FRIDAY, AUGUST 3, 1962
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PAGE THREE
VISUAL POLITICS:
Finds TV Static in Influence on Voting
In a study of the impact of tele-
vision upon the political. process,
Prof. Angus Campbell, director of
the Survey Research Center, writes
that "television has shown a great
capacity to catch the public eye,
but it has yet to demonstrate a
unique ability to engage the pub-
lic mind."
The biggest disappointment has
been with the one third or fourth
of the population who are gener-
ally uninvolved and uninformed,
and where the potential gains were
the greatest.
"But these people, alas, are very
incurious about politics; their de-
mand for information is exceed-
ingly modest.
"They can apparently be in-
duced to watch an occasional spec-
tacular, like the conventions or
debates, but their basic detach-
ments from political matters is
undisturbed."
Figures gathered by Prof. Camp-
bell in a brief monograph to be
expanded and published in the fu-
ture show that television has
neither absorbed a greater per-
centage of the population into po-
litical awareness nor displaced
other communications media in
this area.
It is true that the amount of
exposure by the electorate to the
political processes shown on tele-
vision has mushroomed-in 1952,
53 per cent of the respondents to
a survey by the research center
ATTENTION, GRADS!
MIXER-DANCE
at V.F.W.
Friday, Aug. 3
. ..9-12
said they had watched at least
one program about the campaign.
By 1960, this figure had risen to
87 per cent.
Publications Level
But during this period, the pro-
portions of individuals following
the campaign through newspapers
or magazines stayed pretty much
the same; only radio declined
(from 69 to 42 per cent).
Thus, Prof. Campbell continues,
television has become one of the
major sources of political commu-
nication, but its gains "have come
largely at the expense of radio."
Television in effect shares its au-
dience with printed media.
Next, he considered the effect
of radio on voting turnouts when
it first became widely used, so as
to compare its apparent influence
with that of television.
Hearing Aid
Radio did not begin near-uni-
versal coverage of the electorate
until after the 1932 campaign. In
1932, the percentage was at 52.5;
in 1936 and 1940, it climbed to
57.0 and 59.1. Off-year congres-
sional votes show an even greater
increase, from a level of, 33.7 in
1930 to 41.8 and 44.1 in 1934 and
1938.
Therefore, if television was also
a force in making political com-
munication more effective, there
should be a reflection in recent-
year elections, Prof. Campbell con-
tends.
But this is not the case. Per-
centage of voters in presidential
elections have varied to only a
miniscule degree-62.7 in 1952, 60.4
in 1956 and 63.7 two years ago.
Higher in '38
There is a corresponding stabil-
ity in off-year congressional vot-
ing turnouts during the 1950's;
in fact, the 1958 figure of 43.7 is
slightly less than the 1938 propor-
tion.
It is notoriously difficult to in-
terpret these statistics, the pro-
fessor says, especially with the
myriad of other factors in modern
society.
"But it does seem clear that
whatever new ingredient televi-
sion brought into the political
life of this country, it did not
greatly increase the willingness of
the. average American to go to
the polls."
Conclusions Backed
Other data available serve to
support this statement. Percent-
ages of individuals surveyed on
their interest in or knowledge of
the campaign have not paralled
the increase in television cover-
age.
ARDEN MI ESEN BAND
Says Myths
Of Leprosy
Still Potent
The legends of leprosy are just
as dangerous as the disease itself,
Dean Myron F. Wegman of the
public health school contends.
As the newly-elected chairman
of the advisory board of the Amer-
ican Leprosy Foundation, he lists
three common superstitions: that
people with leprosy are "accursed,"
that the disease is highly contag-
ious, and that it is always fatal
and completely incurable.
These legends are particularly
potent in the tropical, underdevel-
oped areas where leprosy is the
most prevalent.
South Susceptible
In this country, the worst loca-
tions for the disease are south-
eastern Texas and parts of Cali-
fornia, Florida and Louisiana.
About 2,000 United States citizens
are known to suffer from leprosy.
But science has caught up with
the disease. Sulfone drugs are
highly effective, Dean Wegman
says, and proper rehabilitation will
restore many of the victims to
normal lives.
