Perceptions of the media in three different cultures: the US, Australia & Taiwan

Abstract

This paper examines business students' perceptions of the media in the United States, Australia, and Taiwan across four attributes—informative, entertaining, boring and irritating. Management implications of the findings are also discussed. Newspapers, radio, billboards, television, direct mail and magazines were selected for analysis. The findings revealed that 16 different paired comparisons out of a possible 72 tests show statistical significance. Media perception patterns describing respondents' ratings of different media classes for given attributes were examined. The perception patterns in Australia and the United States were similar with respect to the informative, entertaining and boring attributes, and significant differences in perception patterns were found between Taiwan and the other two countries.