”, this essay offers reflections on discourse (1) about the Internet, (2) communication technologies across time, (3) the future, (4) discourse online, and (5) the importance of discourse today. Final comments highlight questions about how Internet use may reshape discourse, community, people’s perceptions and communication behavior. 
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

James W. Carey, “The Internet and the End of the National Communication System: Uncertain Predictions of an Uncertain Future,” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998): 28-34.
Key Words: N/A
Abstract: The Internet should be understood as the first instance of a global communication system. That system, in turn, is displacing a national system of communications which came into existence at the end of the nineteenth century as a result of the railroad and telegraph, and was “perfected” in subsequent innovations through television in the network era. Such transformations involve not only technical change but the complex alteration of physical, symbolic, and media ecologies which together will determine the impact of the medium.
Method: Interpretive-Essay (including History)
Theory: Adoption/Diffusion

Eric S. Fredin and Prabu David, “Browsing and the Hypermedia Interaction Cycle: A Model of Self-Efficacy and Goal Dynamics,” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998): 35-54.
Key Words: N/A
Abstract: The Hypermedia Interaction Cycle (HIC) proposed in this paper is and an iterative, self-regulatory model that captures the dynamics of hypermedia interaction from a user’s perceptive. The interaction cycle was divided into three distinct phases: preparation, exploration, and consolidation. The dynamics between two motivational components, namely self-efficacy factors and goal conditions, were examined within the HIC using a browsing task that involved searching for news-story ideas on the World Wide Web. Findings suggest that a cyclical model involving shifting states of goals and self-efficacy can capture some of the dynamics of motivation within the HIC. Furthermore, there was evidence of a self-regulatory pattern between the motivational components in the model.
Method: Experiment
Theory: Information Processing/Uses and Gratification

S. Shyam Sundar, “Effect of Source Attribution on Perception of Online News Stories,” Journalism & Mass Communication Quarterly, 75.1 (Spring 1998: 55-68.
Key Words: Attribution, credibility
Abstract: Are quoted sources in online news as psychologically meaningful as those in printed and broadcast news? A within-subjects experiment was designed to answer this question. On a website, forty-eight subjects read three online news stories with quotes and three stories without source attribution. They rated stories with quotes significantly higher incredibility and quality than identical stories without quotes. However, quotes did not seem to affect their ratings of liking for -and representativeness (newsworthiness) of – online news.
Method: Survey-Content Analysis 
Theory: Information Processing/Uses and Gratification

Thomas J. Johnson and Barbara K. Kaye, “Cruising Is believing? Comparing Internet and Traditional Sources on Media Credibility Measures,” Journalism & Mass Communication Quarterly,75.2 (Summer 1998): 325-340.
Key Words: N/A
Abstract: This study surveyed politically -interested Web users online to examine whether they view Web publications as credible as their traditionally delivered counterparts. Credibility is crucial for the Internet because past studies suggest people are less likely to pay attention to media they do not perceive as credible. This study found online media tended to be judged more credible than their traditional versions. However, both online and traditional media were only judged as somewhat credible.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Carolyn A. Lin and Leo W. Jeffres, “Factors Influencing the Adoption of Multimedia Cable Technologies,” Journalism & Mass Communication Quarterly, 75.2 (Summer 1998): 341-352
Key Words: N/A
Abstract: The continuing convergence of communication technologies is prompting a reconceptualization of media channels and their content, involving traditional mass media and point- to – point communication content delivered via wired or wireless channels. One of the more widely touted multimedia video technologies involves the provision of several hundred voice, data, and video channels via an interactive coaxial cable system. The present study explores audience intentions to experiment with or adopt such a multimedia cable technology service.
Method: Survey-Interview/Case Study 
Theory: Adoption/Diffusion

Xigen Li, “Web Page Design and Graphic Use of Three U.S. Newspapers,” Journalism & Mass Communication Quarterly, 75.2 (Summer 1998): 353-365.
Key Words: N/A
Abstract: A content analysis of three U.S. Internet newspapers has found that Internet newspapers gave more priority to providing textual information than graphic information, and large graphics were more likely to appear on home pages than on front pages and news articles pages. The news links and the multiple communication channels adopted by Internet newspapers in web page design created a new environment of communication, involving more than host newspaper and initial audience. With interconnected links, the traditional one- to-many newspaper publishing process turned into many-to-many communication centered with and facilitated by the host Internet newspapers. The interconnected news links brought in audience participation in producing newspaper content and providing information beyond the original newspaper content, which demonstrates a shift of balance of communicative power from sender to receiver.
Method: Survey-Content Analysis 
Theory: Adoption/Diffusion

S. Shyam Sundar, Sunetra Obregon Narayan and Charu Rafael Uppal, “Does web Advertising Work? Memory for Print vs. Online Media,” Journalism & Mass Communication Quarterly, 75.4 (Winter 1998): 822-835.
Key Words: N/A
Abstract: Is memory for an advertisement related to the medium in which the ad was viewed? A between -subjects experiment (N=48) was designed to answer this question. One-half of the subjects was exposed to a print newspaper front- page with two news stories and one advertisement whereas the other half was exposed to the online version of the same content. Results showed that print subjects remembered significantly more ad material than online subjects.
Method: Experiment
Theory: Information Processing/Uses and Gratification

Howard Tumber and Michael Bromley, “Virtual Soundbites: Political Communication in Cyberspace,” Media Culture and Society, 20.1 (1998): 159-167.
Key Words: N/A
Abstract: Throughout the debates about electronic democracy, focus has centered on the “empowering” or “controlling” nature of cyberspace for the public. This article is to signal some of the issues concerning the delivery of government services, the information strategies of political parties and candidates and the possible benefits to the citizen. A further development relatively underexplored is the concern in the media, particularly the press, which their future is being rendered in secure by direct electronic communication between government and the public.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Shannon E. Martin, “How News Gets from Paper to Its Online Counterpart,” Newspaper Research Journal, 19.2 (Spring 1998): 64-73.
Keyword: N/A
Abstract: A study finds traditional newsroom practices remain unchanged in the operation of online news services of two newspapers.
Method: Survey-Content Analysis
Theory: Adoption/Diffusion