Also, leprosy has a low level of
contagion, thus making the pa-
tient's home an entirely safe place
for others,
Research Inadequate
However, he considers the
amount of research being done on
leprosy "totally inadequate for the
worldwide scope of the disease."
The areas most seriously afflict-
ed have poor methods for report-
ing statistical data and little op-
portunity of making local scien-
tific advances, instead of perpetu-
ating myths, the dean points out.
"Leprosy needs to be studied
scientifically just like any other
disease entity," the dean said. "But
to do so, we must also make pow-
erful inroads against the legends
which paralyze progress toward
understanding and control."
One Dollar per person
Sponsored by Grad. Student Council
I
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PROF. ARGUS CAMPBELL
... TV misses the mind
In sharp contrast to radio, tele-
vision did not have an audience
untapped by any other medium,
nor was there an unsatisfied de-
mand for political communication.
No Deep Effect
So television's effect is not one
of depth or commitment, he says.
Rather, it creates an "image"
of the candidates, such as for one
elderly lady who said she didn't
vote for Richard Nixon because
she "didn't like the look in his
eyes, especially the left one."
There may also be other occas-
ions when television can be uni-
quely effective. Prof. Campbell
cites the 1960 debates as one ex-
ample.
Nevertheless, he concludes, "Aft-
er more than 10 years of political
broadcasting, television has not
yet fulfilled the early optimistic
predictions made for it. It has yet
to demonstrate a unique ability to
engage the public mind."
DAIL
(Continued from Page 2)
Aug. 4, 8:30, p.m. in Lane Hall Aud.
in partial fulfillment of the require-
ments for the degree Doctor of Musical
Arts, Horace H. Rackham School of
Graduate Studies. Compositions he will
play are by Bach, Mozart, Beethoven
and Chopin. Open to the general public.
LAST PERFORMANCE TONIGHT: Dy-
Ian Thomas' great "Under Milk Wood,"
8:00 p.m. Trueblood Aud., Frieze Bldg.
Tickets $1.75, 1.25; box office open 10-8,
today. NEXT WEEK: Opera double-bill
-Puccini's "Gianna Schicchi" and Per-
golesi's "La Serva Padrona," 8:00 p.m.
Wed, through Sat. at Hill Aud. Tickets1
available today at Trueblood Aud. box-
office or Mon, 1-5 at Hill Aud. boxf
office.
Placement
Teaching Vacancies for the school year
1962-63
Allegan, Mich. -- Jr. HS Engl., Engl/
Typ.
Flint ,Mich. - Libr.
Garden City, Mich. - Sp. Ther.
Harper Woods, Mich. - SS (Grade 7),l
Engl. (Grade 10).
May debacle-and were probably
"most aware of publicrdiscussions
about the somewhat unsatisfactory
strength of the recovery.,"
But consumers were also con-
cerned about other unfavorable
aspects of the business picture
besides the stock market.
23 Per Cent Happy
Fifty-one per cent of the inter-
viewees could recall some recent
economic news, and of this figure
28 per cent referred to unfavor-
able developments.
The respondents spoke of ad-
verse events in local industries,
intense business competition, the
impact of automation on employ-
ment and labor problems, but few
-Daily-Michael de Gaetano
READS THE STARS-William A. Dent, a graduate student in astronomy, runs the digital computer
at the radio observatory at Peach Mountain. The special function of this machine is to provide
numerical readings of the temperatures of various stars.
SPRING'S CONSUMERS:
New Quarterly Analyzes Buying Habits
(Continued from Page 1)
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LY OFFICIAL BULLETIN
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had opinions on the squabble be-
tween the steel industry and Presi-
dent John F. Kennedy. And these
opinions were divided.
The cautious consumer mood
was influenced overall by three
persistent concerns: "the recur-
rence of recessions, the relatively
high level of unemployment and
the cold war. Given this frame of
mind, people are sensitive to bad
news," Professors Katona and
Mueller wrote.
Consumption Conscious
Counterbalancing the reserved
attitude towards business produc-
tion was the continued high level
of optimism on market conditions
for major consumer goods.
