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1.
《Mass Communication and Society》2013,16(2):207-228
This study examined the visibility, status, and roles assigned to major U.S. racial groups in commercials broadcast during children's programming on 8 stations over 1 weekday and 1 weekend day (N = 1,487). Although the proportion of Whites and African Americans surpassed their actual percentages, Asians, Latinos, and Native Americans were dramatically underrepresented. The visibility of racial minorities was further diminished by their segregation into commercials for a limited group of products. When commercials showed racial minorities, they tended to cast them in stereotypical, lower prestige roles. Commercials privileged Whites by showing them in every type of commercial and role. Whites were the only characters in high-status roles and, in comparison to racial minorities, were significantly more likely to be spokespeople, initiators of action, and problem solvers. This asymmetry reveals that modest improvements in the demographics of child-targeted commercials are insignificant when weighed against the racial bias evident in the depiction of social power. 相似文献
2.
Major cultural values in Chinese and Indian TV commercials were identified in this content analysis. Commercials in both countries were found emphasizing modernity over tradition as a dominant value. Chinese commercials used more traditional values while Indian commercials reflected a more Western value orientation. Foreign brands used modernity more frequently than domestic brands. Foreign brands of Eastern origin used modernity even more often than those of Western origin. Product category emerged as the most important variable affecting cultural values in both countries' commercials. While contributing to international advertising research, this study provides implications for international advertising practice. 相似文献
3.
Nurit Tal-Or 《Mass Communication and Society》2013,16(4):403-422
The research presented here examined the occurrence of the third-person perception (TPP) among children compared with older people. Unlike in previous research, the TPP was examined in response to positive product advertisements. These advertisements are considered negative only when people understand their persuasive intent and manipulative nature. In that context, there was no indication of the TPP in children, whereas adolescents and adults showed the usual effect. The research further documented the existence of an intuitive understanding of media influence on various age groups. For example, adults perceived themselves as less influenced by an adult-targeted ad than other adults but not less influenced than children and adolescents. The results are discussed in terms of self-serving bias, understanding of persuasion intent, and the intuitive understanding of media influence. 相似文献
4.
This study examined the influence of the global reach of the product, multinational vs. domestic, on the degree of standardization of and the use of advertising values in 2008 Beijing Olympic commercials telecasted in China. This study is the first to examine systematically advertising standardization and values within one country in a mega-sporting event context. Overall, the study revealed that multinational product advertisements are more likely to be standardized, and more likely to portray Western-oriented values in their advertisements compared to domestic product advertisements. These findings indicate the importance of considering the global reach of the product in advertising to meet the expectations of the customers, especially during international sporting events such as Olympic Games. 相似文献
5.
《Journal of Radio & Audio Media》2013,20(1):131-132
Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Using content analysis, gender role stereotyping in radio commercials was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping in Portuguese radio advertising; (2) compare levels of stereotyping in three countries. One hundred and sixty six advertisements were content analyzed into nine categories referring to the central figure, credibility, role, location, argument, reward, product, accent, and narrator. As previously found, male and female characters were portrayed in different ways particularly on credibility (males as authorities, females as users), role (males as celebrities/narrator, females as dependent), location (males in occupational setting more than females), and narrators (females as characters more than males). The patterns of bias in Portuguese radio commercials are consistent with, though less marked than, those in television commercials. Concerning the cross- national analysis, results showed more similarities than differences. 相似文献
6.
Chompunuch Punyapiroje & Margaret A. Morrison 《亚洲交流杂志》2013,23(3):318-336
This study investigates how Thai cultural values are expressed in advertising messages. Manifest cultural values in Thai TV commercials were compared with value clusters identified by S. Komin in Psychology of the Thai people: Values and behavioral patterns (1991). Findings suggest that values expressed in the advertisements differ somewhat from those important to Thai people. While commercials were most likely to emphasize ego, a value rated as important to Thai people, the ads also focused on fun and pleasure and achievement/task orientation which are of lesser importance to Thais. Similarly, advertisements focused on maintaining smooth and gratifying interpersonal relationships were downplayed, despite the fact that these values are important in Thai society. 相似文献
7.
《Mass Communication and Society》2013,16(1):103-116
Previous research has shown that if commercials showcase higher levels of humor, they can enhance the viewer's enjoyment of the program in which the commercials are contained. The theory of excitation transfer has been used to explain this phenomenon. This experimental research suggests some modifications to its application in this setting, suggesting that there must be an adequate level of TV program appeal initially for the appeal to be enhanced by commercials. In this study, men's enjoyment of a sitcom was enhanced when high humor commercials were included in the program. 相似文献
8.
《广播与电子媒介杂志》2013,57(4):638-647
Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions. 相似文献
9.
[目的/意义]了解国外图书馆老年人服务的研究主题及发展脉络,为我国图书馆老年人服务提供借鉴。[方法/过程]通过文献调研,梳理1938-2017年国外图书馆老年人服务的研究主题及发展脉络。[结果/结论]国外图书馆老年人服务研究可划分为3个发展阶段,呈现出研究用户不断扩大与细分,研究视角由关注图书馆转向关注老年人需求的特点。服务方式由单一简单服务转向多元化和创新性服务,研究理念也逐渐由服务老年人向老年人的积极参与转变。同时,研究也呈现出一定的不足,如过多关注馆内老年用户而忽视馆外老年用户,缺乏代表性项目的介绍及其评估等。 相似文献
10.
