ABSTRACT
This book is about television viewers—about how they use the medium and how they feel about it. It is organized around the idea that the television experience is best understood by analyzing and interpreting viewers’ attitudes toward television’s availability and content, and it emphasizes the social and psychological factors associated with viewers’ relationships to the medium. The viewer remains the focus of attention throughout the book; and it is the authors’ purpose to assess what meanings television has for him, to describe why he comes to use it as he does, and the particular ways in which he establishes a relationship with it.
