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border=3D0>
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                <TD vAlign=3Dbottom align=3Dright height=3D31><SPAN=20
                  class=3Dtext-bold><A id=3Dtb_exitLink=20
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                  =
href=3D"http://biere.louisiana.edu:2528/exit.asp?tb=3D1&amp;_ug=3Dsid+C9A=
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                  target=3D_self>Edith Garland Dupr=C3=A9=20
              =
Library</A></SPAN></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE></T=
D></TR>
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rue');"=20
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href=3D"http://biere.louisiana.edu:2528/deliverymngr.asp?tb=3D1&amp;_ug=3D=
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src=3D"http://biere.louisiana.edu:2070/bllimages/ehost/en/folderSmallAdd.=
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saved from the View Folder screen."=20
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PageSubmit('folder_link','folder.asp?tb=3D1&amp;_ug=3Dsid+C9A6ECCC%2DFDC4=
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href=3D"http://biere.louisiana.edu:2528/folder.asp?tb=3D1&amp;_ug=3Dsid+C=
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      id=3Dh_folderItems=20
      alt=3D"Items added to the folder may be printed, e-mailed or saved =
from the View Folder screen."=20
      =
src=3D"http://biere.louisiana.edu:2070/bllimages/folderLargeOff.gif"=20
      border=3D0></A><A id=3Dh_folderItemsLink=20
      title=3D"Items added to the folder may be printed, e-mailed or =
saved from the View Folder screen."=20
      onclick=3D"return =
PageSubmit('folder_link','folder.asp?tb=3D1&amp;_ug=3Dsid+C9A6ECCC%2DFDC4=
%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh%2Cagr%2Cani%2Ca=
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1&amp;bkurl=3Dtrue');"=20
      =
href=3D"http://biere.louisiana.edu:2528/folder.asp?tb=3D1&amp;_ug=3Dsid+C=
9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh%2=
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fh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F7&amp;_usd=3D0000&amp;_uso=3D=
%5F3&amp;bft=3D1&amp;bkurl=3Dtrue">Folder=20
      is empty.</A></SPAN></TD></TR>
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<TABLE cellSpacing=3D2 cellPadding=3D0 width=3D"99%" border=3D0>
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PageSubmit('','citation.asp?tb=3D1&amp;_ug=3Dsid+C9A6ECCC%2DFDC4%2D4871%2=
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href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
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%5F3&amp;fn=3D1&amp;rn=3D10&amp;"><IMG=20
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      border=3D0>Citation</A>&nbsp;&nbsp;<IMG alt=3D"HTML Full Text"=20
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for=3DtransLanguage></LABEL><SELECT=20
      id=3DtransLanguage title=3D"Choose Language" =
name=3DtransLanguage><OPTION=20
        value=3D"" selected>Choose Language</OPTION><OPTION=20
        value=3DEnglish_Spanish>Ingl=C3=A9s/Espa=C3=B1ol</OPTION><OPTION =

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      <TABLE width=3D"100%" align=3Dleft border=3D0>
        <TBODY>
        <TR>
          <TD><SPAN class=3Dmedium-normal><STRONG>Title: </STRONG><EM>TV =
THAT=20
            TALKS BACK: AN EXPERIMENTAL VALIDATION OF A PARASOCIAL =
INTERACTION=20
            SCALE </EM>,&nbsp; By: Auter, Philip J., Journal of =
Broadcasting=20
            &amp; Electronic Media, 08838151, Spring92, Vol. 36, Issue=20
            2<BR><STRONG>Database: </STRONG><EM>Science &amp; Technology =

            =
Collection</EM><BR></SPAN></TD></TR></TBODY></TABLE></TD></TR>
  <TR>
    <TD vAlign=3Dtop align=3Dleft colSpan=3D2><SPAN =
class=3Dmedium-bold>Section:=20
      </SPAN><SPAN class=3Dmedium-normal>PSYCHOMETRIC</SPAN>=20
      <TABLE cellSpacing=3D0 cellPadding=3D5 width=3D"100%" border=3D0>
        <TBODY>
        <TR>
          <TD vAlign=3Dtop align=3Dmiddle bgColor=3D#e8edf4><SPAN=20
            class=3Dtitle-bold-large>TV THAT TALKS BACK: AN EXPERIMENTAL =

            VALIDATION OF A PARASOCIAL INTERACTION SCALE=20
      </SPAN></TD></TR></TBODY></TABLE><BR><BR><A id=3DtocLink =
name=3Dtoc>
      <TABLE style=3D"PADDING-RIGHT: 2em" cellSpacing=3D2 =
cellPadding=3D2 width=3D"22%"=20
      align=3Dleft=20
      =
background=3Dhttp://biere.louisiana.edu:2070/bllimages/ehost/bg_toc.gif=20
      border=3D0>
        <TBODY>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-bold>Contents</SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-3 =
title=3D"Measuring  "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-3">Measuring=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-4=20
            title=3D"Media Interaction Potential  "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-4">Media=20
            Interaction Potential </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-5=20
            title=3D"The Fourth Wall  "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-5">The=20
            Fourth Wall </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-6 =
title=3D"Method "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-6">Method=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-7 =
title=3D"Results "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-7">Results=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-8 =
title=3D"Discussion "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-8">Discussion=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-10=20
            title=3D"Table 1 Mean PSI Scores By Selection of Favorite =
Character and Treatment "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-10">Table=20
            1 Mean PSI Scores By Selection of Favorite Character and =
Treatment=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dhd_AN9208170544-12 =
title=3D"References "=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-12">References=20
            </A></SPAN></TD></TR>
        <TR>
          <TD vAlign=3Dtop align=3Dleft width=3D"100%" colSpan=3D2><SPAN =

            class=3Dmedium-normal><A id=3Dreft_AN9208170544-9 =
title=3DNotes=20
            =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#AN9208170544-9">Notes</A></SPAN></=
TD></TR></TBODY></TABLE>
      <P class=3Dmedium-normal>This experiment was designed to assess =
the=20
      construct validity of the Rubin, Perse, and Powell (1985) =
Parasocial=20
      Interaction Scale. One group of subjects viewed a situation comedy =
which=20
      "breaks the fourth wall." The fourth wall is "broken" when =
characters=20
      recognize the existence of the audience by speaking directly to =
them. A=20
      second group viewed the same program with "breaks" edited out. =
Respondents=20
      then filled out an adapted version of the PSI Scale. As =
hypothesized,=20
      subjects viewing the more interactive programming scored =
significantly=20
      higher on the PSI Scale, thus supporting the case for construct =
validity.=20
      </P>
      <P class=3Dmedium-normal>Parasocial interaction (PSI) has been =
examined in a=20
      number of different ways in the last 35 years, but always with the =

      emphasis exclusively on the audience. There has been speculation =
about how=20
      camera techniques, character "self disclosure," and other content=20
      variables may increase PSI (<STRONG><EM>Auter</EM></STRONG> &amp; =
Moore,=20
      1989; Horton &amp; Wohl, 1956; Meyrowitz, 1986; Nordlund, 1978), =
but no=20
      empirical test has been performed to investigate how the =
manipulation of=20
      program content might affect an audience member's ability or =
desire to=20
      interact with program characters. This study does so, and in the =
process=20
      assesses the construct validity of one of the more popular survey =
measures=20
      of PSI. </P>
      <P class=3Dmedium-normal>First operationalized by Horton and Wohl =
(1956),=20
      parasocial interaction has been defined as an apparent =
face-to-face=20
      interaction between media characters and audience members. It is =
similar=20
      to an interpersonal social interaction or relationship, but =
consists of a=20
      much weaker bond. This relationship develops over time with =
repeated=20
      viewing of a television personality (Horton &amp; Wohl). The =
behavior of a=20
      personality --or persona -- during each interaction event (e g., =
program,=20
      commercial, or talk show interview) helps the viewer to form an =
opinion=20
      about that persona, which the viewer then carries into the next =
parasocial=20
      event (Horton &amp; Wohl; Perse &amp; R. Rubin, 1989). As in =
interpersonal=20
      relationships, these opinions will color the viewer's feelings =
about the=20
      persona's current behavior and affect the parasocial relationship =
with=20
      that person (Alperstein, 1991). Although each media encounter will =
foster=20
      some degree of parasocial interaction, strong feelings about =
characters=20
      come only after an audience member has been exposed to a number of =

