A channel approach to television influence

This investigation compared television with radio, print, interpersonal, and public address communication, examining the manner in which each exercises influence. Respondents were exposed to a commercial, political, or social action persuasive message presented via one of the five communication modalities. The pattern of results revealed that television resembles interpersonal more than the other communication modalities in the manner that it exercises influence, placing greater emphasis on relational as opposed to content messages, source as opposed to content factors, and a warmer, more casual communication style.