Of Ideas and People: A Composite Communications Survey of the Residents of Gainesville, Florida, conducted by the School...

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Material Information

Title:
Of Ideas and People: A Composite Communications Survey of the Residents of Gainesville, Florida, conducted by the School of Journalism, University of Florida, April 10, 1953 (24 pages)
Series Title:
Advanced Public Opinion Jm 408 - Communications Survey of Gainesville Residents, 1953
Physical Description:
Mixed Material
Language:
English
Creator:
University of Florida. School of Journalism.
Publication Date:
Physical Location:
Box: 2
Folder: Advanced Public Opinion Jm 408 - Communications Survey of Gainesville Residents, 1953

Subjects

Spatial Coverage:
North America -- United States of America -- Florida -- Alachua -- Gainesville

Record Information

Source Institution:
University of Florida
Rights Management:
All applicable rights reserved by the source institution and holding location.
System ID:
AA00003112:00001

Full Text
/


M"G-vj j













OP IEASA E APEOPLe9
A Ccuposite Communioations Survey
of the Residents of
Gainesville,
Plorida



















Conducted by
THE SCHOOL OF JOURNALISM
UnlIttai~bCi Florida
April 1l1953








OF IS A) PEOPLSZ
Men may come and men may go, but ideas and facts, like the
Golden River, go on and on forever. Whence they come and whither
they go, we do not always precisely know*
Broadly and generally, though, we do know, as this survey
S shows, where a representative number of residents of Gainesville
get most of their ideas and facts* Two-hundred persons---96 men
and 104 women--carefully selected, told us so, in their answers
to 32 questions.
In the United States, it is the individual human being that
counts. Standards of tastes and values in all forms of American
endeavor are set by the majority. This majority, largely by means
of the ideas and facts distributed by the major media of mass
communication, create the world in which we live,
These media---newspapers, magazines, books, radio, television,
moving pictures---are the keystone in the arch of the American
system. They are the contact point between the American consumer
will all his needs and interests and the American producer with
all his genius and skills. And each person is free to chose what
he will produce and what he will consume*
Almost every adult American is a consumer of our journalistic
media. As reader, listener, and viewer, he seeks to satisfy his
varied needs and interests. What each reads or listens to, or looks
at, what he plieves or disbelieves, what he spends his money for,
all that he does or doks not do, in fact, his entire behavior, is

mainly due to his reaction to the innumerable ideas and facts
brought to him daily by these media*





THESE ARE AMONG THE VITAL QUESTIONS THIS SURVEY SIES 1i

What goes into the mind of a human being in the form of

and facts, no matter whether they be true or false, correct or

incorrect, determines what comes out in the form of behavior.

In view of the importance of this output of individual and

collective behavior in this swift-moving world, in public and in

private, on the hig~ays and in the homes, this intake of ideas

and facts is of serious concern. Therefore, the main purpose of
this survey is to study this mental intake among residents of

Gainesville*

Where do we get our ideas and facts, and what we think are the

facts, from the moment we awake to the moment we go to sleep Do
we get, them from the newspapers, magazines, radio, books, social

gatherings, clubs, gossiping over the telephone, in the beauty

salons and barber shops, at the filling station, froa persons we

trust?

How much time do people spend reading newspapers and magazines
and books, listening to radio, watching television and movies,

attending social or other group meetings? Which newspapers, and

what parts of them, do they like beat? Which magazines do they

prefer? What kind of radio programs do they like best? Which

station do they prefer? How many books do they read, and which

appeals to them most? How frequently do they attend the movies,

and which do they like best?
There are certain factors that affect our needs and interests

and desires, and that exert much influence on what each of us reads

and listens to and looks at. These factors are education, age,

occupation, income, and membership in groups. This survey also

presents information pertaining to these factors.


