In search of television viewing styles
- 1 June 1991
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 35 (3) , 375-383
- https://doi.org/10.1080/08838159109364132
Abstract
A variety of viewing measures were constructed to tap the ways people moved through an evening of television viewing, with particular focus on transitions between programs and channels. Based on these behaviors, five different styles of viewing were identified in a sample of adolescents. Of these, only one appeared to correspond to stereotypes of viewers as exercising little choice and just watching what was available. The viewing behaviors of the other four groups all indicate different ways of being active viewers.Keywords
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