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Chapter 9: Cultural Diversity on Saturday Morning Television
In this evaluation, we take up a major segment of television that is targeted to the youngest of viewers—the Saturday morning offerings on the three commercial broadcast networks, supplemented with the offerings during the same time period (as well as weekdays) by public television. In both cases, the programming content is examined; in the case of commercial programming, a major effort is expended in examining the advertising content, for reasons that will become self-evident.
What did we do? We taped one Saturday morning from 8 a.m. to noon on ABC, CBS, and NBC affiliates in April 1992, and did the same for a PBS station on a weekday morning. From this we obtained 4 hours ...