本文以国外图书馆协会老年服务指南文本为研究对象,采用质性研究方法归纳获得指南的内容框架,可归为八个方面:指南目标与编制思想,认识老龄化和老年人,图书馆老年服务原则,了解老年人需求,图书馆规划和经费预算,馆藏与设施设备,馆员与服务,合作与宣传。在对国内外情况进行对比分析的基础上,指出应尽快制定我国的图书馆老年服务规范,确立积极的老龄观和差异化的服务导向,建立对我国老龄化现状及未来趋向的清晰认识,明确公共图书馆老年服务的使命陈述,倡导具体化、整体性、常态化的服务指导。表2。参考文献56。 相似文献
11.
Cynthia Hughes 《Public Library Quarterly》2017,36(1):43-60
The author examined the survey results from 721 rural libraries throughout the United States and Canada to learn more about how they are serving older adults (defined here as anyone 65 years and older). The following areas of library service in particular were studied: funding sources, collections, strategic planning, staffing, technology use, partnerships, outreach efforts, and building design and accessibility. Results of this study were compared to those found in recent studies of services provided to older adults in suburban and capital city public libraries. 相似文献
12.
Deborah H. Charbonneau 《Public Library Quarterly》2014,33(2):121-130
This article reports on the results of a study that examined public library website adherence to senior-friendly website guidelines. A total of 104 public library websites (N = 104) were analyzed. Compliance with Internet design accessibility principles recommended for older adult Internet users was analyzed, and the findings suggest that current public library website practices may be problematic. As a result, public library websites offering resources and services may present potential accessibility challenges to older adults. Recommendations relevant to public libraries for enhancing library websites and online content are presented. 相似文献
13.
《Journal Of Access Services》2013,10(2):15-27
ABSTRACT As early as 1977, academic libraries began posting position announcements for access services librarians. During the twenty-seven year period from 1977 to 2004, a total of 217 advertisements that included the phrase “access services” appeared in College & Research Libraries News. Using content analysis, these advertisements are examined to identify both general and unique characteristics in access services positions, while also looking for changes over time as well as possible future trends. 相似文献
14.
Wanhsiu Sunny Tsai 《亚洲交流杂志》2013,23(4):423-439
This study examines how Taiwanese commercials represent women and men, particularly men, in the family context as spouses and parents. A content analysis of prime-time commercials indicates that advertising representations of gender roles have made only slight and slow progress. Men are much less likely than women to be shown doing housework and taking care of children. When men are shown as nurturant fathers, their involvements with children are limited to playing with offspring. 相似文献
15.
16.
《Public Library Quarterly》2013,32(3-4):59-73
ABSTRACT This article investigates requirements and responsibilities for public library youth services librarians. Position advertisements were published in American Libraries in five-year increments, from 1971 to 2001. Youth services librarian positions were analyzed as to changes in position titles, education requirements, job responsibilities, and personality characteristics. Findings suggest that the number of advertised youth services positions is increasing, and job titles are changing from the specific “children's services” to the more generalized “youth services.” Advertised responsibilities of the youth services librarian have consistently emphasized collection management and administrative duties, and many advertisements place a heavy emphasis on personality traits. 相似文献
17.
Trivializing the News? Affective Context Effects of Commercials on the Perception of Television News
This study examined whether affect induced by television commercials influences the perception of news programming. An experiment showed that viewers in positive moods generated by television commercials perceive news stories viewed both after and before watching the commercials as more entertaining, relaxing, realistic, and more credible than viewers exposed to neutral commercials do. Of interest, viewers in positive mood, as compared to neutral mood, perceived the topic presented in the news story as less important and serious. 相似文献
18.
《Library & information science research》2022,44(3):101177
Public library systems' websites were often the sole means for older patrons to access library services and programming during the COVID-19 pandemic. This study integrated Pauwels' (2012) framework to analyze 25 Ontario public library systems' websites for evidence of their available programming for older adults during the early months of COVID-19. The 640 identified programs for older adults revealed a number of patterns, including issues regarding visibility and representation of older patrons on library websites as well as assumptions surrounding older adults' access to technologies. Discussions consider three implications for public libraries as they reopen and create new virtual spaces “postpandemic”: questioning (re)distributions of resources that support both virtual and in-person services, questioning implicit assumptions that digital connection will foster social connection, and questioning the effects of the library as a virtual space on feelings of social connectedness. 相似文献
19.
Debra J. Slone 《Library & information science research》2003,25(4):403-418
This study analyzed observations and interviews of 31 participants, who were divided into six age groups, to understand the influence of end-user goals and experience on Internet search approaches. Users who lacked experience approached the Internet similarly no matter what the age group. Children and older adults were more likely to lack online search experience than other users. In addition, children and older adults were more homogeneous than other users in that they had a narrow range of situational goals, whereas users in other groups had a wide range of situational goals. The study has implications for user services and research in end-user searching. An understanding of the influence of age, experience, and goals on Internet search patterns might guide how, how much, and in what format information should be presented in the future. Knowledge gained from this study can also form the basis of hypotheses for larger studies. 相似文献
20.
《广播与电子媒介杂志》2013,57(3):503-520
Twenty years ago researchers found that quite apart from the manifest content of television commercials aimed at children, certain formal features showed a marked tendency to vary according to the sex of the target consumers: in particular certain post-production features (transitions and voice-overs). The current study involved a content analysis of formal features in 117 toy advertisements broadcast on British television. Statistically significant differences were found for the same features and also for camera work. 相似文献