In:
Communication Research, SAGE Publications, Vol. 18, No. 6 ( 1991-12), p. 773-798
Abstract:
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.
Type of Medium:
Online Resource
ISSN:
0093-6502
,
1552-3810
DOI:
10.1177/009365091018006004
Language:
English
Publisher:
SAGE Publications
Publication Date:
1991
detail.hit.zdb_id:
2016421-X
SSG:
3,4
SSG:
3,5
SSG:
7,11
