Implications of a Natural Experiment in the Developed World for Research on Television in the Developing World

Bibliographic Data

ID2313623
AuthorsTannis Macbeth Williams (University of British Columbia)
Year1985
Volume16
Issue3
Pages263-287
Publication date1985-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Cross-Cultural Psychology (JOURNAL)
Journal identifiersISSN: 0022-0221 • E-ISSN: 1552-5422
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/0022002185016003002
OpenAlexW2158055205
LanguageEN
Citations received8
References cited20

Three Canadian communities were studied, just before and two years after the inception of television reception in one of them. Some implications of the results of this natural experiment for research on television in the developing world are described in this article. The advantages of behavioral measures over ratings and potential bias in ratings due to sex role or other (e.g., racial) stereotypes are discussed, as are problems in conceptualizing and measuring TV use. The importance of studying television's effects due to displacement of other activities and the time-sharing of TV with other activities is outlined. The possibility that television affects the ways in which viewers process information, and the importance of this possibility for research in the developing world, is emphasized. Schema or script theory is put forth as a conceptual framework for studying television's content effects. The ways in which third variables such as intelligence and socioeconomic status may confound the relationship between TV use and other behavior also are discussed

Advertising · Geography · Media studies · Natural (archaeology · Sociology · Television studies · Media Influence and Health · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Social Psychology

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