What Do We Know about the Audience for Cable Television? A Uses and Gratifications Analysis of Cable Decliners, Basic Cable Subscribers, and Pay Cable Subscribers.

Autor/inn/en	Bradbury, David E., Jr.; Felsenthal, Norman A.
Titel	What Do We Know about the Audience for Cable Television? A Uses and Gratifications Analysis of Cable Decliners, Basic Cable Subscribers, and Pay Cable Subscribers.
Quelle	(1991)Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; Monografie
Schlagwörter	Graue Literatur; Analysis of Variance; Audience Analysis; Cable Television; Factor Analysis; Mass Media Use; Media Research; Questionnaires; Television Viewing + Suchen Sie Ihr Suchwort? Cable franchising; Kabelfernsehen; Faktorenanalyse; Mediennutzung; Medienforschung; Fragebogen; Fernsehkonsum
Abstract	How do cable television subscribers differ from those who choose not to subscribe to cable? A study employed the uses and gratification paradigm to construct a questionnaire that solicited data from 600 television households in the Dayton, Ohio market. The sample was stratified to assure that one-third of the households had cable available but chose not to subscribe, one-third subscribed to basic cable but not to pay cable, and the remaining third subscribed to both basic and pay cable. Factor analysis, analysis of variance, and discriminate analysis were used to analyze the data. Results indicated that there were differences among the groups with regard to program choices, media usage patterns, and gratification derived from television viewing as well as demographic and lifestyle variations. Future research should consider viewing motivation typology, further refinement of the subscriber type models, and replication with geographically divergent populations. (One chart is included; 13 references are attached.) (Author/RS)
Begutachtung
Erfasst von	ERIC (Education Resources Information Center), Washington, DC