R Michael Hoefges, “Taking It Back in Cyberspace,” Newspaper Research Journal, 19.3 (Summer 1998): 95-109.
Keyword: N/A
Abstract: Most state statutes do not encompass online publications, but court rulings will determine legal status unless state legislatures act.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Robert L. Heath, “New Communication Technologies: An Issues Management Point of View,” Public Relations Review, 24.3 (Fall 1998): 273 – 280.
Key Words: N/A
Abstract: New communication technologies offer many opportunities and several threats to the efforts organizations expend to build mutually beneficial relationships with key publics. The benefactor of these emerging technologies may be those interested public who want information and evaluations from all participants in public policy issue debate. Taking an issues management approach to new technologies, this article explores the rich dialogues that can occur on the Web. There, because of the low costs of information and opinion delivery, companies, governmental agencies, and activists are more on par. Deep pockets do not play a key role in getting information out of interested readers. To demonstrate this point, this article examines the public issues debate between Shell Oil Company UK and Greenpeace which engaged in a town meeting regarding the best financial and environmental solution to the decommissioning of the Brent Spar.
Method: Survey-Interview/Case Study 
Theory: Adoption/Diffusion
+
W. Timothy Coombs, “The Internet as Potential Equalizer: New Leverage for Confronting Social Irresponsibility,” Public Relations Review, 24.3 (Fall 1998): 289-297.
Key Words: N/A
Abstract: Activists historically have been viewed as “powerless” groups. For instance, stakeholder theory consistently places activists in the less powerful categories of stakeholders. This lack of power is evidenced when activists attempt to change what they perceive to be irresponsible behavior by organizations. A powerless group is easy to ignore. Now activists have a new weapon which can change the organization-stakeholder dynamic – the Internet. This article uses recent developments in stakeholder theory to explain how the Internet, when used effectively, can allow activist groups to become more powerful and to command the attention of organizations. Two case analyses are used to illustrate the theoretical points presented in the article.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Stuart L. Esrock and Greg B. Leichty, “Social Responsibility and Corporate Web Pages: Self-Presentation or Agenda-Setting?” Public Relations Review, 24.3 (Fall 1998): 305-313.
Key Words: N/A
Abstract: The recent growth of the Internet and World Wide Web has become a focus for both the popular press and social science scholars. The authors of this study examined how large corporate entities are making use of the Web to present themselves as socially responsible citizens and to advance their own policy positions. Analysis of a random sample of Fortune 500 companies revealed 90% had Web pages and 82% of the sites addressed at least one corporate social responsibility issue. More than half of the Web sites had items addressing community involvement, environmental concerns, and education. Few corporations, however, used their Web pages to monitor public opinion on issues or advocate policy positions. The number of social responsibility items on a Web page was positively correlated with the size of an organization and the implementation of tools to make a Web site more navigable, but was unrelated to a corporation’s ranking within its industry. The researchers also distinguished between messages that proclaim the corporation does “no-harm”, and items that extol an organization’s “good deeds.” Industry groups differed on the no-harm subscale but not good deeds.
Method: Survey-Content Analysis
Theory: Agenda Building/Setting

Michael L. Kent and Maureen Taylor, “Building Dialogic Relationships Through the World Wide Web,” Public Relations Review, 24.3 (Fall 1998): 321-329.
Key Words: N/A
Abstract: This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication. This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Thomas J. Mickey, “Selling the Internet: A Cultural Studies Approach to Public Relations,” Public Relations Review, 24.3 (Fall 1998): 335-343
Key Words: N/A
Abstract: In the 1930s many argued that television would make for a more educated society but television became a vehicle to sell goods and services. The Internet is moving along the same path. In Massachusetts an organization called MassNetworks was set up in 1996 to ensure that the Internet gets into the classroom. MassNetworks is a non-profit organization whose board is composed of educators, government representatives, but mostly computer executives. Who stands to benefit from the insertion of computer technology in the classroom? The promotion of the Internet as an invaluable tool is the message of the computer industry, and only subsequently the voice of educators. The computer industry argues that the only path to quality education is the Internet. Don’t other voices need to be heard?
Method: Interpretive-Essay (including History) 
Theory: Adoption/Diffusion

Bonita Dostal Neff, “Harmonizing Global Relations: A Speech Act Theory Analysis of PR Forum,” Public Relations Review, 24.3 (Fall 1998): 351-363.
Key Words: N/A
Abstract: This article examines the electronic contributions of academic and practitioner public relations professionals on the listserv, PR Forum. One hundred messages on PR Forum from March 8, 1994 to October 28, 1994 and another hundred messages from May 30 to June, 1 1997 were examined for dialectic interacts (two or more messages on one topic). These interactions on topics were further analyzed in terms of the applied model of speech act theory-a means by which people create social reality through language. This article is an opportunity to assess the impact of language creation via technology, especially in regard to the potential for harmonizing relations in global matters. Although initiated by academics in the United States, PR Forum attracts an international audience and certainty a diverse dialogue bringing together a variety of cultures to one ‘watering place’ in cyberspace.
Method: Survey-Content Analysis 
Theory: Social Interaction

1999

David J. Atkin, “Video Dialtone Reconsidered: Prospects for Competition in the Wake of the Telecommunications Act of 1996,” Communication Law and Policy, 4.1 (Winter 1999): 35-58.
Key Words: N/A
Abstract: Examines the role of the 1996 Telecommunications Act in lowering cable rates in the competitive telecommunication markets in the United States. Implications of the Act on the industry structure and conduct, Provisions in the Telecommunication Act of 1996, Prohibition of joint telephone company-cable ventures for home markets.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

M. Joseph Hinshaw, “The Role of Standardization and Interoperability in Copyright Protection of Computer Software,” Communication Law and Policy, 4.3, (Summer 1999): 299-323.
Key Words: N/A
Abstract: Examines the role of standardization and interoperability in copyright protection of computer software in the United States. Contradictions between the copyright protection law and the law’s constitutional purpose, Consequences of providing copyright protection in the computer software market, Resolutions to the tension between the law and the policy goal.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Marjory S. Blumenthal, “The Politics and Policies of Enhancing Trustworthiness for Information Systems,” Communication Law and Policy, 4.4 (Autumn 1999): 513-555.
Key Words: N/A
Abstract: Demonstrates how the integration of computing and communications complicates policy choices for protecting information systems in the United States. Problems in considering trustworthiness as a policy arena, Conflict and controversy over cryptography policy, Review on information security, information infrastructure and national security.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Mark Sableman, “Link Law: The Emerging Law of Internet Hyperlinks,” Communication Law and Policy, 4.4 (Autumn 1999): 557-601.
Key Words: N/A
Abstract: Examines Internet link law cases in the United States. Influence of business domination of the Internet on control and litigation of linkages, Use of theories based on unfair competition and intellectual property law to seek limits on linking, Review on the basics of legal theories and principles used in link law cases, Claims on the right of online associations.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Laurie Pratta, Richard L. Wisemanb, Michael J. Codyc and Pamela F. Wendtd, “Interrogative Strategies and Information Exchange in Computer-Mediated Communication,” Communication Quarterly, 47.1 (Winter 1999): 46-66.
Key Words: N/A
Abstract: The explosive growth of Internet and Email use has provided exceptional opportunities for humans to mediate their communication and thus their relationships in new ways. This study reports on content analysis of interrogative strategies used in E-mail messages exchanged over six months between intergenerational sets of senior citizens and youngsters. A great deal of relationship development is facilitating by the use of questions which are a core aspect of uncertainty reduction processes. While Uncertainty Reduction Theory (URT) has been a predominant theoretical position for examining face-to-face initial interaction, its utility for examining communication in an asynchronous, computer-mediated environment was only partially effective. Data analyses focused on politeness of questions, types of questions, and, temporal effects. Results suggest that the interrogative strategies we engage in to achieve interpersonal connectedness are sometimes different in computer-mediated communication (CMC) ad a new standard for transacting relational message exchange may emerging.
Method: Survey-Content Analysis
Theory: Social Interaction