XKaui^SeeXalJ(KJefC/tit9UcJ((lA^MJ0J(9tf)lya








The survey proper consists of answers to thirty-two questions
given by 200 white adults, 96 of whom were men, and 104 were women.
,Of these 200 interviewees 125 were interviewed at specific
addresses, and 75 at work.
j The addresses of these 125 persons selected originally
when students completed a readership study of the local daily news-
paper on May 10, 1950* In the beginning, every eighty-second name
in the city directory was chosen. This list was then checked to
insure the highest degree of representativesiand reliability with
reference to the various characteristics and attributes of the
population. It was further perfected in readership surveys of the
same newspaper on March 14, 1951 and March 25, 1952.
The seventy-five persons at work consisted of 15 business men,
15 laborers, 8 research scientists and 7 laboratory workers (persons
working for the scientists at the opposite end of the occupational
and pay scale), 6 university faculty members and 9 workers in
university offices, and 7 men and 8 women working in stores or
offices off the university campus*
These 200 persons lived in 200 different blocks on 82
different streets.
Here are the thirty-two questions, and compilations of the
answers
Reading Newspapers
1. How many daily newspapers do you read regularly?
12 persons did not read any daily newspaper regularly.
87 persons read one daily newspaper regularly*
86 two
15 three" "
2 four




.~.s4*I.*W


2. HOW MANY WEEKLY NEWSPAPERS DO YOU READ REGULARLY?
139 persons did not read any weekly newspaper regularly?
46 persons read one weekly newspaper regularly*
9 two I
4 three "
2 n for "


3s WHAT PARTS OF YOUR NEWSPAPERS DO YOU
(Rank best as 1, next best
as two, please,)


LIKE BEST?
Foreign news.._
National newsa__
State news.%*.
Local newsa ,. .
Advertisements_
Editorialss***,
Column e ...* ......*, _,
Comicsa..O.* ....
Sports*..*****.
Otherm.. *ee*_ _.


(For example, in the table that follows, 27 interviewees
said they liked foreign news in their newspapers best,
2 aaid they liked foreign news 6th best, 10 liked comics
best, 17 liked comieas badobest, etc.)

Parts of he i i Rank
Newspaper $ U : : 3 a .
S1 8 4 5 6 7 8 9 10

Foreign News 27 25 16 16 6 2

National News 53 47 23 8 1

State News 30 39 23 16 1 4 1

Local News 45. 27 21 14 6 1 3

Advertisements 5. a 5 I 9 A 8 6 5 1

Editorials 7: 13 11 7 10 3 3 1 4

Columns 5 6 3 2 4 4 6 4 2

Comioa 0 17 SO 14 7 :9 :4 :6 :2 :1 s


Sports


Other


6 6 10 5 7 1 4 6 2


1 0

11 18


S2


1 0 1 1 1 4 1


82 108 156 164 175 178 177 196


No answer








4# OP ALL ThE NEWSPAPERS YOU KNOW, WHICH DO YOU LIKE BWPTT


Florida Times-Union was liked best by
Gainesville Sun
New York Times
Tampa Tribune
Miami Herald
Christian Science Monitor
Jacksonville Journal
Chicago Tribune
New York Herald-Tribune
Chicago Daily News
Atlanta Journal
Charlotte Observer
Chattanooga Times
Chicago Sun-Times
Des Moines Register
Detroit Free-Press
Hearst papers
Mobile Press-Register
New York Daily News
Orlando Sentinel
Pittsburg Press
Washington (DCI) Str
St. Petersburg Times
No preference
No answer


persons.


ReadinO YU R inRE
5, HOW MANY NEWS MAGAZINES DO YOU READ REGULARLY


83
85
55
15-
4
t
J1-. 5


persons
persons
persons
persons
persons
persons


did not read any magazines regularly.
read 1 news magazine regularly.
read 8 news magazines regularly.
read 3 news magazines regularly.
read 4 news magazines regularly.
read % news magazines regularly.


6. WHICH NEWS MAGAZINE DO YOU LIKE BEST?


Time was liked best by 59
Life 88
Newsweek 21
Readers' Digest 8
United States News
and world Report 4
Readers* Digest,
and Life 2
Pathfinder, and
New Republic 8
Business Week 1
Collier's 1
Defender 3
Nation 3
National Geographic .
No answer j


persons.


Quick liked best by 1
The Reporter 1
Parents' Magazine 1


_ __I _I I__ __ __ __




-mUW6wP-


7. HOW MANY OTHER MAGAZInMS, SUCH AS WOME1oS, OR GENERAL
OR PROFESSIONAL MAGAZINES DO YOU READ REGULARLY?


41

30
38
94
18
i s
4
3
4


persons did not read any other magazines regularly,
persons read 1 other magazine regularly.
persons read 8 other magasines regularly.
persons read 3 other magazines rogulakiy.
persons read 4 other magazines regularly
persons read 6 other oaigaznes regularly.
persons read 6 other magazines regularly.
persons read 7 other magastine regularly.
person read 8 other magasines regularly.
person read I other magazine regularly.
persons read 10 other magazines regularly
person resd 18 other agasines regularly,
persons did not answer this question.


