Television Shopping : A Media System Dependency Perspective A Media System Dependency Perspective

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Bibliographische Detailangaben
Beteiligte: GRANT, AUGUST E., GUTHRIE, K. KENDALL, BALL-ROKEACH, SANDRA J.
In: Communication Research, 18, 1991, 6, S. 773-798
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 773-798
ISSN: 0093-6502
1552-3810
DOI: 10.1177/009365091018006004
veröffentlicht in: Communication Research
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> The television shopping phenomenon is analyzed in terms of media system dependency theory. The analysis begins with a discussion of potential changes in structural relationships within the media system introduced by television shopping. We discuss how these structural changes imply changes in microlevel dependency relations. A hierarchy of dependency relations is proposed, with television dependency leading to dependency upon a genre of TV programming and, ultimately, to the development of parasocial relationships with the hosts of specific programs. Using measures of television dependency, parasocial interaction, demographic variables, and buying behavior, a model is proposed and tested upon a random sample of viewer-buyers from a major television shopping service to explain the relationships among the viewer-buyer, the television shopping program, and the television medium. Results indicate that genre dependency plays a central role in the pattern of relationships. </jats:p>