James W. Chesebro, “Communication Technologies as Symbolic Form: Cognitive Transformations Generated by the Internet,” Communication Quarterly, 47.3 (summer 1999): 8-13.
Key Words: N/A
Abstract: This study examined a stratified random sample of social support messages generated by members of the SeniorNet Community.  It used an on-line questionnaire that was linked to SeniorNet that asked participants to report the types of social support they typically give and receive on-line. The researcher used grounded theory methodology to generate social support themes. Each of the themes and exemplars from both the sample of messages and the self-reported information about social support are discussed. Finally, the implications of the study, directions for future research, and study limitations are discussed.
Method: Survey-Content Analysis
Theory: Social Interaction

Kevin B. Wright. “Computer-Mediated Support Groups: An Examination of Relationships among Social Support, Perceived Stress, and Coping Strategies,” Communication Quarterly, 47.4 (Fall 1999): 402-414.
Key Words: N/A
Abstract: This study examined social support, perceived stress, and coping strategies among participants (N=148) within twenty-four computer-mediated support groups. The results indicated that the amount of time a person reported spending communicating with others in on-time support groups was positively related to the size of his or her support group network and satisfaction with the support he or she received in on-line support groups. Satisfaction with both on-line supportive relationships and face-to-face supportive relationship was correlated with degree of reduction in perceived life stress. Satisfaction with on-line social support was predictive of the type of coping strategies used by participants.
Method: Survey-Interview/Case Study 
Theory: Social Interaction

Naewon Kang and Junho H. Choi, “Structural Implications of the Crossposting Network of International News in Cyberspace,” Communication Research, 26.4 (1999): 454-481.
Key Words: N/A
Abstract: This article uses network analysis to examine the structure of crossposting patterns of international news in cyberspace. By examining the patterns of crossposting of international news articles among newsgroups in Clarinet, a Usenet international news service, the authors analyze a symmetrical matrix of crossposted messages out of a total of 8,562 news articles, recategorized in 45 international groups. The multimethod triangulation of Bonacich’s centrality, cluster analysis, and multidimensional analysis demonstrates that newsgroups of China, developing countries in Southeast Asia, and some Middle Eastern countries like Israel and Iraq occupy central positions in the structure of the crossposting network, along with those of the United States, the United Kingdom and Japan. It also shows that newsgroups of several Western countries like Germany and Italy have peripheral positions in the network. Notably, newsgroups of the international organizations, which are significant actors in globalized international relations, have high centralities in the crossposting network.
Method: Survey-Content Analysis 
Theory: Information Processing/Uses and Gratification

Marouf A.”Hasian, Jr., Canadian “Civil Liberties, Holocaust Denial, and the Zundel Trials,” Communications and the Law, 20.3 (September 1999): 43-56.
Key Words: N/A
Abstract: Discusses the trials and tribulations that have come from Canada’s legal experience with Holocaust issues. Differences between American and Canadian law, Extent and limits of freedom of expression in the international holocaust-denial cases, Details on Ernst Zundel, a German citizen who emigrated to Canada in 1958 and known internationally for his battles with Canadian government over issues related to Holocaust-denial materials, Enforcement of Canadian statutes.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Henry Wong, “Webcaching via Satellite: Internet Highway or Copyright Infringement?” Communications and the Law, 20.4 (December 1999): 63-74.
Key Words: N/A
Abstract: Major construction is underway on the information superhighway. While some have characterized the Internet as the “World Wide Wait,” innovators have been busy trying to resolve the congestion caused by slow servers and an increasing number of online users. A revolutionary approach to this problem developed in recent months involves satellites “pushing” content to end users around the world.(1) Commonly referred to as “webcaching,” satellite companies partner with Internet service providers (ISPs) to bypass the terrestrial Internet completely by uplinking the most popular websites from the ISPs’ web servers to satellites in orbit. Satellite caches store the sites and deliver them to end users on demand without relying on any terrestrial system. In effect, end users can gain access to web sites from a local server, rather than from a server thousands of miles away. Webcaching, however, has some drawbacks. Because only the most popular sites are copied, users cannot access the entire Internet through this system. Rather, what they gain access to is the most “popular” web sites–determined by the number of “hits” or “visits” each site registers. Although webcaching would not speed access to the most scarce sites on the Internet, recent studies show that 80% of all Internet users access only a common group of 100 sites anyway.(2) While webcaching seems like a sensible solution to the heavy Internet congestion, this new service opens a myriad of legal concerns because it involves copying copyrighted web sites onto satellite caches before distribution. Given recent litigation regarding alleged copyright infringements over the Internet, the verdict remains out as to whether copying Internet content onto satellite caches constitutes infringement under existing copyright laws. 
Infringement claims have yet to arise from webcaching activities, mainly because Internet copyright laws still are evolving. Nonetheless, some courts have applied traditional copyright analyses to a number of recent Internet copyright infringement cases. These cases eventually could prove persuasive when determining the legitimacy of webcaching. This article addresses the concerns raised by webcaching in light of recent developments in Internet copyright laws. Part I describes what webcaching is in laymen terms. Part II analyzes the potential direct liability for copyright infringement of a company offering webcaching, and also looks at recent litigation and addresses whether a company can be found liable for contributory liability. Finally, Part III offers a solution for companies to protect themselves from liability under the Copyright Act.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Barbara Warnick, “Masculinizing the Feminine: Inviting Women on Line Ca. 1997,” Critical Studies in Media Communication, 16.1 (1999): 1-19.
Key Words: N/A
Abstract: This essay uses rhetorical critical methods to examine how persuasive appeals to women to come on line have marginalized and excluded some women even as they invited them to become involved. Authors of many trade books and gateway web sites have interpolated women using such masculinized gender traits as aggressiveness, opportunism, and technical proficiency. They have tacitly devalued such traits as hesitancy, fear, and technological ignorance. Their use of narrative and dissociation constructed female readers as late arrivals on a new frontier who are unprepared for a hostile male-dominated environment. Their persuasive appeals can be contrasted with the discourse of web sites for young women, teens, and girls. These sites provided noncommercial forums for social support, humor, self-expression, and advice-forums that could be degendering the computer by engendering new uses for computer-mediated communication
Method: Interpretive-Essay (including History)
Theory: Social Interaction