      parasocial encounters and thereby gains increased attributional =
confidence=20
      about the personality (Perse &amp; R. Rubin, 1989). </P>
      <P class=3Dmedium-normal>PSI has been treated as a consequence of =
a need or=20
      motivational state in most research. Wenner (1985) hypothesized =
that=20
      parasocial interaction is one of many important gratifications =
that=20
      audience members seek when they select television shows to view. =
McGuire=20
      (1974) stated that audience identification and interaction with =
media=20
      characters and situations fulfills expressive and affiliation =
needs.=20
      Rosengren (1974) described a "consumption relationship" that =
exists=20
      between audience members and media programming during the media =
use=20
      experience: "Consumption relations may be exemplified by the =
little boy=20
      looking at a Western on TV, imagining himself right in the saddle =
of the=20
      hero, shooting down one rustler after another" (p. 278). During =
this=20
      relationship, the audience member's degree of involvement with one =
or more=20
      program characters can develop up to and beyond the parasocial =
interaction=20
      state. PSI has been shown to be an important gratification sought =
and/or=20
      obtained by television viewers (e.g., Palmgreen, Wenner, &amp; =
Rayburn,=20
      1980, 1981; A. Rubin &amp; Perse, 1987; A. Rubin, Perse, &amp; =
Powell,=20
      1985). More recently, Conway and A. Rubin (1991) found that PSI =
"may be=20
      more important for viewing intent and expectations than a =
program's=20
      content" (p. 458). It would seem, therefore, that parasocial =
interaction=20
      has clearly been established as an important determinant of media =
use and=20
      an important concept to be studied from a uses and gratifications=20
      perspective. </P>
      <P class=3Dmedium-normal>For this study, parasocial interaction =
was=20
      conceptualized as a one-sided interpersonal involvement of the =
media user=20
      with the program's characters. This is consistent with prior =
research,=20
      including the study which developed the PSI Scale under analysis =
(A. Rubin=20
      et al., 1985). This study focuses on the hypothesis that =
parasocial=20
      interaction can be increased by altering message structural =
components and=20
      personal behavior in order to "blur" the line between audience and =

      characters. </P><A name=3DAN9208170544-3>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"Measuring  "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Measuring=20
      </A></H3></CENTER>
      <P class=3Dmedium-normal>Researchers have attempted to measure the =

      parasocial interaction level of audiences with a variety of =
scales. A.=20
      Rubin et al. (1985), however, developed what has become the most=20
      frequently-used instrument. The original 20-item, 5-point, PSI =
Scale=20
      measures the degree to which audience members feel that they =
"interact"=20
      with their favorite television news persona. Factor analysis has =
shown the=20
      scale to be univariate. The scale was reduced to 10 items in a =
study which=20
      adapted it to look at PSI with soap opera characters (A. Rubin =
&amp;=20
      Perse, 1987). The two versions of the Parasocial Interaction Scale =
have=20
      been used to study audiences of specific nonfiction programming =
genres=20
      such as news (Perse, 1990; A. Rubin et al., 1985), and -- in a =
slightly=20
      adapted form --television shopping shows (Grant, Guthrie, &amp;=20
      Ball-Rokeach, 1991). The 10-item PSI Scale has also been used to =
study=20
      fictional programming, specifically the soap opera genre (Perse =
&amp; A.=20
      Rubin, 1988; Perse &amp; R. Rubin, 1989; A. Rubin, &amp; Perse, =
1987).=20
      Favorite television personality across genres has also been =
examined using=20
      the two scales (Conway &amp; A. Rubin, 1991; R. Rubin &amp; =
McHugh, 1987).=20
      The scales have even been used in comparisons of mediated and=20
      interpersonal relationships (Perse &amp; R. Rubin, 1989; R. Rubin =
&amp;=20
      McHugh, 1987). Previous parasocial interaction research has =
focused only=20
      on audience perceptions of a favorite persona. In other words, an =
audience=20
      member's predisposition to parasocially interact--a personality =
trait--is=20
      measured. What has not been examined, however, is how the =
construction of=20
      a message affects the degree to which an audience member chooses =
to=20
      parasocially interact. </P>
      <P class=3Dmedium-normal>Both the long (A. Rubin et al., 1985) and =
short (A.=20
      Rubin &amp; Perse, 1987) versions of the PSI Scale have been shown =
to be=20
      reliable and internally valid. The scales have exhibited evidence =
of=20
      discriminability, a form of construct validation in which =
correlations to=20
      related constructs are shown (Kerlinger, 1986). The PSI Scales =
have also=20
      met the test of discriminability in research which has confirmed =
the fact=20
      that the scales are uncorrelated to certain constructs that are=20
      theoretically unrelated to parasocial interaction. Further, =
similar=20
      results obtained with the scales in a variety of cross-sectional =
survey=20
      studies, utilizing different subject groups, offer evidence of=20
      convergence, another important component of construct validity =
(Kerlinger,=20
      1986). </P>
      <P class=3Dmedium-normal>Zillmann (1985) has noted, however, that =
although=20
      survey research is a useful tool, the "validity of inference" from =

      subjects' perceptions of their media use to their actual media use =
is=20
      questionable. He points out that, although experimental research =
has=20
      limitations of its own, it allows the researcher to make =
inferences about=20
      subjects' behavior based on what they actually do in a controlled=20
      situation, rather than what they claim they would do on a =
self-report=20
      measure. Zillmann argues that the integration of both =
methodologies in=20
      studying audience uses and gratifications would improve our =
understanding=20
      of the process. Therefore, in order to further test the construct =
validity=20
      of the A. Rubin et al. (1985) PSI Scale, subjects should be placed =
in an=20
      experimental setting in which one of the PSI-inducing =
characteristics=20
      suggested by Horton and Wohl (1956) can be manipulated. If PSI =
Scale=20
      scores appear to be related to manipulation of such a content =
variable,=20
      convergence will be further evidenced, as results from studies =
using=20
      different methodologies will have indicated the same meaning for =
the=20
      construct. </P><A name=3DAN9208170544-4>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"Media Interaction Potential  "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Media=20
      Interaction Potential </A></H3></CENTER>
      <P class=3Dmedium-normal>Media messages can vary in their =
"parasociability"=20
      for a variety of reasons (<STRONG><EM>Auter</EM></STRONG> &amp; =
Moore,=20
      1989; Horton &amp; Wohl, 1956; Meyrowitz, 1986; Nordlund, 1978). =
Nordlund=20
      noted that different media channels and content vary in their =
potential=20
      for parasocial interaction. This potential is influenced by the =
medium's=20
      ability to approximate reality and content characteristics such as =
the=20
      dominance of lead figures as well as personae who regularly appear =
in the=20
      program or in other media contexts. Based on Nordlund's =
definition,=20
      television in general, and programming with recurring characters =
in=20
      particular, are higher in media interaction potential than other =
media=20
      messages. </P>
      <P class=3Dmedium-normal>Meyrowitz (1986) has suggested that =
structural=20
      variables within a given program, such as camera shots, can affect =

      audience parasocial relationships. Viewers interpret and react to =
various=20
      camera distances and shot compositions much the same way as people =
react=20
      to interpersonal distances and face-to-face interactions. Based on =

