___THE MICHIGAN DAILY Sociologist Views Impact Mass Media on Populations THE MEREDITH AFTERMATH: Mississippi Hit by Exodus of Faculty Members ' 3 ANGELES - Although in- iation contained in mass me- reaches a, large. number of le, only .a small portion of public passes on such infor- on in private conversation,; es W. Swinehart, an assistant Y director of the Survey Re- ch Center, said recently. eaking before the AmericanI ological Association, Swine- noted that there are several nunity characteristics which closely related to communica- behavior. r example, income and edu- n are related to the a'mount ultiple media usage to a large it. Better - educated people to watch fewer television pro-: is per week, but prie-tine ing is not related to educe. In general, people with more education are oriented m o r e strongly to print than, to broad- cast media, Swinehart explained. Membership in voluntary asso- ciations, which often serves to re- inforce or weaken particular mass communications, is directly . re- lated to both income and educa- tion, he added. Community size also has a bearing on communications ef- fects, according to Swinehart, who says that the larger the 'commun- ity, the greater will be the pro- portion of the population exposed to a message in any given medium. Other Side On the other hand, the larger the community the more likely it will be that newspaper and mag- azine',messages will be more ef- fective than those on radio or TV, i I IA I and that no single message in any medium will elicit the desired re- sponse, since conflicting messages a-e more likely to be present. Swinehart asserted that age is generally unrelated to multiple media usage. About 50 per cent of the population uses four media up to the age of 60, beyond which usage 'drops sharply. The biggest jump in TV news consumption, however, occurs af- ter the age of 50, with this group averaging twice as many news shows per week as those under 35. Magazine reading is unrelated to age. No Difference Multiple media usage is roughly' the same for both sexes, Swine- hart went on. Men and women read about the same number of magazines' or newspapers, watch about the same amount of eve- ning and weekend TV, with only slight differences in 'the kinds of programs viewed and the evalua- tion of their content. Swinehart noted that a careful study of community character- istics "may help us to describe more accurately and fully the context within which mass com- munications effects occur -- the constellation of social and psycho- logical factors which determine whether or not a person will read or see a message, how he will re- spond to it, and so on." Elect Porter Head Of Press. Group Prof. William E. Porter of the' Journalism department was elected president of the Association for Education in Journalism at the group's annual convention in Lin- coln, Neb.,'on Wednesday. Prof. Porter succeeds Dean, Theodore Peterson of the College of Jour- nalism and Communication at the University of Illinois. OXFORD - The University of Mississippi has suffered a 20 per cent loss of faculty in the wake of last fall's riots over the enrollment of James Meredith. Many who are leaving say they are doing so because of "recurring threats of political interference not conducive to an academic at- mosphere," according to t h e Washington Post. The normal turnover rate is 10 per cent. High-Ranking Men Go In addition, many of the men leaving are in the higher academic ranks. In previous years, most of the departees were instructors and assistant professors. But this year, 11 full professors and 17 associate professors will be teaching at other universities. One of them, Prof. Samuel F. Clark, chairman of the chemistry department, offered this reason to the Post: Moral Breakdown "My decision to leave Ole Miss, an institution for which I have felt and still feel a deep affection, stemmed from the serious loss of academic freedom to faculty and students of the university and to the breakdown of moral and pro- fessional responsibility on the part of the university's administrative officers." Another, Dean Robert Farley of the Mississippi law school, left for the University of Florida law school. Dean Farley, 65 years old, would have had to be re-elected yearly by Mississippi trustees until he reached the mandatory retirement age of 70. Struggle To Stay "I probably would be re-elected to the faculty," he told the New York Times, "but there'd be a fight over it." In the last academic year Dean Farley was a target of segrega- tionist organizations who claimed he taught intergrationist doc- trines. "You've got to teach what the law is," he