The Implicit Assumptions of Television Research: An Analysis of the 1982 NIMH Report on Television and Behavior

Cook, Thomas D.; Kendzierski, Deborah A.; Thomas, Stephen V.
June 1983
Public Opinion Quarterly;Summer83, Vol. 47 Issue 2, p161
Academic Journal
The authors analyze some of the assumptions underlying most current research on television. They emphasize the dependence on (1) an individual rather than an institutional level of analysis; (2) a model of research utilization that pays little explicit attention to where sources of leverage lie for changes in programming; (3) extremely simple models of the selection processes associated with different levels of television viewing; and (4) uncritical appraisals of the consequences of effects that many would call small or modest. These issues are illustrated by a general discussion of the NIMH report on Television and Behavior and specific discussion of "mainstreaming" and the effects of television violence.


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