      interpersonal research in proxemics -- the spatial behavior =
patterns of=20
      individuals --Meyrowitz developed a model of para-proxemics, or =
the=20
      spatial relationships between various television characters and =
the=20
      viewer. He found that the variety of ways a persona can be framed =
within a=20
      shot suggests a number of different perceived distances to the =
audience=20
      member. The tighter the shot, the "closer" a persona appears to be =
to the=20
      viewer. Also, Meyrowitz reasoned that parasocial impressions can =
be made=20
      stronger when viewers are allowed to see a persona's "backstage =
behavior."=20
      By this, he meant the actions and/or knowledge which the persona =
does not=20
      reveal to the rest of the characters. Examples of this might be =
allowing=20
      viewers to see how a criminal commits a crime, or how the =
detective solves=20
      the crime. In this way, the audience member becomes a confidant of =
the=20
      persona. </P><A name=3DAN9208170544-5>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"The Fourth Wall  "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">The=20
      Fourth Wall </A></H3></CENTER>
      <P class=3Dmedium-normal>In order to assess the differences in =
parasocial=20
      interaction, as measured by the A. Rubin et al. (1985) PSI Scale, =
this=20
      study provides an experiment that manipulates the degree of =
intimacy=20
      offered by a program character -- specifically, the technique of =
"breaking=20
      the fourth wall," or stepping out of character to address the =
audience. In=20
      television, like film and theater, plots typically unfold in a=20
      "three-walled" environment. The fourth wall is the imaginary =
barrier=20
      separating characters from the audience. </P>
      <P class=3Dmedium-normal>Breaking the fourth wall would appear to =
increase=20
      the parasociability of a persona in a number of ways. First, a =
persona who=20
      breaks the fourth wall to chat directly with the audience would =
strengthen=20
      his or her role in the program, becoming more dominant through an=20
      omniscient awareness of the other characters' interactions as well =
as the=20
      audience behind the "invisible wall." Strengthening this =
character's lead=20
      role would seem to increase the program's (as well as that =
character's)=20
      media interaction potential (Nordlund, 1978). Second, fourth wall =
breaks=20
      are often structurally designed to frame the persona addressing =
the=20
      audience at a much more intimate distance than the rest of the =
program=20
      cast. Moreover, the acknowledgment of the audience by this persona =
is=20
      perhaps the most extreme example of revealing backstage behavior. =
Not only=20
      does the persona reveal details about the character we might not =
normally=20
      see, he or she steps back a bit further and acknowledges that the =
program=20
      is merely a fiction. This ability to step into and out of the =
drama allows=20
      the persona to become a liaison between characters confined to the =
drama=20
      and the viewing audience. Because of this, the audience becomes =
aligned=20
      with this more intimate character, and the intensity of the =
interaction=20
      should be increased (Meyrowitz, 1986). Finally, as Horton and Wohl =
(1956)=20
      have noted, by directly addressing the audience and adjusting to =
supposed=20
      responses, the persona raises the level of intimacy with the =
audience,=20
      thus raising the interactivity level of the content=20
      (<STRONG><EM>Auter</EM></STRONG> &amp; Moore, 1989). Breaking the =
fourth=20
      wall, therefore, appears to embody a number of attributes which =
should=20
      represent increased parasociability of a program. </P>
      <P class=3Dmedium-normal>If the PSI Scale does accurately measure =
the=20
      concept of parasocial interaction, then a manipulation of such =
content=20
      should affect audience survey scores accordingly. Because comedy =
has most=20
      often been the genre to break the fourth wall, and because the =
television=20
      situation comedy provides a complete story from beginning to =
resolution in=20
      under 30 minutes, the TV sitcom was chosen as the program format =
to study.=20
      The following hypothesis was formed: </P>
      <P class=3Dmedium-normal>H: Audiences who view situation comedy =
programming=20
      higher in content interactivity will parasocially interact at a =
higher=20
      level than those who view less interactive sitcom programming. =
</P><A=20
      name=3DAN9208170544-6>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"Method "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Method=20
      </A></H3></CENTER>
      <P class=3Dmedium-normal>An original 1950s episode of The George =
Burns and=20
      Gracie Allen Show was edited to provide the stimulus material for =
the=20
      experiment.[<A name=3Dbib1up><A id=3Dref_link title=3D1=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#bib1">1</A>]=20
      The unedited 29-minute television program consisted of =
approximately 17=20
      minutes of plotted situation comedy, 5 minutes of George breaking =
the=20
      fourth wall, a 1 1/2-minute musical interlude between the show's =
first and=20
      second acts, and 5 1/2 minutes that consisted of a closing =
commercial and=20
      monologue.[<A name=3Dbib2up><A id=3Dref_link title=3D2=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#bib2">2</A>]=20
      </P>
      <P class=3Dmedium-normal>Two different versions of the program =
were prepared=20
      for this study. Points where George breaks the fourth wall were =
edited out=20
      of one version so that it would appear to be a standard situation =
comedy.=20
      Breaks were left in the other copy of the program. The musical =
interlude,=20
      and the closing commercial and monologue were edited out of both =
tapes.=20
      The two final copies of the program varied in length (23 vs. 17 =
minutes).=20
      Because it has been hypothesized that PSI mimics interpersonal=20
      relationship development (Perse &amp; R. Rubin, 1989; R. Rubin =
&amp;=20
      McHugh, 1987), it was felt that viewing a complete story would =
probably=20
      foster PSI development better than clips taken out of context. =
Therefore,=20
      it was necessar<STRONG><EM>y</EM></STRONG> to allow both groups to =
view=20
      the entire 17-minute storyline. Burns' chats with the audience did =
not=20
      directly relate to the program plot. It was felt that an =
additional 6=20
      minutes of screen time would not, in and of itself, significantly =
affect=20
      PSI scores. </P>
      <P class=3Dmedium-normal>Ninety-eight students from an =
introductory=20
      communications class were randomly divided into two groups. One =
group (n =3D=20
      48) was shown the low interaction version of the show, while the =
other=20
      group (n =3D 50) watched the high interaction tape. After watching =
the tape,=20
      students filled out a revised version of the A. Rubin et al. =
(1985)=20
      Parasocial Interaction Scale. The original 20-item scale was used =
for this=20
      analysis rather than the 10-item version because it was felt that =
the=20
      longer scale may be more sensitive to effects of the experimental=20
      manipulation. The scale was adapted so that statements were about =
the=20
      respondents' favorite characters from the program they had just =
watched,=20
      rather than the program genre. Subjects responded to each =
statement on a=20
      5-point Likert-type scale that ranged from "strongly disagree" to=20
      "strongly agree." Average audience PSI Scale scores were compared =
across=20
      breaking and non-breaking cells using a t-test. </P><A=20
name=3DAN9208170544-7>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"Results "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Results=20
      </A></H3></CENTER>
      <P class=3Dmedium-normal>Responses to the 20 items on the A. Rubin =
et al.=20
      (1985) PSI Scale were summed and averaged. Reliability of the =
scale under=20
      experimental conditions was quite high, Cronbach's alpha for the =
20-item=20
      scale was .81. Average PSI ratings for breaking and nonbreaking =
cells were=20
      compared using one-tailed t-test analysis. </P>
      <P class=3Dmedium-normal>When respondents were asked to name their =
favorite=20
      character in the show, 46 said George, 31 said Gracie and the rest =
listed=20
      other characters or no responses. Because the choice of character =
should=20
      influence a respondent's PSI score (especially when only one of =
the=20
      characters was shown breaking the fourth wall), character =
selection=20
      (George, Gracie) was crossed with treatment (low interaction tape, =
high=20
      interaction tape) in a 2x2 ANOVA design (see Table 1). Only the =
main=20
      effect for treatment was statistically significant. </P><A=20
      name=3DAN9208170544-8>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"Discussion "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Discussion=20
      </A></H3></CENTER>
      <P class=3Dmedium-normal>The results support the hypothesis that =
PSI is=20
      related to program content. PSI scores were higher among =
respondents who=20
      saw a more intimate program and the highest scores were among =
respondents=20
      who not only saw the more intimate program, but who also chose =
George as=20
      their favorite character. So breaking the fourth wall does make =
viewers=20
      feel a higher degree of parasocial interaction, especially when =
that wall=20
      is broken by their favorite character. But the difference in =
characters=20
      was not statistically significant. This preliminary experimental =
work=20
      appears to support the construct validity of the PSI Scale. The =
results of=20
      this research suggest that the construct measured by the A. Rubin =
et al.=20
      (1985) scale is indeed parasocial interaction. </P>
      <P class=3Dmedium-normal>The high alpha obtained by the A. Rubin =
et al.=20
      (1985) scale in this study suggests that it is reliable as a =
measure of=20
      parasocial interaction in the comedy genre. Still, an alpha of .81 =
is=20
      lower than in past studies utilizing the PSI Scale. This could be =
due to=20
      the forced-choice nature of this experiment. Because subjects were =
not=20
      afforded the opportunity to choose their own preferred media =
personality,=20
      but were instead asked to choose from a group of unfamiliar (or =
less=20
      familiar) personalities from a 1950s, black and white program, PSI =