8. WHICH OP THESE MAGAZINES


21
15
12
11
11

46
4


persons
persons
persons
persons
persons
persons


persons
persons


liked
liked
liked
liked
liked
liked


liked
liked


DO YOU LIKE BEST


Readers Digest best,
Saturday Eyning Post best.
Ladies* H8id Journal best,
Collier' a besot
Good Housekeeping best
Life b oet*

Porbes beate
American beot*


.Pmxmmlzmxumj


4 persons
3 persons
8 persons
34persons
2 persons
2 persons
2 persons
.2 persons
2 persons


liked
liked
liked
liked
liked
liked
liked
liked
liked


True Story best.
Atlantio best.
Better Hoes and Gardens best*
Women's Rome Companion best*
Amorioan Ham best.
MoOall's best*
National Geographio beot*
New Yorker best
Quick best.


Each of the following magazines was liked best by
Banker 's Monthly
Coronet Flootli n
Cosapolitan Scientific Monthly
Motor Parent's Magasine
Electrical South Seventeen
Stores Florida Club Woman
A. A* U. W. Journal House Beautiful
Saturday Review Nature's Path
Household American Legion Mon
Soil Solence Super Service Statit
Phytopathology Esquire
Country Gentleman Rotarian
Popular Meohanics Retailer's Guide


1 person


Mi


IIWrllC~CI~IICQ







8, Continued
Unity SweMxae ROvieV
National Jewele Sports
Vogue Architetooural Foru
Redbook Professional agairLne
Photoplay oevi
Ohaww
Pageant
81 person did not answer this question



9. HOW MAn B00K NAVE YOU READ DURING THE LAST lYAR?
86 persons had not read any books during the last y7ear
9 persons had read 1 book.
Spotsons had road 8 books.
10 persons had oad 8 books.
7 pwesone had read 4 books.
8 person had read 6 books.
9 persons had read 6 books.
3 persons had read 7 books.
8 persons had read 8 bookl.
I person had read I book.
9 peaons had read 10 books*
8 persons had read 12 books
8 persons had read 15 books*
1 person had read 18 books,
7 persons had road 90 books
1 person had read 22 books*
2 persons had road 24 books.
4 persons had read 28 books.
4 persons had read 30 books,
8 persons had read 38 books
1 pearon had read 40 books.
3 persons had read 50 books*
2 personS had read 76 book,
I person had road 90 books
3 persons had read 100 books*
e persons had read 104 books*
3 pePsons had read 150 books.
1 person had read 300 books.
10, WVICH OF THESM BOOKS DID YOU L2S& BB8T?
a persons liked The Caihe lMatny best*
Spersons liked The Silver Challoe bot
S persons liked Of Human Bondage beat*
S persons liked The Greatest Story Ever Written best
S persons liked The Holy Bible beat.








10. Continued


liked
liked
liked
liked


A Man Called Peter best
Road to Bithynia best*
Gown of Glory best.
My Six Convicts best.
Kan Tiki best.


Each of the following books was liked best by one persons


1984
The Magic Lantern
Quatrefoil
The Big Fisherman
How Green Was My Valley
Flame of Time
Civilization on Trial
Conduct of Life
Crime and Punishment
I was a Communist
Soujourner
Godas Little Acre
I Married Adventure
One Lovely Night
Tobacco Road
Keys to the Kingdom
Honeymoon in Bermuda
Lincoln* Biography
(Dale Carnegie)
Joy Street
Reader's Digost
(Condensed book)
Power of Positive Thinking
Root out of Dry Ground


Return to Paradise
Theology and Sanit
Prom Here to ternitty
The Good Earth
Witness
Pride and Prejudioe
If a Man is Mad
Victorian Temper
South of Preedon
My Cousin Raohael
Tallula
The Green Light
Home Life
Quite a Number
Jane Withers
Bishop's Mantle
That None Should Die
Your World and Mine
Grapes of Wrath
A Few Buttons Missing
Scottsboro Boy
Coming Age of wood
How to Handle People
Cordellia
Mysteries in general


54 persons did not a newer this question

RAD (Not television)
* ,OW MANY RADIO SETS DO YOU HAVE IN YOUR HOUSEHOLD?
pOaersons did not have any radio sets in their households.
85persons had 1 set in their households
75 persons had 9 aoet
50 persons had 5 sets
4 persons had 4 sets
1 person had 5 sets
2 persons had 6 sets


persons
persons
persona
persons
persons


lMWXXwvXXj XXrw wrw








12e WHICH STATION DO YOU PREFER TO LISTEN TO?


