With vast resources expended in producing internal information products to
communicate to the members of our internal audience, this study looked at
the vast array of communication forms available to Air Force service members
serving in the continental United States and how these media were consumed.
Of vital interest to the researchers was the credibility these audience members
assigned to media products, particularly internal media products, as well
as how consumption of these communication forms affected attitudes about service
in the Air Force, and the impact this might have on continued service (retention).
While each of the hypotheses proposed were at least partially supported, and
with regard to credibility, strongly supported, the data regarding the research
questions concerning satisfaction with service and impact on retention did
not show any direct relationships. Results of the study were discussed, including
possible implications of the data findings for further research, and limitations
of this study were discussed.
Capstone Team 03D2