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1. Andsager, Julie L. Percieved similarity of exemplar traits and behavior. "Communications Research", Vol 23 pages 3-18

This article explains the messages that influence people's behaviors that are brought out through the mass media. The article focuses on how character aids in how a message is received and taken into account. The purpose of the article is to examine the relationships between social desirability and social orientation. The article involves an experiment that was conducted on 204 university students in order to see their reaction to anti-alcohol consumption ads. The result was that students drinking and social orientation had played a big part in determining if their social desirability would take place. The students that had watched the anti-alcohol ads were less likely to drink than those who had not watched the ads.

2. Atkinson, Joshua. Conceptualizing global justice audiences of alternative media: the need for power and ideology in performance paradigms of audience research. "Communication Review". 2005. Pages 137-157.

The article covers different types of audiences. The article mainly focuses on protest groups and how their reactions are often times unpredictable. It also explained spectacle performance paradigm and how through this audiences of every day life are predictable, but those who take part in Global Justice movements are not.

3. Briggs, William. Sharing the wealth. Communication World. February
2006. Volume 23, issue 1 page 25-28.

The article focuses on corporate social responsibility and how corporations must work very hard in order to maintain their corporate image due to many social ills. The article relates the social ills to long term and short term losses and how those may effect the corporation. The article focuses on the main reason for corporations to have corporate social responsibility to protect themselves from the many forms of mass communication.

4. Crain, Rance. Markets cast around on Net, but...