90 preferred to listen to WRUP
43 preferred to listen to WOO
4 preferred to listen to WL
8 preferred to listen to WJAX
3 preferred to listen to WBT
2 preferred to listen to WRWF and WOGG
8 preferred to listen to WLOF
2 preferred to listen to WLS
S1 did not prefer either local station.
Eaoh of the following stations was preferred by one persons

WJR, WMBR, WCKT, Mutual, WMBR-PM.
13. WHAT TYPE OP PROGRAM DO YOU LIKE BEST
Classical mutrsle
Popular musio*..
Comiercials ... "
Coomedy,.........^
Comnmentators. .
Crime* .******.*.. _
Mysteries......
Newse ,...se... .....
Religious. **..
Sports*..... ***
Other**.........

22 liked classical musio best.
51 liked popular music beat.
0 liked commeroials best.
12 liked comedy beatr
10 liked commentators best.
5 liked crime beat*
5 liked mysteries best.
50 liked news beat*
11 liked religious programs best.
4 liked sports beat.

14. DURING WHICH HOU'S DO YOU LISTEN MOST FREQUENTLY?
(No attempt has been made here to group the answers into
arbitrary time periods. The answers are set forth as
given by the interviewees*)

- f3f ( /", .
e, 6 to 7
2, 6 to 8
68830 to 8130
1, 6830-9530
8, 7 to 8
8, 7-8850
1, 7s30-8s18






14, DURING WHICH OURS DO YOU LISTED MOST FRXQUSITLY? (Oontiouad)

AJ|M ZOA4. AtLA


1, 7136Q1B 0
1i 8 to 8s18
9. 8 to 9
4, 8 to is noon
1, 8 to LtOO p.m.
1, O to 10
4, 9 to 18 noce
1, 10 to 11
I, 11 to 18 nomo
6, adoning


8, early
t1, 1 to 1
1, 18 to 9
1, 18 to a
1, 1so0 to 5
1, 12145 to 1180
1, 1 to S
1, 89s80 on
1, 4 to 6830
1, 4 to 8
1, 5 to a
1, 6 to 9
1, 8 to 10
3, 8 to 11
5, 8 to 7
1, 8 to 7350
1, a to 8
3, 8 to 9
1, 6 to 90,SO
3, 4 to 10
4, 8 to 11
1, 6 to 18
1, 8a30 to 7530

1, 8ls0 to 11115
1, 7 to 7ls0
40 7 to a
10, 7 to 9
10, 7 to 10
a, 7 to 11
3, 7 to 12
(oolumn to right)


It 7tto Ie
19 ao to o

19, 8 to .0
1, 8 to 10180
7, 8 to 11
1 8:30.4180
.1, to 10
l, 9 to 11
1, 9 to 18
1, 98t0 to 11
8, 10 to 11
3, 10 to 18
1, 10 to 11518
8, 11 to 18
31, In the evening
-18, lato
4, a11 day
1. early *a.m and lato p.m.
1, coming and early evening
1, varying







1, O WHICH DAYS DO YOU MOST PRFQUB TLY LISTUBT

8 on Monday
i5 Monday through Friday
4 Monday throutP Saturday
5 an Tuesday
I Tuesday and Sunday
B Tuesday and Wednesday
1 on Thursday
I aO Priday
6 on Saturday
f6 saturday and Sunday
8 aon Sunday
8 everyday
Sunday and Koaday
Monday, Wednesday, and Priday
l tienavo there io tlim
1 erynliht
1 Thsurday and Friday
86 no answer, or no particular day



