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The Public's Use of Television
Ronald Edward FrankMarshall G. Greenberg
其他書名
Who Watches and Why
出版SAGE Publications, 1980-04-01
主題Language Arts & Disciplines / Communication Studies
ISBN08039138939780803913899
URLhttp://books.google.com.hk/books?id=fPFjAAAAIAAJ&hl=&source=gbs_api
註釋Frank and Greenberg report the resuls of a four year survey of the American television audience, designed to determine who watches television -- and why. Rather than classify audiences by one variable, the authors group them by interests, attitudes, and behaviour, as well as more usual demographic attributes such as age and sex. The result is a unique segmentation scheme that gives a coherent picture of each audience's psychological needs, its interests and its relative use of other media.