John R. Aguilar, “Over the Rainbow: European and American Consumer Protection Policy and Remedy: Conflicts on the Internet and a Possible Solution,” International Journal of Communications Law and Policy, 4.1 (Winter, 1999/2000) 1-57.
Key Words: N/A
Abstract: In appropriate circumstances, the legal system may adopt rules for the new possibilities. We all have to make sure that in running our business, consumer protection is foremost in our minds. If not , merchants will suffer, consumers will suffer and the government will jump in ways that might be burdensome. Unlike the EU, the US has feigned away from Internet regulatory measures. The EU considers any action that it takes as further reinforcing its decisions upon the international realm- policy security thus leaving EU law as a default standard for any future international actions. As in the “Joint Agreement Between the US AND Europe on Governing Cyberspace” the EU and US agreed on a “duty free cyberspace” and “open dialogue” on Internet governance, but nothing much else. The statement did hint at an increasing US acknowledgement of e-consumer protections, but effected no changes to the present dearth of e-consumer protections. The effect will be increased tension between EU regulators and US e- business.  While e-commerce will provide “enormous rewards for both consumers and online seller” non-existent US policy and EU regulations will harm future e-commerce growth. These competing visions will result in no e-consumer protection and an inability for e-business to stave off litigation. Government, e-business and concerns and fears are taken into account in any finalized agreement. Without these combined voices, the Internet and e-commerce will become a strangled attempt rather than the true possibilities that exist at the end of the yellow-brick road.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Wolfgang Jauk, “The Application of EC Competition Rules to Telecommunications: Selected Aspects: The Case of Interconnection,” International Journal of Communications Law and Policy, 4.1 (Winter 1999/2000): n/a.
Key Words: N/A
Abstract: This article talks about the EU Regulatory Approach to Access in a Liberalized Environment and EC Competition Rules and non-discriminatory Effects. 
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Jack Linchuan Qiu, “Virtual Censorship in China: Keeping the Gate between the Cyberspaces,” International Journal of Communications Law and Policy, International 4.1 (1999): n/a.
Key Words: N/A
Abstract: Introduction: the Cyberspace, or the Cyberspaces? … The comparison between Internet regulation and mass media manipulation in China summarizes the distinct features of virtual censorship. … In another word, the existence of other Internet Access Providers (IAPs) in China’s cyberspace is illegal. … Under the shadow of the cyberpolice, there lies the entirety of China’s cyberspace, which is, first of all, managed by the national network centers of the Internet oligarchies. … Relatively ductile as it is in comparison with China’s mass media regulation, virtual censorship nevertheless has legislative, technological and administrative teeth, in virtual and nonvirtual spaces alike, that reduces the latitude of OPC in China’s cyberspace. … Being content with the grand narrative is not helpful for us to understand what happens in China, whose cyberspace accommodates incentives as well as constraints of democratization. … Cross-media and cross-national comparisons depict virtual censorship as new measures imposed by the Chinese government upon China’s cyberspace. … But to know exactly how OPC is going on in China’s cyberspace and what may influence the efficacy of virtual censorship, new data needs to be collected by means of content analysis like in Edgar Huang’s previous work. 
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Ubonrat Siriyuvasak, “The Thai Media, Cultural Politics and the Nation-State,” International Journal of Communications Law and Policy, 4.3 (Summer 1999): 1-19.
Key Words: N/A
Abstract: In this paper I want to look at the constitutionalisation of media reform as part of the political and cultural transformation process in contemporary Thai society. The formation of the media space as public space is at the heart of the development of a civil society which a fully democratized public sphere is the inevitable infrastructure. It is argued that the media expansion during the economic boom period does not actually signify a greater degree of freedom of communication for all. Rather, it demonstrates the economic expression of the middle classes and of global capitalists who are in a better position to capture the media space. For over a decade they continue to enjoy the growing freedom and have been able to make their voices heard loudly and constantly. It has, thus, become the hegemonic expression in this emerging public space. What has been the political will and the role of the state in creating a democratized media infrastructure? Is control on freedom of speech being relaxed or has censorship taken a new form? This paper will attempt to examine how the state is resisting the pressure for media reform vis-a-vis its effort to construct an image of supporting information and communication rights. During this critical time of economic decline it is particularly important to understand the cultural politics on how different social forces must struggle for media space in order to set their agenda for public attention and solution. Without democratizing the media space Thai society is witnessing more and more outcry from those who are politically and economically oppressed. They must take to the street to demonstrate their call for more justice on certain public policies which have a direct effect on their livelihood. For example peasants and fishing villagers, indigenous people who are deprived of their land and livelihood due to dam construction projects, reforestation projects and other large scale public project such as the Yadana gas pipeline project. Reforming the electronic media: re-regulation or deregulation Article 40 of the new constitution (1997) has been set out with a view to reforming the electronic media. When one discusses about electronic media in Thailand it is generally understood that firstly, it means state radio and television, which is the sole category of legal ownership within the existing structure. The Radio and Television Act of 1955 stipulated that
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Maria Helena Barrera and Jason Montague Okai, “Digital Correspondence: Recreating Privacy Paradigms,” International Journal of Communications Law and Policy, 4.3 (Summer 1999): n/a.
Key Words: N/A
Abstract: The U.S. Supreme Court’s holdings regarding determination of privacy violation is an appropriate pattern for correspondence privacy. 32 Privacy implies a will that, when 
manifested, society is prepared to recognize as legitimate. Construing the Court’s holding in cyberspace implies a regard to two intangible elements: First, the use of a digital individual container for each message – an electronic equivalent of envelopes-and, second, the creation of a safe electronic postal environment, essential complement of the container. Courts must find a common ground in traditional Fourth Amendment communications cases to build a legal framework that can adequately deal with advancing technologies, guarantying personal communications seclusion. That interpretation implies a notion of privacy not only independent of material bedrock, but also of the actual way of communication used. A pattern that could be transposed to new communication paradigms without inconvenience. In order to assure privacy in messages, and particularly in digital messages, it is necessary to identify the points where to ground privacy analysis. A backdrop where to determine the existence of privacy interests through a case by case approach is indispensable. Of course these are conventions framed in the law in order to make obvious whether or not a person had a manifested volition of privacy with regard to a message. Such conventions are necessary as a reminder that privacy over correspondence could not be diminished merely because there is not more simple physical elements where to find it. In the space made of HAL’s chips, privacy is not a natural resource but a social choice. Whatever the communication system, the right of people to create a specific, restrictive interaction worth of privacy must not be diminished, because it is one of the fundaments of freedom in democracy. Respect of such right to restrictive communication is independent of technological bedrock, and therefore absolute in itself. It is possible and necessary to translate the principles that govern the manifestation of privacy expectations to cyberspace, in its dual structure: Digital boundaries and conveyance by a trusted carrier. A new legal paradigm must complement the translation, a paradigm that legitimate the inviolability of such boundaries, beyond its actual strength, and could assure a stable and secure postal environment.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Peter Grindley, David J. Salant and Leonard Waverman, “Standards WARS: The Use of +-
Standard Setting as a Means of Facilitating Cartels Third Generation Wireless Telecommunications Standard Setting,” International Journal of Communications Law and Policy, 4.3 (Summer 1999): n/a.
Key Words: N/A
Abstract: This paper describes the process by which the third generation (3G) standards for wireless telecommunications services are being defined. The standard setting decisions will affect equipment suppliers, telecommunications operators, and consumers. The development of telecommunications standards is an arcane process. Many different firms and organizations play a role. Of particular interest is the impact of standard setting in facilitating cartels for 3G systems.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

