Abstract

With vast resources expended in producing internal information products to communicate to the members of our internal audience, this study looked at the vast array of communication forms available to Air Force service members serving in the continental United States and how these media were consumed. Of vital interest to the researchers was the credibility these audience members assigned to media products, particularly internal media products, as well as how consumption of these communication forms affected attitudes about service in the Air Force, and the impact this might have on continued service (retention). While each of the hypotheses proposed were at least partially supported, and with regard to credibility, strongly supported, the data regarding the research questions concerning satisfaction with service and impact on retention did not show any direct relationships. Results of the study were discussed, including possible implications of the data findings for further research, and limitations of this study were discussed.