Television audience research at Britain's independent broadcasting authority, 1974–1984

Bibliographic Data

ID7512436
AuthorsJ Mallory Wober, Barrie Gunter
Year1986
Volume30
Issue1
Pages15-31
Publication date1986-01-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Broadcasting & Electronic Media (JOURNAL)
Journal identifiersISSN: 0883-8151 • E-ISSN: 1550-6878
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/08838158609386605
OpenAlexW1974255943
LanguageEN
Citations received9
References cited9

The Independent Broadcasting Authority (IBA) has developed an Appreciation Measurement instrument which yields not only indices of appreciation but also measures of patterns of viewing behavior across a week. Together with attitude questionnaires, these weekly data bases provide useful means of exploring a wide range of media effects theories. The focus on subjective meanings adduced by viewers for screen contents permeates IBA research, the outcomes of which tend to be support for selectivity in viewing behavior, some dependency effects, but limited or no cultivation effects where viewers have other means of forming perceptions and attitudes

Advertising · Broadcasting (networking · Business · Dependency (UML · Focus (optics · Perception · Computer Science · Media Influence and Health · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Social Psychology

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