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Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

The purpose of this paper is to evaluate an experiment to improve residents’ opinions of the police in Portland, Oregon. Officers conducted community engagement patrols (CEPs) in 60 high-crime areas. The CEPs prioritized non-investigative contacts with community members to build trust and promote positive police–community interactions in designated high-crime locations. It is hypothesized that community members living in/near intervention sites would report greater exposure to officers, more positive interactions and feel more positively about police than residents in control areas.

In total, 90 crime hot spots were identified using crime reports and calls for service. Locations were randomized into three groups: 2 CEPs/day (n=30), 4 CEPs/day (n=30), and control (i.e. no supplemental patrols, n=30). Officers were dispatched to treatment locations via the computer-aided dispatch system for 90 consecutive days, resulting in 16,200 scheduled CEPs. Surveys were mailed to 11,760 households immediately after the intervention ended and 1,537 were returned (13.1 percent).

Residents from intervention areas reported a higher number of positive police contacts, whereas contacts that residents perceived as negative did not differ between the three conditions. Community attitudes, including perceived police legitimacy, were generally unaffected by CEP dosage.

This paper documents the outcomes of a large-scale field experiment seeking to improve public attitudes toward police using directed CEPs in crime hot spots. Whereas the intervention succeeded in providing more opportunities for positive contact with police, attitude change may necessitate longer-term strategies.

On April 2, 1987, IBM unveiled a series of long‐awaited new hardware and software products. The new computer line, dubbed the Personal Systems 30, 50, 60, and 80, seems destined to replace the XT and AT models that are the mainstay of the firm's current personal computer offerings. The numerous changes in hardware and software, while representing improvements on previous IBM technology, will require users purchasing additional computers to make difficult choices as to which of the two IBM architectures to adopt.

Once in a while, you should take stock of your personal computing environment. What is on your system? How did it get there? What do you actually use? How did you arrive at your hardware configuration, and does it still meet your needs? You may find that you can free up some disk space in the process; at the very least, you'll understand your situation better. The author goes through this exercise both as an example of what it can show and because full disclosure is important for this series of articles. You need to know the background for the advice that appears here. The author discloses his current computing environments, how they got that way, and what that may mean. He also points out the real limits within which he operates as a PC commentator. When you go through the software on your system, you should check to see whether it represents ethical computing. The author offers a few notes on ethical issues related to software. The author also provides notes from PC literature for January‐June 1992.

Through a case study of J. Walter Thompson and Kraft’s efforts to market Vegemite in the USA in the late 1960s, this paper aims to explore transnational systems of cultural production and consumption, the US’s changing perception of Australia and the influence of culture on whether advertising fails or succeeds.

This paper draws from archival primary sources, including advertisements and newspapers, as well as secondary literatures from the fields of advertising history, food studies and transnational studies of popular culture.

Although J. Walter Thompson’s advertising contributed to Vegemite’s icon status in Australia, it failed to capture the American market in the late 1960s. In the 1980s, however, Vegemite did capture American interest when it was central to a wave of Australian popular culture that included films, sport and music, particularly Men at Work’s hit song, “Down Under”, whose lyrics mentioned Vegemite. As such, Vegemite’s moment of success stateside occurred without a national advertising campaign. Even when popular, however, Americans failed to like Vegemite’s taste, confirming it as a uniquely culturally specific product.

This paper analyzes a little-studied advertising campaign. The case study’s interdisciplinary findings will be of interest to scholars of advertising history, twentieth century USA and Australian history and food studies.

The use of imagery in leadership speeches is becoming increasingly important in shaping the beliefs and actions of followers. The purpose of this paper is to investigate the use of speech imagery and linguistic features employed during the 2008 US Presidential Election campaign.

The authors analysed a total of 264 speeches (160 speeches from Obama and 104 speeches from McCain) delivered throughout the 2008 US Presidential Election and identified 15 speech images used by the two candidates. Both descriptive coding and axial coding approaches were applied to the data and speech images common to both candidates were further subjected to Pennebaker et al. (2003) linguistic inquiry methodology.

The analysis revealed a number of important differences with Obama using inclusive language and nurturing communitarian values, whereas McCain focusing on personal actions and strict, conservative individualistic values. The use of more inclusive language by Obama was found to be significant in three of the five speech images common to both candidates.

The research acknowledges the difficulty of measuring the effectiveness of speech images without taking into account wider factors such as tone of voice, facial expression and level of conviction. It also recognises the heavy use of speechwriters by presidential candidates whilst on the campaign trail, but argues that candidates still exert a strong influence through instructions to speechwriters and that speeches should reflect the candidate’s values and beliefs.

The research findings contribute to the emerging stream of leadership research that addresses language content issues surrounding and embedded in the leadership process. The research argues that leaders’ speeches provide a fertile ground for conducting research and for examining the evolving relationship between leaders and followers.

Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a desire to gamble in general, regardless of game choice among recreational gamblers. The purpose of this study is to explore this theme by considering “illusion of control” where luck and skill may moderate gambling motivation.

This study applies two motivation theories, hedonic consumption theory and motivation disposition theory, and examines heuristic perspectives related to gambling. Three stages of qualitative data collection were undertaken.

The findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires.

These findings shed light on an important topic and include an in-depth examination of recreational gamblers’ motivations. Further quantitative examinations should be considered.

This research could be used by practitioners or researchers in better segmenting the casino recreational gambling market.

While many researchers have examined gambling motivations and even gambling motivations by venue (e.g. casino versus online), few researchers have focused on gamblers’ choice of games and even fewer have studied recreational gamblers’ motivations with a qualitatively rich approach, resulting in some useful perspectives on drivers of recreational gamblers by personal motives.