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Hot talk or hot air: The relationship between values and listening to political talk radio.

机译:热议或热议:价值观与收听政治谈话广播之间的关系。

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Since the advent of Rush Limbaugh on AM radio in 1988, political talk radio (PTR) has grown from a cultural oddity to a recognized radio programming format, capturing 17-18% of the radio audience. Many studies have examined PTR, its rhetorical form, and its effects. To date, few studies have attempted to explain the consumption of PTR by examining audience values. This study of listener values, uses and gratifications, and political talk radio had three primary goals. First, the study investigated the relationship between values and choosing PTR programming. Second, the relationship between PTR listening and uses and gratifications was investigated. Finally, this study tested for associations between PTR listening and two items: political involvement and media cynicism. This study found that five universal values (Schwartz, 1992) were associated with PTR program choice. People who listened to liberal PTR hosts were found to be associated with universalism and hedonism. People who listened to conservative PTR hosts were found to be associated with security, tradition, and conformity. In addition, it was found that a model could be developed that could predict PTR program choice based upon audience values. Second, it was found that audiences listen to PTR for a variety of reasons, including mistrust of the mainstream media, information seeking, hearing the opinions of others, and gaining information and knowledge. It seems that people listen to PTR, primarily to seek information; they are also seeking information that is delivered in a manner that is consistent with their inner-directed value systems. Greater cynicism towards the mainstream media was found to be associated with greater listening to PTR. Finally, it was found that most PTR listeners are not more politically involved. However, when PTR callers were separated from the sample of PTR listeners, callers were found to be significantly associated with two measures of political involvement. These two measures were "contributed to a candidate" and "voted in the last presidential election."
机译:自1988年Rush Limbaugh在AM广播中问世以来,政治谈话广播(PTR)已从文化上的特殊性发展为公认的广播节目格式,吸引了17-18%的广播观众。许多研究检查了PTR,其修辞形式及其效果。迄今为止,很少有研究试图通过检验受众价值来解释PTR的消费。这项关于听众价值,用途和满足感以及政治谈话广播的研究具有三个主要目标。首先,研究调查了值与选择PTR编程之间的关系。其次,研究了PTR收听与使用和满足之间的关系。最后,本研究测试了PTR收听与以下两项之间的关联:政治参与和媒体玩世不恭。这项研究发现,五个普遍的价值观(Schwartz,1992)与PTR计划的选择有关。发现听自由PTR主持人的人与普遍主义和享乐主义有关。发现听保守的PTR主持人的人与安全性,传统和合规性相关。此外,发现可以开发一种模型,该模型可以根据受众价值预测PTR节目选择。其次,发现听众听PTR的原因多种多样,包括对主流媒体的不信任,寻求信息,听取他人的意见以及获取信息和知识。人们似乎在听PTR,主要是为了寻求信息。他们也在寻求以与其内在价值体系相一致的方式传递的信息。人们发现,对主流媒体的冷嘲热讽与对PTR的更多聆听有关。最后,发现大多数PTR听众在政治上没有更多参与。但是,当将PTR呼叫者与PTR侦听器样本分开时,发现呼叫者与两种政治参与方式显着相关。这两项措施是“贡献给候选人”和“在上届总统选举中投票”。

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