ERIC Number: ED243138
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
A Comparison of Media Use and Attitudes in Two Suburban Cable Areas of a Large Metropolitan Market.
Banks, Mark; Gagnard, Alice
To determine if variables predicting cable subscription differed in markets of different demographic makeups, a survey was administered to 596 adults in two suburban areas served by the same cable company. Analysis of data on audience demographics, media use, knowledge of and attitudes toward television and cable television, channel popularity, and audience social values indicated that conventional demographic variables such as family income or size were fairly reliable indicators but poor predictors of cable subscription. Results also showed that nonsubscribers had a more positive attitude toward television in general than cable subscribers. The findings suggested that variables not addressed in the study, such as the attractiveness of the cable service itself, might prove to be better predictors of cable subscription. (Numerous tables presenting survey findings are included in the text.) (MM)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Use
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).