C. Evaluating the Effectiveness of USIA Programs The following list offers examples of evaluation studies undertaken by the Agency: Cl. C2. Seventeen studies of audience reactions to USIA films (List C1) show in general that films were well received and conveyed a favorable impression of the U.S. Many of the VOA audience surveys cited in List A2 contain data on the effectiveness of VOA broadcasts in satisfying audience needs for news and for timely and reliable information on important current events. C3. Many of the studies on periodicals cited in List B3 show that substantial portions of the magazines' recipients gained insights about the U. S. and international affairs not otherwise available to them. Significant numbers of users said they put information obtained from these magazines to use in such ways as writing articles or giving lectures. C4. C5. A study of Economic Portfolio (A6) shows that it is well regarded and extensively used by a very high stratum of target audiences worldwide in the field of economics. (E-12-75) A study (R-50-72, cited in A7) of the USIS book translation program which produces books for francophone Africa shows that substantial numbers of users of the New Horizon book series were adopted as textbooks in secondary schools and universities. C6. C7. C8. A total of 21 studies of exhibits held in eastern Europe Studies of libraries and cultural centers (cited in List B5) For the period 1974 to 1977, we have three annotated lists of research studies, many of which evaluate the effectiveness of Agency programs. They are a convenient source of research data relating to program effectiveness. The reports described in the lists measure strengths and weaknesses and show how the Agency uses research to improve its operations. D. Advancing the Image of the United States USIA research has often shown that Agency products or programs create a favorable impression of the United States. Examples of this kind were compiled as an appendix to the 27th Annual Report of the USIA Advisory Commission, issued in July 1974 (cited earlier). Other examples may be found in the lists of reports cited in Parts A through C of this response. In 1975, the Agency made a systematic effort to compile the evidence of one year's program and research activity to demonstrate what had been accomplished in carrying out its mission. The attached document, entitled "USIA Accomplishments, 1974-75," gives only a partial accounting of the work done during that period to advance the U. S. image, but will serve as a sample of what the Agency accomplishes, day in, day out, to advance the U.S. image. QUESTION 16 Attached are lists of summaries and copies of reports prepared by USIA over the past several years that respond to the four parts of this question. Because of the considerable volume of these reports, they are not attached, but may be obtained from USIA on request. A. The Need to Continue USIA Operations The need for the U.S. Government to maintain cultural and information activities abroad is better established by policy studies than by research projects. Accordingly, the reports of the USIA Advisory Commission, the GAO Report on USIA activities, and the Stanton and Murphy reports, provided earlier, serve this purpose well. The need for the U. S. Government to engage in broadcasting was argued well in the 1972 IOR evaluation report, "VOA Languages and Technical Facilities," pp. 3-8. This position was reaffirmed in the 1976 update of that study entitled "VOA Language Priorities and Technical Facilities Requirements." In general, many of our research projects demonstrate that there is work for USIA to accomplish overseas: for example, to correct misperceptions about the U.S., to provide information not reaching foreign publics through commercial channels, to meet needs of foreign audiences for reliable, objective, and up-to-date news of world events and of the U.S. as a major world power, to meet the competition offered by the activities of other governments--particularly those of Communist countries--in this field, and to explain U. S. foreign policy issues that may not be understood abroad. Following is a list of research reports which serve this purpose of indirectly demonstrating the opportunity, if not the necessity, for USIA to carry on its efforts to communicate with foreign audiences. Al. A study (R-7-75) shows that the French media do not provide sufficient information for the French public to understand major U.S. developments and U.S. domestic and foreign policy issues, and thus suggests the Agency's critically important role in helping fill the gap. A2. Fifty-five radio audience studies (list attached) show that there is very high competition by international shortwave radio broadcasters for foreign radio listeners, and that these listeners look to VOA for news and background information about world events and about the U.S. --often for news they cannot get through their local media. A3. Three studies show there are gross misperceptions of |