ERIC Number: ED294265
Record Type: Non-Journal
Publication Date: 1988-May
Pages: 26
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Time Out: The Viewing Experience and Reactions to the 1987 NFL Players' Strike.
Walker, James R.
The 1987 NFL players' strike provided an opportunity to evaluate the importance of media gratification and viewing involvement in the development of audience reactions to a major sports labor conflict that produced gratification denial. Two groups of viewers of professional football--183 adult males in the Memphis, Tennessee area, interviewed by telephone, and 339 undergraduates at Memphis State University--responded to a questionnaire. Hierarchical regression analyses were used to evaluate the relative importance of general background, general foreground, media reference background, and media reference foreground variables in accounting for variations in viewer reactions to the strike. Results provide partial support for the application of the general transactional model to studies of sports and media. For both groups, media reference foreground variable blocks were significantly related to strike saliency and perceptions of future football viewing. However, general background and foreground variables, particularly race and support for labor unions, were more strongly related to support for the players or the owners--blacks and union supporters were more likely to support the players, while union opponents were more likely to support the owners. Greater degrees of gratifications sought and viewing involvement made viewers perceive both the strike and future viewing as consequential, but did not persuade them to choose one side over the other. (Eight notes four tables are included and 24 references are appended.) (Author/MS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A