Crossing Cross-Platform: Comparing Skills Preferences and Convergence Attitudes in Strategic Communication and News Disciplines

SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: [email protected]; Web site: http://sagepub.com

Y

17

Preferences; Skill Analysis; Communication Strategies; News Reporting; National Surveys; Mass Media; Printed Materials; Media Literacy; Electronic Learning; Electronic Publishing; Journalism Education; Comparative Analysis; Predictor Variables; Public Relations; Communication Skills; Advertising; Convergent Thinking; Online Surveys; Social Behavior; Correlation; Likert Scales; Regression (Statistics); College Students; Factor Analysis

10.1177/1077695815598865

1077-6958

National survey of college mass communication students (N = 247) analyzed attitudes on the teaching of print and electronic media skills, using journalism students as comparison group. Previous research had not explored strategic communication student responses to convergence. Found identity variables within public relations (PR) field related to preference for web skills, as well as other strategic communication skills, but no such link among advertising students. Advertising students were most open to web skills overall, and PR students least.

As Provided

41

2016

EJ1120225