Active and Passive Conceptions of the Television Audience: Effects of a Change in Viewing Routine

Hearn G. (1989) Active and Passive Conceptions of the Television Audience: Effects of a Change in Viewing Routine. Human Relations, 42 10: 857-875. doi:10.1177/001872678904201001


Author Hearn G.
Title Active and Passive Conceptions of the Television Audience: Effects of a Change in Viewing Routine
Journal name Human Relations   Check publisher's open access policy
ISSN 1741-282X
Publication date 1989-01-01
Sub-type Article (original research)
DOI 10.1177/001872678904201001
Open Access Status Not Open Access
Volume 42
Issue 10
Start page 857
End page 875
Total pages 19
Subject 1405 Management of Technology and Innovation
1408 Strategy and Management
3300 Social Sciences
1201 Architecture
Abstract Are human beings best viewed as active or passive in relationship to their environment? Television audience research in recent decades exemplifies this longstanding issue. Polarization on the question may be due to a tendency to compartmentalize qualitative and quantitative data. In this study, a prototypicalfield experiment involving 156 adult residents in a large Australian city generated both types of data to clarify the nature of television audience activity. Viewing frequencies for a group restricted to their least preferred channel decreased significantly when compared to two other comparison groups suggesting that attraction to content does in fact play an important role in influencing viewing behavior. Qualitative comments elicited during the experience of being restricted suggested important differences in respondents' affinity with the medium. Viewers can possibly be distinguished on the basis of whether they orient to content or medium and whether they experience a sense of freedom and control or a lack thereof. The value of field experimentation as a way to generate both convergent quantitative and divergent qualitative data is emphasized.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: Scopus Import - Archived
 
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Created: Tue, 14 Jun 2016, 13:29:32 EST by System User