philosophized. "You've got at least to give the students all the various views. Certainly you can't have a law school that tries to cover up the law you don't like." Some Are Bitter Mississippi provost C h a r I e s Noyes said that of the 37 pro- fessors who have resigned "seven or eight have indicated their un- happiness with, or a bitterness with, the university or the state or the South." "Some are leaving with bitter- ness; some are leaving with re- gret," Noyes told the Times. He also cited low salaries as another factor for the departures. He said Mississippi was seeking the best possible replacements to insure that "there will be no short-changing of our students next year." Call for Help In some cases, he said, this means a "holding action;" several faculty members will be called out of retirement to teach for a year until capable replacements can be recruited. Noyes believes that some de- partments will be strengthened once new professors arrive. One of the new faculty mem- bers, Prof. Robert Scott, moved to Mississippi from the University of Alabama to become chairman of the chemistry department, replac- ing Prof. Clark. Prof. Scott feels that the Missis- sippi crisis has made state citizens, aware that the school must make progress. "If there's political in- terference here, it's being brought before the people of Mississippi, and I don't think the people will stand for it," he said. i t' r~o °I -Associated Press MEREDITH GOES TO CLASS-United States marshals escort James Meredith to his first class at the University of Mississippi. The repercussions from this violent and forced enrollment clobbered Ole Miss with a 20 per cent exodus of faculty. MORE FISH: Report Cites PlnTo Fertilize Lake THE NEW l CROWN HOUSE OF GIFTS welcomes you to Ann Arbor with a chance to WIN "CROWN PRINCE GUSTAV" i BAHA'! WORLD FAITH Student Group Presents OPEN HOUSE AMHERST, Mass. (R)-An Ohio State University researcher re- cently reported possibilities for increasing the fish population of nutrient-poor lakes by adding fertilizer, just as a farm is fer- tilized to increase production. This scientific variation of "casting bread upon the waters" was described by Prof. Derry K. Koob of the University Institute for Polar Studies in a report to the annual meeting of the Ameri- can Institute of Biological Sciences at the University of Massachu- setts. He reported that the addition of superphosphate fertilizer to cer- tain virgin, nutrient-poor lakes located in alpine lakes regions of this country quickly increased the Friday, Aug. 30 500 E. William 7:00 P.M. Apt. 3 Refreshments and Discussion JAMES MEREDITH .. later--happier 1~ .11 quantities of algae and small plankton animals-a diet on which fish can thrive and multiply-by up to a hundred-fold. More Food Possible While the experiments described were conducted in isolated lakes primarily \used for their recrea- tional potential, the implication of the report was that lake-fer- tilization might promote an addi- tional food resource for people living in mountainous regions of the world. Prof. Koob indicated that the reason some lakes in alpine re- gions are poor in nutrients is be- cause they are largely surrounded by rocky formations, in contrast to richer soils at lower altitudes. Describing experiments in which several pairs of lakes were used, with fertilizer added to one lake of each pair, and the other lake acting as a "control," he said: Once Is Enough "There is. no question that a single application of superphos- phate fertilizer to such virgin nu- Dominic Dascola Litt. '36 Invites You To OM Barbers (Near Kresge's) or The Dascola Barbers (Near the Mich. Theatre) trient-poor, alpine lakes can in- crease significantly the primary production (total amount of al- gae) and productivity (rate of production of algae) in these lakes. "The nutrients from a single application of fertilizer may be trapped in the lake basin for pro- longed periods-at least seven years-supporting large popula- tions of algae and small plankton animals,". . A hundred-fold increase in the quantity of two types of algae re- sulted within a month's time. Area College Set To Open PITTSBURGH VP)- The Uni- versity of Pittsburgh is planning a series of two-year regional col- leges in Western Pennsylvania. They will emphasize freshman and sophomore work leading to higher education. The first such regional college is expected to open this month at Greenburgh, Pa., with the com- munity providing equipment and facilities. Initial enrollment will probably run from' 150-175 stu- dents, and there will be 10 faculty members. 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