• Summary
  • Contents
  • Subject index

This book by two leading experts takes a fresh look at the nature of television, starting from an audience perspective. It draws on over twenty years of research about the audience in the United States and Britain and about the many ways in which television is funded and organized around the world.

The overall picture which emerges is of: a medium which is watched for several hours a day but usually at only a low level of involvement; an audience which views mainly for relaxation but which actively chooses favourite programmes; a flowering of new channels but with no fundamental change in what or how people watch; programmes costing millions to produce but only a few pennies to view; a wide range of programme types apparently ...

Television as a Medium
Television as a medium

In this chapter we ask what television is like as a medium of communication. In particular what do the various patterns of people's viewing behavior tell us about it? If most viewing is done with rather low involvement, is there then a contradiction with the vast amount of time that people spend watching each week? We also try to understand better the characteristics of the medium by seeing how they compare with those of radio, the print media, and also manufactured products. Finally we ask to what degree television gives us the programs that we want.

A Low Involvement Model

People mainly use television to relax with and be entertained. We do not want to spend 25 hours per week ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles