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Finn, Jobs in Instructional Media report Researchers carried out, Long Periods of Training and Associations & Communication betw. members (e.g., ACET, ASTD,ISPI), JIMS Study which stands for Jobs in Instructional Media, Intellectual Technique (e.g., ADDIE) and Practical application of the technique, AV = branch of educational theory & practice concerned primarily w/ the design & use of messages which control the learning process. its goal efficient utilization of every method, define tasks & duties associated w/ jobs A different levels of responsibility. included in this is Code of Ethics, Researchers carried out Job Analysis People who worked in diffeent types of jobs (prof. & non-prof.) w/in Instructional Media, People who worked in diffeent types of jobs (prof. & non-prof.) w/in Instructional Media they were able to define tasks & duties associated w/ jobs A different levels of responsibility., efforts to establish professional standards & define "the field". Key Journals & Assoc. ISPI (formerly NSPI) Performance Improvent & Performance Improvement Quarterly, define tasks & duties associated w/ jobs A different levels of responsibility. included in this is Certification of Professional Competence