The Televiewing Audience,9781572734883

The Televiewing Audience

by ;
ISBN13: 9781572734883
ISBN10: 1572734884
Format: Paperback
Pub. Date: 2002-08-01
Publisher(s): Hampton Pr
List Price: $30.60

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Author Biography

David J. Atkin is distinguished professor of communication at Cleveland State University.

Table of Contents

About the Authors xi
Preface xiii
The Audience: Consumer and Commodity
1(26)
Televiewing Audience Defined
2(1)
Mass Audience Defined
3(3)
Why Televiewing is Not Taken Seriously
6(15)
Summary
21(1)
Questions to be Answered in the Next Chapter
22(1)
Key Concepts From This Chapter
23(1)
Endnotes
23(4)
Symbolic Interaction: An Audience and Industry Collaboration
27(34)
Internal Reality
31(16)
External Reality
47(9)
Summary
56(1)
Questions to be Answered in the Next Chapter
56(1)
Key Concepts From This Chapter
57(1)
Endnotes
58(3)
Becoming Teleliterate
61(28)
How Viewers Watch
62(10)
Why Viewers Watch
72(3)
Implications and Ramifications of Televiewing
75(8)
Summary
83(1)
Questions to be Answered in the Next Chapter
84(1)
Key Concepts From This Chapter
84(1)
Endnotes
85(4)
The Audience Makers
89(32)
The Stations
91(4)
Television Production Houses
95(6)
The Syndicators
101(3)
The Networks
104(9)
Advertisers
113(3)
Summary
116(1)
Questions to be Answered in the Next Chapter
116(1)
Key Concepts From This Chapter
117(1)
Endnotes
117(4)
Audience Making
121(32)
Branding
122(2)
Programming
124(7)
Promotion
131(3)
Program Scheduling
134(5)
Sweeps
139(1)
Between Program Schemes
140(2)
Within Program Manipulation
142(6)
Summary
148(1)
Questions to be Answered in the Next Chapter
148(1)
Key Concepts From This Chapter
148(1)
Endnotes
149(4)
Audience Measurement: Flaws and Fallacies
153(20)
Free Screenings
155(2)
Ratings
157(2)
Ratings History
159(8)
Alternative Measures
167(1)
Summary
168(1)
Questions to be Answered in the Next Chapter
169(1)
Key Concepts From This Chapter
169(1)
Endnotes
170(3)
Protecting the Audience's Interest, Convenience, and Necessity
173(22)
Issues Associated With Public Interest
176(5)
Issues Associated With Public Convenience
181(4)
Issues Associated With Public Necessity
185(5)
Summary
190(2)
Questions to be Answered in the Next Chapter
192(1)
Key Concepts From This Chapter
192(1)
Endnotes
193(2)
Televiewing as a Competitive Sport
195(18)
Competition From Within
197(3)
External Competition
200(4)
The Broadcast Network Response to the Competition
204(4)
Summary
208(1)
Questions to be Answered in the Next Chapter
208(2)
Key Concepts From This Chapter
210(1)
Endnotes
211(2)
Author Index 213(4)
Program Index 217(6)
Subject Index 223

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