Aurora Rodriguez Aragon , Klaus W. Grewlich and Loris Di Pietrantonio, “Working in Progress: Competing Telecommunications and Cyber Regulation: Is There a Need for Transatlantic Regulatory Framework?” International Journal of Communications Law and Policy, 4.3 (1999): n/a.
Keyword: N/A
Abstract: We are at a very difficult stage in the evolution and convergence of telecommunications and information technology. The ideal system of regulation for the internet governance would be an international charter perhaps under the framework of the WTO. However, the United States felt that it was too premature to even subject new Internet service providers to the new regulatory burdens of the WTO Fourth Protocol of the GATS or WIPO. 
The best possible mechanism for the promotion Internet commerce would be to adopt the UNCITRAL’s Model Law of Commerce for the Internet. The Model Law would be the best means of regulating commerce between merchants and consumers. Perhaps, in order to satisfy the Internet industries a self-regulating international charter for merchants would also be desirable. A codified self- regulatory customs and practive system would grant Internet businesses a sense of self-determination and involvement in the current debate. I suggest that the UNCITRAL be adopted into national law and that these rules be applied in conjunction with the self-regulatory system’s rules, as has been done in the international trade finance sector. 
Until and international means of dealing with trademarks is adopted a choice of law convention seems to be the best resolution. An international convention would have to address issues of preexisting trademarks and cultural sensitivity. Because these issues may take many years to negotiate, it may be more salient for the time being to adopt a choice of law convention for these matters.
A system catered to the constitutional rights of the average user needs to be created. Otherwise, all issues that are culturally sensitive may require adopting conflicts of law treaty. The best way of guaranteeing an individual his territorial constitutional protections may be through Antarctic style conflicts of law application. However, a system where each person carries his/her law with himself may not provide adequate legal certainty. Therefore, the best system would be a convention like that proposed by the OECD on minimum privacy protection accorded worldwide.
Internet governance this is an area which should be liberalized, as soon as, industry becomes assured in its deregulation. Without the acceptance and impetus of industry, deregulation could create a sense of chaos, resulting in reduced business investment in the domain registration mechanism. It is improbable that the United States will surrender its control of IANA until there is full deregulation. Because the Internet is the brain-child of the United States it is unlikely that the United States give up governance of IANA to simply see it fall into the domination of other countries who will also treat the registries as their own natural monopolies. As in the case of telecommunications, Internet registration is a sector that may need time to slowly liberalize.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Christian Koenig, Ernst Roder and Sascha Loetz, “The Liability of Access Providers: A Proposal for Regulation Based on Rules Concerning Access Providers in Germany,” International Journal of Communications Law and Policy, 4.3 (1999): n/a.
Keyword: N/A
Abstract: There is general agreement that the new networks should be open networks, too. The aim of providing free access to these nets as demanded by legislators around the world would be rendered meaningless if an obligation to block content were to be accepted for mere Access Providers. Due to the fact that a single state’s government on its own is helpless when facing law infringement outside its jurisdiction, the responsibility for government on its own it helpless when facing law infringement outside its jurisdiction , the responsibility for illegal content would be loaded off just too easily onto the Access Provider. .The socially valuable task of providing a modern communications infrastructure n36 would be devalued by said liability for third parties’ content. Therefore, if other countries in the world or even the EC-Commission were to follow suit in passing legislation on liability, an exemption of Access Providers from the rules of liability should be included in this legislation. The current Commission-proposal for an e-commerce Directive n37 points this way.  The exemption of Access Providers from any kind of content liability clears the way for an adequate fight against illegal content as its root. A more comprehensive control of content on a global network like the Internet will be too demanding for any single authority. Frequently, incriminating content offered makes use of material procured doing illegal acts (pirated software or child pornography e.g.) Here , the obligation of Access Providers would amount to a mere repression of the symptoms, not a cure. On the contrary, global free access to the Internet would encourage stronger measures to avoid creating and offering such content. Thus public authorities would be forced to deal with the cause, the content providers themselves, co-operating on repressing the crimes themselves, not the transmission of the results. For the EU, Europol could facilitate this co-operation. 
Method: Interpretive-Policy Analysis
Theory: Access

Carol J. Pardun and Larry Lamb, “Corporate Web Sites in Traditional Print Advertisements,” Internet Research, 9.2 (1999): 93-99.
Key Words: Advertising, Hybrid System, Mailing Lists. Model, World Wide Web
Abstract: This study attempts to better understand how marketers are creating bridges between traditional advertising and the Internet. As such, it describes the Web presence in print advertisement. A content analysis of 1,249 ads in 20 magazines found: 1) 42% included Web addresses, 2) Business Week ads were most likely to include Web addresses, 3) 98% of print advertisements for autos included Web addresses, while office equipment advertisements (including computer ads) included Web addresses only 10% of the time, and 4) 68% of Web sites were used to develop a database of potential customers.
Method: Survey-Content Analysis
Theory: Access/Diffusion

Fred Beard and Rolf L. Olsen, “Webmasters as Mass Media Gatekeepers: A Qualitative Exploratory Study,” Internet Research, 9.3 (1999): 200 – 211.
Key Words: Research, Universities, World Wide Web
Abstract: Eight college and university Webmasters in three midwestern states were interviewed to explore their communications practices and activities by applying a traditional mass media gatekeeping perspective. The results suggest that gatekeeping theory is a valuable approach for studying individuals responsible for the mediation of messages in the emerging online media. Webmasters’ personal characteristics and attitudes were found to influence their media content decisions, they share common values used to determine content and design, and they face a variety of organizational and related constraints, some exclusive to Web gatekeepers in an academic setting. Examples of gatekeeping activity and observations by the informants are presented, and suggestions for future research are included.
Method: Interpretive-Essay (including History)
Theory: Access

Clare Brindley, “The Marketing of Gambling on the Internet,” Internet Research, 9.4 (1999): 281-308.
Key Words: Gambling business, Internet, New technology
Abstract: It is estimated that gambling on the Internet will be worth as much as $3 billion by 2001. Gambling via interactive technology is already underpinned by two recent changes in consumer behavior. First, increasing familiarization with interactive technology and second, by changes in the way the gambling market operates. These already changing behavior patterns, signal the success drivers on which gambling on the internet can build. The implications of this new leisure consumption pattern are discussed and the paper concludes that the synergy between marketing gambling and technology will transform the production and consumption of gambling.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Steven M Kates and Glenda Shaw-Garlock, “The Ever Entangling Web: A Study of Ideologies and Discourse in Advertising to Women,” Journal of Advertising, 28.2 (Summer 1999): 33-49.
Key Words: N/A
Abstract: A study combines discursive textual analysis and the findings from long interviews to understand and theorize about the ideological representations of women in a specific discursive field of advertising: ads in women’s magazines. The findings of previous research are synthesized with these findings to propose revisions of the current communication model of advertising, explicitly incorporating historical perspective of meaning construction.
Method: Interpretive-Essay (including History) 
Theory: Information Processing/Uses and Gratification

Kim Bartel Sheehan and Mariea Grubbs Hoy, “Flaming, Complaining, Abstaining: How Online Users Respond to Privacy Concerns,” Journal of Advertising, 28.3 (Fall 1999): 37-41.
Key Words: N/A
Abstract: Using a national sample of individuals with personal e-mail accounts, a study examines online consumers’ response to privacy concerns. Respondents’ concerns with a series of situations which affect privacy online were assessed. This overall level of concern was subsequently correlated with the frequency that respondents adopted seven different online behaviors. Analysis demonstrates that the frequency of adopting five of the seven behaviors increased as respondents’ privacy concern increased. Specifically, as privacy concern increased, respondents reported that they were more likely to provide incomplete information to Web sites, to notify Internet Service Providers about unsolicited e-mail, to request removal from mailing lists, and to send a “flame” to online entities sending unsolicited e-mail. Additionally, as privacy concern increased, respondents reported that they were less likely to register for Web sites requesting information. Implications for online advertisers are provided.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