A lot of people felt satisfied with
the general price stability, and
Wools - Cottons - Blends
Sizes 8 to 16
All Sales Final
BARNARD'S Campu4 CauaI4
1111 S. University Ave.
J Prof. Campbell, however, did not
find these figures particularly
startling.
Hudson, Mich - Engl. of Math/PE/
Track,
Inkster, Mich. - (Cherry Hill Sch.
Dist.) - Elem. (Grades 1, 3, Kdg.), Sp.
Corr., Elem. Music, Female Couns.,
Ment. Retard., Visit. Teacher.
Midland, Mich. - Kdg., Elem. Art,
Inst. Mus. (Strings), Phys. Handi., PE,
Libr.; Secondary French/German (Gr.
10, 1i, i2), Engl/Journ. (Gr. 10, 11, i2),
SS/Govt./Hist. (Gr. 10, 11, 12), Ind.
Arts., Lang. Arts Co-ordinator (k-6).
Marysville, Mich. - Elem. Libr., 2nd
gr., Girl's PE, Vocal Mus., Boy's PE,
Sp. Educ. Ment. Handi. (Type A) Later
Elem., Sp. Corr.
Millington, Mich.-SS/Sci. (7th &
8th), Instr. & Voc. Mus. (Jr. & Sr. HS);
HS Comm. (Bkkpg., Typ., Bus. Arith.).
Muskegon, Mich. - (Mona Shores
Sch. Dist.) - Libr. (Elem. - Jr. HS),
Early Elem. Typ. A, Sp. Corr.
Plymouth, Mich. - 7th gr. Math/Set.,
7th Engl/SS (Geog. mostly), 8th gr.
Engl/SS.
St. Joseph, Mich. - 1st gr.
Willow Run, Mich. - Sp. Corr.
For additional information contact
the Bureau of Appointments, 3200 SAB,
663-i511, Ext. 3457.
POSITION OPENINGS:
Manufacturing Firm in Battle Creek,
UMEEM
TONIGHT
8:00 P.M. TRUEBLOOD AUD., FRIEZE BLDG.
1.75, 1.50
PERFORMANCES THRU SATURDAY
Mich. - Good opportunity for man to
work in Personnel. Will eventually be-
come Personnel Director. Must have
degree and at least 2 yrs. exper. with
personnel or labor relations. Age 30-40.
B. F. Goodrich Co., Akron, Ohio -
various openings as follows: (Non-
Technical) - Sr., Mktg. Analyst, New
Products; SystemsDevelopment Ana-
lyst; Computer Consultant; Sr. Opera-
tions Research Analyst; Field Auditors
& Trainees; Sales Correspondent-In-
ternational; Sales Promotion Man-In-
ternational; Mkt. Supervisor-Construc-
tion Industry, etc. (Technical) - Pat-
ent Attorney-Chemical; Patent Attor-
-Mechanical; Product Engnrs.; Chem-
ists; Mathematician; Physicist and
many other Engrg. positions.
Library of Congress - Openings as
follows: Cataloguers; Ass't Head of
Amer-British Exchange Section of Ex-
change & Gift Div.; Research Analyst
for Ref. & Biblio. Div.; Ass't Chief for
Sci. & Tech. Div.; Subject Catalogers,
etc.
U. S. Civil Service, 7th Region-Va-
riety of position openings including:
Dietitian; Registered Nurses; Librar-
ian; Occupational Therapist; Clinicai
Social Worker; Psychologist; Psychia-
trist; Med. Tech.; Biochemist; Patholo-
gist; Budget Analyst; Administrative
Librarian; Physician; Digital Computer
Programmer; Mech. Engnr.; and Ind.
Sngnrs., etc. These positions at various
locations.
For further information, please call
ORGAN IZATION.
NOTICES
Graduate Outing Club, Swim & Pic-
nic, Aug. 5, 1:45 p.m., Rackham Bldg.,
Huron St. entrance.
Part-Time
Employment
The following part-time jobs are
available. Applications for these jobs
can be made in the Part-time Place-
ment Office, 2200 Student Activities
Bldg., during the following hours: Mon.
thru Fri. 8 a.m. til 12 noon and 1:30 til
5 p m.
