Television and Its Viewers

What Social Science Sees

George A. Comstock

Expert InsightsPublished 1976

In the past 25 years there has accumulated a sizable scientific literature on television. This paper focuses on four themes: (1) The role of TV in behavior modification: There is evidence that TV can contribute to both voluntary and involuntary behavior modification. (2) The influence of TV on the way people spend their time: A UNESCO investigation of large samples from 15 industrialized cities found that set owners spend about an hour a day more in time devoted to television, and about 13 percent less time sleeping. (3) The contribution of TV to politics: Television has altered the organization of campaigns so that TV access is a major thrust, and it has increased the public's vicarious participation in politics. (4) Television and the public: The relationship between the public and TV is one of love-hate, the public accepting the faults as a fair price for the pleasures, and acclaiming it the major source of news, yet not fully paying attention.

Document Details

  • Copyright: RAND Corporation
  • Availability: Web Only
  • Year: 1976
  • Pages: 26
  • Document Number: P-5632

Citation

Chicago Manual of Style

Comstock, George A., Television and Its Viewers: What Social Science Sees. Santa Monica, CA: RAND Corporation, 1976. https://www.rand.org/pubs/papers/P5632.html.
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