Original scientific paper

The Profiles of TV Zagreb Viewers

Nenad Karajić ; Unemployed, Zagreb
Ivan Rimac ; Institute for Social Research, Zagreb

Abstract

Interviewing the audience about their mass-media habits is a strategy of sociological and psychological approach which is very common in the research of TV modalities as mass culture means of communication and expression.
Having defined the problem of their research in such a context, the authors tried to recognize the distinct subgroups of TV viewers and their peculiarities both as audience and as social beings.
Analysing the attitude of TV viewers towards TV programmes, there have been located, by the method of cluster analysis, six groups of 7 V viewers. The basic line of differentiation among groups of viewers in the field of behaviour variables is the amount of TV programme they consume and their preferences of TV channels.

Keywords

Hrčak ID:

155382

URI

https://hrcak.srce.hr/155382

Publication date:

31.3.1990.

Article data in other languages: croatian

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