      relationship development may have been limited. However, an alpha =
of this=20
      magnitude obtained under these limiting conditions suggests that =
the PSI=20
      Scale is a useful measure of parasocial interaction even with =
television=20
      characters with which viewers have no history. </P>
      <P class=3Dmedium-normal>A number of potential problems with this =
study must=20
      be addressed, however. It could be argued that approximately 6 =
additional=20
      minutes of programming -regardless of the Content Interactivity=20
      Level--would significantly raise audience PSI levels. Although =
research on=20
      the effects of program length has not been performed, studies of =
the=20
      amount of time viewing TV in general suggest that these concerns =
may be=20
      unfounded. Webster and Wakshlag (1985) have described a phenomenon =
known=20
      as exposure inertia which posits that television viewers either =
watch=20
      almost none of a program (only brief segments while scanning the =
channels)=20
      or all of it. This suggests that variations in program length --=20
      especially small amounts in actual minutes -- should not =
significantly=20
      affect the viewing experience. However, a more important factor=20
      ma<STRONG><EM>y</EM></STRONG> be attention, and the research on =
this=20
      variable provides mixed conclusions. Kubey and Csikszentmihalyi =
(1990)=20
      have found that extended television viewing actually results in =
decreased=20
      concentration. But other research shows no correlation between the =
time=20
      spent in front of the television and the attention level of the =
viewer=20
      (Anderson, Lorch, Field, Collins, &amp; Nathan, 1986). Attention =
is=20
      neither heightened nor lessened by longer viewing periods. </P>
      <P class=3Dmedium-normal>Future research should test for this =
possible=20
      relationship of parasocial interaction with both program length =
and degree=20
      of attention. Also, different types of programming should be =
tested to=20
      determine if the effect observed here with a situation comedy is=20
      generalizable to other content types. And finally, a range of =
viewers=20
      (especially in the characteristic of age) should be tested. Are =
older,=20
      more experienced audiences better able to comprehend, enjoy, and =
therefore=20
      interact with content that breaks with convention? Or, are these =
groups=20
      "set in their ways" of viewing television and turned off by =
programming=20
      that goes against genre norms? </P>
      <P class=3Dmedium-normal>Despite the limitations of this study, =
the results=20
      indicate that content variables that contribute to content =
interactivity=20
      level affect audience parasocial interaction. The most important=20
      conclusion to be drawn from this preliminary research is that the =
A. Rubin=20
      et al. (1985) PSI Scale does indeed measure what it was intended =
to=20
      measure. The parasocial interaction process appears, as Horton and =
Wohl=20
      (1956) have suggested, to be affected as much by message =
attributes as by=20
      audience members' predisposition to interact with television =
characters.=20
      </P><A name=3DAN9208170544-9><A name=3D"">
      <CENTER>
      <H3><A id=3Dref_toc title=3DNotes=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Notes</A></H3></CENTER>
      <P><EM><A name=3Dbib1><A id=3Dbib_up title=3D1=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#bib1up">1</A>=20
      <A name=3D"">The George Burns and Gracie Allen Show was chosen =
because,=20
      although sitcom-like in format, George Burns frequently stepped =
out of=20
      character (and out of the sets) to comment to the audience on the =
behavior=20
      of his wife, Gracie, or his neighbors, the Mortons. It was also =
felt that=20
      the college students participating in the study would recognize =
Burns, but=20
      not be familiar with the format of a show over 30 years old. At =
the time=20
      of the study It's Gary Shandling's Show was the only program being =
aired=20
      on network or cable TV that broke the fourth wall. It's Gary =
Shandling's=20
      Show was not used because it was essential to the study that =
breaking=20
      segments could be discreetly edited out. Because It's Gary =
Shandling's=20
      Show was constantly breaking the fourth wall, this would have been =

      impossible. </EM></P>
      <P><EM><A name=3Dbib2><A id=3Dbib_up title=3D2=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#bib2up">2</A>=20
      <A name=3D"">Like many shows of its day, there were no commercial =
breaks=20
      during the program, which was performed live. The sponsor's ads =
were=20
      imbedded into the actual storyline. Instead, a break from the =
story that=20
      consisted of a performance by a soloist occurred at the midpoint =
of the=20
      program. This was edited out of both videotapes because it did not =
follow=20
      any current sitcom formats and had nothing to do with the =
episode's plot.=20
      </EM></P><A name=3DAN9208170544-10>
      <CENTER>
      <H3><A id=3Dhd_toc=20
      title=3D"Table 1 Mean PSI Scores By Selection of Favorite =
Character and Treatment "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">Table=20
      1 Mean PSI Scores By Selection of Favorite Character and Treatment =

      </A></H3></CENTER><PRE class=3Dct>                           =
Favorite Characters
                       George            Gracie

Treatment       M      n      SD      M     n      SD

Breaks         3.32    25    .45    3.13    15    .45
No Breaks      2.90    21    .63    3.00    16    .45

                              Analysis of Variance
                         df      MS        F          p

Treatment Effect         1      1.73      6.76      .011
Character Effect         1       .04       .14      .708
Two-Way Interaction      1       .38      1.47      .229
</PRE><A name=3DAN9208170544-12>
      <CENTER>
      <H3><A id=3Dhd_toc title=3D"References "=20
      =
href=3D"http://biere.louisiana.edu:2528/citation.asp?tb=3D1&amp;_ug=3Dsid=
+C9A6ECCC%2DFDC4%2D4871%2D885B%2DD6CC6DF14018%40sessionmgr4+dbs+ach%2Cagh=
%2Cagr%2Cani%2Caph%2Cawh%2Cbth%2Cbuh%2Cbvh%2Cbwh%2Cbxh%2Ccih%2Ccin20%2Cck=
h%2Ccmedm%2Ccph%2Cczh%2Cegh%2Ceoah%2Ceric%2Cfrh%2Cfunk%2Cgeh%2Chch%2Choh%=
2Cijh%2Ciqh%2Cizh%2Ckah%2Ckhh%2Clgh%2Clih%2Cllh%2Cloh%2Clth%2Cmth%2Cmzh%2=
Cndh%2Cnfh%2Cnqh%2Cpbh%2Cprh%2Cpsyh%2Crlh%2Crzh%2Cser%2Csih%2Csph%2Csyh%2=
Ctfh%2Culh%2Cwdh%2Czbh+cp+1+56F0&amp;_us=3D%5F6&amp;_usd=3D0000&amp;_uso=3D=
%5F5&amp;cf=3D1&amp;fn=3D1&amp;rn=3D10#toc">References=20
      </A></H3></CENTER>
      <P class=3Dmedium-normal>Alperstein, N.M. (1991). Imaginary social =