168 DO YOU HAVE A TELEVISION SEt.............YES ( )..( ).
40 had television sot**
160 did not have television sets*
17. WHAT TELEVISION PROGRAM DO YOU LIri BST?
8 liked "I Los uoy" bestq
S"Jaokie OGlason"
8 "ABmos 'N Andyl
3 "Bd Sullivan
8 "Strike It Rioh* "
7 *Arthur GodfreyN 0
I "What's My Line"
1 "'Qui"
i "Super Cirous" "
1 *'Burn and Allen Show1
21 B ~cag Matehes
I "OCrme Syndioate*"
1 L "Toast of the Town"
1 News
1 Vaudeville
1 "Dave Garroway" '
1 "Our lies Brooks"'
1 *"My Little Mergiae
1 Gary Moore'
1 no answer







MIu (spent an trading, listenig, viewing)


18. ABOUT HOW MUCH TIME DO YOU THIRl YOU SPEND BACOH DY READING
NEWSPAPERS AND MAOAZIHaBS LISTENING TO THE RADIO, AND
WATCHING TELEVISION?


81X
B
B
I
11,
1
2
a1
9
1


spent
#
I
S
U
U

N
S
S
a
*
*
*


4 hours
3 ,/4

4 3/4
a S

5 1 4,


8 3/4


I spent 7 hours
L 7
I 9I "
L 9 "
L 9*
8 10 *
L U1
L 11 3/4
L 18
L 16
(-- 9 no answer


19, OF HXIS TIMB, ABOUT HOW MUCH DO YOU THINK YOU DEVOTE T0,
NEWSPAPERS, .. 4 .
MAGAZIMS....,________ _
RADIO......... ..u.
TELEVISIO ,,, .. ..


,5 mhinutm*
1 10 minutes
11, 16 a anutes
s, 0O minutes
76, 80 minutes
1. 38 minutes
8, 45 minutes
8s, 60 minute
1~ 70 minutes
6, 90 ninutee
3, 120 minutes
1 180 minutes
48, none


11
8,
1e,
4.
88.

8,


40
60r
IW#


5 minutes
10 minutes

80 minutes

40 minutes
45 minutes
60 Minutes
70 minutes

190 minutes
270 ainutes
none


1# 10 minutes
10, 15 minutes
,. 890 ainutoe
98, 50 minutes
1, 40 minutes
4, 45 minutes
. 31, 0 minutes
8, 75 minutes
16, 90 minutes
1, 108 minutes
S8, 180 minutes
6, 160 minutes
15, 180 minutes
2, 840 minutes
1, 970 minutes
5, 900 minutes
6, 360 minutes
9, 480 minutes
1, 640 minutes
4, none .


82 30 minutes
8, 60 rinudte
2, 90 minutes
7, 180 amnute
1, 130 minutes
1, 13 minutes
4. 180 minutes
4, 840 minute
s 8960 minutes
1, 480 minutes
1, 9 shows a
wnon
7 none


80s AMONO NEWSPAPfS NEES MAGAZINE, AND RADIO, ON WHICH DO YOU
R Y MOST FOR OWST


rolled on newspapers most for their neos,
relied on news magazines most for their news
relied on radio most for their news.
relied on television most for their newvs
did not answer*


Hour

1 *
1*'
9 *5

53 *
Sa
StL


.5
S
U
U
9a
U




-1+-

21l AMONG NEWSPAPERS, 1NWSPAPEBRS RADIO, AND TELEVISION 01 WHICH
DO YOU RELY MOST POR ADVERTIAMEZiN OP THf THINGS THAT YOU BUMT

188 relied most on newsprper for ads of things they buy.
16 relied most on =agasines for ads of things they buy.
16 lied most on radio for ads of things they buy,
9 relied most on T ftor ads of things they buy,
I relied on a combination of media for ads of things they buy.
1 relied on Sears Roebuok catalog for ada of things he buys.
38 did not answer the question.



98, HOW PREQU HTLY DO YOU ATTEND THEB OVIES, SUCH AS ON$C
A WEEK, .TWICO A YEAR, ETO?


attend movies 8 times a week,
attend movies 9 t1io a week.
attend movies time a week
attend movies 2 timb a month
attend movies I time a le el
attends movies 1 tim* I I we -k*s
attends movies 1 tAme in'o months.
attends movies 1 tine in 6 weeks
attends movies t time in 8 aonthse
attend movies 1 time in I year
attend movies 8 times in 8 years.
attend movies X1 tiae 3n&a years. -
attend movies .1 tim in years
attends movies 1 time in I years
attends movies 1 time in 8 years.


