chapter  15
26 Pages

Micromanaging Expert Talk: Hosts' Contributions to Televised Computer Product Demonstrations: Robert E. Nofsinger

RECENT conversation-analytic studies of talk in the broadcast mediahave emphasized the interactive character of mass-mediated messagesin news interviews and other "talk show" programs (Clayman, 1989, 1991, 1993; Greatbatch, 1986a, 1986b, 1988; Heritage, 1985; Heritage, Clayman, & Zimmerman, 1988; Heritage & Greatbatch, 1991; Nofsinger, 1994). In these and other studies, real-time person-to-person talk~ommunicative interactionis shown to be a primary system through which the broadcast message gets produced. This approach narrows the distinctions conceptualizing communication as an interpersonal phenomenon on the one hand and a mass-mediated phenomenon on the other. It contrasts with the perspective that treats broadcast messages more as texts or products than as sets of communicative behaviors (Pingree, Wiemann, & Hawkins, 1988). It is clear, however, that the participants on such broadcast talk programs jointly produce the structure of the mediated message through their social interaction. These analyses of the organizing practices that participants employ make an important contribution to our understanding both of interpersonal communication processes and of the broadcast media (Heritage et al., 1988). Correspondence and requests for reprints: Robert E. Nofsinger, School of Communication, Washington State University, Pullman, WA 99164-2520.