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commercials.=20
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      <P class=3Dmedium-normal>Anderson, D. R., Lorch, E. P., Field, D. =
E.,=20
      Collins, P. A., &amp; Nathan, J. G. (1986). Television viewing at =
home:=20
      Age trends in visual attention and time with TV. Child =
Development, 57,=20
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      <P class=3Dmedium-normal><STRONG><EM>Auter</EM></STRONG>, P. J., =
&amp;=20
      Davis, D. M. (1991). When characters speak directly to viewers: =
Breaking=20
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</P>
      <P class=3Dmedium-normal><STRONG><EM>Auter</EM></STRONG>, P. J., =
&amp;=20
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Channel and=20
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      <P class=3Dmedium-normal>Conway, J. C., &amp; Rubin, A.M. (1991).=20
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      <P class=3Dmedium-normal>Grant, A., Guthrie, K., &amp; =
Ball-Rokeach, S. J.=20
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      <P class=3Dmedium-normal>Horton, D., &amp; Wohl, R. R. (1956). =
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215-229. </P>
      <P class=3Dmedium-normal>Kerlinger, F. (1986). Foundations of =
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      <P class=3Dmedium-normal>Kubey, R., &amp; Csikszentmihalyi, M. =
(1990).=20
      Television and the quality of life: How viewing shapes everyday=20
      experience. Hillsdale, NJ: Earlbaum. </P>
      <P class=3Dmedium-normal>Meyrowitz, J. (1986). Television and =
interpersonal=20
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      Cathcart (Eds.), Inter/media: Interpersonal communication in a =
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      <P class=3Dmedium-normal>Nordlund, J. (1978). Media interaction.=20
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      <P class=3Dmedium-normal>Palmgreen, P., Wenner, L. A., &amp; =
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      <P class=3Dmedium-normal>Palmgreen, P., Wenner, L. A., &amp; =
Rayburn, J. D.=20
      II. (1981). Gratification discrepancies and news program choice.=20
      Communication Research, 8, 451-478. </P>
      <P class=3Dmedium-normal>Perse, E. M. (1990). Media involvement =
and local=20
      news effects. Journal of Broadcasting &amp; Electronic Media, 34, =
17-36.=20
      </P>
      <P class=3Dmedium-normal>Perse, E. M., &amp; Rubin, A.M. (1988). =
Audience=20
      activity and satisfaction with favorite television soap opera. =
Journalism=20
      Quarterly, 68, 368-375. </P>
      <P class=3Dmedium-normal>Perse, E. M., &amp; Rubin, R. B. (1989).=20
      Attribution in social and parasocial relationships. Communication=20
      Research, 16, 59-77. </P>
      <P class=3Dmedium-normal>Rosengren, K. E. (1974). Uses and =
gratifications: A=20
      paradigm outlined. In J. G. Blumler &amp; E. Katz (Eds.), The uses =
of mass=20
      communications: Current perspectives on gratifications research =
(pp.=20
      269-286). Beverly Hills: Sage. </P>
      <P class=3Dmedium-normal>Rubin, A.M., &amp; Perse E. M. (1987). =
Audience=20
      activity and soap opera involvement: A uses and effects =
investigation.=20
      Human Communication Research, 14, 246-268. </P>
      <P class=3Dmedium-normal>Rubin, A.M., Perse, E. M., &amp; Powell, =
R. A.=20
      (1985). Loneliness, parasocial interaction, and local television =
news=20
      viewing. Human Communication Research, 12, 155-180. </P>
      <P class=3Dmedium-normal>Rubin, R. B., &amp; McHugh, M.P. (1987).=20
      Development of parasocial interaction relationships. Journal of=20
      Broadcasting &amp; Electronic Media, 31, 279-292. </P>
      <P class=3Dmedium-normal>Webster, J. G., &amp; Wakshlag, J. =
(1985).=20
      Measuring exposure to television. In D. Zillmann &amp; J. Bryant =
(Eds.),=20
      Selective exposure to communication (pp. 35-62). Hillsdale, NJ: =
Erlbaum.=20
      </P>
      <P class=3Dmedium-normal>Wenner, L. A. (1985). The nature of news=20
      gratifications. In K. E. Rosengren, L. A. Wenner, &amp; P. =
Palmgreen=20
      (Eds.), Media gratification research: Current perspectives (pp. =
171-194).=20
      Beverly Hills: Sage. </P>
      <P class=3Dmedium-normal>Zillmann, D. (1985). The experimental =
exploration=20
      of gratifications from media entertainment. In K. E. Rosengren, L. =
A.=20
      Wenner, &amp; P. Palmgreen (Eds.), Media gratification research: =
Current=20
      perspectives (pp. 225-239). Beverly Hills: Sage. </P>
      <P>~~~~~~~~</P>
      <P class=3Dmedium-normal>By Philip J. =
<STRONG><EM>Auter</EM></STRONG> </P>
      <P class=3Dmedium-normal></P>
      <P class=3Dmedium-normal>Philip J. <STRONG><EM>Auter</EM></STRONG> =
(M.A.,=20
      University of Georgia, 1987) is a Ph.D. candidate in the College =
of=20
      Communications at the University of Kentucky. His research =
interests=20
      include uses and gratifications and media effects. An earlier =
version of=20
      this manuscript was presented at the Speech Communication =
Association=20
      Convention, Chicago, 1990. The author thanks the three anonymous =
reviewers=20
      for their invaluable suggestions. This manuscript was accepted for =

      publication December 1991. </P></TD></TR>
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function change_language(strURL, strLanguage)
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function ReloadToolbar(strDbs)
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function openprintSearchHistory(strURLParam)
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window.open("printsearchHistory.asp"+strURLParam+"tb=3D0", =
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function openFieldCodes(params)
{
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function GetBrowserName()
{
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function GetBrowserVersion()
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			return("0");
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function GetBrowserServicePack()
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function IsPopUpSupportFocus()
{
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=09
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function IsReplaceRequired()
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		if(strBv =3D=3D "4.08")
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function GetLayer(strName)
{
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	else if (document.layers)
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	else if (document.getElementById)
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	else
		return(false);
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function WriteToLayer(strLayerName, strTip)
{
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		if(document.layers)
		{
		   	objLayer.document.open();				=09
		    objLayer.document.write(strTip);
		    objLayer.document.close();
		}
		else
		{
			if (!(GetBrowserName() =3D=3D "explorer" && GetBrowserVersion() =
=3D=3D "4"))
				objLayer.innerHTML =3D strTip;
		}
	}
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/updateFolder.js



var imgFolderOn =3D "folderon.gif";
var imgFolderOff =3D "folderoff.gif";
var imgSmallFolderOn =3D "foldersmallon.gif";
var imgSmallFolderOff =3D "foldersmalloff.gif";
var imgFolderAddAll =3D "folderaddall.gif";
var imgFolderRemoveAll =3D "folderremoveall.gif";
var blnSubmit =3D false;
var blnUpdateFolder =3D false;

function PageSubmit(strType, strValue)
{
	blnSubmit =3D true;
	var strAddItems =3D "";
	var strRemoveItems =3D "";
	var lngPageImages =3D document.images.length;
	var lngCheckBoxCount =3D 0;

=09
	for(var i=3D0;i<lngPageImages;i++)
	{
		if(document.images[i].src.indexOf(imgFolderOn)>0)
		{
			if(i =3D=3D lngPageImages-1)
				strAddItems +=3D document.images[i].name;
			else
				strAddItems +=3D document.images[i].name + ",";
		}
		else if(document.images[i].src.indexOf(imgFolderOff)>0)
		{
			if(i =3D=3D lngPageImages-1)
				strRemoveItems +=3D document.images[i].name;
			else
				strRemoveItems +=3D document.images[i].name + ",";
		}
	}

	lngCheckBoxCount =3D SaveRelatedRecordsCheckBoxes()

=09
	if(strType =3D=3D "form_input")
 	{
 		document.frmSearchBrowseResults.formitem.value =3D strValue;
 		strValue =3D "";
 	} =09
 =09
	if(document.all && window.event)
		window.event.returnValue =3D false;
=09
	if((strAddItems !=3D "" || strRemoveItems !=3D "" || lngCheckBoxCount > =
0) && blnUpdateFolder)
	{	=09
 		if(strType =3D=3D "win_popup" && strValue !=3D "")
		{
			window.open(strValue,"_blank","");
		}
 		else
 		{
 			if(strValue =3D=3D "")
 				document.frmSearchBrowseResults.pg.value =3D =
document.frmSearchBrowseResults.action;
			else
 				document.frmSearchBrowseResults.pg.value =3D strValue;	=09
	=09
			document.frmSearchBrowseResults.afi.value =3D strAddItems;
			document.frmSearchBrowseResults.rfi.value =3D strRemoveItems;
		=09
			if(strValue !=3D "")
			{
				document.frmSearchBrowseResults.action =3D "UpdateFolder.asp";
			}
		=09
			document.frmSearchBrowseResults.submit();

