Internal Information
Oklahoma University - January - March 2006
Table 2

Pattern of Means Depicted for Civilian and Military Media
Use and Attention

Communication Form

Mean

Standard Deviation

Television News

7.48

1.95

Internal Base Websites

7.13

2.81

Local Television News

6.85

2.46

Base Newspaper

5.88

2.59

Online Civilian Newspaper

5.47

2.63

Print Military Magazine

5.29

2.55

Online Military Magazine

5.23

2.79

Prime Time TV

5.14

2.96

Television Talk Shows

4.64

3.12

Civilian Web Pages

4.52

3.13

Online Base Newspaper

4.36

3.06

TV Entertainment

4.25

2.89

TV Magazine Shows

4.14

2.86

Radio News

3.88

3.07

Talk Radio

3.74

2.76

Print Civilian Magazines

2.97

2.47

Note:  1-10 scales measured attention and use added and divided by two. 10-point exposure scale, ranging from “rarely use” to “frequently use,” and 10-point attention scale, ranging from “no attention” to “close attention” (McLeod & McDonald, 1985; Chaffee & Schleuder, 1986).

 DoD Joint Course in Communications - Class 06-B