L. W. Turley and Scott W. Kelley, “A Comparison of Advertising Content: Business to Business Versus Consumer Services,” Journal of Advertising, 26.4 (Winter 1997): 39-48. Keyword: N/A
Abstract: Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. An article uses content analysis to investigate differences in several message elements in the context of the two types of services advertisements. In their sample of 186 advertisements, 91 ads were for business-to-business services and 95 were for consumer services. The specific message elements evaluated were message appeal, headline usage, price information, quality claims, and the inclusion of an Internet address. The findings indicate significant differences between business-to-business and consumer services advertisements in the types of message appeals used.
Method: Survey-Content Analysis
Theory: Access/Diffusion

Pradeep K. Korgaonkar and Lori D. Wolin, “A Multivariate Analysis of Web Usage,” Journal of Advertising Research, 39.2 (March/April 1999): 53-68.
Key Words: N/A
Abstract: Applying the uses and gratification theory to improve the understanding of Web usage, the authors explore Web users’ motivations and concerns. These motivations and concerns, as well as demographic factors, were studied in three usage contexts: (1) the number of hours per day spent on the Web, (2) the percentage of time spent for business versus personal purposes, and (3) the purchases made from a Web business and, if purchases were made, the approximate number of times purchasers placed orders on the Web. Multivariate factor analysis suggests the presence of seven motivations and concerns regarding Web use. Additionally, the results suggest that these seven factors, along with age, income, gender and education levels, are significantly correlated with the three usage contexts.
Method: Survey-Interview/Case Study 
Theory: Access/Diffusion

Carolyn A. Lin, “Online-Service Adoption Likelihood,” Journal of Advertising Research, 39.2 (March/April 1999): 79-89.
Key Words: N/A
Abstract: This study investigates the relations between perceived television use and online access motives among those who do not presently subscribe to a commercial online service and how such relations influence the likelihood of online-service adoption. Uses and Gratification theory is utilized as the theoretical basis for examining user motives. A random telephone sample was generated through random digits and 384 valid responses were obtained. The sample was selected from a large metropolitan area of 2 million plus population which possesses racial and ethnic diversity. Study results suggest that user motives between TV exposure and potential online-service access are weakly correlated, because TV-use motives are largely insignificant predictors for potential online-service adoption. Implications for advertisers are explored in light of the convergence between television and online services, which continues along technological as well as content dimensions.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Naveen Donthu and Adriana Garcia, “The Internet Shopper,” Journal of Advertising Research, 39.3 (May/June 1999): 52-58.
Key Words: N/A
Abstract: Based on a telephone survey, the authors found that Internet shoppers are older and make more money than Internet non-shoppers. Internet shoppers are more convenience seekers, innovative, impulsive, variety seekers, and less risk averse than Internet non-shoppers are. Internet shoppers are also less brand and price conscious than Internet non-shoppers are. Internet shoppers have a more positive attitude toward advertising and direct marketing than non-shoppers do. Implications of these findings are discussed.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Vincent Kiernan and Mark R. Levy, “Competition Among Broadcast- Related Web Sites,” Journal of Broadcasting & Electronic Media, 43.2 (Spring 1999): 271-279.
Key Words: N/A
Abstract: An exploratory content analysis examined 62 World Wide Web sites sponsored by English – Language commercial television stations in the United States. There was no relationship between the characteristics of station sites and either the degree of broadcast competition faced by the station or the extent of web sites operated by competing stations. 
Method: Survey-Content Analysis 
Theory: Access/Diffusion

Gretchen S. Barbaisis, “Hypermediated Telepresence: Sensemaking Aesthetics of the Newest Communication Art,” Journal of Broadcasting & Electronic Media, 43.2 (Spring 1999): 280-298.
Key Words: N/A
Abstract: Using the theoretical perspective and method of contextual media aesthetics, this work synthesizes and proposes a coherent set of aesthetic principles of particular relevance to understanding and investigating the sensory world created by hypermedia expressions. It advocates application of these principles in criticism and theory of hypermedia. In isolating six perceptual qualities as formal features of this medium, it discusses their sensemaking functions in terms of creating a sense of presence or immersion in a mediated environment.
Method: Interpretive-Essay (including History)
Theory: Information Processing/Uses and Gratification

Isabelle Maignan and Bryan A. Lukas, “The Nature and Social Users of the Internet: A Qualitative Investigation,” The Journal of Consumer Affairs, 31.2 (1997): 346-371
Key Words: N/A
Abstract: Despite the rapid growth of the Internet population, very little is known about consumers’ perceptions and uses of this new medium. As a result, much uncertainty remains regarding the nature of marketing activities most appropriate on the Internet. The present paper proposed to clarify these issues on the basis o
f in-depth interviews of Internet users. Findings highlight four main descriptions of the Internet which are associated with different social uses. Implications of these findings for both marketing practitioners and consumer researchers are outlined.
Method:: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

David J. Urban and George E. Hoffer, “The Virtual Automotive Dealership: Is It Time? Is It Legal?” Journal of Consumer Marketing, 16.2, 1999): pp137-150.
Key Words: Automotive industry, Franchising, Internet, Legal matters, Marketing, Motor industry
Abstract: The decade of the 1900s has seen unparalleled innovation in the retailing of new and used motor vehicles. Most recently the Internet has become the facilitator of change in auto retailing. After reviewing the current state of automotive Internet services, this article develops a model whereby a new entrant could introduce a vehicle line and market that line directly to the consumer via the Internet – “the virtual dealership”. Consummation of the transaction, vehicle delivery, warranty work, after-market parts and service, and used car trade – it would be handled by existing players in the automotive infrastructure. Including a discussion of potential problems, concentrating on legal restrictions imposed by state franchise laws.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Soo Jiuan Tan, “Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, 16.2 (1999): 163-180.
Key Words: Consumer attitudes, Consumer’s risk, Internet, Marketing strategy, Perception, Shopping
Abstract: Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk-reducing strategies that Internet marketers could use in promoting online shopping. The result show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marker’s reputation, the brand’s image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

M. Jill Austin and Mary Lynn Reed, “Targeting Children Online: Internet Advertising Ethics Issues,” Journal of Consumer Marketing, 16.6 (1999): 590-602.
Key Words: Children, Internet, Ethics, Target Marketing, Advertising
Abstract: Provides a set of guidelines that will assist Internet Marketers in maintaining ethical marketing practices. Information about regulation of Internet marketing to children based on Federal Trade Commission regulations and guidelines developed by the Direct Marketing Association, Center for Media Education, and Council of Better Business Bureaus are also explained. Review of some of the Internet sites commonly visited by children provides additional guidelines for Internet marketers. Some of the issues discussed include: the use of kids’ club to sell products, appropriateness of content and terminology on the web pages, information gathering/information sharing practically, and marketing practices.
Method: Interpretive-Policy Analysis 
Theory: Policy Analysis