		}=09
	}=09
	else if(strType =3D=3D "win_popup")
	{
		window.open(strValue,"_blank","");
	}
	else
	{
 		if(strValue =3D=3D "")
 		{
 			document.frmSearchBrowseResults.submit();
 		}
		else
		{		=09
			var blnExtFrame =3D =
(self.window.location.toString().toLowerCase().indexOf("externalframe") =
> 0);
			if ((strType =3D=3D "nestedext_frame") || blnExtFrame)
 			{
				if(typeof(parent.window) =3D=3D "object")
				{
					if(parent.window.frames.length > 0)
					{
						if(parent.window.frames[0].name =3D=3D "ebscoheader")
						{
							if(IsReplaceRequired())
								parent.window.location.replace(strValue);
							else
								parent.window.location =3D strValue;
							return(false);					=09
						}
					}
				}
 			}
			if(IsReplaceRequired())
 				self.window.location.replace(strValue);
 			else
 				self.window.location =3D strValue;
 		}
	}
	return(false);
}

function SwapFolderIcon( folderCount, blnUserPersonalized )
{
	var lngPageImages =3D document.images.length;
	var strImageSrc =3D "";
=09
	for( var i =3D 0; i < lngPageImages; i++ )
	{
		if( document.images[i].name =3D=3D "dyna_folder" )
		{
			strImageSrc =3D document.images[i].src.toLowerCase();
			if ( folderCount > 0 || ( blnUserPersonalized && blnFolderHasItems =
=3D=3D "Y" ) )
			{
				if( strImageSrc.indexOf( imgSmallFolderOff ) > 0 )
				{
					strImageSrc =3D strImageSrc.replace( imgSmallFolderOff, =
imgSmallFolderOn );
					document.images[i].src =3D strImageSrc;
				}
			}
			else
			{
				if( strImageSrc.indexOf( imgSmallFolderOn ) > 0 )
				{
					strImageSrc =3D strImageSrc.replace( imgSmallFolderOn, =
imgSmallFolderOff );
					document.images[i].src =3D strImageSrc;
				}
			}		=09
		}
	}
}

function SetFolderCount(folderCount, blnUserPersonalized)
{
	if(document.layers)
	{
		var strFolderText =3D "";
		var tmpFolderString =3D '<a href=3D\"';
		tmpFolderString +=3D folderSubmitURL;
		tmpFolderString +=3D '\"';
		tmpFolderString +=3D ' onClick=3D\"return PageSubmit(\'\',\'';
		tmpFolderString +=3D folderSubmitURL;
		tmpFolderString +=3D '\')\">'
		tmpFolderString +=3D '<img border=3D\"0\" id=3D\"' +  folderImageId + =
'\"';
		tmpFolderString +=3D ' alt=3D\"' + folderSubmitLinkTitle + '\"';
	=09
		if (folderCount > 0 || (blnUserPersonalized && blnFolderHasItems =
=3D=3D "Y"))
		{
			tmpFolderString +=3D ' src=3D\"' + folderImagePath  + =
'folderLargeOn.gif\"';
			strFolderText =3D folderHasItems;
		}
		else
		{
			tmpFolderString +=3D ' src=3D\"' + folderImagePath  + =
'folderLargeOff.gif\"';
			strFolderText =3D folderIsEmpty;
		}
	=09
		tmpFolderString +=3D '></img></a>';
		tmpFolderString +=3D '<span class=3D\"text-bold\"><a href=3D\"';
		tmpFolderString +=3D folderSubmitURL;
		tmpFolderString +=3D '\"';
		tmpFolderString +=3D ' onClick=3D\"return PageSubmit(\'\',\'';
		tmpFolderString +=3D folderSubmitURL;
		tmpFolderString +=3D '\')\">' + strFolderText + '</a></span>';
		=
document.layers['folderItemsLayer'].document.layers['folderItemsDiv'].doc=
ument.write('<div align=3D"right">'+tmpFolderString+'</div>');
		document.layers['folderItemsLayer'].document.close();	=09
	}
	else if (!(GetBrowserName() =3D=3D "explorer" && GetBrowserVersion() =
=3D=3D "4"))=20
	{
		var countElement =3D document.getElementById("folderItemsLink");		=09
		if (countElement)
		{
			var strFolderText =3D "";
			var containsImg =3D document.images["folderItems"];
			var strFolderContainsSrc =3D containsImg.src;
			var strImageBase =3D strFolderContainsSrc.substring(0, =
strFolderContainsSrc.indexOf("folderLarge"));=09
		=09
			if (folderCount > 0 || (blnUserPersonalized && blnFolderHasItems =
=3D=3D "Y"))
			{
				containsImg.src =3D strImageBase + "folderLargeOn.gif";
				strFolderText =3D folderHasItems;
			}
			else
			{
				containsImg.src =3D strImageBase + "folderLargeOff.gif";
				strFolderText =3D folderIsEmpty;
			}
		=09
			countElement.innerHTML =3D strFolderText;
		}
	}
}
function SaveRelatedRecordsCheckBoxes()
{
	var rrlength =3D 0;
	var strAdd =3D "";
	var strRemove =3D "";
	var frmlength =3D document.forms.length;

	if (frmlength > 1)=20
	{
		for (var ix=3D0; ix<frmlength; ix++)
		{
			if (document.forms[ix].name =3D=3D "frmResultList")
			{
				var frm =3D document.frmResultList;
				for ( var i=3D0; i < frm.elements.length; i++ )
				{
					element =3D frm.elements[i];
					if ( element.name =3D=3D "rrc" && element.value !=3D '' )=20
					{
						rrlength =3D parseInt(element.value);		=09
					}
				}
	=09
				if ( rrlength > 0 )
				{
					if (typeof(frm.rr0) !=3D "undefined")
					{
						blnUpdateFolder =3D true;
						for ( var x=3D0; x<rrlength; x++ )
						{
						=09
							if (eval("frm.rr"+ x +".checked"))
							{
								strAdd +=3D eval("frm.rr"+ x +".value") + ",";
							}
							else
							{
								strRemove +=3D eval("frm.rr"+ x +".value") + ",";
							}
						}
						document.frmSearchBrowseResults.ari.value =3D strAdd;
						document.frmSearchBrowseResults.rri.value =3D strRemove;
					}
					else
					{
						rrlength =3D 0;
					}
				}
			}
		}
	}
=09
	return rrlength;
}

function MaxResultsAlert(theMessage)
{
	if (lngFolderCount > lngMaxResultsBW)
	{
		alert(theMessage);
	}
}
function displayPersistentLink( objDiv1, objDiv2 )
{
	if ( document.layers )
	{
	   	if ( document.layers[objDiv1].document.layers[objDiv2].visibility =
=3D=3D 'show' )
	   	{
			document.layers[objDiv1].document.layers[objDiv2].visibility =3D =
'hide';
			document.layers[objDiv1].visibility =3D 'hide';
		}
		else
		{
	   		document.layers[objDiv1].document.layers[objDiv2].visibility =3D =
'show';
	   		document.layers[objDiv1].visibility =3D 'show';
	   	}
	}
	else if( document.all )
	{
		if ( document.all(objDiv1).style.display =3D=3D 'block' )
	   		document.all(objDiv1).style.display =3D 'none';
		else
	   		document.all(objDiv1).style.display =3D 'block';
	}
	else if( document.getElementById )
	{
		if ( document.getElementById(objDiv1).style.display =3D=3D 'block' )
	   		document.getElementById(objDiv1).style.display =3D 'none';
		else
	   		document.getElementById(objDiv1).style.display =3D 'block';
	}
	return false;		=09
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/popupWin.js




function openTip(tip)=20
{
   	var TipWin =3D window.open(tip, "searchtip", =
"status=3Dno,width=3D800,height=3D480,resizable=3Dyes,scrollbars=3Dyes");=

	if(IsPopUpSupportFocus())
		TipWin.focus();
}


function ShowILSLink(strUrl,strWindowName,strParams)
{
	if (strParams.length =3D=3D 0) strParams =3D "";
	if (strWindowName.length =3D=3D 0) strWindowName =3D "";
	var ILsWin =3D window.open(strUrl,strWindowName,strParams);
	if(IsPopUpSupportFocus())
		ILsWin.focus();
	if(document.all && window.event){
		window.event.returnValue =3D false;
	}
	return(false);
}
			=09
function openQualScope(params) {
	var popupWin =3D window.open("authMeshQualifier.asp?" + params, =
"Qualifier", =
"status=3Dno,top=3D90,left=3D300,width=3D450,height=3D225,menubar=3D1,scr=
ollbars=3Dyes,resizable=3Dyes");
	if(IsPopUpSupportFocus())
		popupWin.focus();
}
function OpenBrowseList(params, strPsID) {

	document.frmSearchBrowseResults.rf.value=3DstrPsID;
	document.frmSearchBrowseResults.submit();

	var popupWin =3D window.open(params  ,"indexlist", =
"top=3D90,left=3D300,width=3D450,height=3D545,toolbar=3Dno,location=3Dno,=
directories=3Dno,status=3Dno,menubar=3Dno,scrollbars=3Dyes,resizable=3Dno=
");
 	if(IsPopUpSupportFocus())
		popupWin.focus();
	=09
	return(false);

