With all transport vehicles a light structure weight is of prime importance. Light weight vehicles require less power to accelerate, less braking to stop, less power to climb hills. The power /weight ratio broadly determines the ability of a vehicle to get out of difficulties, avoid collision and, generally speaking, settles the vehicle's performance characteristics.This is particularly true of the aeroplane where, with a third dimension of travel, the effect of gravity is present to a degree unknown to sea or land travel, even in mountainous countries.Weight saving thus becomes of paramount importance in aircraft design and leads inevitably to the conclusion that nothing should be carried in the aeroplane to fulfil a service which can be satisfactorily and safely performed on the ground.A further result, and one that most concerns us here, arises from this weight factor. In many trades a great deal of the technical execution of the work in detail is carried out in accordance with the superintendent's or foreman's knowledge and craftsmanship, and whether there is a little more—or less— material used is a matter for commercial considerations of cost, rather than one of necessity to save weight in order to fulfil performance.

News and advertising are becoming "Westernized " as the media tackle the job of furthering new economic and political priorities.The values and principles of contemporary societies are increasingly being transmitted and reinforced by mass media, which can radically and rapidly change people's ideas about what constitutes a "good," "justifiable," or "desirable" leader or society. A case in point is the conversion occurring in the People's Republic of China. The media are being utilized to sweep away both the ashes of the Cultural Revolution and the memories of Mao, and in the process the media themselves are being affected by these changes (see 4). Prior to Vice-premier Deng Xiaoping's rise to power, Chinese media provided two-way channels of opinion and explanation between people and party. Now these functions have been expanded to include advertising, entertainment, and coverage of news which is decidedly more Western in approach. These changes are in response to and reinforce new economic and political priorities.

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The concept of film analyticity is defined. The theoretical definition of film analyticity is then operationalized in the form of a scalogram. The scalogram may be used to explore the characteristics of viewers who are high in analyticity. Results of such explorations may indicate methods for teaching people to process sequen tial audio-visual information more astutely.

A consumer behavior model is used to explore attitudes toward TV violence and censorship. Five viewing groups with distinct media use characteristics and TV attitudes were found in two separate samples. Findings suggest support for the anti- TV-violence campaign is not universal and that excessive violence is only one of four distinct viewer complaints about television programs. The study furnishes an example of how an expanded version of Hirschman's "exit, voice and loyalty" model can be used to investigate the political potential of various segments of the television audience.