Audience Selectivity and Involvement in the Newer Media Environment.

Perse, Elizabeth M.

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Peer reviewed

ERIC Number: EJ416304

Record Type: Journal

Publication Date: 1990

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0093-6502

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Audience Selectivity and Involvement in the Newer Media Environment.

Perse, Elizabeth M.

Communication Research, v17 n5 p675-97 Oct 1990

Examines cable television viewer selectivity and involvement. Concludes through study of 342 cable subscribers who owned remote control devices that "zapping" (changing television channels during commercials) is an indication of ritualistic television viewing. Suggests that more salient motives are linked to the preexposure activities of program selection and anticipation. (SG)

Descriptors: Audience Analysis, Cable Television, Communication Research, Programing (Broadcast), Television Commercials, Television Research, Television Viewing

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A