}
function IndexListPostToMain(theIndexListID)
{
	=
window.opener.document.frmSearchBrowseResults.ps.value=3DtheIndexListID;
	window.opener.document.frmSearchBrowseResults.submit();
	self.close();
	if (window.opener.document.frmSearchBrowseResults.focus!=3Dnull)
		window.opener.document.frmSearchBrowseResults.focus();
}
function OpenPDF( theUrl, theWindowName ) {
	var popupWin =3D window.open( theUrl ,theWindowName, =
"top=3D40,left=3D100,width=3D750,height=3D800,toolbar=3Dno,location=3Dno,=
directories=3Dno,status=3Dno,menubar=3Dno,scrollbars=3Dyes,resizable=3Dye=
s");
	if(IsPopUpSupportFocus()) {popupWin.focus();}
 	return(false);
}


------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/KeyEvent.js






if(document.layers)
{
	document.captureEvents(Event.KEYPRESS);=20
	document.onkeypress =3D whichKey;
}

var keyCode =3D 0;
function whichKey(e)
{=09
	if(document.layers)
	{
		keyCode =3D e.which;=20
	}
	else
	{
		keyCode =3D e;
	}=09

	if(typeof(blnUpdateFolder) =3D=3D "undefined")
		blnUpdateFolder =3D false;
=09
	if(keyCode =3D=3D 13 && !blnUpdateFolder)
	{
		if(document.all)
			event.returnValue =3D false;
		if(typeof(document.frmSearchBrowseResults.keysel) !=3D "undefined")
			document.frmSearchBrowseResults.keysel.value =3D "true";
		document.frmSearchBrowseResults.submit();
	}
}

var strSearchBox =3D "";
function lostFocus()
{
	strSearchBox =3D "";
}

function gotFocus(objElement)
{
	if(objElement.id !=3D "")
		strSearchBox =3D objElement.id;
	else=20
		strSearchBox =3D objElement.name;
}

function lostAuthFocus()
{
	strSearchBox =3D "";

	if(typeof(document.frmSearchBrowseResults.activeSearchBox) !=3D =
"undefined")
	{
		document.frmSearchBrowseResults.activeSearchBox.value =3D "";
	}
}

function gotAuthFocus(objElement)
{
	if(objElement.id !=3D "")
		strSearchBox =3D objElement.id;
	else=20
		strSearchBox =3D objElement.name;

	if(typeof(document.frmSearchBrowseResults.activeSearchBox) !=3D =
"undefined")
	{
		document.frmSearchBrowseResults.activeSearchBox.value =3D =
strSearchBox;
	}
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/authFunctions.js


function submitLink( theStrLinkTarget, theStrLinkType, theStrTag, =
theStrLinkTerm, theLngResultID )
{
	document.frmSearchBrowseResults.ltarg.value =3D theStrLinkTarget;
	document.frmSearchBrowseResults.ltype.value =3D theStrLinkType;
	if ( theStrLinkTerm !=3D null && theStrLinkTerm !=3D '' )
	{
		if ( theStrTag =3D=3D '' )
			document.frmSearchBrowseResults.lterm.value =3D theStrLinkTerm;
		else
			document.frmSearchBrowseResults.lterm.value =3D theStrTag + " \"" + =
theStrLinkTerm + "\"";
	}
	document.frmSearchBrowseResults.dpos.value  =3D theLngResultID;
	document.frmSearchBrowseResults.submit();=09
	return false;
}

function submitForm(strLinkType, strTerm, strPosition)
{
	document.frmSearchBrowseResults.linktype.value =3DstrLinkType;

	if (strLinkType =3D=3D 'search')				=09
		document.frmSearchBrowseResults.ss.value =3D strTerm;
	else if (strLinkType =3D=3D 'browsedetails' || strLinkType =3D=3D =
'browse' )
	{
		if ( document.frmSearchBrowseResults.so )
			document.frmSearchBrowseResults.so.value =3DstrTerm;=09
		document.frmSearchBrowseResults.sd.value =3DstrTerm;
	}			=09
	else
		document.frmSearchBrowseResults.sd.value =3DstrTerm;
=09
	if (strPosition !=3D '')
		document.frmSearchBrowseResults.dpos.value =3DstrPosition;

	document.frmSearchBrowseResults.submit();=09
}

function clearAllQualifiers(lngQualActualCount)
{
	if (lngQualActualCount > 1)		=09
	{
		var lngQualCount =3D document.frmSearchBrowseResults.qualifier.length;

		for (var i=3D0; i < lngQualCount;i++)
		{
			document.frmSearchBrowseResults.qualifier[i].checked=3D"";
		}
	}
	else
	{
		document.frmSearchBrowseResults.qualifier.checked=3D"";
	}
}	=09

function explodeChecked(lngPosition)
{
	var strCheckExplodeStatus  =3D =
eval("document.frmSearchBrowseResults.e_"+lngPosition+".checked")
	if (strCheckExplodeStatus)
	{
		=
eval("document.frmSearchBrowseResults.s_"+lngPosition+".checked=3Dtrue")
	}=09
}

function focusChecked(lngPosition)
{
	var strCheckFocusStatus  =3D =
eval("document.frmSearchBrowseResults.f_"+lngPosition+".checked")

	if (strCheckFocusStatus)
	{
		=
eval("document.frmSearchBrowseResults.s_"+lngPosition+".checked=3Dtrue")
	}
}

function selectChecked(lngPosition, strHasExplode, strHasFocus)
{
	var strCheckSelectStatus  =3D =
eval("document.frmSearchBrowseResults.s_"+lngPosition+".checked")

	if (!strCheckSelectStatus)
	{
		if (strHasFocus =3D=3D "Y")
			=
eval("document.frmSearchBrowseResults.f_"+lngPosition+".checked=3Dfalse")=

		if (strHasExplode =3D=3D "Y")
			=
eval("document.frmSearchBrowseResults.e_"+lngPosition+".checked=3Dfalse")=

	}
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/queryBuilder.js


=20
function getSearchHistSearchExpr() {

	var frm, element, x;
	frm =3D document.frmSearchBrowseResults;
	var arrNewSearchExpr =3D new Array();
	x =3D 0;
	for ( var i=3D0; i < frm.elements.length; i++ ) {
		element =3D frm.elements[i];
		if ( element.type =3D=3D "checkbox" && element.name =3D=3D "shi" && =
element.checked && element.value !=3D '' ) {
			arrNewSearchExpr[x++] =3D element.value;
		}
	}
	if (x > 0) {
		var objFindBox;
		if ( frm.ss0 )
			objFindBox =3D frm.ss0;
		else
			objFindBox =3D frm.ss;
	=09
		if (objFindBox) {
		=09
			var shOldSearch =3D objFindBox.value;
			var shBoolOp =3D frm.sho.options[frm.sho.selectedIndex].value;
			var shResultSearch;








			if (x =3D=3D 1) {
				shResultSearch =3D buildSearchExpression ( shOldSearch, =
arrNewSearchExpr, shBoolOp, shBoolOp );
			}
			else {
				shResultSearch =3D buildSearchExpression ( shOldSearch, =
arrNewSearchExpr, "AND", shBoolOp );
			}
			if ( shResultSearch !=3D '' )=20
				updateFindBox( shResultSearch, objFindBox );		=09
		}
	}
=09
	for ( i=3D0; i < frm.elements.length; i++ ) {
		element =3D frm.elements[i];
		if ( element.type =3D=3D "checkbox" && element.name =3D=3D "shi" ) {
			element.checked =3D false;
		}
	}
=09
	return false;
}


