Rethinking Television Audience Measures: An Exploration into the Construct of Audience Connectedness |
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Authors: | Russell Cristel Antonia Puto Christopher P |
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Institution: | (1) The University of Arizona, Department of Marketing, The University of Arizona, 320 McClelland Hall, Tucson, AZ, 85721-0108;(2) School of Business, Georgetown University, 207 Old North, Washington, D.C, 20057-1147 |
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Abstract: | Seeking to extend the scope of current audience measurement methods, this paper qualitatively investigates audiences' relationships with television programs. A content analysis of viewers' discourse from focus groups, Internet fan forums and five phenomenological interviews suggests a construct we labelconnectedness. Transcending involvement, audience connectedness defines intense relationships between the audience and a television program that extend beyond the television watching experience into individuals' personal and social lives. Highly connected audiences were found to be more susceptible to the consumption images presented in television programs, hence illustrating the moderating effect of connectedness on television influence. Implications for audience measurement methods and marketing efforts are discussed. |
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Keywords: | Television audience involvement consumption symbols product placement connectedness social identity |
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