Skip Navigation

This Article
Right arrow Summary
Right arrow Full Text (PDF)
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to My Personal Archive
Right arrow Download to citation manager
Right arrowRequest Permissions
Google Scholar
Right arrow Articles by WIEBE, G. D.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us  
What's this?

Public Opinion Quarterly 15:679-691 (1951)
© 1951 American Association for Public Opinion Research

Merchandising Commodities and Citizenship on Television

G. D. WIEBE

Dr. Wiebe is Research Psychologist for the CBS Radio Network and Lecturer in psychology at The City College of New York

While recognizing that citizenship is not soap, this article argues that efforts to "sell" broad social objectives via radio or television are not likely to succeed unless the essential conditions for effective merchandising exist, or can be made to exist. These conditions are primarily that the audience must be forcefully motivated and clearly directed to an adequate, appropriate, and accessible social mechanism.

The author demonstrates the importance of these facets by case studies of four programs built around constructive social goals. An earlier version of this paper was delivered before the American Psychological Association in September, 1951.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us    What's this?




Disclaimer: Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department.