function buildSearchExpression( strOriginalSearch, arrNewSearchTerms, =
strOperatorForOriginal, strOperatorForNew )
{
		var strNewSearch, strNewTerm, strAllSearch;
	=09
		if ( isBlank( strOriginalSearch ) ) strOriginalSearch =3D '';
		=09
		strNewSearch =3D arrNewSearchTerms[0];
	=09
		for ( var i=3D1; i < arrNewSearchTerms.length; i++ ) {
			strNewSearch =3D strNewSearch + " " + strOperatorForNew + " " + =
arrNewSearchTerms[i];
		}
		=09
		if ( strNewSearch !=3D '' ) {
			if ( strOriginalSearch !=3D '' ) {
				strAllSearch =3D "(" + strOriginalSearch + ") ";
				strAllSearch +=3D strOperatorForOriginal + " (" + strNewSearch + ")"
			}
			else {
				strAllSearch =3D strNewSearch;
			}
		}
		return strAllSearch;
}

function isBlank( s )
{
	for( var i =3D 0; i < s.length; i++ ) {
		var c =3D s.charAt( i );
		if ( (c !=3D ' ') && (c !=3D '\n') && (c !=3D '\t') )
			return false;
	}
	return true;
}

function updateFindBox( strSearchString, objFindBox ) {









	=09
	objFindBox.value =3D strSearchString;
	=09
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/addToFolder.js


function AddOneRec(objImg, blnUserPersonalized)
{
	blnUpdateFolder =3D true;
	var objImg =3D document.images[objImg];
	if(objImg)
	{
		if(objImg.src.indexOf(imgFolderOn)>0)
		{
			objImg.src =3D strImagePath + imgFolderOff;
			lngFolderCount --;
		}
		else
		{
			if (lngFolderCount < lngMaxResultsBW)
			{
				objImg.src =3D strImagePath + imgFolderOn;
				lngFolderCount ++;
			}
			else
			{
				MaxResultsAlert();
			}
		}
	}
	SwapFolderIcon( lngFolderCount, blnUserPersonalized );
	SetFolderCount( lngFolderCount, blnUserPersonalized );
	var strAddItems =3D "";
	var strRemoveItems =3D "";
	var lngPageImages =3D document.images.length;
	for(var i=3D0;i<lngPageImages;i++)
	{
		if(document.images[i].src.indexOf(imgFolderOn)>0)
		{
			if(i =3D=3D lngPageImages-1)
				strAddItems +=3D document.images[i].name;
			else
				strAddItems +=3D document.images[i].name + ",";
		}
		else if(document.images[i].src.indexOf(imgFolderOff)>0)
		{
			if(i =3D=3D lngPageImages-1)
				strRemoveItems +=3D document.images[i].name;
			else
				strRemoveItems +=3D document.images[i].name + ",";
		}
	}
	if(document.frmSearchBrowseResults.afi)
		document.frmSearchBrowseResults.afi.value =3D strAddItems;
	if(document.frmSearchBrowseResults.rfi)
		document.frmSearchBrowseResults.rfi.value =3D strRemoveItems;
}

function AddAllRec(objImg, blnUserPersonalized)
{
	blnUpdateFolder =3D true;
	var objImg =3D document.images[objImg];
	var lngPageImages =3D document.images.length;
=09
	if(objImg)
	{
		if(objImg.src.indexOf(imgFolderAddAll)>0)
		{
			for(var i=3D0;i<lngPageImages;i++)
			{
				if(document.images[i].src.indexOf(imgFolderOff)>0)
				{
					if (lngFolderCount < lngMaxResultsBW)
					{
						document.images[i].src =3D strImagePath + imgFolderOn;
						lngFolderCount ++;
					}
					else
					{
						MaxResultsAlert();
						break;
					}
				}
			}
			if (lngFolderCount=3D=3D0)
				lngFolderCount++;
		}
		else
		{
			for(var i=3D0;i<lngPageImages;i++)
			{
				if(document.images[i].src.indexOf(imgFolderOn)>0)
				{
					document.images[i].src =3D strImagePath + imgFolderOff;
					lngFolderCount --;
				}
			}
		}
	}
	SwapFolderIcon( lngFolderCount, blnUserPersonalized );
	SetFolderCount( lngFolderCount, blnUserPersonalized );
	var strAddItems =3D "";
	var lngPageImages =3D document.images.length;
	for(var i=3D0;i<lngPageImages;i++)
	{
		if(document.images[i].src.indexOf(imgFolderOn)>0 || =
document.images[i].src.indexOf(imgFolderOff)>0)
		{
			if(i =3D=3D lngPageImages-1)
				strAddItems +=3D document.images[i].name;
			else
				strAddItems +=3D document.images[i].name + ",";
		}
	}
	if(document.frmSearchBrowseResults.afi)
		document.frmSearchBrowseResults.afi.value =3D strAddItems;
}
------=_NextPart_000_0000_01C6B018.BB158050
Content-Type: application/octet-stream
Content-Transfer-Encoding: quoted-printable
Content-Location: http://biere.louisiana.edu:2070/bllimages/script/setFormFocus.js







function SetFormFocus()
{
	if(document.all)
	{
		if (document.all("ss") && document.all("bs"))
		{
			if(document.all("bs").type!=3D"hidden")=20
				document.all("bs").focus();
			else
				document.all("ss").focus();
		}
		else if (document.all("bs"))
		{
			if(document.all("bs").type!=3D"hidden")=20
				document.all("bs").focus();
		}
		else if (document.all("ss"))
		{
			if(document.all("ss").type!=3D"hidden")=20
				document.all("ss").focus();	=09
		}
		else if(document.all("ss0"))
			document.all("ss0").focus();
		else if(document.all("dl0"))
			document.all("dl0").focus();
		else if(document.all("ea"))
			document.all("ea").focus();
	=09
	}
	else if(document.layers)
	{
		if (document.frmSearchBrowseResults)=20
		{
			if (document.frmSearchBrowseResults.ss && =
document.frmSearchBrowseResults.bs)
				{
					if(document.frmSearchBrowseResults.bs.type!=3D"hidden")=20
						document.frmSearchBrowseResults.bs.focus();
					else
						document.frmSearchBrowseResults.ss.focus();
				}
				else if (document.frmSearchBrowseResults.bs)
				{
					if(document.frmSearchBrowseResults.bs.type!=3D"hidden")=20
						document.frmSearchBrowseResults.bs.focus();
				}
				else if (document.frmSearchBrowseResults.ss)
				{
					if(document.frmSearchBrowseResults.ss.type!=3D"hidden")=20
						document.frmSearchBrowseResults.ss.focus();
				}
				else if(document.frmSearchBrowseResults.ss0)
					document.frmSearchBrowseResults.ss0.focus();
				else if(document.frmSearchBrowseResults.dl0)
					document.frmSearchBrowseResults.dl0.focus();
				else if(document.frmSearchBrowseResults.ea)
					document.frmSearchBrowseResults.ea.focus();
			}
	=09
	}
	else if(document.getElementById)
	{
			if(document.getElementById("bs") && document.getElementById("ss"))
			{
				if(document.getElementById("bs").type!=3D"hidden")
					document.getElementById("bs").focus();
				else
					document.getElementById("ss").focus();
			}
			else if(document.getElementById("bs"))
			{
				if(document.getElementById("bs").type!=3D"hidden")
					document.getElementById("bs").focus();
			}
			else if(document.getElementById("ss"))
			{
				if(document.getElementById("ss").type!=3D"hidden")
					document.getElementById("ss").focus();
			}
			else if(document.getElementById.ss0)
				document.getElementById("ss0").focus();
			else if(document.getElementById.dl0)
				document.getElementById("dl0").focus();
			else if(document.getElementById.ea)
				document.getElementById("ea").focus();
	}
}

------=_NextPart_000_0000_01C6B018.BB158050--