John R. Rossiter and Steven Bellman, “A Proposal for Explaining and Measuring Web Ad Effectiveness,” Journal of Current Issues and Research in Advertising, 21.1 (Spring 1999): 13-31.
Key Words: N/A
Abstract: We propose a conceptual model for explaining how Web ads work. The model specifies firstly, advertising input variables in terms of content and structure, with some of the structure variables being unique to Web advertising. Mediating these are ad-processing variables, and most importantly, the variable we call the Web ad schema. Moderators of the schema include Web navigation ability and, for the product advertised, category need and category expertise. Following ad processing, the final two stages of the model are the same as for general advertising, namely ad-based and brand-based communication effects and action. A series of hypotheses derived from the model are listed for future research. Also, measure of the main variables is indicated.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Chang-Hoan Cho, “How Advertising Works on the WWW: Modified Elaboration Likelihood Model,” Journal of Current Issues and Research in Advertising, 21.1 (Spring 1999): 33-50.
Key Words: N/A
Abstract: This paper develops a model called Modified Elaboration Likelihood Model to understand how people process advertising on the Internet. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads. These variables include (a) Level of personal and product involvement, (b) the size of a banner ad, (c) relevancy between the content of a vehicle and the product category of a banner ad, _d_ attitude toward the vehicle, and (e) overall attitude toward Web advertising. The findings document significant relationships between these variables and clicking of banner ads and support the hypothesized model.
Method: Model Building 
Theory: Information Processing/Uses and Gratification

Suckkee Lee and John D. Leckenby, “Impact of Measurement Periods on Website Rankings and Traffic Estimation: A User-centric Approach,” Journal of Current Issues and Research in Advertising,21.2 (Fall 1999): 1-10.
Key Words: N/A
Abstract: Impact of measurement periods on website rankings is investigated using the data collected by a user-centric method. Their impact on the estimation of website traffic is also investigated. The findings indicated that site reach increases by approximately 71% from one day to one week and one week to four weeks, and site frequency increases by 55% from one week to one month. Site rankings are found affected not by the length of measurement periods but by the sorting criterion. 
Method: Survey-Interview/Case Study 
Theory: Information Processing/Uses and Gratification

Thomas J. Johnson, Mahmoud A.M, Braima and Jayanthi Sothirajah, “Doing the Traditional Media Sidestep: Comparing the Effects of the Internet and Other Nontraditional Media with Traditional Media in the 1996 Presidential Campaign,” Journalism & Mass Communication Quarterly, 76.1, (Spring 1999): 99-123.
Key Words: N/A
Abstract: This study examined the extent to which heavy users of the Internet and other non- traditional media differ from heavy users of traditional media in their knowledge of the issue stances of Bill Clinton and Bob Dole as well as their images of the two candidates. Nontraditional media had little influence on political knowledge. Although nontraditional media had a greater impact on mages of the two candidates than traditional media, few relationships remained significant after controlling for other factors. In 1996, the Internet was getting a “test drive “as a new campaign medium. The election of 2000 should be studied to determine how Internet use has changed and how Internet content might affect future political campaigns.
Method: Survey-Interview/Case Study 
Theory: Access/Diffusion

Brian L. Massey and Mark R. Levy, “Interactivity, Online Journalism, and English-Language Web Newspapers in Asia,” Journalism & Mass Communication Quarterly, 7.1 (Spring 1999): 138-151.
Key Words: N/A
Abstract: English- Language online newspapers in Asia were content analyzed using a five-dimensional conceptualization of interactivity. This study offers both an enlarged theoretical framework for studying Web newspapers and tests that framework in the cross-cultural context of Asian journalism. Although all of the online newspapers examined provided users with a relatively complex choice of news content, most did not rate highly on the remaining four dimensions of interactivity.
Method: Survey-Content Analysis
Theory: Access/Diffusion

Stuart L. Esrock and Greg B. Leichty, “Corporate World Wide Web Pages: Serving the News Media and Other Publics,” Journalism & Mass Communication Quarterly, 76.3 (Autumn 1999): 456-467.
Key Words: N/A
Abstract: Against the backdrop of the rapid growth of the Internet, this research study investigates the intersection between corporate World Wide Web pages and the publics they serve. Content analysis revealed that, while the typical corporate Web page is used to service news media, customers, and the financial community, it is not being used to its fullest potential to communication simultaneously with other audiences. Through a cluster analysis procedure, the researchers found about one-third of corporate Web sites are assertively used to communicate with a multiplicity of audiences in a variety of information formats.
Method: Survey-Content Analysis
Theory: Access/Diffusion

Joseph R. Dominick, “Who Do You Think You Are? Personal Home Pages and Self-Presentation on the World Wide Web,” Journalism & Mass Communication Quarterly, 76.4 (Winter 1999): 646-658.
Key Words: N/A
Abstract: Personal home pages on the World Wide Web make it possible for anyone to be a mass communicator. They represent an unprecedented chance to study the audience as producers of mass communication content rather than as consumers. The current study content analyzed 319 personal home pages and identified their most popular features. In addition, personal home pages were examined as new channels of self-presentation, a topic that has received much research attention from psychologists. Findings indicated that most personal web pages did not contain much personal information. The typical page had a brief biography, a counter or guest book, and links to other pages. The same strategies of self-presentation were employed on personal pages with the same frequency as they were in the interpersonal setting. There were also gender difference in self-presentation that were consistent with research findings from social psychology.
Method: Survey-Content Analysis
Theory: Information Processing/Uses and Gratification

Jon Katz, “The Future Is the Net: News Online Is Here to Stay,” Media Studies Journal, 13.2 (Spring 1999): 14-15. 
Keyword: N/A
Abstract: With the growth of the Internet and the fact that most young people refer to online news sites as sources of information, mainstream journalism must embrace the technology if it hopes to survive.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Mike Godwin, “Who’s a Journalist?–II,” Media Studies Journal, 13.2 (Spring 1999): 38-42.
Keyword: N/A
Abstract: Godwin embraces the new online journalists into the world of journalism, encouraged by the opportunities for so many to become a part of the profession. He challenges four basic issues posed by detractors.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

David Abrahamson, “Magazines: A Past in Paper and a Future on the Web,” Media Studies Journal, 13.2 (Spring 1999): 44-51.
Keyword: N/A
Abstract: Magazines reflect the culture, as well as create trends in the future. The advent of magazines via the World Wide Web also mirrors today’s culture, and will reflect trends like women in journalism and specialized magazines.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Kyle Pope, “Network and Cable TV: From Electronic Hearth to TV News on Demand,” Media Studies Journal, 13.2 (Spring 1999): 52-57.
Keyword: N/A
Abstract: The low ratings that plague network television evening news programs may signal the end of an era of broadcasting. Cable news channels and the Internet offer more specialized news available at any time of the day, which is preferred by many viewers.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Leo Bogart, “Newspapers: Figure Out How to Give Readers a Choice and Take Your Eye Off the Quarterly Earnings Report,” Media Studies Journal, 13.2 (Spring 1999): 60-68
Key Words: N/A
Abstract: Newspapers have been losing revenue and readership as the result of changing families, lifestyles, advertisers and the Internet options. Newspapers should focus their efforts on increasing readership, distinctive Web sites and choices.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Dave Kansa and Todd Gitlin, “What’s the Rush? An E=Epistolary Debate on the 24-Hour News Clock,” Media Studies Journal, 13.2 (Spring 1999): 72-76.
Key Words: N/A
Abstract: Kansas, editor-in-chief of TheStreet.com and Gitlin, a professor at New York University, debate the ramifications of speed in journalism and information on the Internet. The speedy dissemination of information is desired and can be helpful, but it also lends itself to many errors and contributes to a lack of deliberation in all aspects of society.
Method: Interpretive-Essay (including History) 
Theory: Access/Diffusion

