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The present study deals with the social implications of cablebroadcasting and explores the possible links between the spreadof global media and the development of individualistic and globalisticorientations. The study examined the function of televisionin strengthening individuals' cognitive and affective connectionswith their own selves, with social groups such as primary andethnic groups, with their society (the nation-state), and withthe global community. The beginning of the cable era in Israelcreated a unique situation which made possible the comparisonof two research populations, subscribers and non-subscribers,which were similar in all background variables, yet differentin their television supply. The main conclusion of this studywas that there are differences between the two groups in termsof their assessments of gratifications obtained from television,and concerning the strengthening of their connections with varioussocial groups and with their own selves. Moreover, there isa clear difference in the structure of the assessments of thetwo groups as presented graphically in two SSA maps-among thesubscribers there is a well defined region of variables relatedto the connection with the global community, while among thenon-subscribers these variables are scattered among variablesrelated to connections with other social groups. In addition,our data suggest that the gratifications obtained from televisionfor the self are complimentary to the gratifications relatedto connections with the global community. 相似文献
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