ERIC Number: ED230651
Record Type: RIE
Publication Date: 1980-Oct
Reference Count: N/A
Asian-American Audience Research and Public Broadcasting Programming.
Hur, K. Kyoon
Research in audience analysis has generally lumped together members of ethnic groups under a broad category of "nonwhites" and has ignored different orientations of these minority groups toward television and mass media. Despite increasing research interests in minority audiences, specific oriental populations have largely been ignored in regard to their attitudes and modes of communication relating to media behavior. A review of the existing literature on Asian American audiences shows that while they prefer television for news and entertainment, this medium has not been effectively used to provide consumer information and ethnic community news. Also, surveys show that ethnics who are speak English fluently watch television for relaxation and to enjoy specific programs. However, much still needs to be done regarding their program preference. Public television, which has provided specialized programs for target audiences, can help to overcome the disadvantageous positions of minorities. Future communication research should focus on: (1) interpersonal communication; (2) demographic factors and ethnic group characteristics; (3) individual media exposure; and (4) mass media exposure and evaluation. (AOS)
Descriptors: Asian Americans, Communication Research, Content Analysis, Mass Media Effects, Programing (Broadcast), Public Television, Research Needs, Television Research, Television Viewing
Not available separately; see UD 022 807.
Publication Type: Information Analyses; Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Symposium on Minority Audiences and Programming Research (Lenox, MA, October 1980). In: In Search of Diversity. Symposium on Minority Audiences and Programming Research: Approaches and Applications, 1981, p35-46.