Kenneth R. Donow and Peggy Miles, “A Web of Sound: The Fruitful Convergence of Radio, Audio and the Internet,” Media Studies Journal, 13.2 (Spring 1999): 90-94.)
Key Words: N/A
Abstract: The transmission of radio broadcasts over the Internet allows for a greater understanding of other societies, as well as a means by which a journalist can gather information on important issues.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Stuart N. Brotman, “The Bumpy Road to Regulation: Achieving Editorial Freedom in Broadcasting and Cyberspace,” Media Studies Journal, 13.2 (Spring 1999: 112-120.
Key Words: N/A
Abstract: The debate over regulation of broadcasting and the Internet rages on between the Federal Communications Commission (FCC) and Congress. There must be a clear definition of what news is, and if something is considered news, then it should be covered under the First Amendment.
Method: Interpretive-Policy Analysis
Theory: Policy Analysis

Loren Ghiglione, “Riding Technology,” Media Studies Journal, 13.2 (Spring 1999): 12-13.
Key Words: N/A
Abstract: Ghiglione discusses some of the books and commentaries about the relationship between journalists and electronic technology. Opinions range from those who view the merger as a positive blend of human interaction and electronic information gathering to those who predict a definite loss of humanity and freedom.
Method: Interpretive-Essay (including History)
Theory: Access/Diffusion

Geneva Overholser, “Letter from the Future-II: Change is for the Better When Journalists Stop Seeing Themselves as Victims,” Media Studies Journal, 13.2 (Spring 1999) 6-10.
Key Words: N/A
Abstract: Overholser presents a world in which journalism has become much better after a great deal of self-evaluation in this fictional letter from the year 2025. Journalists have decried the gossip and scandals that plagued them in the 1990s.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Drazen Pantic, “B92 of Belgrade: Free Voices on the Airwaves and the Internet,” Media Studies Journal, 13.3 (Fall 1999): 176-181. 
Key Words: N/A
Abstract: The independent Radio B92 began in Yugoslavia in 1989. It opposed war and promoted ideas of democracy, economic reform and respect for ethnic minorities. Despite being shut down in April 1999, B92 continues to broadcast via the Internet.
Method: Interpretive-Essay (including History)
Theory: Policy Analysis

Timothy Roscoe, “The Construction of the World Wide Web Audience,” Media, Culture and Society, 21.5 (September 1999): 673-684.
Key Words: N/A
Abstract: This paper looks at a shift in perception of what we call the Internet, from a technology to enable computers, and ultimately people, to communicate and share information, towards a mass medium much like television. There are two related ideas in the process. The first is how the shift has occurred in spite of, rather than because of , the nature of the technology involved in the Internet and particularly the World Wide Web. The second is how this shift has come to be attributed to the inevitability of technological progress, a belief known as technological determinism.
Method: Interpretive-Essay (including History) 
Theory: Access/Diffusion

Wilson Lowrey, “From Map to Machine: Conceptualizing and Designing News on the Internet,” Newspaper Research Journal, 20.4 (1999)
Key Words: N/A
Abstract: Creative directors agree that, on the Web, content must drive design and design should be simple and clear. An already crowded news media market is making room for the Internet
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Tom Weir, “Innovators or News Hounds?” Newspaper Research Journal, 20.4 (Fall1999): 62-81.
Key word: N/A
Abstract: The pattern of adoption for electronic newspapers is distinctly different from that for other consumable products. The use of the electronic newspaper is not correlated with the use of the Internet or knowledge of computers.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Carl Schierhorn , Stanley T. Wearden , Ann B. Schierhorn , Pamela S. Tabar and Scott C. Andrews, “What Digital Formats Do Consumers Prefer?” Newspaper Research Journal, 20.3 (Summer1999): 2-19. 
Keyword: N/A
Abstract: A study regarding reader preferences is presented, focusing on comparing print media with digital information in order to gain some information about the future of printing in the newspaper and book industry. Study topics include navigability of format, information overload, format design, page turning, and overall preferences.
Method: Survey-Interview/Case Study
Theory: Information Processing/Uses and Gratification

Jane B. Singer, Martha P. Tharp and Amon Haruta, “Online Staffers: Superstars or Second-Class Citizens?” Newspaper Research Journal, 20.3 (Summer 1999): 29-47.
Keyword: N/A
Abstract: Online newspaper staffs remain small, with salaries and benefits roughly commensurate with those paid to print employees in comparable jobs. Online editors express concerns about the pressure to turn a profit, as well as about how they and their staffs are perceived by many of their print colleagues.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Bruce Garrison, “Newspaper Size as Factor in Use of Computers for Newsgathering,” Newspaper Research Journal. 20.3 (Summer 1999): 72-85.
Keyword: N/A
Abstract: Garrison discusses a survey that examined the growing use of computers in journalism. The survey found that larger papers use computers, have more people using them and are more likely to provide training in computer-assisted reporting.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Foo Yeuh Peng, Naphtali Irene Tham and Hao Xiaoming, “Trends in Online Newspapers: A Look at the US Web,” Newspaper Research Journal, 20.2 (Spring 1999): 52-63.
Keyword: N/A
Abstract: Through survey and content analysis, this study shows that newspapers have differing objectives for their online editions, but the most important ones include reaching more readers, generating additional revenues and promoting the print product.
Method: Survey-Interview/Case Study
Theory: Access/Diffusion

Hsiang Iris Chyi and Dominic Lasorsa, “Access, Use and Preferences for Online Newspapers,” Newspaper Research Journal,, 20.4, (Fall 1999): 2-13.
Keyword: N/A
Abstract: Readers of online editions of local papers tend to be readers of that paper, but online editions of national papers reach people who don’t read the print edition. During the past few years, the rapid growth of the Internet has changed the media landscape
Method: Survey-Interview/Case Study
Theory: Access

Maria Elizabeth Grabe, Matthew Lombard, Robert D. Reich, Cheryl Bracken, Ditton Campanella and Theresa Bolmarcich, “The Role of Screen Size in Viewer Experiences of Media Content,” Visual Communication Quarterly, 6.2 (Spring 1999): 4-9
Key Words: N/A
Abstract: This study suggests that screen size influences several types of viewer responses, including perceptions of realism and presence, enjoyment of viewing experiences, preference for viewing distance, evaluation of picture quality, arousal, attention, memory, and other evaluations of media content. The direction of this influence can also be identified: a relatively larger screen generally provokes a greater or more intense response from viewers.
Method: Interpretive-Essay (including History)
Theory: Information Processing/Uses and Gratification

Thomas H.P. Gould is an associate professor at the A.Q. Miller School of Journalism and Mass Communication at Kansas State University where Aobo is a second year graduate student. Jacob Mauslein is a graduate student in security studies at Kansas State University.