Abstract
Despite both the economic success and shear spectacle of television shopping, very little research has looked at what keeps millions of viewers tuned in to what could be considered nothing more than networks devoted to a constant stream of advertisements. Building on the theoretical framework of parasocial interactions, this article devises a typology of television shopping viewers based on in-depth interviews conducted with audience members that range from heavy to light in terms of their viewing patterns. Audience members fall into 3 different categories of viewer-shoppers: skeptical-ironic, practical-hesitant, and expert-compulsive. Each of these categories of viewer-shoppers negotiated different meanings of television shopping programming that challenge ideas about isolated individuals who turn to television shopping networks primarily for companionship.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
