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

点击翻译按钮获取中文摘要

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.