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ERIC Number: ED310436
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 19
Abstractor: N/A
Reference Count: N/A
Audience Selectivity and Involvement.
Perse, Elizabeth M.
A study focused on audience selectivity and involvement before and during television exposure. Two types of selectivity were considered: program selection before exposure and changing channels while viewing. The study included four indications of audience involvement: intentionality, or anticipating TV viewing; attention or focused cognitive effort; elaboration or thinking about program content; and distractions while viewing. Questionnaires were completed by 566 respondents who were cable TV subscribers who owned control devices, ranging in age from 15 to 93, from a wide geographic area. Partial correlations indicated that more salient viewing motives are linked to more search for television program information before viewing. Canonical correlation revealed that instrumental use is marked by involvement during exposure. Ritualistic television use is reflected in higher selectivity before and during exposure, but less involvement during exposure. Results indicate that "zapping" is most likely part of a ritualistic viewing pattern. Future research should consider how audience selectivity and involvement influence media effects. (Three tables of data are included and 45 references are attached.) (MG)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A