A study of how the changes in broadcasting media influence social processes

研究广播媒体的变化如何影响社会进程

• 批准号: 04301022
• 负责人: KAWAMOTO Masaru
• 金额: $ 8万
• 依托单位: Komazawa University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Co-operative Research (A)
• 财政年份: 1992
• 资助国家: 日本
• 起止时间: 1992 至 1994
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-04301022/
• 关键词: broadcasting media; cableTV; new media; advanced information society; diffusion of innovation; mass media effect; information behavior; マスメディアの社会的機能; 都市型CATV; マスメディアの効果; マス・メディアの社会的機能; 高度情報社会; 生活の情報化; マスコミの影響過程; マスメディアの受容過程

As the satellite broadcasting services and cableTV systems spread, the last ecade has seen gradual but irreversible changes in Japanese broadcasting media ; the changes for multiplication and specialization of available channels and services. This study explres how such changes in the broadcasting media influence people's viewing behavior, informatio behavior in general, and attitudes toward some aspects of social life.Our data are mainly from the surveys conducted in Suwa and Hiroshima respectively, each of which includes random samples of both cable-sbscribers and non-subscribers so that we can make comparison of two types of viewers.Some of the findings are : (1)Factors predicting whether or not one subscribes to a cable included innovativeness, willingness to follow the fashion, and preference for high-tech gadgets. Cost consciousness, on the other hand, was found to work against subscribing to a cable.(2)While cabl subscribers had a wider range of channel repertoire than non-subscribers, the former group was likely to spend little more time than the latter watching television. This seems to suggesta "audience-fragmentation phenomenon."(3)Among cable subscribers, the cable channels specialized in movie or music were likely to replace over-the-air channels as a means of enjoying such kinds of entertainment. The changes in viewing behavior , however, seemed to have little impact upon subscribers' pattern of media use as a whole.(4)Local-originated programs in the community channels were more highly evaluated in Suwa than in Hiroshima, as contributing to community integration. But, in both sites, exposure to and favorable attitudes towards the community channels were positively ssociated with attachment to community.

随着卫星广播服务和有线电视系统的普及，日本广播媒体经历了渐进但不可逆转的变化；现有频道和服务的多元化和专业化的变化。这项研究揭示了广播媒体的这种变化如何影响人们的收视行为、总体信息行为以及对社会生活某些方面的态度。我们的数据主要来自分别在须和和广岛进行的调查，每个调查都包括有线电视订户和非订户的随机样本，以便我们可以对两种类型的观众进行比较。研究结果包括：(1)预测一个人是否订阅有线电视的因素包括创新能力、追随时尚的意愿和对高科技设备的偏好。另一方面，成本意识被发现不利于订阅有线电视。(2)尽管有线电视订户比非订户拥有更广泛的频道曲目，但前者花在看电视上的时间可能不比后者多。这似乎暗示了一种“观众碎片化现象”。(3)在有线电视用户中，专门播放电影或音乐的有线频道可能会取代无线频道，成为享受此类娱乐的一种方式。然而，收视行为的改变似乎对订阅者的整体媒体使用模式影响不大。(4)社区频道中的本地起源节目在须和比广岛被更高的评价为有助于社区融合。但是，在这两个网站中，接触社区频道和对社区频道的良好态度与对社区的依恋呈正相关。