Abstract
Applying the postulates and methodology of the universal value structure theory articulated by Schwarrs and Bilsky (1987, 1990) to mass communication, this study employs value type analysis to investigate how respondents' cultural background and television viewing habits are related to their perceptions of the importance of value types and to individualistic or collectivistic value structures. In this study, we found significant relations between television program genres viewed and individualist, collectivist, and mixed value types. The findings indicate that-throughout individualist, collectivist, and mixed value types-television program genre usually serves as a stronger predictor of value type importance than do demographic variables.
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.