. .I __ .


pradtioally never attend movies.
never attend movies*
did not answer.


28. WHICH DO YOU
THE PAST PBW


thought





n
if
N

N

H


THIK iS THE BaST MOVIE YOU HAVI SE E DURING
MONT871


'Came Back Little Sheba' the
'Greatest Show on Barth" "
"High Noon"
"Above and Beyond"
"Call me Madame*
"The Quiet Man'
"African Queen"
"The Bad and the Beautiful"
"Ivanhoe"
"Niagara"
"My Cousin Raohael" '
"David and Bathsheba*


best



n


movie.
U




N
*
o


if
r
r
*
n

H
if


* 0


S5
19

17
85
1
1
1
8
18
9
6
1
1


10O

is
15


-~L~a rs~rr~lrrtrr~ rrrryl~Erl~rcr~Lllrrrr~r~r~rarrr~L~tcCt


r.t-4 l-m;WM e* ;aTmv ,ec-.MrT




i .4-14*4*o


23, CONTINUED.


thought "Plaouth Adventure" the
"Millon Dollar Mirmald"
":King Solamo'Bs Mines" "
"Roy Rogers"


)t_


movie,,


a 6.


Eaoh of the following movies was thought best by one persoaa


*Colt .458
"Viva Zapata"
"Big Jim MoLain"
"Road to Bali"
"Return of Jessie Jamoes
?Plymouth Bound'
"Robin Hood*
*Steel Town"
"Plesh and Pury"
"President's Lady"
*Outoast of the Islands"
"HMot Ne at the Pair"
"The Heiroess
"I'd Climb the Highest Mountain"
"Battle Cirous"
"O'HenryTe Full Housea
"Night and the City"
"Rhubarb"
"Beoause of YTou
"Death of a Sal.rae;Se
"Sampson and Delila"
"The Stooge*
"Because Youtre Mine"
"The White Plower'
"My Pal Gus"
"Miraole of Our Lady Patima*
"With a Sang in My Heart"
Westerns in general


8 did not answer this question about the best movie.



24. HOW MANY ORGANIZATIONS ARE YOU A MMBERI OF0


were not members of any organisation
were members of 1 organisation.

a n 4a
n # ag a


o a '10 a
an n t l







S. WHICH ORGANIZATION ARE YOU A MEWS R OFn
Bridge ub,..*** ..
Miarionary Cirole...
Other Ohucoh group,
Civic Olub.._**.. __*
Fraternal Orde*.....
Patriotic 8oolety .. .
Vetwrenos Organisation..
Otherr. .... *


wee
1 "


a
It
H
tt


17
24
81
100


a Bridge club.
i Missionary circle.
other Church group\
* Clvio olub.
" Pra trnal Order


" Patriotto Sootty
* Voetran, Organisation,
* Profeational organization
" Other groupW or organisatiau,


26, HOW UMAN MEETINGS OF ORGAIIZATIONS DO YOU ATTEND EACH WEEK?

66 did not attend any meeting.
51 attended meeting a veeko
19 i 8 meetings a wflk
6 8 "
6 4 U I N
1 *




87. DID YOU ATTEND COLLOB?,t,.....Ye ( )....lo ( ).

110 attended college.
90 did not attend soll*ege

288 IF 80, HOW MAlT YEARS?


attended
a




a
a
n




a
f


college
w


n
If

p
U
p

n





6,
p
V


a


year.
S


3


5
8
7
8
9
10
11
12


-S----. ..a .. ,_. ax... ---m--_ --_-_-.-_ f-- _
u __b4 1 d 4 4 .r __









WHAT 18 YXOR 00 CCATIN?
The following numbers of persons were engaged hi th'
occupation listed after oeacoh nmbtert


