Year: 1980
Type: article
Abstract: The Canadian television audience occupies a somewhat problematic position within the framework of mass communication theory. Its problematic character is related to the diverse theoretical perspectives by which it may be analyzed and interpreted. Many theorists of the mass media argue, that in order to understand the nature of the television audience in terms of its programming preferences, prejudices and overall viewing behaviour it is necessary to recognize the complex relationships which exist between the members of the audience and the mass society in which they live. Conversely, a second theory deals with effects which television and the information obtained from it, might have on the behaviour of television viewers. It points out that in examining the effects of television, one must consider the relationship between the audience members and the various social groups to which they might belong. According to this view, it is these primary and secondary groups which mediate the messages which the audience members receive from television and thus indirectly determine their effects. Finally, there are those communication theorists who are concerned with the role which television specifically plays in Canadian society. They maintain that the nature of the Canadian audience must be related to the unique problem of the quest for Canadian cultural identity, autonomy and national unity.
Author: Nicholas G Petryszak
Institution: University of British Columbia
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W1494912356