Jacob J. Wakshlag

A THEORY OF TELEVISION PROGRAM CHOICE

Researchers have employed different theoretical frameworks to predict patterns of television program choice. Despite varied theoretical origins, such efforts typically assume that program choice is systematically related to program content. A substantial body of marketing research, however, has provided evidence that choice is determined by scheduling—not content—factors, drawing into question the explanatory power of current theories. This article integrates disparate theoretical perspectives into a single model that is consistent with empirically documented patterns of choice.

Perceived vulnerability to crime, criminal victimization experience, and television viewing

Survey data were utilized to examine the relationship between television viewing and perceptions of personal vulnerability to crime. The analyses revealed that the strength and direction of such associations were contingent upon: (a) the viewers predominant modality or source of criminal victimization experience (mediated, interpersonal, or direct); (b) the type of primetime television program viewed (crime‐related or noncrime‐related); and (c) the contextual nature of the perception of personal vulnerability to crime being considered. Discussion of the implications of these findings for future research focused on the relationship between television viewing and social perceptions.

Trends in program variety and the prime time access rule

After surveying contemporary issues and evaluating earlier research, this study presents the results of an entropy‐based time series analysis of 1950 to 1982 network prime time program variety. Time series analysis applied to this model yielded no support for the general notion that program variety had gradually declined over time. It did appear that a single sharp decline in variety coincided with the introduction of the 1971 Prime Time Access Rule, and this decline has lingered.

The impact of group viewing on patterns of television program choice

This study addressed a discrepancy between theories of program choice and observed audience behavior. It found that expected patterns of choice are significantly enhanced when viewing groups are constant over time.

Television news viewing and network affiliation changes

This study, analyzing ratings, audience flow and repeat viewing for news programs before and after a network affiliation change, tests divergent predictions based on network, program and channel loyalty.

VIEWER APPREHENSION ABOUT VICTIMIZATION AND CRIME DRAMA PROGRAMS

Subjects were assigned to one of two apprehension conditions (high versus low) based on their responses to fear of victimization items embedded in a more general questionnaire. Subjects within each level of apprehension were randomly assigned to view one of two versions of a made-for-TV movie. The original version concluded with the antagonist getting shot. The second version was identical to the first except that it ended with the protagonist being shot. Physiological responses indicated that apprehensive viewers reacted more intensely to the program than their less apprehensive counterparts. Importantly, there were no significant differentiations in physiological response to noncrime content seen by the same subjects. Evaluations of the programs endings were also more negative for apprehensive viewers. Apprehensive viewers also found the antagonist to be more reprehensible than their less apprehensive counterparts. These findings are interpreted as being consistent with the view that individuals who are apprehensive about crime and victimization find crime drama particularly exciting and that this excitement induces more intense evaluations of the show. The present findings are analyzed with respect to prior research and theory and are shown to be compatible with the selective exposure hypothesis (apprehensive viewers are particularly attracted to crime drama).

Stability in the Popularity of Television Programs among Children and Adolescents.

This study analyzed changes in the popularity (ratings) of television programs over the duration of a television season. Results indicated that popularity was quite stable and increased as the season wore on, especially among younger viewers.