51
11
9
r
5
5


8
4
4

3


S
S
S
3


2

2
8
2


1
2
1
1
1
1
1
1
1
1
1
1
1
1
1
12
1


houaawife
sales olerk
saleusuan
teacher
student
merchant
retired
mechanSe
seoretry
business
real estate broker
service station manager
retired teacher
laborer
professor
seamstrees
banker
automobile agency manages
housemaid
cook
biochemist a
plant pathologist
carpenter '
salesgrl
stenographer
film supervisor
telephone operator
florist
advertising manager
pharmacist
market manager
laundry owner and manager
variety store manager
appliance store manager
hardware store manager
theater manaar
service station manage
laborer
waitres
oonstrution worker
waiter
warehouse manager
university employee
retired oivil service
dietiolan
mini ster


health department e lr
cheai ta .. .
groery store cashier
radio opeater
veterinarian
soil shamist
agricultural engine
*Ieotriolan
painteW
entomologist
agronomist
housekeeper
beautteloia
news dealer
store manage
typist
oltPolultrtbst
ohuroh work
receptionist
agiultural editor
priest
student dirsotoe
tailor
boarding house manager
manage drive-ur-self
engineer
city plarnme
state food inspector
lawyer


7 did not answer


t,
'*.* ,*







30, IF YOU AM HOUSBWIP. WRA? .XDS YOUR HUSBAND DOT
61 of the 800 interview wer housaivres The following
number of husbands were nga~d. in the oooupclatm Ustid
att' aoh amber
9 salemtaa
1 *ooountant
8 student
1 shop annage
3 teacher
1 assistant diretop, AArioultural
xper ims t Statlon. Ualvesity
of nloPida
8 U, 5, Navy
8 oampar uy suprplnatandint
5 building oatraoteo
1 uasltant umanag
1 tatee maintauanoe


1 author
s prot**ssor
1 custodian Florida gpriastul
I construction onginaer
1 County road depw tM
I staff writer
( 1 mortliian
1 key ans of Fla*
1 cabinet mak
1 oaqmgpaitor, local daily nIwepap
1 retired amqy offloer
Swildow
1 auaso director
3 block machine operator
1 soldier



81, PLEASE ONEOK THE BRACKET IN WRIoQ YOUR AGE FITS,
21 to 8_ 40 to 80
85 to 80" S to A0o
30 to 40Z. Over 60
88 were in the 81. 8 br~oket
2 a *" 9 8BS.0
84 5 30.-40 *
48 40480
88 9 60-f80
0 over 80 "
9 did not answer








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Revealing and suggestive as these faots are the Interviewer

did not stop at this point. In an effort to throw as much light

as possible on the entire subject, they consulted manages of

looal beauty salon, barber shops, retail book stores, newlstands,

two theaters, two drive-nl te he two radio station three

phonograph record outlets, and the librarian of the public library.

Beaut i .Atl barber shops, and roadside frinLg-s tati ans are

important distribution and relay centers for ideas and intarmatl n,
and ramo andi .lQtion. as well as faot and truth.

Patrons of beauty salonI talk about cooking, new faashl

high coat of living, and, incidentally, the war. They don't talk
politioso Their favorite radio programs are the Art Linkletter

ahow, ueon for a Day dise jockey programs, and news oomentators.

Their most popular TV program is "I Love Luoy. They like most

to read TODAY'S WOMAN, WOMEN'S HOME COMPANION, HOUSE BEAUTIFUL,

VOGUE, COSMOPOLITAN, BETTER HOMES AND OADENBS, LIVING, SATURDAY

EVENING OST, AND READER'S DIGIFST They like mystery novels.


perons
"eons



Snt
did not

did not







In the barber shops, the main topics of conversation are
fishing, sports, and in lessor degree, politics Managers are
aware, they say, that they could play a big part ninnflufoing
opinion*
Newstand managers see~t*to think that about 90 per cent of
their sales are in the category of coaica and cheap pulps, that the
"public buys trash," that "no one buy magazines such as HARPER'S
and ATLANTIC MONTHLY anymore,"
Theater manager sported that shows drawing largest attendance
the past year include "The Oreatest Show on Earth," "Snowe of
Kilimanjaro," "The Will Rogers Story," "Road to Dali," "The Clon,."
igh Noon," "My Six Conviets"" "Cleopatra# and "TaxiL Movie
attendants in the higher inoome brackets buy less pop corn and
candy. Saturday sa the day of largest attendance because of
children under 12. Excluding Saturday, Sunday and Friday are the
days of largest attendanoeo
Estimates of attendance at movies by age groups were under
S12, about 28 per cent; 12 to 17, per cent; 18 to 35, about
50 per cent) 36 to 60 about 2 per contj and, over 60, about
5 per cent*
Westerns and aerials draw mostly children. Outdoor adventures
appeal to young men and teen-age girls* LDramatio love stories are
almost strictly womonsa plotures. Comedy features and light serials
--- S attract family groups and people of college age. Classical
musicals are attended largely by those with better education and
higher income in the 25 to 60 age bracket.








