Implications of Domestic Research for International Communications Research.

This paper deals with the possibilities of translating the findings of domestic American research into hypotheses for international mass communications research. Four American attitude and opinion studies are examined in this light, and their findings are re-evaluated as possible points of departure for international public opinion and communications research. The implications of this study are extremely important to the international communicator. They bear on the basic question of whether he should present a black-and-white picture-portraying his own aims and policies as pleasing and attractive, while condemning the opposition, or whether he should at times admit his side's shortcomings and mistakes. Findings of the study suggest two situations in which it may be advantageous to present both sides of an issue. Since that approach is more likely to succeed with those who disagree, it should perhaps be used whenever there is widespread or intense opposition to the stand advocated in the communication. Secondly, since the two-sided approach seems more compelling for the better educated, it should perhaps be used in communications intended primarily for opinion leaders or sophisticated audiences. By the same token, the one-sided approach may be more successful with mass audiences.