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- Title
BROADCAST VIEWING AND LISTENING BY CHILDREN.
- Authors
Merrill, Irving R.
- Abstract
This article presents information on some past research and a report of recent studies that indicate that children in homes that have television sets listen to radio much less than children in homes that do not and especially during the first few years of exposure, spend more than the equivalent of one school day per week in front of the set. All the studies reviewed indicated the powerful appeal of television as a medium and the study reflects this unanimous finding. For it was probably the appeal of the medium itself, rather than any particular content, which accounted for the finding that of all children aged two to three, three-fourths were regular viewers sometime during the average weekday. It was probably the medium itself which attracted, in competition with radio, an average of more than 2 hours viewing per weekday in 1956. In 1940, before television, radio could attract only an average of 1.5 hours of listening per weekday. The presence of a novelty effect, which persisted for as long as two years, is further evidence of the appeal of the medium of television itself.
- Subjects
TELEVISION &; children; RADIO &; children; MASS media &; children; TELEVISION broadcasting; RADIO audiences; RADIO broadcasting; INFLUENCE
- Publication
Public Opinion Quarterly, 1961, Vol 25, Issue 2, p263
- ISSN
0033-362X
- Publication type
Article
- DOI
10.1086/267019