Drive-in theater managers said the majority of their audiences
is composed of family groups* They attributed this to the baby*
sitter problem. Best attendance nights alternate between Saturday
and Sunday* The general audience prefers comedy. High school
students like "name" stars best* College students are attracted
most by classical muslc, drama, and ballet* One manager said his
largest drawing card in 162 was "AfricanQQueen," and in 1953,

"The Mississippi Gambber," while the other said "The Quiet Man" drew
the largest audience in 19839
Peak listening hours, the radio station directors aaid, are
frno 7848 to 9 amne, 11M30 &am to 9 pm, and .530 to 9 pner
The director of one station said he tried to satisfy listener
preference by having five persons r port to him regularly on iwat
they hear people say about his programming
phonograph
The majority of purchasers of/reoords are college students.
Classical music is most popular among permanent residents. Popular
music is not popular with older persons, and classical music is not
popular among younger persons. Classical records, 35 rpm, are
purchased Noetly by persons over 40, and popular records, 45 rpm~
are bought mostly by those under 40. Most popular symphonies are
those of Dallas, St. Louis, Boston, Minneapolie, RCA Viotor, and
the NBC. Preferred artists in the popular field are KEdie Fisher,
male vocalist, JoeStafford, female vocalist, and with instruoentsa
SauderoFinnegan and Ralph Plannagan.
The librarian of the public library estimated that one-half

those who use the library are school-age children, that the majority
of the others are older people, and that those who use it least are
middle-age,


W*460 m mwu







Most popular types of books are mystery, biography, travel.
nature, It-those with a Southern setting, and those written by
Florida authors. Some examples are "The Soujourner," "Steamboat
Gothia," "Always the Young Stranger," "The Prinoe of Playersp,
and 1M "The Silent World,"
Suvamer is the most popular season for esading, for both
children and their parents. Reading increases with unemployment,
as it did in the 1930's~ The librarian believes that the University
of Florida has had a strong cultural influen oan readers in
a_ insavilloe on the formation of literary, art, and music olubs

and on the distinctive increase in the reading of better bookM.r
Social life and groups so Important in the communications
behavior of people, have doubtless been greatly influenced both in
npaber and kind by the University, also. There ar 138 organisa-
tions in Gainesville, eaoh with its leaders, opinion-influenoers,
and followers.
Over telephones, facts and fictions and ideas "fly" by night
and by daygb In this university oity of approximately 27,000
permanent residents, telephone oalls average 67,280 from 12I01 a&*,
to 12 midnight, said an executive of the local exchange* Peak load
for domestic oalls is reached between 9 and 11 a&*m "Normal duty"
hours are between 1830 and 4330 p.m. Peak for long diatanme oalls
is between 10:00 and 11t00 a*m., the "nonral" between 6O30 and 9800
p.*m, and the total number in an average day Is around 2,940. This
number may increase to 4,000 during the vegetable season and in the
fall when the University opens








Interviwees wero with few e*oeptioten courteous Wad
cooperative The ftat that wmuW understood the iWaptanoe of
this survey xplaint fiuther the human composition of this
omntmity,
Deviations frCm the norwtS also add to this oomnmltotions
pitouroe One intoervlter was oussed out before he oud sa a
word Another was commanded to oatoh the fuialy oat Asped out
the door and ran across the street when the food ouner openood
the dowes One Interviw e said she had read 800 books duWing th
past year, htlel another, who was blid, said he had two televiion
and six radio seto in his home
*Hlir-splitting--wapp&prently a tradOuak of the research
mind--was one of the first group oharaoteris tia notieod among
scientists. On the other hand, there was no suoh reaction among
the laboring group*. he latter answered the questions without
quibbling." This was the observation of an interviewer assigned
to seven research solontia3t, and eight people working in the
laboratories of the eioaetists at the opposite end of the pay and
ocoupatiornal tale,


This, then, is the story of ideas and people---of 200
representative, carefully-selected people residing in Gainesville,
Florida, of what they read and listen to and view, of how they
use the major media of communication to satisfy their interests
and preferences in this hurrying world.