Employers desirous of hiring students
for partitime or full-time temporary
work, should contact Bob Hodges, Part-
time Interviewer at NO 3-1511, ext. 3553.
Students desiring miscellaneous odd
jobs should consult the bulletin board
in Room 2200, daily.
MALE
1-To sell fresh frozen crickets. Would
need a car. Full-time for 2 months.
Must know something about fish-
ing.
1-Good commercial artist for news-
paper advertising. Part-time or full-
time.
80-Psychological Subjects. Must be stu-
dents. At least one, 2 hour session.
I-To do heavy work, inside a home,
for an older woman-in exchange
for room. Starting immediately after
summer session gets out.
i-Married couple to live in, cook and
take care of an older man. Must be
dependable.
FEMALE
1-Good commercial artist for news-
paper advertising. Part-time or full-
time.
1-Food supervisor. Degree in dietetics
or equivalent experience. Monday
thru Friday, 4 p.m. to 8 p.m.
20-Psychological Subjects. Must be stu-
dents. At least one. 2 hour session.
1-Married couple to live in, cook and
take care of an older man. Must be
dependable.
General Div., Bureau of Appts.,
SAB, Ext. 3544.
3200
thought "it was a good time to
buy" automobiles, new homes and
household goods.
On the whole, there was no clear
purchasing trend either up or
down, but buying plans for new
cars, home improvements and ap-
pliances increased, while inten-
tions to purchase a house for
owner occupancy were less fre-
quent than usual.
Lateral, Not' Down
But, the authors declared, "the
sidewise movement of the index
of consumer attitudes should not
be viewed as a signal of an im-
pending deterioration of consumer
confidence.
"Unless the flow of unfavorable
economic and political news in-,
creases, the state of consumer op-
timism in May points to a sus
tained high level of spending, par-
ticularly if personal incomes cony~
tinue to rise gradually.'
"On the other hand," the two
professors said, "it is evident that
the consumer is not in an exub-
erant frame of mind. There are no
"indications in the survey that peo-
ple are disposed to upgrade their
standard of living more'rapidly in
the period ahead than they did
during the past few years.
Must Look Elsewhere
"Thus the impetus to faster eo-
nomic growth, sought by govern-
ment and business, is not likely to
come from the consumer sector in
the near future-unless new stim-
uli alter the prospects seen by con-
sumers."
Support Study
In Meteorology
The University has received a
$42,100 grant from the National
Science Foundation to develop a
graduate course on the applica-
tion of electronic computers to
problems in meteorology.
The course, under direction of
Prof. E. Wendell Hewson of the
engineering mechanics depart-
ment, will apply electronic data to
the study of weather and climate,
and perhaps delve into problems
such as controlling the weather
and analyzing the atmosphere of
other planets.
Astronomy 'Night'
To Observe Stars
The astronomy department is
holding a "Visitors' Night" at 8:30
p.m. today at the McMath-Hul-
bert Observatory, with the public
invited to observe a double star,
the Hercules cluster and Saturn.
Prof. Richard G. Teske of the as-
tronomy department will head the
discussion for the group, which
will assemble first in Rm. 2003
Angel Hall.
DIAL 2-6264 C-O- -L
SHOWS START AT
1:15-3:45-6:20 and 9:00
IN A HUNGRY HURRY
TO MEET LIFE HEAD-ONI
INFORMATION - 663-6470 or ext. 2235
. Each character lives in a cocoon of fantasy. . . We are gripped, as in comedy we
have immemorially been gripped, by a bunch of characters with one-track minds who,
though they incessantly collide with one another, never make real contact. . .'Under Milk
Wood' is a true comedy of humours."
-Kenneth Tynan, "Curtains," 1961
N purnl
U-M PLAYERS Present
WEEKEND
eckd4'
You've never seen
such beautiful Dresses
for so little
700,
ON FOREST
off corner of
S. University Ave.
opposite Campus Theatre
CUSTOMER PARKING
at rear of store
Any Pastel Summer Cotton-- Arnel Jersey -
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usfxieun m1
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Any Summer Dress,
Any Spring Coat
originally 25.00 or 27.95
at 12.50
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