ERIC Number: ED204819
Record Type: RIE
Publication Date: 1981-May
Audience Perceptions of the Academy Awards Telecast.
Real, Michael R.; Hassett, Christopher A.
Residents in a southern California city were surveyed by telephone about their attitudes toward the telecast of the motion picture "Academy Awards" presentations. Of the 141 respondents, 71 had not watched the telecast, 42 had watched some of the broadcast, and 28 had watched all of it. Less than one third of the survey questions were specifically dependent on respondents having watched the telecast. The results indicated that the Academy Awards telecast seemed to attract an audience more as a television program than as a film event, with heavier television viewers more likely than lighter viewers to watch the telecast. In contrast, frequent moviegoers were not significantly more likely to watch the telecast. The reason cited most often for watching the telecast was to find out who the winners were, with seeing the celebrities as the second reason. The younger respondents attended movies more frequently, while the older respondents were heavier television viewers. Respondents cited mass media more than word-of-mouth as influencing their own movie selection and as effective advertising for movies. The results also indicated that the proportion of respondents who preferred a one-hour telecast and believed that there were too many award categories was greater than the proportion of those who would be upset if the Awards were not televised. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Minneapolis, MN, May 21-25, 1981).