Library Services | Technical University of Kenya

Your cart is empty.
Normal view MARC view ISBD view

Values of German Media Users [electronic resource] : 1986 – 2007 / by Merja Mahrt.

By: Mahrt, Merja [author.].
Contributor(s): SpringerLink (Online service).
Material type: materialTypeLabelBookPublisher: Wiesbaden : VS Verlag für Sozialwissenschaften, 2010Description: 148p. 9 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783531922560.Subject(s): Social sciences | Sociology | Social Sciences | Sociology | SociologyDDC classification: 301 Online resources: Click here to access online
Contents:
What Are Values? -- Aim and Scope of the Study -- Audience Values and Media Use -- Values and Media Use among the Highly Educated -- Values and Genre Preferences -- Channel Loyalty and Genre Preferences -- Conclusion.
In: Springer eBooksSummary: Values are central concepts across all social sciences. Communication and media research, however, has not systematically contributed to the field. Merja Mahrt addresses questions on the relationship between mediated value patterns and values of the audience. What role do values play in selective exposure? How are genre and channel preferences intertwined with individual values? What changes does the drastic expansion of a media system bring about? The author analyzes large-scale representative surveys, covering German media users from 1986 to 2007. She finds patterns linking social and materialist values with preferences and usages of print and electronic media. Implications for the role of values in behavior and in media planning are discussed. This book is essential reading for researchers and students from the social sciences, in particular communication and media sciences, interested in a deeper understanding of values.
Tags from this library: No tags from this library for this title. Log in to add tags.
No physical items for this record

What Are Values? -- Aim and Scope of the Study -- Audience Values and Media Use -- Values and Media Use among the Highly Educated -- Values and Genre Preferences -- Channel Loyalty and Genre Preferences -- Conclusion.

Values are central concepts across all social sciences. Communication and media research, however, has not systematically contributed to the field. Merja Mahrt addresses questions on the relationship between mediated value patterns and values of the audience. What role do values play in selective exposure? How are genre and channel preferences intertwined with individual values? What changes does the drastic expansion of a media system bring about? The author analyzes large-scale representative surveys, covering German media users from 1986 to 2007. She finds patterns linking social and materialist values with preferences and usages of print and electronic media. Implications for the role of values in behavior and in media planning are discussed. This book is essential reading for researchers and students from the social sciences, in particular communication and media sciences, interested in a deeper understanding of values.

There are no comments for this item.

Log in to your account to post a comment.

2017 | The Technical University of Kenya Library | +254(020) 2219929, 3341639, 3343672 | library@tukenya.ac.ke | Haile Selassie Avenue