Continues the criticism of the Gerbner et al. Study of the cultivation effects of television on viewers. Argues that it makes unwarranted claims and contains methodological errors. (JMF)

Although previous research has attempted to encompass such overlapping concepts as needs, functions, motives, and gratifications obtained from mass media exposure, no serious attempt has been made to answer the question, "Why do so many people spend so much time watching television?" This project focused on obtaining motives and gratification…

The director of the Survey Research Center at the London School of Economics and Political Science discusses the need to assess the effects on the public of television programs and outlines some of the methods for conducting such research. (AA)

The first phase of the Active Audience project in Great Britain has been designed to examine the nature of the television audience in terms of why people watch television and how they respond to what they are being offered, and presents life-style as the basis for defining audience groups. (Author/CMV)

Precipitated by questions of using Q methodology in television market segmentation and of the replicability of such research, this paper reports on both a reexamination of 1968 research by Joseph M. Foley and an attempt to replicate Foley's study. By undertaking a reanalysis of the Foley data, the question of replication in Q method is addressed.…

Questions the basic approach and findings of the Gerbner et al.'s study of the effects of television viewing on viewers' feelings of fear, suspicion, and alienation. Demonstrates that the cultivation effect is not supported by the data and outlines three plausible explanations for the absence of cultivation effects. (JMF)

Prompted by the belief that the noncomparative responses used in earlier studies did not provide accurate and objective measures of cable television subscriber preferences, a study was conducted to investigate subscriber preferences for new program services using a paired-comparison technique. Approximately 400 subscribers in a midwestern city…

A long-range Swedish research project is attempting to describe the role of broadcast media in society as seen by both communicator and receiver. The first section of the study, now taking place, is examining television audiences to determine what they watch, why they watch it, what they think of what they see, and what kind of audience, in terms…

Defends the theory of cultivation effects of television viewing on audiences against the criticism of Paul Hirsch. Contends that the data is broad-based and that the framework of mainstreaming and resonance shows systematic and consistent patterns within subgroups. (See CS 705 469 and CS 705 539.) (JMF)

Fourteen statements relating to the surveillance, diversion, and social interaction uses of media were drawn from a review of uses and gratification research and applied to the viewing of local and national early evening news and nighttime local news television programs. A telephone survey of 543 adults elicited information concerning demographics…

This report presents the highlights of research activities conducted in 1980 by the Office of Communication Research (OCR), whose job it is to serve the information needs of five distinct entities: the United States Congress, national public broadcasting agencies, local public radio and television stations across the country, decision-making…

Reviews the history of the most widely used device for measuring mass media audience reactions. Notes that competition and the expensive media environment have led communication scholars and policymakers to a revived interest in this device and qualitative audience measurement. (PD)

Presents a qualitative methodology employing workshop sessions for studying audience assessment of the mass media's service to the public. Finds that viewers are capable of a sophisticated critique of television, and raises implications both for the politics of communication and for further reception studies. (MG)

This replication of a 1969 study surveyed audience attitudes of 274 elderly adults about television and its importance in their lives. The report focuses on the issues of television as entertainment, companionship function, influence of commercials on buying decisions, preferred programing, objectionable programing, and television's portrayal of…