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ERIC Number: ED172207
Record Type: RIE
Publication Date: 1979-Aug
Pages: 19
Abstractor: N/A
Reference Count: 0
A Discriminant Analysis of Television Viewers and Nonviewers.
Tankard, James W., Jr.; Harris, Murray
Since statistics on television viewing and television ownership suggest that this medium is a pervasive and powerful influence on most people's lives, it is potentially informative to identify and study that relative handful of people who are not regularly exposed to television, identifying their defining characteristics. In contrast to previous studies, the present study attempts to characterize television nonveiwers by using multivariate analysis instead of two-way cross tabulations, and by including more predictor variables related to life style. A list of more than 200 variables was pared first to 43 and then to 11 by using discriminant analysis. The 11 variables succeeded in classifying television viewers and nonviewers correctly for 74.6% of the cases in one sample (from a national survey) and 66.4% of the cases in an entirely different sample two years later. The variables associate nonviewing with less satisfaction from family life, greater happiness in general, fewer children under age six in the household, greater participation in groups and organizations, more time spent in active military service, lower family income, stronger view of self as religious, greater numbers of teenagers in household, higher level of family income when person was 16, less frequent attendance at religious services, and more frequent socializing with friends outside the neighborhood. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-9, 1979)