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Peer reviewed Peer reviewed
Wakshlag, Jacob J.; Greenberg, Bradley S. – Human Communication Research, 1979
Investigates the effects of various programing strategies, commonly employed by the television networks, on program popularity for children. Strategies include counterprograming by type, block programing by type, inheritance effects, starting time, program familiarity, and character familiarity. Confirms the effects of starting time and program…
Descriptors: Childrens Television, Popular Culture, Predictor Variables, Programing (Broadcast)
Peer reviewed Peer reviewed
Shrum, L. J. – Human Communication Research, 1996
Describes a study that tested whether the accessibility of information in memory mediates the cultivation effect (the effect of television viewing on social perceptions), consistent with the availability heuristic. Shows that heavy viewers gave higher frequency estimates (cultivation effect) and responded faster (accessibility effect) than did…
Descriptors: Audience Analysis, Higher Education, Mass Media, Mass Media Effects