Date of Award

2000

Degree Name

Journalism

College

W. Page Pitt School of Journalism and Mass Communication

Type of Degree

M.A.

Document Type

Thesis

First Advisor

Harold C. Shaver

Abstract

This study uses content analysis to reveal aspects of the content in newspaper columns written by Erma Bombeck compared with column content written by Art Buchwald. The purpose of this study was to reveal content characteristics that may be perceived as having propelled the columnist Erma Bambeck into the status of one of the top syndicated humorist columnists, based on the uses and gratifications and media dependency theories. Art Buchwald was chosen for a comparative analysis because of his status as one of the top syndicated humorist columnists.

Content analysis was used to reveal answers to these questions about the columns written in 1994 by Erma Bombeck and Art Buchwald: What are the themes? Do the themes relate directly or indirectly to 1994 news headlines? Does the content include quotes from sources other than the columnists? Does the content of the entire column reflect a humorous or serious style? Does the content of the opening paragraph reflect a humorous or serious style?

A sampling of 96 columns (48 by Bombeck and 48 by Buchwald) was selected from a one-year period (January 1994 - December 1994) as published in The Charlotte Observer.

Results revealed there was no one particular aspect of column content that contributed to the success of either columnist, rather a combination of aspects. From this study the researcher concludes that columns written and published with the desire to become a successful syndicated humorist columnist, should follow the examples as revealed from the content. The following suggested writing guidelines would then result from this study:

I. Address a variety of themes, but write the majority of columns addressing the theme about which you know the most. Erma Bombeck's theme was "Family Matters." Art Buchwald's theme was "Politics and Government."

2. Pay attention to news headlines and write columns addressing headlines that are continuously brought to the public's attention. Especially focus on including columns that relate to celebrity news headlines.

3. Listen intently to what people say, and read in a variety of venues. Collect printed and spoken quotes from these sources as references to occasionally include in columns. These quotes should be included more in columns relating to the columnists' specialized theme (i.e. "Family Matters" or "Politics and Government") than in any other column.

4. Mix column styles with humor and seriousness, but write more "humorous" than "serious" styled columns. The majority of "humorous" styled columns should appear in columns relating to the columnists' specialized theme.

5. Begin the majority of "humorous" styled columns with a "humorous" styled opening paragraph.

Subject(s)

Bombeck, Erma.

Buchwald, Art.

Journalists.

Newspapers -- Sections, columns, etc.

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