The Televiewing Audience

by Abelman, Robert; Atkin, David J.

• ISBN13: 9781572734883
• ISBN10: 1572734884
• Format: Paperback
• Copyright: 2002-08-01
• Publisher: Hampton Pr

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