1990 editor's annual report |
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| Authors: | Alison Alexander |
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| Institution: | 1. Professor of Journalism and Mass Communication , University of Wisconsin‐Madison ,;2. Professor of Agricultural Journalism , University of Wisconsin‐Madison ,;3. Assistant Professor of Telecommunication , University of Kentucky , |
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| 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. |
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