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Search - Radio Listening In America - The People Look At Radio-Again

Radio Listening In America - The People Look At Radio-Again
Author: Various

INTRODUCTION During the last war, Frank Stanton conceived the idea of a periodic survey of the publics attitudes toward radio. Although much was known about specific listening habits, he felt that an important industry like radio should keep itself informed of what people know and feel about its general policies, the way it is organized and oper... more »ated. Immediately after the armistice in the fall of 1945, a committee, headed by Dr. Stanton, developed a questionnaire and sent it into the field. The study was sponsored by the National Association of Broadcasters and conducted by the National Opinion Research Center, then at the University of Denver. By the end of 1946 the final report appeared under the title, The People Look At Radio. The co-author of that text, Harry Field, contributed greatly to the first study. His death in an airplane accident in Europe was a great shock and loss to all of his associates. A year Iajer, in the fall of 1947, a second survey went into the field, again sponsored by the NAB and again conducted by NORC, now at the University of Chicago. This time the questionnaire was worked out by a committee under the chairmanship of Hugh Beville. The senior author of the present report sat with this committee in all of its deliberations. The numerous questions suggested in these meetings were thoroughly tested many of them were included in the final questionnaire but, for reasons which are discussed in a speciai appendix to this volume, some had to be rejected. After the final questionnaire had been developed, it was sub- Published by the University of North Carolina Press, Chapel HiIl, North Carolina. iii c i 4. . - - C I. L mitted , g. a, group of social scientists who had previously criticizkd first report. They made a number of improvements CLch were incorporated into the questionnaire on which the present report is based. Special thanks are due Paul Sheatsley of the National Opinion Research Center who worked closely with the research committee, and whose research experience and ingenuity were indispensable throughout the study. Mr. Dick Baxter, research assistant at Columbia Universitys Bureau of Applied Social Research, was most helpful in many phases of the analysis. Miss Patricia Kendall took a larger and larger part in each subsequent revision of the present text until it was only fair to acknowledge her as co-author. Paul F. Lazarsfeld CONTENTS PAGE CHAPTER I. The Communications Behavior of the Average American . . . . . . . . . . . . I OVERLAPPING AUDIENCES THE STRUCTURE OF THE MASS AUDIENCE CHAPTE 1 R 1. Programs and Their Listeners. . . . . . 18 MAJOR GROUP DIFFERENCES FURTHER OBSERVATIONS ON RADIO PREFERENCES LEARNING FROM RADIO CHAPTER 11 1. The People Look at Radio . . . . . . 43 OVER-ALL APPRAISAL ANNOYANCES AND DISSATISFACTIONS FAIRNESS CHAPTEIRV . Some Observations on Advertising . . . . WHATS WRONG WITH COMMERCIALS SEVERITY OF CRITICISM The Hucksters EXPOSURE AND ATTITUDES CHAPTE V R . Toward an Ever Better Radio . . . . . WHO ARE THE CRITICS WHO SHALL W THE JOB PERSONAL CONCERN AND SOCIAL CONTROL THE LISTENERS TASK APPENDIAX. Questionnaire and Results . . . ...

ISBN-13: 9781408640111
ISBN-10: 1408640112
Publication Date: 1/31/2008
Pages: 186
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Publisher: Read Books
Book Type: Paperback
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