Zoekresultaten

Blader door alle records: alle velden: "*"

AuteurR.C. Versteeg
TitelChoosing between a television and a computer screen : what are the structural and motivational factors that make a viewer decide?
BegeleiderA. den Boon
Jaar2011
Pagina's42
FaculteitFaculteit der Maatschappij- en Gedragswetenschappen
Instituut/afd.FMG: Afdeling Communicatiewetenschap
SamenvattingThis research focuses on finding structural and motivational factors that make a viewer decide between a television and a computer screen to consume video content. A conceptual model based on the Uses and Gratifications Theory was created. In this model the dependent variable is the choice of viewers to watch their content either on a computer or on a television screen. Seven different ways to watch content are used, generally divided by traditional linear television viewing and six new ways of non-linear viewing. The independent variable in this research is the type of content and genre a viewer is going to see. The type of content will cover the four most popular genres in both film and series. One confounding variable is internet self-efficacy, the degree someone knows all technical details how to download from the internet and use software to watch content. Another confounding variable is the gratification sought by the viewer. This variable will be based on the uses and gratification motives with the addition of social gratifications, now that social media is also becoming more and more popular. Using an online questionnaire 243 respondents aged 20-29, all part of the first generation who used computers from a young age, answered several questions about their preference for a TV or a PC screen. Some clear factors were found that make viewers decide between a television and a computer screen to consume content. In the presence of company viewers still favor the television. When watching more plot-driven genres like drama the TV is also still preferred. But the younger group of respondents see the computer as a full alternative to the television in case of instrumental viewing. Since instrumental viewing is generally a more active and involved activity and these characteristics are also commonly associated with using a computer, it can be the case that this the first type of viewing in which the trend towards PC viewing as an acceptable alternative is shown. Furthermore, among the increasing group of social media users, viewers are more likely to switch to a computer screen when watching video content. And because viewers with high internet self-efficacy also prefer the PC more often, and an increase in internet self-efficacy is likely to occur under all viewers in the coming years, a preference for a computer, laptop or tablet screen will be more and more likely in the future.
Soort document scriptie master
Download bestand