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ERIC Number: EJ728874
Record Type: Journal
Publication Date: 2005-Jan
Pages: 26
Abstractor: Author
ISBN: N/A
ISSN: ISSN-0360-3989
EISSN: N/A
Available Date: N/A
What Produces Television Attention and Attention Style? Genre, Situation, and Individual Differences as Predictors
Hawkins, Robert P.; Pingree, Suzanne; Hitchon, Jacqueline; Radler, Barry; Gorham, Bradley W.; Kahlor, Leeann; Gilligan, Eileen; Serlin, Ronald C.; Schmidt, Toni; Kannaovakun, Prathana; Kolbeins, Gudbjorg Hildur
Human Communication Research, v31 n1 p162-187 Jan 2005
Individual looks at television vary enormously in length, and this has previously indicated differences in ongoing cognitive processes. Furthermore, the relative frequency of looks of different lengths may indicate styles of attention to television. This article compares visual attention of 152 subjects across a variety of genres and examines differences located by situation, person, and media perception variables. Attention style was not consistent for individuals but varied for different types of programming and between-program breaks. Situational, person, and media belief variables did not predict the proportions of four types of looks. They did, however, predict differences in the proportion of moderately short (orienting) looks across types of content, but not the previously more important very short (monitoring) or moderately long (engaged) looks. The overall importance of type of content in these results suggests that further research should examine within-program differences in message construction and assess attentional style as patterns or sequences of looks.
Oxford University Press, Great Clarendon Street, Oxford OX2 6DP UK. Tel: +44 1865-353907; Fax: +44 1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://hcr.oxfordjournals.org/.
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A