ERIC Number: ED124981
Record Type: RIE
Publication Date: 1976
Reference Count: 0
Consequences of the Television of Abundance: Introduction of Cable Television into a Small Minnesota Community.
Jeffres, Leo W.
The purpose of this study was to examine the effects of the introduction of cable television into a small Minnesota community, focusing on changes in viewing patterns and motives for watching. One hundred seventy-two individuals were contacted with a mail questionnaire: 34 completed an initial TV viewing log in which they kept track of their viewing for a three-day period, 86 completed a second log, and 52 finished both logs. While cable TV increased the number of available programs, the five additional channels provided more redundancy than variety. Data revealed that the expansion of available viewing choices was associated with the pattern of conscious intentions (motives) that people have for watching television. Two sets of motivational schema were defined: one type refers to motives initiating viewing and includes media-seeking, program content-seeking, generic content-seeking, information-seeking, and a mixture of motives; the second refers to decisions to continue watching subsequent programs and includes continuation media-seeking, program content-seeking, criteria content-seeking, and watching the "least objectionable" programs. Enlarged viewing availability was also linked to types of programs chosen and maximization of interests. (Author/KS)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (College Park, Maryland, August 1976)