Literaturnachweis - Detailanzeige
| Autor/in | Gaziano, Cecilie |
|---|---|
| Titel | The Role of Psychographic Analysis in Developing Mass Communication Theory. |
| Quelle | (1987), (29 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Audience Analysis; Individual Characteristics; Mass Media; Media Research; Models; Newspapers; Public Opinion; Research Tools; Theories |
| Abstract | Psychographic analysis--combining demographic and attitudinal characteristics into groups and looking at variations in those characteristics--is useful in newspaper research to expand theories of media publics. One effective segmentation strategy (used at Minnesota Opionion Research Incorporated--MORI) is to divide the population into four groups, based on relevant behavior and apparent likelihood of change in that behavior, and to use discriminant analysis to "predict" individuals who are users and non-users of a product or service. Another useful reader typology is a typology of mobility, showing how people relate to their communities and the role of that relationship to newspaper reading. A third typology measures attitudes toward media, news, and alienation from society, classifying the public into two groups--"sophisticated skeptics" and "less well informed and suspicious." These two subgroups are further defined by the variables of demographics, perceptions of media philosophies, perceptions of bias and opinion in media, and attitudes toward the media. In contrast to these audience groups, groups of journalists represent a typology which can contribute to a theory of people in the media. One such typology divides journalists into subgroups based on their age and relationship to their community. (Two pages of footnotes and 11 tables of data are appended.) (MM) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Literaturbeschaffung und Bestandsnachweise in Bibliotheken prüfen
Permalink als QR-Code
Inhalt auf sozialen Plattformen teilen (nur vorhanden, wenn Javascript eingeschaltet ist)
Teile diese Seite:
